Who's the Big Winner with Digital Media? Direct Marketing, Says DM Days Keynote Panel

New York City, May 9, 2007 — Direct. Cost-effective. Innovative. Interactive. Immediate. These are just five words marketers use to describe digital media. Multiply that number by 1,000, and that’s about how many ways marketing professionals are employing the medium to reach their customers, donors, and prospects. That will be one core message from a keynote panel of “Online Marketing All-Stars” on Wednesday, June 20 during the 2007 DM Days New York Conference & Expo, which will be held at New York City’s Jacob K. Javits Convention Center, June 19 – 21.

From 9 to 10 a.m., the all-star panelists will take a thorough, strategic look at some of the latest digital techniques — such as online video, mobile marketing, podcasting, digital word-of-mouth marketing, and Web 2.0. These new digital media play to the advantage of the direct marketing community — if used correctly.

The keynote panel will be composed of moderator Scott Delea, senior vice president, Digital Grit, and panelists Bryan Eisenberg, “chief persuasion officer,” Future Now Inc.; Hillary Evans, creative director-digital, Brand Buzz/Y&R; Jeanniey Mullen, partner and senior e-mail manager, Ogilvy; and Rodney Spady, director and head of global e-marketing, OTC Business Unit, Novartis Consumer Health Inc.

“Since Tim Berners-Lee unveiled the World Wide Web around 1990, its impact on the world has been immeasurable,” said Paul McDonnough, DMA group show director. “Certainly, the Web along with its progeny of technological advancements have revolutionized nearly every facet of marketing. Because this ‘revolution’ continues unabatedly, we’ve given our All-Stars keynote panel a two-fold mission. We’ve asked them to share their expertise on how DM Days attendees can take optimal advantage of the online channel today. And we’ve asked them to forecast what might be around that next digital corner that could help marketers stay competitive in this hyper-kinetic marketing environment.”

About the ‘All-Stars’ Panel

Moderator Scott Delea, senior vice president of Digital Grit, plays a pivotal role in helping the company enhance and expand its interactive marketing and Web site management services for mid- to large-sized corporate clients. Delea directs a talented team of marketing and technology professionals who develop and deploy new and innovative online marketing solutions that can achieve measurable ROI.

Bryan Eisenberg, “chief persuasion officer” of Future Now Inc., is a co-founder who has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques into site design, e-mail marketing, development, and implementation. He is the publisher of Future Now's award-winning newsletter GrokDotCom, and the author of ClickZ’s ROI Marketing column.

Hillary Evans is the digital creative director for Brand Buzz, which is a full-service multidisciplinary agency within the Young & Rubicam Brands family. Thus, Brand Buzz operates like a small, nimble, creative agency, but has the resources and talent pool of a large organization.

Jeanniey Mullen is executive director, senior partner, worldwide e-mail marketing at OgilvyOne Worldwide, and founder of the E-mail Experience Council. Prior to joining OgilvyOne, Mullen founded and ran her own interactive agency and has served as the chief marketing officer and executive vice president at Avalon Digital Marketing Systems.

Rodney Spady is the director and head of global e-marketing for the OTC Business Unit of Novartis Consumer Health Inc. Novartis is a leading pharmaceutical company whose mission is to “discover, develop, and successfully market innovative products to cure diseases, ease suffering, and enhance the quality of life.”

About DM Days New York Conference & Expo

The 2007 DM Days New York Conference & Expo (June 19 – 21) provides a forum for the exchange of new ideas and technological advances and provides cutting-edge information in e-commerce, technology, media, database, and creative services. To register or to find more information about DM Days, please visit www.dmdays.com.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2006, marketers — commercial and nonprofit — spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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