Lettter: DMA's Name -- Keep It SimpleInteresting issue, the possible Direct Marketing Association name change ("Is It Time for DIMA?" Dec. 13). But let's not make things more complicated -- remember the KISS formula?
I understand interactive providers' desire to be "part of the game." However, they already are! Today, direct marketing is the marketing discipline that establishes and develops relations -- with customers, prospects, vendors, press, shareholders, employees and ... you name 'em.
In doing so we use all relevant media, including the interactive. So why focus on this category? We're not focusing specifically on printed media. Or broadcast. Or tele.
I believe that a name change will do more harm than good to our association and maybe create pressure from others to become part of the game. Even mail-order companies may see a wind of change back to Mail/Marketing.
No, let's stick to the DMA. Let's Keep It Simple, S.....
Finn Thomsen, Chairman, Danish Direct Marketing Club