Direct Marketing Association DMA 2012
The Direct Marketing Association’s (DMA) 2012 conference and exhibition was held at Mandalay Bay in Las Vegas. The bulk of general education sessions focused on nine specific tracks:
- Acquisition and lead generation.
- Creative and production.
- Direct and digital marketing fundamentals.
- Brand, content, and social marketing.
- Cross-channel strategies.
- Real-time and trigger marketing.
- Connected customer strategies.
- Data, measurement, and attribution.
- Retention and loyalty.
The key takeaway from DMA 2012 is that direct marketing is being inundated by big data.
Marketers no longer have to acquire data from potential consumers, instead, because there is so much data in the digital space, the real challenge is simply to manage and analyse all the data available to them. Many of the discussions at DMA 2012 revolved around the concept of big data: what it is, how to handle it, and what to do with it once companies find a way to harness all of this valuable information.
One of the main issues addressed was the regulation and enforcement of privacy acts to hamper consumer marketing. As such, DMA announced the launch of the Data-Driven Marketing Institute (DDMI) to engage the entire marketing industry in a coordinated campaign to educate consumers about the benefits of data-driven marketing in meeting their personal needs.
This concern — and a myriad of related issues — were discussed at this year’s DMA conference. INMA sent correspondent JoAnna Haugen to cover this event, and this is her report.
13-18 October 2012
Las Vegas, United States