DMA's Jodie Sangster on Becoming a Certified Marketing Professional
Boldt: With direct marketing’s rise in popularity, do you expect this to become a sought-after program?
Sangster: The program is timely and reflects today’s current business landscape. In order to survive this digital/direct/multichannel environment, marketers are re-evaluating how and where they do business. DMA’s Certified Marketing Professional Program is the foremost all-inclusive educational program keeping marketers connected and current.
Boldt: What can a direct mail copywriter, for example, learn from such a program?
Sangster: DMA’s vision is one of increasing the intelligence in all networks, as a way to strengthen every channel … and improve the ability of marketers to integrate any and all in a one-on-one conversation with a customer. Copywriting means different things in different channels, and as the channels grow, copywriters need to adapt.
DMA’s Certified Marketing Professional Program is designed to help identify those differences—writing for print vs. writing for Web vs. writing for Twitter—and teach marketers how to consistently integrate their messaging across all of them. The program will create an elite group of professionals, from a variety of backgrounds, that can travel anywhere in the world, at any time, with exceptional knowledge of the direct marketing process that exceeds community standards.
Boldt: How important is the international education standard to the program? Will this boost DM’s reputation around the globe?
Sangster: Yes, allowing marketers to gain worldwide recognition for their direct marketing expertise will elevate the stature of direct marketing around the globe. Japan is only the first partner, as DMA currently has discussions underway with other international organizations to tailor the course program in Spain, Saudi Arabia, Egypt, Dubai, Brazil, Argentina, South Africa, Hong Kong, Singapore and China.
Boldt: How does the advent of this program relate to the current economic crisis?
Sangster: We believe today’s multichannel direct marketing process lies close to the heart of the information-based economy we have developed in the U.S. As we leverage the DMA platform across a global market, many will capitalize on the knowledge and experience we have accumulated over the many years. Direct media thrives because it offers greater efficiencies and relevance.