How appropriate for a June event: Welcome remarks from Direct Marketing Association president and CEO John A. Greco offered something old and something new.
The “old” was definitely the more distressing. The direct marketing community continues to be buffeted by a host of legislative and regulatory concerns. These include:
* Proposals “bouncing” around Washington DC that would limit behavioral-based marketing on the Web by setting up a so-called do not track registry;
* A new law in New York State that requires online sellers to collect sales tax from Empire State customers, if the customers buy from affiliates that have online servers located in-state; and
* A passel of do-not-mail bills – 15, by the DMA’s count – that were introduced in 12 state legislatures.
As Greco cautioned, “From do not mail to do not track to do not contact. Can do not market be far behind?”
So what is the DMA doing to combat these initiatives? In response to the proposed limits on online behavior tracking, it has both filed its own comments with the Federal Trade Commission, as well as gathering a coalition of a variety of advertising associations, as well as the Chamber of Commerce, and filing a joint statement with them. The comments urge the FTC to “carefully consider any potential principles to avoid foreclosing important consumer benefits, or impeding the continued tremendous growth of online.”
Regarding the New York State tax laws, the DMA is “waiting to see what actions the state might take, and we are fully supporting Amazon[.com] in its legal action.”
In May, Amazon and another online marketer, Overstock.com, filed separate legal challenges to the New York State law. In both cases, the challenges are rooted in neither company having a physical presence in the state.
DMA members will continue to receive briefings from the organization’s tax counsel as the situation develops, Greco said.
As for the do-not-mail legislation, “Because we have been vigilant in monitoring developments in all 50 states, DMA and others have been able to prevail so far with a result of no bills passed,” Greco said.
The DMA is using a four-pronged approach, which includes a legislative and regulatory awareness program, a public relations effort aimed at the media, an outreach program designed to get DMA members involved, and an effort to reach consumers and show them the merits of the DMA’s position.
Additionally, the DMA has organized the Mail Moves America Coalition, which “take[s] the mail story where it needs to be told…with the resources and longevity to outlast the proponents of do not mail,” Greco said.
The “new” Greco presented doesn’t have the same potential for changes to the industry. He first noted that change is not new to Direct Marketing Days: In 1966, advertising legend Lester Wunderman convinced the show’s owners to change it from the name under which it was founded – “Direct Mail Day” to “Direct Marketing Day.”
But the event continues its tradition of transformation. This year, Direct Marketing Days incorporates programming from DMA Directo Day, List Day and International Day into its Thursday offerings lineup.
Additionally, for the first time the DMA has added a mobile component to the DMDNY festivities. According to Greco, by texting DMDAYS to 58671, attendees’ mobile phones become their “navigator to DM Days.” This allows conventioneers to pinpoint exhibitors’ booths, sign up to receive alert messages, and even receive wake-up calls.
DMDNY runs through Thursday, June 12.
