Performance Marketing company Online Media Group (OMG) has announced the appointment of Bharat Malik as Country Manager, marking a significant move from the affiliate marketing business. Malik was previously Head of Online Marketing at Yatra.com. Malik's appointment comes a few months after OMG India launched its India office, in May. OMG had been powering the affiliate marketing business ShooGloo, started by former DGM India exec LD Sharma. DGM was the first affiliate network to launch in India, four years ago. On Malik's appointment, Richard Syme, CEO of OMG Group says in a statement that the potential currently lies in the growing the affiliate marketing business of the online travel sector, from which Malik hails: "We know over 75% of Indian E-Commerce is in the travel sector but only 20% of these brands currently utilize affiliate marketing – there is a massive potential for growth." Note that Yatra.com is already listed as a client on OMG India's website. Potential For Growth In A Recession? India hasn't seen much competition in the affiliate marketing networks, and the launch of OMG and the appointment of Malik suggests that there might be another push. In affiliate marketing, advertisers pay only a cost per acquisition (of customer), whether following a registrations (to a job site) or a lead being generated for a policy. It offers the most measurable return on investment to advertisers, but also takes entirely a sales based approach to advertising. With fears of a recession, perhaps OMG senses that advertisers will once again focus…
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