Direct Marketing Association President-CEO H. Robert Wientzen said DMA is expanding its mission statement to include direct marketing over the Internet. He said DMA's intent is to become "the premier association in the direct and interactive marketing field." Mr. Wientzen spoke in Mami Beach at DMA's second annual Netmarketing Conference. Separately, DMA said 87% of 3,500 DMA members participating in an "electronic media member survey" reported they have an Internet or Web site and 83% said they are using their sites for marketing or sales applications. Twenty-five percent of those who use their Web sites for real-time electronic sales transactions are doing so profitably, according to the survey, up from 17% a year ago.
Copyright April 1998, Crain Communications Inc.