In this interview Parul Bhargava, the visionary CEO of vCommission, gives her thoughts on the AWC Affiliate Event in Bangkok. She shares some standout moments, offers insights on the evolving dynamics of affiliate marketing, and her predictions for the future. From tackling industry challenges to seizing opportunities in growth markets, Parul’s perspectives are a must-read for anyone looking to thrive in this ever-changing ecosystem…
Q: Parul, the AWC Affiliate Event in Bangkok is known for bringing together some of the most innovative minds in the affiliate industry. What stood out to you the most about this year’s event?
Parul: AWC Bangkok is always remarkable for its diversity in content and vertical representation and the varied global representation of peer networking. This year, the focus on emerging verticals like US Pay-Per-Call, India’s COD e-commerce, and affiliate campaigns stood out. Additionally, the Affiliate Manager Academy, where I presented alongside other masterclass sessions, was a much-needed initiative, offering valuable insights for affiliate managers and networks alongside the affiliate-focused main stage content.
Q: How do you think the conversations at AWC reflect the current state of affiliate marketing? Were there any recurring concerns or challenges that industry leaders seem to be focusing on?
Parul: Affiliate marketing is currently experiencing significant turbulence due to frequent policy changes from major platforms, which have impacted some verticals heavily. Amid these challenges, affiliates are keenly exploring new verticals and untapped markets, making adaptability and diversification key themes of discussion at AWC this year. Our customers are now everywhere and understanding the customer journey and the touchpoints between is imperative for affiliates to dive into next year and understand where they add value on that journey to brands.
Q3: Bangkok is a hub for growth markets in Southeast Asia. How do you see affiliate marketing evolving in this region, and what advice would you give to affiliates looking to tap into this opportunity?
Parul: India stands out as a key market in Southeast Asia. Unlike many countries in the region that face vernacular challenges, India offers the advantage of being a large, predominantly English-speaking market. This makes it more accessible for affiliates, providing immense opportunities in verticals like e-commerce, lead generation, and COD campaigns. Affiliates should focus on localized strategies while leveraging the scalability and reach that India offers especially in fast growing sectors like Cash on Delivery and retail commerce.
Q: You spoke at the Affiliate Marketing Masterclass session. What were the topics you covered for delegates to take away and implement in 2025 and beyond?
Parul: In the Affiliate Marketing Masterclass, we focused on practical strategies for 2025 and beyond. Some of the key topics included:
- Keeping Affiliates Engaged: Exploring innovative ways to maintain strong, productive relationships with affiliates and build strong partnerships that stick.
- Effective Communication: Discussing the relevance of email and alternative methods to ensure clear and impactful communication and the productivity of sending messages that nobody wants or responds to.
These insights were aimed at helping attendees optimize their affiliate programs and drive sustained growth through better affiliate relationship management.
Q: As CEO of vCommission, what is the unique value proposition for brands working with a sub-network like yours? How do you differentiate yourself in such a competitive space?
Parul: At vCommission, we deliver results through a network of handpicked, trusted affiliates, ensuring high-quality outcomes for brands. Our global presence allows us to operate across multiple geographies without restrictions, and our expertise spans a wide range of verticals. As a data-driven company, we differentiate ourselves by conducting detailed campaign analyses with brands on a fortnightly basis, ensuring transparency, optimization, and continuous improvement.
Q: Networking is such a key part of the affiliate industry – and you attend a lot of them. Why do you still attend these in person?
Parul: While networking is often highlighted, the learning aspect of conferences is equally invaluable but often underrated. As entrepreneurs, we’re expected to provide solutions, but true upskilling happens by engaging with like-minded peers at various stages of their business journeys.
Conferences also offer insights into new products, tools, and media trends, which are hard to replicate elsewhere.
Traveling to different countries adds to our perspective and growth, and while much of this information can be found online, conferences provide a unique mix of networking and learning in one place. For me, that combination is unbeatable.
Q: If you could make one bold prediction about affiliate marketing in 2025, what would it be?
Parul: With the current state of the industry experiencing turbulence and rapid changes, 2025 will be all about innovation with perseverance. Affiliates and networks that embrace new technologies, adapt to evolving platform and algorithm policies, and remain resilient through challenges will emerge as leaders, shaping the future of our industry and leading affiliate marketing forward into a bright new era.
Listen back to Lee-Ann in conversation with Parul from early in 2024, where they perused maximising affiliate marketing success in Asia. They discussed the growth of affiliate marketing in the Asian market, the importance of language and currency localisation, successful brands in the region, and the strategies for success in the Asian market. Tune in here.
