Tom Benton

Heather Fletcher is senior content editor with Target Marketing.

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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.

Because one state, Colorado, can now require out-of-state sellers such as e-commerce marketers to disclose what its buyers purchased for purposes of taxation, more states may do the same, worries the Data and Marketing Association (DMA, formerly Direct Marketing Association).

"It's not 'if you build it, they will come,'" says DMA CEO Tom Benton, "it's 'listen to what they want and build it." That's important in marketing, and doubly so when it comes to the DMA's rebranded 2015 event: &THEN. "We're reinventing DMA," says Benton. Come find out how in this exclusive interview.

When DMA decided it was time to overhaul its annual convention, one of the longest running shows in marketing, the first step was to do a thorough assessment of what today's marketers want in a convention. The result is a unique look at the wants and needs of marketers today.

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