DUBAI, 25 June 2006 — Direct Marketing 2006, the region’s only dedicated conference for the direct marketing industry, opens today at the Dusit Hotel in Dubai. The opening keynote speeches will focus on the emerging global trends in direct marketing and developing relationship strategies to drive direct marketing campaigns. The opening address, to be delivered by Charles Prescott, VP, International Business Development and Government Affairs, the Direct Marketing Association (DMA), will stress the need for industry professionals to respond proactively to global trends.
According to Prescott, current global trends will dictate the shape of the industry in five years time and regional marketers should react positively rather than adopting a passive approach. In some parts of the world, direct marketing is already the preferred marketing tool.
This is in sharp contrast to the Middle East where less than ten percent of regional marketing budgets are spent on direct marketing, conventional advertising still consumes the lion’s share of traditional marketing budgets.
Jennie Bishop, conference manager, Direct Marketing 2006 said, “Budget allocation for direct marketing in the region is not keeping pace with global trends and marketing here is still seen as too one dimensional. It’s time for the marketing pioneers in the Middle East to stand up and be counted.”
Paul Gostick, international chairman, The Chartered Institute of Marketing (CIM) will examine relationship strategies as the key battleground for direct marketing messages. Understanding customers and communicating with them on a personal level will be integral to effective one-on-one marketing.
