Financial Daily from THE HINDU group of publications
Saturday, Apr 09, 2005
Financial Daily from THE HINDU group of publications Saturday, Apr 09, 2005 |
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Marketing
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Direct Marketing Relationship marketers to form association Nirmal D. Menon
Mumbai , April 8 RELATIONSHIP marketers across the country will soon realise a long-awaited dream of an industry association that tackles issues related to direct marketing. The association will be launched by May. The agency heads of most communications outfits have been holding meetings to conceive an industry body for a while. As a ripple effect, the agencies including independent direct marketing entities such as DIREM, Wunderman, and iContract met last week in Delhi to register the association. The registration will be through in next three weeks. The objective of the association will be to raise professional standards of the direct marketing industry. "We have done all background work, and will hopefully announce the formation of the association by May," Ms Rakshin Patel, Senior Vice-President & General Manager, RMG Connect, told Business Line. RMG Connect is the direct marketing arm of JWT. The association will include every outfit connected with communicating one-to-one. It will include advertisers, suppliers and the postal department besides direct marketing agencies, Ms Patel pointed out. According to RMG Connect estimates, the direct marketing industry, which covers relationship management, interactive and promotional services, holds around 8 per cent share of total advertising spends. Given the unorganised nature and infrastructure problems such as lack of consumer data, advertisers have usually shied away from spending their monies on direct marketing. The formation of an association will address this issue. "There have been a few bad apples around who have given the industry a bad name, however, one of the things we want to do is employ best practices, ethics, principles, and we will ensure that all members follow them," Ms Patel added. The industry will also be a one-stop destination for advertisers seeking information on how to use direct marketing, where to go for their supplies, and the list of suppliers who are ISO certified.
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