Letter: If You Want DIMA, You Have to Go All the Way: DIPTRDMTPICPMA

Share this content:
I have enormous respect for Tad Clarke's views, but this time I've gotta disagree. Changing the name of the Direct Marketing Association to the Direct & Interactive Marketing Association (or the Direct/Interactive Marketing Association) would be counterproductive. Direct marketers are already known as clunky communicators, and those names would only reinforce that notion.


The loss of singularity could reduce interest among the direct marketing orthodoxy and send an unambiguous signal to hardcore interactive marketers that DIMA is only partially into interactive marketing. And not to split hairs, but I think DIMA would be technically incorrect. Direct marketing involves all channels, and interactive is just one more channel. If you add "interactive" to the name, you should also add print, TV, radio, mail, telemarketing, package inserts and cell phones and call it DIPTRDMTPICPMA.


In case anyone is wondering whether these are the biased rants of someone unwilling to embrace change, I should point out that last year, our 16-year-old direct marketing shop earned more than half its revenue from interactive marketing.


Robert Rosenthal, Passaic Parc, rrosenthal@passaicparc.com


close

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