Interview with Ankoor Dasgupta, Chief Marketing Officer at Shisham Digital, on HR Technology.

Ankoor, as the Chief Marketing Officer at Shisham Digital, could you please provide insights into the current challenges and opportunities within performance and affiliate marketing, particularly regarding the utilization of our proprietary audience intelligence technology?

Affiliate marketing is undergoing a significant evolution. Privacy changes, escalating ad costs, and market fragmentation present formidable challenges to performance marketing. However, amidst these challenges, there are ample opportunities for evolution, such as:

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1. Implementing multi-channel strategies that extend beyond traditional ads to encompass content, email, and social platforms, thereby building integrated platforms that optimize partnerships across various mediums.
2. Exploring emerging formats like streaming audio and CTV to leverage highly engaging new mediums offering interactivity and personalization.
3. Emphasizing localization for global niches by creating region-specific content and offers that align with local interests.
4. Leveraging income analytics and contextual targeting to precisely engage high-value users in relevant environments.
5. Optimizing the entire purchase journey from awareness to retention by mapping user paths and influencing them across funnels through cross-partner collaboration.

Our audience intelligence technology plays a crucial role in enabling advanced attribution and measurement, thereby fueling the next wave of performance marketing. By tracking users across devices and journeys, it provides a comprehensive 360-degree view of marketing effectiveness, empowering smarter budget allocation and global partner relationships. Additionally, our content marketing process is meticulously structured, focusing on contextual content, keyword research, and prioritization through thorough research.

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