For the past 50 years, DialAmerica has charted the course for the nation's teleservices industry. Much has changed over the years, but our company and our industry has thrived because of our unique ability to meet marketers' changing needs. Today, there are three key trends driving the future of marketing.
First, technology has given marketers the power to target consumers more efficiently than ever before. But at the same time, it has given consumers the power to control when, where, how or if they want to receive marketing messages.
Second, integration is increasingly recognized as a must. Marketers are demanding that their agencies and marketing services firms work together to combine and leverage the unique strengths of each marketing discipline.
Third, marketing accountability is essential. No longer are soft, feel-good metrics acceptable. Chief executive officers and chief marketing officers want to know the precise return they are receiving on every marketing dollar.
Against these three trends, the teleservices industry has a vital story to tell.
As an industry, we have effectively adapted to changing client needs, changing consumer preferences and changing government regulations.
We operate across multiple platforms telephony, the Internet, even direct mail helping clients solidify long-term relationships with their valued customers.
It's for these reasons that we at DialAmerica are upbeat about the future of teleservices and why we wanted to create a newsletter to continually track the marketplace currents that are shaping our industry.
Currents, our bimonthly publication, will be filled with articles to keep you updated on industry trends and issues. This first issue covers vital topics like compliance and information security. It also presents compelling case studies that demonstrate the effectiveness of teleservices campaigns for major companies.
We hope you enjoy the ‘maiden voyage' of Currents… and all of those yet to come!
Arthur W. Conway