The DMASA, an industry association which was re-constituted in 2005, now has the benefit of having the backing of some of the biggest brands and role players in the DM industry and will be exerting pressure on errant direct marketers to clean up their acts. The association maintains close contact with government departments, consumer organisations and trade associations, and proactively deals with complaints received through them or directly from consumers.
“Direct marketing has come a long way since the days of being perceived only as junk mail. It encompasses many facets and communications channels and plays a crucial role in the marketing of products and services to various target markets. The DMA has worked hard to change perceptions of the discipline and show the real value that it holds for consumers as a source of useful and important information,” explains Vaughan Peterson, senior business manager of Nedbank Personal Loans Division.
“The financial services industry is a heavy user of direct marketing because it is one of the best mediums to communicate directly with your target audience about the plethora of choices consumers have with regard to their financial products. Without direct marketing, people would be making a lot of uninformed choices; however, we are firmly behind the DMA in ensuring direct marketing practices are ethical, responsible and most of all relevant to the recipient,” says Vaughan.
The nine founder members of the DMASA are First National Bank, RCS, the South African Post Office, MTN, Computer Facilities, Absa, AVIS, HomeChoice and now Nedbank. Founder membership will be capped at 10 members.
