Indian Journal of Science and Technology

Abstract

What exactly is affiliated marketing? It is a type of online marketing technique where an affiliate/publisher promotes a business through an advertisement on their web site and in return that business rewards the affiliate with commission each time a visitor, customer generates sales. Affiliate marketing is also referred as performance marketing and associate marketing. Affiliate marketing core consists of 3 parties:-Advertiser, Publisher, and Consumer. Advertiser can be any company selling products like electronics, books, clothing, and air tickets online or could be insurance company selling policies etc. Publisher is the one who promotes advertiser’s products or services through its website or blog. Consumer is the final and very important part of this cycle who see the advertisement and then makes an action (click) which takes him from publisher’s website to advertiser’s website and after making a purchase it is called conversion. In context to Indian online market, according to IAMAI, the digital commerce market has seen a growth by 33% to Rs 62,967 crore last year as against Rs 47,349 crore. And it is predicted that this online market will touch $50-$70 billion by 2020 for the increasing popularity of online shopping and increase in internet penetration. Online retailers like Flipkart, Amazon, and Yatra.com have already started affiliate marketing in India and the technique is gaining popularity in digital market. The objective of this research paper is to analyze adoptability of affiliate marketing in Indian businesses and the future potential of it.
Keywords: Affiliate Marketing, E-commerce, India, Online Marketing