Marketing and advertising experts from around the world came together in New York this week for a roundtable on how the business community can strengthen self-regulatory efforts in these key areas of business communication. The meeting, which was hosted by the International Chamber of Commerce Commission on Marketing and Advertising, included panel discussion on topics ranging from direct-to-consumer advertising of prescription drugs, to obesity, automobile marketing, and emerging issues in both traditional and new marketing techniques such as product placement in movies and televisions shows, and word-of-mouth and viral marketing. A key discussion covered how consumers are affected by the adoption of new interactive marketing technologies and the responsibilities of business.
Key leaders from the Direct Marketing Association figured prominently in these discussions. Louis Mastria, DMA's Vice President for Interactive & Emerging Media, took part in a panel discussion on opportunities and challenges for marketers as interactive technologies expand opportunities to reach consumers in novel ways. Mastria noted the enormous potential offered by interactive marketing. "E-mail marketing drove $40billion in sales in 2005, which just indicates how much potential is out there for interactive technologies. But with these opportunities come challenges that require us to be stewards of our brands online in the same way we have been in the offline world for the past century."
Mastria emphasized the need for marketers to secure their brands online and make the virtual marketplace safer for businesses and consumers. He highlighted self-regulatory efforts that are encouraging online brand stewardship, such as DMA's requirement that all members begin adoption e-mail authentication programs. To help its members comply with that requirement, DMA will co-sponsor the second annual E-mail Authentication summit to be held in Chicago on April 19, 2006.
Throughout the day-long Roundtable, which was followed by a general meeting of the ICC Commission, discussion centered on the adoption and effectiveness of self-regulatory standards. In addition to broad discussions of ISO, Codex and Universal Postal Union standards, Commission members focused on upcoming revisions to its International Code of Advertising Practice. First issued in 1937, the code is a key document for the advertising industry and is the basis for national codes applied in countless thousands of cases every year by professional associations across the world.
Charles Prescott, DMA's vice president for international business development, serves on ICC's Direct Marketing, Electronic Commerce Marketing and General Marketing Code Revision task forces, as well as on broader ICC committees on Privacy and Data Protection and Electronic Commerce. During the Roundtable discussion, Prescott also offered participants an update on activities of the Universal Postal Union.
"As a participant in ICC's self-regulatory efforts, the DMA represents the interests of U.S. direct marketers in working with this and other international bodies to ensure the promotion of ethical practices and balanced and informed decision-making by lawmakers worldwide," said Prescott.
About DMA
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations, including 55 companies listed on the Fortune 100.
In 2005, companies will spend more than $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures are expected to generate $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing will account for 10.3% of total US GDP in 2005.
The Power of Direct: Relevance. Responsibility. Results.
