Direct Marketing Association: India has announced the appointment of Vatsal Asher as Chief Executive Officer. In his new role, Asher will be responsible for strengthening DMA: India’s presence as an apex body for advocacy of direct marketing practices.
On joining DMA, Asher said, “With multitude of choices, Indian consumers are becoming more discerning about their brand preferences and where they spend money. Considering this consumer behavior and the increasing media clutter, it is imperative for marketers to create data driven customer centric campaigns. From traditionally being defined as ‘response generating’ domain, direct marketing is now used for ongoing customer engagement. By emphasizing on global best practices for marketing services providers and marketers, I aim to carry forward DMA: India’s vision of establishing industry standards and promote the direct marketing community.”
Sanjiv Swarup, Member of DMA: India Board of Directors, said, “In 2010 spends on direct marketing accounted for more than 50 per cent of overall ad spends in the United States. Similar trend is also witnessed in India where marketers using data, backed with analytics are focusing on creating campaigns that generate interest, measure customer response and continuously engage with their customers. Considering this trend, onus is on us at DMA: India to increase member interaction and provide them with access to the latest information in domain of direct marketing. Vatsal’s depth of experience will help drive our agenda to advocate direct marketing and provide networking opportunities that will help the marketing industry to reach the customers more effectively.”