Vatsal Asher is DMA chief

31 Oct,2011

By A Correspondent

Direct Marketing Association: India has appointed Mr Vatsal Asher as its Chief Executive Officer. In his new role at DMA: India, Mr Asher will be responsible for strengthening DMA: India’s presence as an apex body for advocacy of direct marketing practices.

On his new role, Mr 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.”

Mr Sanjiv Swarup, Member of DMA: India Board of Directors, said, “In 2010 spends on direct marketing accounted for more than 50 percent 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.”

Direct marketing has gained immense popularity in past few years with emphasis not just being laid on measuring the returns on marketing spends but also campaigns being created to initiate a dialogue with the customer. With advent of new media and innovative usage of technology to engage with customers, spends on direct marketing have also increased significantly.

Mr Asher was associated with Deepak Fertilisers’ consumer facing VARE division as Vice President before joining DMA: India. Prior to Deepak Fertilisers, Vatsal has worked with Reliance Retail, Tata Teleservices and RPG group.

He brings with him more than 15 years of rich and varied experience in domain of marketing communications across brand management, sales and promotions, loyalty and customer experience.

Direct Marketing Association: India (DMA: India) is registered as a public limited company and has been adjudged as a non-profit organization. DMA: India is an active member of the International Federation of Direct Marketing Association (IFDMA). DMA: India’s members include national and international firms engaged in various activities of Direct Marketing. DMA: India connects businesses using and supporting all forms of direct marketing.

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