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AppsFlyer

Nivedan kumar, Head of Cloud and Technology Partnerships

Tech Partnerships & Alliances : New Oil for Marketing

Nivedan kumar

Over the past 5 years we see a new brigade of tech companies becoming global from their regional existence especially in the Internet Domain.
You take Advertising, Websites, Mobile, Engagement automation, CDPs, DMPs, CMPs etc.

First mobile Ad served was via Text in 2000 and since then we have thousands of publishers with an SSP platform making availability on exchanges DSPs for Advertisers to show their ad in all sorts of media possible. Video, Audio, Display and channels like Emails, Desktop, Mobile, Tablets, OTT, QR scans.

I have worked for thirteen years in the advertising industry and learned that the industry is so Dynamic that you need to learn unlearn and learn always.

With SAAS companies in the internet ecosystem are growing they have one objective of specializing in one point solution and get connected in ecosystem to give a full marketing stack to end customers. This is awesome win-win for everyone in the market. Customers get joint value proposition and participating companies get growth.

I see an increase in growth of Job postings related to partnerships. Suddenly everyone see the importance of working with ecosystem in connected way and these are noncommercial partnerships based on value,

the value which,Engg teams will create for end customers to have seamless integration across the stack without need to spend more to come under one umbrella brand.

This is not limited to Start ups only, I see enterprises having tech partnerships team to invest in integrations, making flow of data for meaningful for end customers.

Every company wants to become centerpiece and this is only possible when you speak to everyone in ecosystem, this brings us to marketing. Partnership fills the gap of narrative for any webinar, event panel. Collaborate to provide the result in a smarter, faster and efficient manner.
Few advantages to highlight:

• Personalization

• Customer experience

• Remarketing

• Holistic view

Tech giants coming together on webinars explaining the integration has led to product led growth for many organizations. Some organization boast on having Sales to R&D people ratio. Alliances provide with better strength and audience to cater too.

Partnership fills the gap of narrative for any webinar, event panel. Collaborate to provide the result in a smarter, faster and efficient manner.

The integration. The innovation and marketing are taking all complaint steps in today’s world. So no unethical sharing of data, be transparent with the way of working and most importantly keeping the partnership ecosystem Open.

After spending a year plus as head of tech Partnerships at AppsFlyer, I believe we have only scratched the surface of Opportunity we have in front of us.

At the end I would want to summarize saying tech partnerships is a new trend in tech companies to show agility and ways to service the end customer. This is a role which can’t be replaced by AI so has true potential to grow and I see CPO- “Chief partnership Officer” as another prominent role in every company.

The articles from these contributors are based on their personal expertise and viewpoints, and do not necessarily reflect the opinions of their employers or affiliated organizations.