From Commodity to Context

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Presented by

Liz Miller, CMO Council ; Ryan Phelan, Adestra ; Lauren Vaccarello, Box ; Mike Olson, Fox Rent-A-Car

About this talk

In the ongoing dialogue around touchpoints, experience, engagement, data and the ever-growing martech stack, why is it easier to talk about replacing email platforms than it is to talk about what is going wrong with our email strategies? In our quest for personalization, when did email become a commodity of communication and not a strategic engagement? Is it too late to shift the strategic mindset from blasting to engaging? The CMO Council, in partnership with Adestra—the official engagement platform of the peer-powered network and one of the most trusted names in email and technology—will host an interactive executive roundtable to debate and discuss where and how data-rich engagements, including email, have shifted and transformed strategies. From customer experience to relationship management, email has long been the cornerstone of ongoing customer campaigns, but rather than being seen as a channel of influence, loyalty-building and customer engagement, it is traded as a commodity—the cheapest option in the direct marketing toolkit. Among the topics to be discussed by the executive panel are: • Redefining email engagements for the C-suite: Where and how should the discussion shift? • Calculating the cost of irrelevance: What is the real risk facing brands that continue to “spray and pray” in today’s era of rapid customer defection? • How the best-of-the-best brands connect the customer, content and context • Are we ready for what’s next? From engagement in the age of GDPR to building trust in the era of Cambridge Analytica, how do we prove that we know our customers and simultaneously earn customer trust through our digital engagements?
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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000 plus members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities comprise global executives across 110 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa.