Mr. Yousef Hamidaddin, CEO of Acxiom MENA and Chief Executive Officer of Arab Direct Marketing Association (ADMA) will address Arab postal operators at the upcoming Universal Postal Union Direct Mail Advisory Board. The event will be held in Bern in October and is expected to be attended by a large number of key industry decision makers from around the region and the world.
Mr. Hamidaddin said that given the market challenges, coupled with advancements in technology, the industry must strategically consider how to advance the level of service to effectively compete in the Arab world.
"Acxiom is advancing the postal industry's competiveness, efficiency and sustainability in the region and around the world", he elaborates.
Mr. Hamidaddin also said that his aim is to build strategic relations with Arab postal operators, adding that "from our expertise in multiple geographies, Acxiom MENA can help build a solid foundation for the direct mail service across the region, in addition to working with numerous Arab postal operators to empower their offering through multi-channel marketing, of which direct mail is a key component, to help global clients reach customers with certainty at an efficient cost."
"We can drive growth of direct marketing and the information service market through combining Acxiom's know-how, insight and tools with the established reach, databases and logistical abilities of postal services," said Mr. Hamidaddin, adding that 'this can be achieved through a joint offering to support the development of new data products by leveraging postal data assets to provide customer acquisition solutions."
The announcement reaffirms Acxiom's global vision to partner with postal operators towards the development of the direct mail industry.
Acxiom signed a strategic partnership with the China Post in August. The agreement aims to jointly expand China's direct mail business leveraged through the database marketing services.
China Post Group, a state-owned enterprise, also includes the Postal Savings Bank and the EMS, or courier service. The company employs 800,000 people at more than 56,000 branches across China.
The combination of Acxiom's and China Post's complementary assets will deliver a unique value proposition to clients, enabling Acxiom to capture a larger share of what is becoming the second largest economy in the world after the U.S. Additionally, the direct mail business is underdeveloped in China, with an average household receiving six direct mail pieces per year versus the more than 600 that in a U.S. household.
Mr. Hamidaddin emphasizes that the Acxiom-China Post cooperation is an ideal model for Arab postal operators and Acxiom MENA to follow. "Our goal is to work alongside the region's postal operators towards realizing the vision they remain highly committed to, which is to develop a robust regional direct marketing industry in MENA" Mr. Hamidaddin concludes.
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