“All is flux, nothing stays still.”
While the Greek philosopher Heraclitus made that observation more than 2,500 years ago, he could have been presenting an address on the state of today’s direct and interactive marketing industry, because change is the name of the marketing game.
Not only that, the pace of change has accelerated. Indeed, over the past decade — with the emergence of the Web — we have experienced change of epochal dimensions.
Certainly, this past year has been one of tremendous change for our industry and the DMA in many areas, including:
- Economy and marketplace
While the DMA’s Quarterly Business Review data shows that overall industry fiscal performance in 2003-2004 has reflected a rebounding national economy, many members continue to feel the impact of volatile consumer spending. - Technology
Ever-changing technology continues to have an impact on how we do business. We are all for progress, of course. However, the challenge is sifting through all the new technologies, assessing their applications and seamlessly implementing them in ways that serve our bottom lines. It’s a big, important challenge. - Policymaking
We also continued to experience significant political challenges. One need look no further than the Federal Trade Commission’s National Do Not Call Registry to be reminded of how the shifting political and regulatory landscape is affecting direct marketing. Moving forward, the growing call for industry regulation — in particular, data-usage regulation — will be a daunting challenge for us.
Clearly, we face some significant threats. However, the flip side to challenge is opportunity. At the DMA, a big part of our job is to assess and manage industry changes in ways that minimize the challenges and optimize the bottom-line opportunities.
To lead the DMA in this important work, we have a new chief executive. In August, John A. Greco Jr. joined us as president and CEO. Bringing an impressive background in marketing, technology and association management, John is uniquely suited to successfully move the DMA and our industry into the highly competitive, tech-driven future.
John succeeds H. Robert Wientzen, who ushered the DMA into the 21st century, playing an instrumental role in helping marketers around the globe leverage the Web as a direct marketing channel, and aiding us in navigating some threatening policy issues.
As we as an industry move forward and changes continue to challenge and shape our business, the DMA rededicates itself to its 87-year-old commitment to represent, protect and promote the direct and interactive marketing industry.
Rebecca L. Jewett is vice chair of Norm Thompson Outfitters Inc. and board chair of the Direct Marketing Association.
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