Global DMA launches research into worldâs one-to-one marketing industry | DMA

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Global DMA launches research into worldâs one-to-one marketing industry


The Global DMA has announced the launch of an international research project into trends in one-to-one marketing expenditure and new technology uptake, as well as maturity issues in new and emerging channels.

The report, which was conceived to help global one-to-one marketers make better-informed investments, will survey senior marketers in 18 countries spread across six continents.

This is the first project undertaken by the newly-formed Global DMA, which comprises 27 national DMAs including those of the UK, the US, Australia, Canada, Germany, India and South Africa.

The GDMA will conduct research studies and recognition programmes to provide national DMAs with global trend information, thought leadership and training across all sectors, disciplines and channels to foster development of the world’s one-to-one marketing industry.

The GDMA succeeds the International Federation of DMAs. The first meeting of the GDMA was held at the DMA UK’s head office in Central London.

Hosting the delegation of the world’s DMA representatives, Chris Combemale, the executive director of the DMA UK, said:

“Previously the Global DMA was a loose network of associations, but we’ve decided the time has come to forge a proper affiliation to promote and support one-to-one marketing around the world.

“Through our strengthened connections we’re now able to conduct a comparative study of global one-to-one marketing trends. Marketing is a global concern and we need to share what’s happening trend-wise in our industry so marketers can benchmark their work against the best in the world. The information we glean will help marketers to make better-informed investment choices.”

Marketers can contribute to the GDMA’s research by taking the survey here:

The results of the research will be unveiled in October at the DMA2014 conference in San Diego.



Ed Owen, Head of PR
Tel. 020 7291 3324

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