The eighth edition of India Affiliate Summit, organised by Internet and Mobile Association of India (IAMAI) and vCommission, came to an end on Thursday.
The summit was organised at The Leela Ambience in Gurugram, it concluded with a promise to return next year with even more vibrance.
The affiliate marketing event on its second day was abuzz with top marketing professionals, Adtech firms and exhibitors from across the country. Invaluable insights on a host of issues such as social media listening, influencer marketing and creativity were shared by the ecosystem doyens at keynote sessions, panel discussions, fireside chats and masterclasses.
Talking about Indian SMEs, Neha Kulwal, Country Head, AdmitAd, said, “For SMEs partner/performance marketing is a great way to increase their reach and raise brand awareness without breaking the bank and since most of the SMEs strike for a balance between productivity and profitability, including low-cost and high ROI-driven channels such as partner marketing is a must. Also, the world is moving to ‘Digital First’ and with this shift performance/partner marketing will be a major driver in their marketing mix.”
Addressing a session titled, ‘From celebrities to social media influencers.. what's next?’ Jahid Ahmed, Vice-President and Head- Digital Acquisition, Content and Social Media Marketing, HDFC Bank, said, “Today celebs and influencers are shaping up good. But as a brand to ensure a stronger and long-term communication for the audience, it is important that they focus on building individual brand advocates who can further educate micro communities. And that’s how they can turn this around in building a large pool of their brand lovers.”
Speaking at a panel discussion on ‘Programmatic reach by using new age media - CTV, Audio and DOOH etc.’ Shaan Raza, Chief Executive Officer, Optimise Media Group – India, said, “The IAS as a platform has evolved over the years. This year they have touched upon various new marketing trends such as programmatic and Connected TV which are preparing the audience for Web 3.0 space. The new age media has now become popular and it is in its transition phase. Various new trends are entering India and new age performance marketers should look forward to it. They should use their creativity and imagination to engage with them from the performance marketing aspect.”
Among other prominent speakers who spoke on the last day of summit were Virginia Sharma, Head of Regional Marketing- India, Google Cloud; Nitin Guleria, Deputy General Manager, Samsung Electronics; Sameer Jain, VP and Head D2C Ecommerce, Max Life Insurance, and Nimish Agrawal, SVP, Head of Marketing, Niva Bupa.