Direct mail not dead, not on life support - Brian Mdluli

"Direct mail is getting a new lease of life, a new shot and is being rejuvenated, and there are a lot of people who are supporting us," Mdluli said, adding that there are still millions of new homeowners in previously disadvantaged communities with postal addresses who would like to be spoken to via directly mail.

Critics of direct marketing have been arguing that the industry, which features include junk post mails, unwanted SMSs, MMSs and emails, among others, is gravely dishonest and intrusive and should be reprimanded and called to order.

Reports are now emerging that the CPA - allegedly resented by direct marketers - is already putting direct marketing under tremendous pressure and slowing the industry down.

The CPA 'is welcome'

However, Mdluli yesterday said his organisation has welcomed the CPA, emphasising that direct marketing was dealing with 13 other legislations beside the CPA. Laws affecting direct marketing include National Credit Act, Identification Act, Electoral Act, Unfair Business Act, Promotion of Access to Information Act, and the much-feared Protection of Information Bill.

"DMA-SA is strongly in favour of the CPA and we walked a long road with the department of trade and industry to bring the legislation to market," he told Bizcommunity.com on the sidelines of the forum, hosted at the Michelangelo Hotel in Sandton.

Danie Strachan, senior associate at Adams & Adams, said in the past consumers were in the wilderness, and the idea about the CPA was to put some barriers so that the supplier knows how to navigate.

Direct marketers need to trade carefully and understand the legal frameworks, Strachan warned.

'Creativity is critical in everything we do'

Xolisa Dyeshana, Joe Public creative director and partner, said the legislation is restrictive and has a negative impact on creativity.

"One lesson I picked up in Cannes was that creativity is critical in everything we do."

In a world currently travelling the IT's fast and furious route, some critics believe that direct marketers seem to have run out of creative ideas and strategies, as marketing appears to be acting like a 'runaway bride' swept away by the rise of the machines.

Mdluli yesterday told the audience that marketing needed to be driven by marketers, not by IT people or some chemical engineers.

Pressed by Bizcommunity.com to elaborate, he said later in the day:
"Marketing strategies need to be driven by marketing professionals. We are seeing less and less marketing professionals in the executive roles.

'Marketers must up their game'

"And what I meant is that, marketers must up their game and earn the executive strategic positions so that our industry can grow. We cannot have IT determining where marketing is going - only professional marketers and the consumer market can determine that."

The forum, facilitated by eNews Channel anchor Jeremy Maggs, was also told by Euro RSCG CEO Lynn Madley that the world was no longer in marketing, but in engagement because it is easy for people marketers are approaching to push them away.

"Give people stuff they are interested in - something that makes me them laugh and give them some emotion. If you do that, you can be able to survive. LSM no longer matters; it is about what the consumer is interested in."

Madley also urged brands to be honest as their reputation was incredibly fragile and on the line. "BP was not honest about the damage they did to the US environment and their price share dropped dramatically."

Other panellists included Action Ambro's CEO Andrew Ambrogioni.