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DMAformallylaunchesinSaudiArabia
TheArabDirectMarketingAssociation(ADMA) theaccessDMAmembershavetothe
Chinesekeepshopping gotupandrunningattherecent2009Arab globalmarketplace,aswellasthe
Aboutthree-quartersofChinese DirectMail&MarketingForumheldinJeddah, developmentofaglobaldirect
consumerswillincreaseor SaudiArabia.YousefMHamidaddin,founderof marketingprocessforboth.
maintainspendinglevelsnext DirectMarketingServices,wasappointedchief ADMACEO,YousefMHamidaddin,
Ramesh
yearinspiteoftheeconomic executiveofficer,ADMA. added:“Ourcombinedeffortschange Lakshmi-
downturn,theBostonConsulting Thelaunch,backedbytheUSADMA,formed thewaycommunicationwas,and
Ratan
Group(BCG)hasfound. partofthethree-dayforum,whichwassponsored everwillbeintheArabworld.
AlthoughtheChinese byUScompaniessuchasNeilsenClaritas,The “Usingmarketingasamedium,we
economyisnowgrowingatthe BuffkinGroupandPitneyBowes.Therewasalso areexcitedtoseeourpartofthe
slowestpacesincerecords significantsupportfrombothgovernment worldfinallymergewithhouseholds
beganin1992(thenation’s agenciesandcommercialorganisationsfromthe intheUS,andelsewhere,intoone
Yousef M
BureauofStatisticsreports) Arabregion. data-drivenmarket. Hamidaddin
–expanding6.1percentinQ1 Attheforum,RameshLakshmi-Ratan,the “ADMAisproudtobetheleader
2009–BCGsaysalmosttwice AmericanDMA’sexecutiveVPandchiefoperating fortheArabcommunity,asthedirectmarketing
asmanyChineseasAmericans officer,said:“Thisisdirectmarketinghistoryin processwillchangerelationships;unite
orEuropeansplantoeither themaking.Today’soccasionmarksthebeginning governments,socialnetworks,andcorporations;
keeptheirspendinglevels ofADMA’smissionoffacilitatingtheadoptionof andtrulyflourishinourregion.”
constantorheightenoutlay thedirectmarketingprocessintheArabworld, ADMAisstronglysupportedbytheSaudi
nextyear. ArabianGeneralInvestmentAuthorityandthe
Furthermore,only23per
Teamingupforgreenermail
SaudiPost,whichwillworkcloselytogetherto
centpredicttheirfinancial Anagreementtopromoteenvironmentalbest developandgrowdirectmarketingacrossthe
situationwillgetworsethis practicewithinthedirectmailsectorhasbeen globalpan-Arabcommunity.
year,afigurerisingto32per signedbydownstreamaccessproviderTNTPost Theforumalsomarkedtheopeningofthe
centintheUS,49percentin andtheUKDirectMarketingAssociation(DMA). ‘DirectMarketingPark’,anindustrialzonewithin
Europeand57percentinJapan. Theaimisforincreasedresponsibleuseof theKingAbdullahEconomicCity,designedto
directmailandthetwowilldeliveradvice, servicedirectmarketingorganisationsand
Swissinmonopolychange recommendationsandinformationtohelp offeringbeneficialtaxandenergyefficienciesfor
Planstoopenuptheletter minimisetheenvironmentalimpactofdirectmail. businesslocatedwithinit.
marketby2012aresparking GillianLyall,chairmanoftheUKDMAMailing TheDMParkwillbehometoADMAandalso
changesinSwitzerland–the HousesCouncil,said:“Directmailisawell-used housethecentreforDirectMailDevelopment,
governmentisalteringthe50 andwell-regardedcommunicationchannel,used sponsoredbytheUniversalPostalUnion(UPU).
gramsmailmarketbylowering bythousandsoforganisationsthroughoutthe
theweightlimitfordelivery country.Itisthereforeparamountthatthis
did you know?
rights.SwissPostcurrentlyhas channelcontinuestobepromoted,butnotatthe
amonopolyonitemslessthan unacceptableexpenseoftheenvironment.This
More than half of US adults used the Internet
100gramsbutthenewweight letterofunderstandingsetsoutapositive
to participate in the Presidential election last
limitwillallowrivalstoapplyfor frameworkofhowwe,andtherestoftheindustry,
year, the Pew Internet and American Life
licencesandcompetefor canworktogethertocreateamoreadvantageous
Project has found. Social networking played a
business.
S
situ
T
ationfo
O
rall.”
RMAR
prom
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inent role.
www.dmi-news.com May 2009 5
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