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).

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.

For direct marketers, the Direct Marketing Association (DMA) is the legacy trade association in a sea of upstarts. DMA's been reinventing itself, positioning itself as a data-driven organization. Just before DMA2014, the organization brought Lindsay Hutter on board as its new SVP of communications. Target Marketing interviewed Hutter on Oct. 23. This is the full interview with Hutter, who joins DMA after her years at New York-based PR firm Hill+Knowlton and the National Association of Convenience Stores (NACS).

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