The potential economic growth of Asia is generating a greater movement at the commercial level where companies and brands increase their investments and advertising and marketing strategies in order to promote their products and win over consumers. Faced with this economic growth, more and more companies are turning to direct marketing as a marketing strategy to sell their products in markets and countries such as China and India that are becoming more competitive every day. Asian consumers, long accustomed to doing business with trusted family or friends to avoid deception, see direct marketing as surefire paths to learning about a product in a world of commercial uncertainty, experts say. According to Dominic Powers, vice president for Asia-Pacific at the marketing firm Epsilon International Armenia Mobile Database, “People continue to respond to direct mail” adding that “The relationships are very strong, more than in the United States, and they make things happen.” Although the large firms that operate in this region resort to both direct and indirect marketing, it is the latter that is becoming more established and important. According to data from the market research firm Euromonitor International, during the past year direct sales in Asia increased by 5% to reach 40,000 million dollars.
In parallel and according to a report by HSBC Global Research, forecasts indicate an increase in consumption and savings throughout Asia, increasing to 4.6% for next year, which will obviously generate a greater boost to general marketing and sales. investments in marketing and advertising. According to the report by the communication marketing firm Gray, approximately 48% of the 150.3 billion dollars spent annually on direct marketing will be focused on Asia in 2012. Diboye Halder, a strategy analyst at the Euro RSCG Worldwide marketing agency in Singapore commented in this regard that “large brands and companies must adapt to Asian situations” and therefore “The percentage of advertising investment of companies destined to marketing direct is increasing.
” In addition, those who have already resorted to strategies based on direct marketing recognize that this type of action involves a lower cost than mass advertising Brother Cell Phone List. In this regard, it is worth highlighting a clear example such as that of the Sri Lanka Apparel trade organization, which has reached 100,000 people, with an investment of only $ 150,000, by entering virtual networks and communities with users of a defined profile and target. . The same effectiveness using conventional advertising would have cost at least $ 20 million. Companies specializing in direct marketing such as Amway Global, based in the United States but with a global reach in Asia, has seen its growth of up to 25% in this region, generating 30% of its business profits internationally.