My new column is live in The Drum:
The factions do not yet need to pick a red or white rose, but the marketing industry has broken down into two completely separate groups of people who have adopted and now evangelise two very different ideologies.
Online B2B marketers want to gain and convert website traffic into leads. Offline B2C marketers want to build brands among mass audiences. The result is a new Cold War in which the two sides have different practices, read different publications, attend different conferences, follow different thought leaders and view the other as outdated or uneducated.