THE POWERFUL 'DMA' MOVES FROM DIRECT TO DATA
Posted: Sun Dec 15, 2024 5:45 am
I recently discovered by chance that the veteran and powerful American DMA, Direct Marketing Association, had changed the meaning of its initial “D” to become the Data and Marketing Association . The reality of the sector is already reflected in the name of one of the world’s leading companies, Direct to Data is a fact.
The DMA emerged from the association of companies dedicated to mail order, and a number of supplier companies joined it, followed by direct marketing agencies, and later it also gave shelter to the now powerful e-commerce industry. Among its founders were companies that were true universities of direct marketing, such as American Express, Readers Digest and Sears, among others. Those of us who have been building this industry learned from them, and they inspired the FEDMA (Federation of European Direct Marketing Associations).
Both the DMA and FEDMA have been important bulk sms saudi arabia lobbies that have determined the evolution of the mail, the standardisation of postal structures and, since the beginning of time, privacy , both in the United States and in Europe. In addition, both entities have organised and continue to organise important annual conferences where training is provided, campaigns are awarded and the latest trends and tools in the auxiliary industry are presented. Those who have been involved in this sector have met at their annual meetings in San Diego, Boston, San Francisco or Las Vegas. It was necessary to see and be seen.
With its drive and influence, the DMA has attracted as partners all the companies that today make up the ecosystem of innovation, e-commerce and privacy. Check that no one is missing. www.thdma.org
What leads me to write these lines is not the power of the DMA in the sector, but the incredible naturalness and discretion with which the move from direct to data has been carried out . This is a change that the most veteran companies in the sector had already experienced and seeing it today in the acronyms of the main meeting point of the industry confirms that our path was the right one.
I remember now how many years ago, at the conferences organised by Ramón Guardia – Adigital and its predecessors did not yet exist – I, who was already working for some American clients, was reluctant to translate direct as directo: the American direct did not have the opposite meaning to indirect, but referred to directed, targeted, not massive . Therefore, I was determined not to Castilianise it so as not to turn it into something more narrow.
The DMA emerged from the association of companies dedicated to mail order, and a number of supplier companies joined it, followed by direct marketing agencies, and later it also gave shelter to the now powerful e-commerce industry. Among its founders were companies that were true universities of direct marketing, such as American Express, Readers Digest and Sears, among others. Those of us who have been building this industry learned from them, and they inspired the FEDMA (Federation of European Direct Marketing Associations).
Both the DMA and FEDMA have been important bulk sms saudi arabia lobbies that have determined the evolution of the mail, the standardisation of postal structures and, since the beginning of time, privacy , both in the United States and in Europe. In addition, both entities have organised and continue to organise important annual conferences where training is provided, campaigns are awarded and the latest trends and tools in the auxiliary industry are presented. Those who have been involved in this sector have met at their annual meetings in San Diego, Boston, San Francisco or Las Vegas. It was necessary to see and be seen.
With its drive and influence, the DMA has attracted as partners all the companies that today make up the ecosystem of innovation, e-commerce and privacy. Check that no one is missing. www.thdma.org
What leads me to write these lines is not the power of the DMA in the sector, but the incredible naturalness and discretion with which the move from direct to data has been carried out . This is a change that the most veteran companies in the sector had already experienced and seeing it today in the acronyms of the main meeting point of the industry confirms that our path was the right one.
I remember now how many years ago, at the conferences organised by Ramón Guardia – Adigital and its predecessors did not yet exist – I, who was already working for some American clients, was reluctant to translate direct as directo: the American direct did not have the opposite meaning to indirect, but referred to directed, targeted, not massive . Therefore, I was determined not to Castilianise it so as not to turn it into something more narrow.