The 5 Biggest Changes Going On In Washington Right Now

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The 5 Biggest Changes Going On In Washington
Right Now
January 29, 2009
Linda Woolley Executive Vice President,
Government Affairs Direct Marketing Association
The Power of Direct Relevance. Responsibility.
Results
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5 Biggest Changes

1. Congressional Middle
2. High Tech President
3. Importance of Multi-Channel
4. Economic Impact of Legislative Proposals
5. Importance of Self-Regulation

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Legislative Priorities

• Behavioral Marketing
• FTC and Congress
• Privacy/Data Security
• Focus on behavioral advertising
• Postal
• Stop Do Not Mail Legislation
• USPS Viability
• Internet Sales Tax
• Streamlined Sales Tax Program

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Importance of Congressional Middle

• Significance of moderates
• Influx of moderate Democrats
• Fringe partisans will not be with us
• 60 vote threshold in Senate
• Spirit of Change
• Reaching across the aisle

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High Tech President

• Multi-Channel Campaign
• Use of New Media
• Mobile Media
• President Obama fought to keep BlackBerry

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Multi-Channel Marketing

• Lessons learned from Obama Biden campaign
• Importance of keeping all channels open and
  economically viable
• Use of one channel to support another

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Economic Impact of Legislative Priorities

• Legislation affects marketers bottom lines
• Economic impact must be quantified
• Decisions will be made, whether marketers are at
  the table or not
• Increased focus on economic impact in current
  economic environment now more then ever

For more information on joining DMAs Grassroots
Efforts, please email government_at_the-dma.org
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Importance of Self-Regulation

• Democrat controlled Legislative and Executive
  Branches
• Behavioral Advertising
• Across entire advertising community
• FTC self-regulatory standards
• This will be more difficult due to collapse in
  banking industry, blamed on lack of regulation
• Impact of Change
• Prevent creation of law for the sake of creating
  law
• Cannot afford to wait for regulation to pass
• DMAs Corporate and Social Responsibility Efforts
• DMA Choice www.dmachoice.org

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5 Biggest Changes

1. Congressional Middle
2. High Tech President
3. Importance of Multi-Channel
4. Economic Impact of Legislative Proposals
5. Importance of Self-Regulation

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