Who I am: Martin Hayward, director of consumer strategy and futures at dunnhumby
My suggestion: Relevance marketing
Reason: DM, and all that goes with it, has unfortunately become a grubby term in consumers' eyes and they are the people that matter. Thankfully, recent developments in the availability of customer data, segmentation approaches and new channels are giving direct communications a second chance to prove their power and benefit to consumers. We call it relevance marketing - yes, it's direct, but it doesn't go out if it isn't relevant. Let's hope that the banks catch on soon.
Who we are: Rebecca Rae and David Brown, creative directors at Craik Jones Watson Mitchell Voelkel
Our suggestion: Conversation marketing
Reason: Old style direct marketing used to pride itself in being like an arrow, fired straight from the brand to the target, and getting a response right back. Now, consumers have better defences, and the best way to penetrate them is by enlisting fellow consumers. What we need to do in marketing is create things with social currency, talking points that earn people's time and get them to engage with the brand and message, together with others.
Who I am: John Bottom, head of copy, Base One Group
My suggestion: Presence marketing
Reason: We are able to build a relationship so intimate that every marketer can understand how customers react to messages and therefore what messages to present, what price to charge and what promotions to run.
But it's no longer about what you are sending out to the customer; it's about where you are in relation to them. We're used to the Five Ps of marketing; there is now a sixth: presence.
Who I am: Antony Miller, head of media development, Royal Mail
My suggestion: Relationship marketing
Reason: There's a solid argument to be made for rebranding the medium. DM has always been about forging bonds between consumers and a brand, from acquisition and onwards. Both slogan and practice should mirror the three most important aspects of modern, effective marketing communications - reward, respect and relevance.
Who I am: Terry Hunt, chairman, EHS Brann
My suggestion: Inland Revenue marketing
Reason: Because we can put lost (data) discs to good use.
Who I am: Mark Fiander, head of customer management, retail markets, RBS Group
My suggestion: The conversations industry Reason: We badly need a new name as direct marketing can be easily translated into 'direct mail, plus some other stuff round the edges'. With the way our sector is developing, the current name fails to encapsulate the many channels now used and the importance of managing communications in the long term.
Dr Phil from the Oprah Winfrey show says you are either contributing to or contaminating a relationship. 'Conversation' suggests the two parties are aware of each other and happy to talk. The best conversations will help build long term, value-adding relationships.