The company hopes the 'What is DM?' campaign will clarify the meaning of direct marketing, as well as generate a fresh understanding of the term in "the digital age".

Entire managing director Ian Stockley said: "What better way to get under the skin of DM than by inviting those who know the industry intimately to explain what it means to them?"

He claimed the blurring lines between online, offline, above-the-line and below-the-line had reached a point where the industry was no longer clear what DM meant anymore.

"Those in the industry will be well accustomed to campaigns that contain no element of targeting or measurement – such as PR or advertising – purporting to be direct marketing," added Stockley.

"While there will be those who think this issue is simply a matter of semantics, we felt that it was time to pin our colours to the mast."

Entire, whose clients include Tourism Ireland, Littlewoods, P&O Cruises and Reader's Digest, has used the site to for feedback on its own definition of direct marketing: "Think of it as advertising that targets an identified audience with a specific proposition that harnesses the power of the brand and product or service.

"What really sets it apart is the call to action which allows the effectiveness of every communication to be accurately measured, even in multi-channel campaigns. This makes it an ideal vehicle both for customer acquisition and retention, through online and offline channels."

Although the firm stressed the importance of harvesting data, it said it would not be using information on the site to contact users. However, it will be measuring responses.

What is your understanding of direct marketing? Leave your comments below.