Balancing the new with basic

Share this content:

Massive shows such as the DMA always present a basic versus innovative dilemma. It seems the DMA has tried to address all this with Boot Camp topics on creative and customer service as well as nouveau ones on emerging channels, search engine optimization and so on. It is interesting to note that a few years ago, the hot topic was CRM and now there is a session on "CRM - Is it still relevant?"

DMA, of course, uses the horizontal approach for broad appeal to marketers, ranging from catalogs and financial services to fastfood chains and sports teams.

Cambey & West is devoted to those media companies who have periodicals, e-newsletters and ancillary one-off products, and I do not see much with these companies in the line-up, and even less on circulation and fulfillment. There are other conferences solely for these disciplines. That said, our customers are interested in the direct marketing basics as well as innovations. On the basics front, they are concerned about the postal and paper hikes, security issues and cost efficiencies.

The overriding goal among our medium-size clients for the coming year is to get their arms around the wonderful raw databases they have built up over the past few years, and to bring the files and accompanying histories together. Any conference which presents solid case studies on how others are doing this is a great help to our clients, because the audience development or marketing director has to gain cooperation from internal departments and convince their management of the far-reaching benefits of these consolidated databases.

On the innovations side, our clients would like to understand more about search engine optimization for subscriptions, a science unto itself. While giant media companies can devote staff to bid and monitor, smaller companies would like to get in the game, too, but most likely lack the resources.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above