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India Affiliate Marketing with Anurag Gupta of DGM India


Tell me about your India Affiliate Marketing company?
DGM India was set up in 2007. In just over 2 years, we have become the largest online performance marketing company in India with more than 500 Million Impressions and 200,000 actions being delivered every month through our Affiliate Network. We are also credited with achieving profitability in a nascent small market within 7 months of launching DGM in India.
DGM India today is considered as experts in customer acquisition & ROI based online marketing using all online channels of customer acquisition like Affiliate Marketing, Search Marketing & Online Display Advertising.

How did you get into Indian affiliate marketing?
We were the first Affiliate Marketing Company set up in India, prior to our setting up DGM India operations, there were no credible networks specializing in the Indian Region. We realized that there is a need for Affiliate Marketing services in the India and approached DGM who are pioneers in the Affiliate Marketing space to set up their business in India.

What was your biggest challenge getting into Indian affiliate marketing?
Since we were the first in this space here, Advertisers did not understand what affiliate marketing is and how it can help them with cost effective customer acquisitions. It was a tough task convincing them to use Affiliate Marketing.
Also, Agencies even today in India have very scant understanding of Affiliate Marketing which makes our life more difficult.

What are the main things merchants do that you wish they wouldn’t?
Some Advertisers & almost all Agencies in India still look at Affiliate Marketing like any other online Marketing Channel – I.e. they what to use us for a specific campaign with a budgetary limit. We would ideally like to be considered as a sales channel to be used on a sustained basis.
We would also like to see more international Merchants looking at getting traffic / ROI from the Indian Region using our network.

What are the main things affiliates do that you wish they wouldn’t?
Some Affiliates in India are still not working hard on optimizing the yields from our campaign. They are not building using intelligence from user behavior to schedule campaigns.
Also, we think that there are not enough international affiliates who are operating in the Indian space.

Where do you see growth in the affiliate field?
Since AM is very new in India, we see growth all across. Sectors we see growing faster are:
• Travel
• Finance – Banking & insurance
• Shopping
• Consumer Electronics
• IT
• Finance
• Education
• Telecom
• Auto

What new ideas are advertisers coming up with to take advantage of new traffic sources?
Sadly, not enough new ideas coming in from the Indian Advertisers…
However, there are many international advertisers who are targeting Indian audiences. Affiliate becomes the best launch pad for their campaigns – both for awareness building and from a customer acquisition point of view. Additionally, these advertisers bring a lot of learning and ideas from the evolved markets that they operate in, and this really helps the affiliate program.

What do you do to improve the world?
I like to help people around me realize their potential. If people are able to realize their true potential, the world will be a happier place.

What is on your iPod?
Music of 60s & 70s.. Rock, Blues, Country…

What’s your favorite book?
To Kill a Mocking Bird
The Old Man & the Sea
Tuesdays with Morrie

What are your contact details (email, company, blog, Facebook, MySpace, forums etc) ?
E: anurag1@(no spam> gmail.com take out the (no spam>
C: Anurag.gupta(nospam>@dgm-india.com take out the (no spam>
B: http://anuraggupta.blogspot.com
Linkedin: http://www.linkedin.com/in/anuraggupta  

What events do you go to?
We are members of IAMAI – Internet & Mobile Association of India (www.iamai.in) and I go to most of their events)

India Affiliate Marketing with Anurag Gupta of DGM India – Thank you

10 comments on “India Affiliate Marketing with Anurag Gupta of DGM India

  • Online Industry Watcher says:

    As per my understanding, LD Sharma launched Affiliate Marketing in India when he first set up dgm in India and it is strange the his name has not been mentioned here at all. Cheap publicity for Anurag. the whole India knows that LD & Anurag launched dgm together and even before they did it, he was instrumental in Affiliate industry in UK. After this, LD Sharma has successfully launched the second affiliate network Shoogloo Network – which is part of OMG UK. Shoogloo is believed to have been acquired by some big Indian people very recently.

    Mr. Murray, you should do full research first and then publish any such report with full facts. Why dont you interview LD Sharma also so that you know the facts.


    Industry Watcher

  • I have been following affiliate marketing trends in INDIA and I think the biggest contribution to affiliate marketing in INDIA is by LD sharma who to various internet Pundits , is father of affiliate marketing in India . If my information is correct, he was the one who started DGM in INDIA.

  • Your article talks about marketing of those products or services which are common or accepted by many. What about those businesses that are into something different?

    Can Affiliate Marketing yield good results for manufacturers also?

  • Is DGM a one or two men company……….when in India people will start thinking organisation first.Neither Anurag nor LD started affiliate marketing in India……….they leveraged on the opportunity.they were the first movers….but does it hardly matters to already bleeding affiliate ecosystem………the present status of affiliates credit should also go to DGM bcos it is them who positioned the affiliates in the state we see today among the agencies nd advertisers.Long way to go ahead………

  • The interviewee brings up an important point – that affiliate marketing is not a form of marketing, but a form of sales. I think a lot of people don’t understand that. It should really be seen as a preferred method of marketing for companies that are entering developing markets like India, where affiliates may know better how to present the products to the Indian audience.

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