News Article Published:
Tuesday, 06 May 2008
Category:
Professional Services
Firms running professional services marketing campaigns could face increased scrutiny of their online practice, following a joint commitment by two industry organisations.
The Internet Advertising Bureau (IAB) and the Direct Marketing Association have pledged to work together to encourage best practice in the online marketing industry.
Industry guru Drayton Bird recently told Precision Marketing that the success of internet marketing has caused many online professional services marketing campaigns to "get a little bit careless".
He said: "Email is an incredibly cheap medium compared to direct mail. There is a tremendous cost advantage which means you don't have to try as hard."
Under new plans the IAB Email Marketing Council will be renamed the E-Communications Council that will also encompass instant messaging and social media websites.
Tink Taylor of the DMA Email Marketing Council claims the venture is a commitment to raising standards, such as not paying enough attention to segmentation in email campaigns.
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