DMA News Dec 2009 - Jan 2010

Welcome to the DMA news for December 2009 and January 2010.

The DMA News is updated regularly to bring you up to speed on the latest developments at the Direct Marketing Association.

Please check back often so that you don't miss out!

DMA News

DMA SETS THE DIRECT MARKETING INDUSTRY'S AGENDA FOR 2010

The DMA is to undertake a number of major initiatives during 2010 which promise to push forward the development of key issues in the fields of data security; digital marketing; industry self-regulation; and sustainable development.

The DMA will kick off the year with a focus on data security.

As part of its multi-layered approach to ensuring its members have the tools they need to meet their data security obligations, the DMA will launch a new private performance standard.

In March 2009, the DMA published its Best Practice in Information Security guide, providing its members with a clear starting point for understanding what they need to do to follow best practice in managing data.

DataSeal, as it will be known, will be the second step the DMA has provided to help its members to ultimately achieve ISO: 27001 certification, BSi's standard for information security management systems.

DataSeal is a private standard developed by the DMA in conjunction with BSi. DMA members will gain certification in the standard once they have implemented a specified range of information security measures and have passed an independent audit undertaken by BSi.

The standard will enable the users of direct marketing services to identify those DMA members which meet prescribed information security standards. At the same time, it will enable supplier members to demonstrate the importance they attach to the safe and secure storage, usage and transfer of client and prospect data.

DataSeal will be officially launched at the end of January and will be exclusively available to DMA members only.

The DMA will also be focusing on providing practical support and thought leadership for the development of the digital marketing sector; maintaining the preservation of the industry's self-regulation; and sustainable development within direct marketing.

During 2010, the DMA will establish a 'Digital Congress' think tank.

The think tank will comprise the sector's leading experts who will convene to set out the strategic direction for the development of the digital marketing sector. The work of the Congress will be vital to ensuring that very highest professional standards are in place as the digital marketing sector grows over the coming years.

The DMA will also be continuing with its ongoing programme of raising awareness of environmental best practice and giving the direct marketing industry the tools and guidance it needs for sustainable development.

Key to the agenda for 2010 will be the message that sustainable development doesn't solely consist in addressing environmental issues. Rather, it is a broad remit that covers such issues as non-financial reporting and formulating corporate social policy.

And finally, as the direct marketing industry faces the prospect of assuming ever greater responsibility for its activities, the DMA will be undertaking a number of initiatives to maintain the industry's framework of self-regulation.

Robert Keitch, the DMA's Chief of Membership & Brand, says that 2010 looks likely to be another "challenging year for direct marketers", but one that promises "some important initiatives that will be vital to protecting and promoting the industry."

That's all for now, see you in February.