News & Events

Marketers to benefit from new DM resource

Date posted:

6th May 2008

The DMA and the IAB will collaborate to provide a new resource for marketers, it has been claimed.

Two of the UK's biggest marketing advisers are to collaborate to promote better practice in email marketing, it has been announced.

Precision Marketing reports that the Internet Advertising Bureau (IAB) and the Direct Marketing Association (DMA) will join forces to produce an online resource for agencies and other stakeholders to make better use of the channel as a tool for promotion.

It also aims to make the most of new forms of technology which have emerged in the marketing arena, such as social networking sites.
The new programme coincides with the rebranding of the IAB Email Marketing Council, which will now be known as the E-Communications Council.

One member of both councils, Tink Taylor, said that she is pleased that the organisations will be working together.

"It's great to see these two professional bodies collaborating over best practice with a commitment to raise standards. Far too often we have seen various bodies trying to take ownership of a particular space which has led to conflicting voices opinions and advice," she noted, according to Precision Marketing.

The DMA is Europe's largest trade association in the marketing and communications sector. It was formed in 1992 to protect the direct marketing industry from legislative threats and promote its development.

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