What is direct marketing?
“Direct marketing is the interactive use of marketing media to stimulate an immediate behavior modification in such a way that the behavior can be tracked, analyzed, and stored on a database for future retrieval and use”.
Bob Stone
Direct Marketing Association3
Capitalizing on the use of data and media channels to enhance the end user experience and maximize ROI
What is direct marketing?
Disclaimer
• The views expressed on this presentation are my own and do not necessarily represent the views of the association
• The presentation should serve as a guideline and not legal advise.
• If this was legal advice I would have sent you invoices by now!
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Our journey today1. Brief history of the DMA• Laws that affect Direct Marketing
The Constitution and Bill of Rights Act 108 of 1996The Promotion of Access to Information Act no 2 of 2000The Promotion of Administrative Justice Act no 3 of 2000Electronic Communications and Transactions Act no 25 of 2002 Electoral Act of 1998Identification Act of 1997Unfair Discrimination and Promotion of Equality Act of 2000Unfair Businesses Act of 1988The Lotteries Act no 57 of 1997National Credit Act no 34 of 2005Consumer Protection ActProtection of Personal Information Bill
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Brief History of the DMA• Re-Founded in November 2005• The DMA currently has 291 members and 10 founder
members• Members range from agencies to large corporate
companies and service providers• Our 10 founder members are AVIS, HOME CHOICE,
ABSA, FNB , NEDBANK, MTN, SAPO, PLATINUM e-PRODUCTS, COMPUTER FACILITIES AND RCS GROUP
• The DMA currently holds self regulatory status from the DTI
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More media = greater sophistication- more laws to deal with
TV
Radio
Unaddressed
E-mail E-Commerce
Mobile
Telephone Specialized printWord of mouth
Sales promotionSponsorship
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DM Spend in 2007/2008Direct marketing tool Amount spent in 2007AMS R 100,000.00 SMS R 3,330,000,000.00 MMS R 338,423,437.50 DIRECT MAIL R 475,000,000.00 CATALOGUE R 1,500,000,000.00 CALL CENTRE R 1,000,000,000.00 DIRECT TO HOME R 1,665,400,000.00 INTERNET ADVERTISING R 254,000,000.00 ESTIMATED EXPENDITURE R 8,753,323,437.50 04/18/23
DM Spend in 2009-ESTIMATE
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Direct marketing tool Amount spent in 2009AMS R 500,000.00 SMS R 5,500,000,000.00 MMS R 1,000,000,000.00 DIRECT MAIL-SAPO R 575,000,000.00 CATALOGUE R 1,200,000,000.00 CALL CENTRE R 1,000,000,000.00 DIRECT TO HOME R 2,000,000,000.00 EMAIL AND DIGITAL R 500,000,000.00 INTERNET ADVERTISING R 300,000,000.00 DATA BASE AND ANALYTICS R 500,000,000.00 MAIL HOUSE AND INSERTS R 100,000,000.00 AGENCY FEES R 2,500,000,000.00 ESTIMATED EXPENDITURE R 14,950,500,000.00
Never before has one industry been hit by so many Laws!!- lets start our journey through the law jungle!
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LIABILITY FOR DAMAGE TO GOODS
SECTION 61
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• Each individual employed in DM Advertising creates increased demand for more than five other employees in production…*
The Importance of DM in our Market
www.DMA121Club.com
www.dmasa.org0861 DMA DMA
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