DMA’s Greco stresses the need for interconnectivity in facing direct marketing challenges

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Las Vegas—Direct Marketing Association President John Greco, in an address Monday morning at the association’s DMA08 annual conference and exhibition, laid out in stark terms the challenges facing direct marketers and the need for cohesive action to address them.

The solution, Greco said, is “keeping all the channels open and economical for both the marketer and the consumer.” Addressing some 14,000 attendees and exhibitors, Greco cited the association’s opposition to a dozen state “do not mail” campaigns this year. He also announced plans for a new Mailing Leadership Summit to head off future restrictive efforts and to spearhead postal reform efforts.

In addition, Greco noted increasing government interest in possibly regulating behavioral marketing and urged an increased emphasis on self-regulation and marketing ethics to head off legal restrictions.

If marketers are not able to overcome the challenges to both physical mail and behavioral marketing, he said, “It would drive relevance out of marketing, and marketing out of business.”

—Christopher Hosford

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