In an era of information technological breakthrough, business transactions are achieved without necessarily having even one brief personal interaction between the two contracting parties. Due to its ease, and probably physical comfort, this advanced communications ushers in a non-interactive, non-integrative communication and contact program that spans the non-traditional approach of marketing. However, it has its drawbacks. The most obvious one is the lack of personalized communication channel. It is against this backdrop that the direct marketing approach witnessed its resurgence. At the three-day Arab Direct Mail and Marketing Forum held here recently (April 19-21) attended by some 1,600 professionals and business/ marketing students, Yousef Mohammed Hamidaddi , CEO Arab Direct Marketing Association, “pledged to change the way communication is, and ever will be, in the Arab world.” At the forum entitled “Creating a Database driven industry in the Arab Region and Beyond,” he said direct marketing “can change relationships, conceptions, market dynamics and see that both new and different industries will flourish with the existence of direct marketing as a medium.” He further said that the forum will “insure a solid foundation for the industry by putting the right tools in the hand of marketers” and “will create markets driven by the address and data to extend our reach and delivery.” “Database driven industry is a must in today's challenging world,” he added. John A. Greco, president & CEO Direct Marketing Association, said the “Direct Marketing Park in Saudi Arabia is a center of excellence to bring together all entities in the value chain of direct marketing into one location providing solutions at the national, regional and international level.” Patricia Vivas, addressing & postcode expert - Universal Postal Union, underscored the importance of address as a basis for communications which will have a profound impact on the Arab household. “It will provide space to communicate allowing for the betterment of the lives of so many people. It will bridge a gap of understanding between cultures as we uncover the mountain of demographic and psycho graphic data under each and every address. The address will drive changes in market structure; allow local businesses to better compete and others to extend their reach. On a network of addresses, the neighborhood truly becomes one village. It will introduce new services & industries that bring more to the members of the house driven by their needs,” she noted. The forum was organized by Saudi Post, Saudi Arabian General Investment Authority (SAGIA), Direct Marketing Association (DMA) and Arab Direct Marketing Association (ADMA). __
