Question

Topic: Strategy

Is Direct Marketing Still A Money Making Opportunity In India?

Posted by Anonymous on 3/26/2004 at 1:49 AM ET 500 Points
Direct Marketing in India always boasted of untapped potential and forcasted growth rates which remained unattained. Every advertising agency has a Direct Marketing division with a few people trying to build business. Very few successful ones.

Most of the companies rely too much on mass marketing and do not even think of having a Direct Marketing budget.

What do you do in such a scenario to grow the business? How has it grown in other markets? What would be a salable product for DM Agencies in India? How should one position his agency?
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RESPONSES

  • Posted by jcmedinave on 3/26/2004 at 10:34 AM Accepted
    Hello,
    Interesting Topic

    Nobody doubt about the effectiveness of Direct marketing, but it is also truth the attractiveness of Mass Marketing. It is more visible. It is like the fight between the ant and the elephant, who will be win? It depends.

    When your desires are to obtain big results in the short term, what is your fist thinking? Maybe to use the mass marketing. But in turn, your money would be wasted.

    The ideal would be the use of Direct marketing in a great scale, to be able to mass the messages in a personalized way. If marketing does not break with the Direct Marketing volume problem, it will be difficult to convince The advertising agencies and The Companies to use it more.

    Bye,

    Juan Carlos
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