Direct Marketing Association

Email’s Not an Ad Channel, Huh, IAB?
May 1, 2015

A 16 percent increase in digital advertising spending from 2013 to 2014 isn't too shabby. It's "$49.5 billion in 2014" not-too-shabby, actually, according to the "IAB Internet Advertising Revenue Report" from the Interactive Advertising Bureau. The thing is, the report prepared by PwC U.S. also has this disclaimer: "*This survey no longer captures email as an advertising format (effective 2014)."

Door Slamming on Direct Mail Response as It Slams on Home Delivery?
April 27, 2015

Direct mailers are losing out as the U.S. Postal Service pushes for curbside and cluster box mail delivery, says a new report from the USPS Office of Inspector General. Advertising mail delivered to a recipient's door generates higher 'read and response' rates than advertising mail delivered to the curbside or a neighborhood cluster box," reads the April 20 report. "Door-delivery customers also are less likely to throw their ad mail away than customers with curb or cluster box delivery."

A-Plus: Marketing Students Try Their Hand at Technology
April 27, 2015

It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I noted how many are seeking careers in data, and we're glad to have them in the marketing field. We need them by the thousands.

Email Is the Most Popular Marketing Channel, DMA Reports
April 3, 2015

Out of seven possible marketing channel choices in an online survey, email marketing took the popularity throne with 82 percent of companies saying they use it, according to findings announced on Thursday by the Direct Marketing Association. DMA and Demand Metric Research Corp. polled marketers in December and January to research "DMA Response Rate Report 2015." What they found is most marketers now use more than one channel to reach businesses and consumers. The choices were: email, direct mail, paid search, Internet display ads, social media ads, "telephone" and mobile.

What I’ve Learned (So Far) From Stuart Elliott
March 16, 2015

When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age to join USA Today, covering the ad business there. Then in 1991, he took over the ad column, and the advertising business beat, at The New York Times. In December 2014, after 23-plus years, he chose to depart the Gray Lady

Federal ‘TechHire’ May Help Train a Data-Driven Workforce
March 10, 2015

A common refrain from marketers is that they can't find qualified hires for the new data-driven jobs. To that end, the Direct Marketing Association's Marketing EDGE arm works to ensure college students learn about direct marketing and join the field. Now, if an initiative from President Barack Obama becomes a reality, Americans with less of an edge can get trained in the "TechHire Initiative."

State Tax Law Seems Unconstitutional? SCOTUS Says You Can Still Sue
March 5, 2015

E-commerce marketers were probably rejoicing on Wednesday about Tuesday's unanimous U.S. Supreme Court decision to allow federal cases relating to state tax laws to happen, because the Direct Marketing Association (DMA) sure was. The ability to sue in federal court about state tax laws that marketers think are unconstitutional was under threat by Colorado, which wanted to collect sales tax from its residents who buy online. The court ruled against Colorado.

Creating Vivid Content Experiences
February 1, 2015

It's no longer acceptable to just transmit static, one-way messages. And that applies to all marketing communications, not just mobile. It's up to us, as marketers, to create content experiences across all media that appeal to the emotional, as well as the analytical, parts of our audience's brains.