With DMA’s &Then18 in Las Vegas taking place this past week, I may report that the transformation from “direct marketing” to “data-driven marketing” is complete, and that the disruption of marketing overall, in all its forms, continues to accelerate. Third-party data, for growth, is a marketing trend we'll discuss here, too.
Sometimes, it’s better to get the news from the horse’s mouth. DMA CEO Tom Benton spoke with Target Marketing yesterday morning, before word got out about ANA acquiring the Data and Marketing Association. The Association of National Advertisers formally announced acquiring DMA yesterday.
DMA is now part of ANA, per an announcement from the Association of National Advertisers. ANA is scooping up the century-old trade organization that recently rebranded the to Data and Marketing Association.
Black consumers are an attractive target audience for marketers—or they should be. ... “Marketers have responded to the growing diversification of the U.S. population by increasing their spending to reach multicultural consumers,” said Bob Liodice, president and CEO of the Association of National Advertisers. “These consumers are younger, more acculturated and more tech-savvy, making the use of newer media platforms more important than ever.” ... Despite all of this, only 54 percent of US marketers are using new media tools—social media, video and mobile, among others—to target black consumers