(E-Business) DMA poised to shift focus to interactive – DM News

The Direct Marketing Association is considering repositioning its entire organization around interactive marketing, including a name change, industry sources told DMNews . Sue Geramian, SVP and chief communications officer at the DMA, said that the group ?will continue to see the transition from non-direct brand marketing to measurable direct marketing speed up, and more dollars shift from traditional direct mail and teleservices channels into the rapidly growing digital channels of e-mail, search, mobile and social media marketing. In July 2007, DMA acquired the year-old Email Experience Council, which it merged at the time with its Email Marketing Council. The impending possible name change was perhaps foreshadowed on June 16 when DMA announced the formation of the iDirect Leadership Committee, described at the time in an announcement as ?a strategic reinforcement of DMA’s broad commitment to developing the power of multichannel direct marketing for advertisers and consumers in the digital age. The DMA said the focus of the iDirect leadership committee is to provide thought leadership around a digital approach to marketing strategies, and to help pool the best thinking and experience in direct and digital marketing within DMA’s membership. The committee is comprised of 23 marketers, agency executives and industry analysts, including David Barnes, Vice President, Best Buy for Business; Bruce Biegel, Senior Managing Director, Winterberry Group; Jill Cowen, Vice President, Citi Cards e-Business Group; Lisa Fischer, Managing Vice President, Marketing Strategy, Capital One; Gabe Greenberg, Senior Vice President, Global Strategic Relations, Vibrant Media; and Matt O’Grady, President, Nielsen Claritas. read more

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