Sara Kimberley’s upbeat analysis of digital media in Precision Marketing (29 July 2005) is a glowing evaluation of the sector’s current status. The direct marketing industry is now justifiably reaping the rewards of having stuck by a medium that in 2001 was the marketing equivalent of leprosy. Indeed, Zenith Optimedia substantiates the quoted IPA Bellweather report by estimating that whilst TV will grow by 1.5 % and press by 1.3% in 2005, online advertising will post a phenomenal 19 per cent rise. It’s an exciting time.

However, as an industry collective, this is no time to uncork the champagne and feel smug. Why? The key emerging digital trend is the amalgamation of many digital applications onto single platforms, most notably…