MAM

Affiliate marketing: The new rage in the post-Covid2019 world

Affiliate marketing has a big role in technology

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/07/11/neha.jpg?itok=A9uxv1F7

The Covid2019 outbreak has affected the marketing budgets of brands. The situation, despite being difficult, throws up opportunities to be innovative and get aggressive on new-age marketing strategies. While digital marketing has been in vogue for some time now, within this domain, several brands are redefining their marketing space by dedicating a large chunk of their budgets to affiliate marketing.

The new strategy is in line with companies’ plans to conserve cash and focus on result-oriented marketing channels. Brands like ‘The Man Company’ have taken the lead by shifting a huge pie of their budget to affiliate marketing for their online business. 

“Affiliate marketing as a channel has helped us acquire new customers at a lower cost as compared to paid ads, helping us to get a better ROI. This channel gives us dual advantages. On one side, we are able to acquire new paying customers and pay only for sales. On the other hand, we get visibility across multiple publishers without spending much advertising money. With a network in place, we are able to outsource our affiliate management task which helps us reduce our overhead costs, without any compromise on the scale. Thus, it helps us to reach out to new customers in a cost-effective way. As a brand, this helps us to reach out to the new users through multiple publishers,” says The Man Company business head Atul Jain.

Some of the key roles of the affiliate networking/industry in the success of a marketing campaign are as follows: 

How does affiliate marketing help?

Affiliate marketing is a commission-based marketing model wherein the online sellers pay publishers for every purchase made through their affiliate link. The vital factor of this marketing segment is that it works on the cost-per-acquisition model where the brand will be spending money once they acquire a customer. 

Customer acquisition at a lower cost: Traditionally, marketing has been a cost-heavy proposition. In the pre-Covid2019 world, when cash flows were good, companies seldom focused on ROI. But now, every penny matters, and there isn’t a better way to get the maximum out of your marketing investments. The commission is paid to the publisher only when the desired conversion takes place. Also, you need not incur an overhead cost for creating a marketing campaign to enter a relatively new market. The entire process of customer acquisition and sales becomes a low-cost affair. An effective affiliate program ensures that customer engagement leads to conversion. 

Targeted customers: A successful brand always looks to penetrate into newer markets and acquire new customers. With Covid2019 induced lockdowns, there’s a large number of people spending time online, especially in tier-2 and tier-3 cities.  With an effective affiliate marketing campaign, brands can reach out to new customers like housewives and older people who were hitherto not available online. Categories like online games, health and care product, OTT services, e-learning are giving encouraging results to brands. Affiliate marketing channels also contribute to increased brand awareness, allowing companies to have a larger customers base resulting in higher revenues. Moreover, because the payouts are linked with performance, it gives brands the flexibility to scale the numbers through this channel without any financial risks.

Offers a variety of traffic inventories: It is never a good idea to put all eggs in one basket. Affiliate networks work in the same way by working with multiple publishers and traffic inventories and then scale the numbers with the inventory which is performing the most.

You can use a variety of traffic sources like coupon, cashbacks, email marketing, SMS, push notifications, price comparison and also the new-age affiliate channels such as influencers, social media groups, messengers, affiliate stores, etc. It helps brands reach out to their target audience, ensuring that the potential customer has converted not into a lead but a sale. Running your campaign through different sources simultaneously also ensures that if one stream on generating the audience collapses due to any external factor, the other stream keeps functioning.

Technology build: Affiliate marketing has a big role in technology as well. Optimisation models and AI can help brands in promoting their services and products. Moreover, the best analytics tool built by affiliate networks gives support to analyse the traffic and provides a transparent picture to brands for their investment. To provide better experience Admitad also offers a solution of universal tracking which brings app and web tracking under one roof. The tool helps in saving costs for brands who invest more money on app-specific tracking platforms. The main feature of this technology: real-time tracking helps in analysing which affiliate program and marketing campaigns work for you and which one of them need to be changed to generate profitable results.

Also, affiliate networks keep affiliates a step ahead by providing them with the best technology which makes it easier for them to share the content with their audience. Tools such as Admitad Еxtension help influencers and content site owners to maximise their earnings. Through Admitad telegram bot, publishers can easily generate links to reach out to their customers and earn money. 

Saves on internal manpower cost: A successful affiliate program does away with the need of having a large in-house team to take care of their promotions and affiliate program. Brands get tech support and a dedicated account manager from the affiliate network that allows them to integrate their operations from different platforms for tracking and technological requirements. 

Businesses need to adapt to new realities to remain relevant. The world of business is undergoing unprecedented transformation at a breakneck speed. Brands that make strategic changes as per the changed behaviour of customers will flourish and grow in the coming years. 

Are you ready with your new marketing strategy?

(The author is country manager of Admitad India. The views expressed are her own and Indiantelevision.com may not subscribe to them.)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/lyod.jpg?itok=draCTqbQ
Lloyd forays into refrigerator segment

NEW DELHI: Havells India has announced its entry into the refrigerator segment under its consumer durable brand - Lloyd. The company will also double the range with additional 25 models by Diwali this year. The refrigerator range is designed keeping in mind the modern kitchen aesthetics combined...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ceat.jpg?itok=_8v0Apeq
Ceat signs Aamir Khan as brand ambassador for two years

MUMBAI: Ceat Tyres has signed Bollywood superstar Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Aamir Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/tv.jpg?itok=6XP07uvI
How to Decide Between QLED, OLED, 4K UHD or Full HD TV

According to ECD, when buying a smart television in India, you need to consider several factors such as size, operating system and the picture resolution. Apart from that, you also need to check the type of display the TV provides because it determines the overall picture quality. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ipl-d11.jpg?itok=Z6aMaH8d
Digital-first brands bet big on Dream11 IPL

NEW DELHI: Cricket is the by far the best media vehicle for any brand if it intends to connect with masses at a pan-India level. The game cuts across all socio-economic boundaries, age-groups, geogrpahies and reaches to 196 million households with television sets. The brand can further amplify its...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/disha.jpg?itok=sAWtgIJB
Disha Patani is Myntra's first-ever beauty brand ambassador

NEW DELHI:  Ahead of the festive season, Myntra announces Bollywood actress, Disha Patani, as its brand ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India. Disha has made her mark as a household name after...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/harley.jpg?itok=2LnSWQ_-
Harley Davidson exits India

Harley-Davidson will shut down manufacturing and sales operations in India as part of its restructuring exercise under ‘The Rewire’ programme, the US-based motorcycle maker announced on Thursday. Earlier, in August, the bike maker had indicated to restructure business in some its loss making...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/sleep.jpg?itok=aI9ddDVz
When Ikea got creative about sleep

Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert. Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/aakash.jpg?itok=hd0NLwOW
Aakash Educational Services appoints Yuvraj Singh as brand ambassador

MUMBAI: Aakash Educational Services (AESL), has appointed ace cricketer Yuvraj Singh as its brand ambassador. The cricketer will promote the company and its various brands including Aakash Institute, Aakash IIT-JEE, Aakash Digital and Meritnation. As the face of Aakash, Yuvraj Singh will lead the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/prachi.jpg?itok=DayddQ05
FoxyMoron’s national head for client relationships Prachi Bali talks about her new role

NEW DELHI: While the industry battles arguably one of the most challenging issues of modern times, Prachi Bali has been promoted as the national head for client relationships at the full funnel creative and performance digital agency FoxyMoron. One of the youngest executives in the marketing world...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required