So just how combative are the two disciplines? This month's Think Tank had practitioners from both sides trumpeting their credentials, under the watchful eye of Coca Cola's head of digital, Louise Schirmer. Turn to page 22 to see if a winner emerges from the contest.
In fact this issue of Marketing Direct is evidence of just how much the internet permeates everything direct marketers do. Take data cleansing, the subject of this month's Special Report. Once the domain of data bureaux, the web has allowed other types of businesses such as data houses to get in on the act. The good news is that clients, large and small, are the winners of this particular turf war.
The most discerning critics of email marketing are ... email marketers themselves. While mobile phone companies appear to veer towards the unadventurous end of email (see Email Tracker, page 12), Boden's head of marketing Richard Bell finds that some retailers push the medium to its creative limits (page 12).
We head back into the more traditional world of direct mail for our Critique this month. Base One's Richard Bush is pleasantly surprised by the quality of B2B creative for brands such as Alliance & Leicester and T-Mobile.