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Digital Marketing Services Inc. (DMS) Emerges with Proprietary Relationship Marketing Programs

Strategic Insights

— 1 min read

Digital Marketing Services, Inc. (DMS) has been formed as a joint venture between America Online, Inc. (AOL) and The M/A/R/C Group. The company aims to deliver proprietary relationship marketing programs and conduct online custom marketing research services for Fortune 500 advertisers. DMS is a privately held company based in the Dallas area, with AOL owning approximately 70% and The M/A/R/C Group owning approximately 30% of the company. Dennis E. Gonier has been named president of DMS, with Ted Leonsis, Sharon M. Munger, and Gonier serving on the company's board of directors.

Key Takeaways:

  • DMS is a joint venture between America Online, Inc. (AOL) and The M/A/R/C Group, with AOL owning approximately 70% and The M/A/R/C Group owning approximately 30%.
  • The company aims to deliver proprietary relationship marketing programs and conduct online custom marketing research services for Fortune 500 advertisers.
  • DMS offers two key products: Digital Rewards, a unique ROI-focused relationship marketing program, and Opinion Rewards, a series of three custom market research products.
  • Digital Rewards allows consumers to earn free hours of AOL service by tying their product purchases to AOL service.
  • The Opinion Rewards products include Quick Focus (qualitative research), Online Topline (profiling research), and Net It Out (diagnostic research).
  • DMS expects to benefit packaged goods, technology, personal services, consumer electronics, airlines, hotels, and retailers.
  • Professional fees for DMS products and services will vary according to the scope of the assignment, with relationship marketing programs starting at approximately $500,000 per year and marketing research projects starting at $5,000 per project.
  • The attention to achieving a high ROI is a critical requirement for DMS to ensure success.

Statistics:

  • AOL has over 3 million subscribers.
  • The M/A/R/C Group is a $68.5 million company with seven offices in North America.
  • DMS offers relationship marketing programs that include online content areas, direct marketing support, interactive support, and fulfillment services.
  • Relationship marketing programs will begin at approximately $500,000 per year.
  • Marketing research projects will start at $5,000 per project.

Sources:

  • America Online, Inc. (America's largest and fastest growing provider of online services in the U.S.)
  • The M/A/R/C Group (a leading marketing intelligence firm)
  • Business Wire (Press Release)
  • Edelman Worldwide (Contact: Patty Sullivan, Susan Tull, Bryan Curran, 214/520-3555)
  • America Online Inc. (Contact: Judy Tashbook, 703/918-1452)

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