Formed by the DMA SA, the IIDM's main objective is to provide a resource for individuals in the interactive and direct marketing industry, be it in terms of training, education, information, career development or professional designations as well as networking with kindred spirits. It also acts as a central resource for providers of information, education or training to access individuals who have a need of their services and skills.

Whilst the DMA SA focuses on the IDM industry, especially in terms of providing input to government for legislation, and on ethical and legal aspects that impact on the whole industry, whether agency, client, non-governmental organisation or government.

Key components:

• DMA SA membership for individuals. Individuals who want to take advantage of the many benefits that are accompany membership of DMA SA, join within the IIDM and are recorded there as "Member of Institute of Interactive and Direct Marketing". Such membership gives access to cost savings on training interventions, events and is a prerequisite for the acquisition and retention of an Interactive and Direct Marketing Professional Designation. Special membership benefits may be offered to individuals in related industries, call centres, mobile, advertising, communications and specific industry groupings - financial services, retail, automotive, etc,.
• Professional Designations. For an individual who wishes to be recognised by her/his peers for competence in terms of their IDM knowledge and experience, the four levels of professional designation, all of which carry the right to use post-nominals, are handled from within the Institute.
• CPD (Continuing Professional Development). As an integral part of maintaining one's professional designation, active participation in CPD is essential. The monitoring of individual activities is handled from within the Institute. The issuance of DMA CPD points, that refer specifically to activities within IDM, is made through the Institute.
• Affiliates. Individuals who express an active interest in IDM, can register, and be recorded on line, with the Institute as Affiliates of the DMA SA. This acts as the first step on the ladder of a career in IDM.
• Training providers. Providers of training in any activity that has an impact on the practice of IDM can become accredited with the Institute. To achieve this status, they are required to submit detailed information on the training that they offer, and an indication as to the number of DMA CPD points that they wish to offer for each course. These applications are vetted by the DMA PD Council.
• Event organisers/Sponsors. Organisations, or individuals, wishing to arrange events that will be of appeal to IDM practitioners, can also achieve accreditation through a similar process.
• International links. With the global impact of IDM techniques and technologies, links are being established with international organisations in the IDM industry in order to be able to provide links, contact and connections for individuals needing information on specific techniques or markets.