World of Direct Marketing
WHAT IS DIRECT MARKETING?
"An interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored on a database"
- Direct Marketing, the leading industry publication
Direct marketing is broadly defined, in media terms, as any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or other place of business for purchase of specific a product(s) or service(s) (traffic generation).The objective of direct marketing is to provide customers information relative to their needs and interests. A recent Bear Stearns profile on the direct and interactive marketing industry offers a helpful way of looking at it as a cyclical process with six distinct phases:
- The creative and design phase...where a marketing plan and media channels are selected;
- Data compilation...where both internal data, such as customer lists...and outside data from a database company or list broker are assembled in preparation for phase three, which is....
- Database management...where the information is purged, enhanced and standardized;
- Database analysis...which further focuses on an optimal target market;
- Next...execution and fulfillment...where customer enquiries and orders are acted upon...and that information is passed on to selected media channels; and...
- Finally, response analysis...where the results of the campaign are examined for effectiveness before this cycle begins again.
Direct Marketing Association in Asia
SINGAPORE
Ms. Lisa Watson
Chairman
Direct Marketing Association of Singapore
7 Ann Siang Hill, #03-01
Singapore 069791
Tel: +65 6227 8055
Fax: +65 6327 9232
Email: info@dmas.org
Website: www.dmas.org
AUSTRALIA
Rob Edwards
Chief Executive Officer
Australia DMA (ADMA)
Level 6, 50 Carrington Street
Sydney NSW 2000
GPO Box 3895
Sydney NSW 2001
Ph: +61 2 9277 5420
Fax: +61 2 9277 5422
Email: rle@adma.com.au
Web: www.adma.com.au
CHINA
Ms. Gabrielle Chou
Chairman
China DMA
Suite 316, Jing An Building
Huashan Rd. #301
Shanghai 200060
Tel: +86 21 6248 3766
Fax: +86 21 6248 0531
E-mail: Gabrielle@tehchinadma.com
Gabrielle.chou@acxiom.com
Website: www.thechinaDMA.com
HONG KONG
Mr. Randall Davidson
Chairman, HKDMA
General Manager – North Asia Direct Link Worldwide Company Limited
904 Hollywood Centre
233 Hollywood Road
Hong Kong SAR
China
Tel : +852 2850 4183
Fax : +852 2850 4283
E-mail : rsd@directlink.com
Website : www.directlink.com
INDIA
Mr. G. Naga
Secretary
DMA India
DBS Centre, World Trade Towers,
Barakhamba Lane,
New Delhi 110001, India
Tel: +91 11 243 374
Fax: +91 11 243 375
E-mail: secretary@direct-marketing-association-india.org.in
Website: www.direct-marketing-association-india.org.in
JAPAN (1)
Mr. Toru Manba
Managing Director
The Japan Direct Marketing Association
2F, Libra Bldg., 3-2 Nihonbashi- Kobunacho, Chuo-ku,
Tokyo 103-0024 JAPAN
Tel: +813-5651-1155
Fax: +813-5651-1199
E-mail: jadmaex@jadma.org
Website: www.jadma.org
JAPAN (2)
Mr. Akira Oka
Executive Director
Japan Direct Mail Association, Inc
1-9-14, Azabudai, Minato-ku
Tokyo 106-0041 JAPAN
Tel: +813-3584-3447
Fax: +813-3584-3909
Email: iinkai@jdma.or.jp
Website: www.jdma.or.jp
MALAYSIA
Mr. Sreedhar Subramaniam
Chairperson, DMAMDMA Malaysia
C/o 49 Jalan Petaling Utama 3,
Taman Petaling Utama 46000,
Petaling Jaya, Malaysia
Tel : +603 7781 2555
Fax : +603 7781 6846
E-mail : sreedhar@dmam.org.my
NEW ZEALAND
Mr. Keith Norris
Chief Executive Marketing Association (formerly NZDMA)
Level 1, 1 Beaumont Street,
Freemans Bay, Auckland,
New Zealand
Tel: +64 9 303 9472
Fax: +64 303 4787
E-mail: keith@marketing.org.nz
Website: www.marketing.org.nz
THAILAND
Mr. Songpol Shanmatkit
President
Thai Direct Marketer Association (TDMA)
278 B1 Raintree Office Garden,
Rama 9 Soi 17, Huay Khwang,
Bangkok 10310 Thailand
Tel : +66 2716 8827
Fax : +66 2319 9946
E-mail : pmc@dmsolution.co.th
THE PHILIPPINES
Ms. Myrna Alcantara
PresidentDirect Marketing Association of the Philippines
c/o The Insular Life Assoc. Co. Ltd.
6781 Ayala Ave.
Malcati City
Philippines
Tel: +63 2 817 4295
Fax: +63 2 817 3155
E-mail: maa@mx.insular.com.ph
Website: www.dmap.org.ph
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