Earlier this year, GroupM’s CEO told AdWeek that over time, "All media will be digital, all digital will be addressable, & all addressable media will be programmatic”
 
But what does “addressable” actually mean? And what makes media “addressable”? 
 
For a long time, the only true “addressable media” was direct mail – because it was literally addressed to the person that was meant to receive it.
 
When it comes to digital media, it’s a very similar idea, only instead of using home addresses to reach the right people at scale, brands can now use CRM data like the email address. One company that makes this can of media available to brands is Merkle. 
 
Merkle, long known for its CRM acumen, has recently launched PAM, or Publisher Addressable Marketplaces, which makes it possible for marketers to reach known audiences at scale across a range of different publish inventories and devices.  
 
In this episode of the Everything Email Podcast, we talk to Kelly Leger, VP at Merkle about PAM: what it is, how it works, and what the future looks like for people-based marketing.

Everything Email Podcast

Episode 7: Publisher Addressable Marketplaces

In this episode Ali Swerdlow and Kerel Cooper are joined by Valeria Chisca, Senior Manager of Customer Revenue at Rue La La, to discuss the role of email as it pertains to online retailers.

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Episode 8: Email Marketing Strategy for Online Retailers

Sometimes we lie to ourselves. We tell ourselves our customers are just too busy to open the email, to read the blog, to watch a video or to pay attention.  But are they, really? Or are we just not sending them the relevant content they want, in the format they prefer, and at the time that they need it?  
In this episode of the “Everything Email Podcast”, Ali and Kerel discuss this and more with Jay Baer, content marketing influencer, author and President of Convince & Convert, a digital marketing and customer experience consultancy.

Episode 9: Data-Driven Content Marketing and The Power of Email

“Customer Lifecycle” is a term you usually hear about in marketing.  It’s used to describe the progression of steps a customer goes through from consideration, to purchase to loyalty. In this episode we talk to Chad White, Research Director at Litmus and author of the book, "Email Marketing Rules," about the Subscriber Lifecycle and email virality.

Episode 10: The Subscriber Lifecycle & Email Virality

People-based Marketing is a hot topic in the MarTech/AdTech industry and is often perceived as complicated. Joe Lyons, VP Strategic Partnerships at LiveRamp and people-based marketing expert, shares his perspectives on how the conversation has evolved over the years and the top 3 things we need to know about it.

Kickstart your People-Based Marketing efforts! Download your copy of the Forrester study mentioned in the podcast here: http://bit.ly/2wm1rxb

Episode 11: People-based Marketing Is Not That Complicated

Are text-to-buy campaigns the real deal? Is the future of marketing text messaging apps? Bonin Bough seems to think so!

Bonin is the former Chief Media & eCommerce Officer at Mondelēz International and host of CNBC's, Cleveland Hustles, basketball superstar LeBron James' television show. He's also a marketing influencer, author and speaker.

He recently recorded a video about his experience with a new text-to-buy ad campaign poster, "dissing" email in the process. 
In this episode, we recap the AdMonsters Summit in Montreal and talk about text-to-buy campaigns versus email newsletters.

Engage and delight your audience with more impactful email newsletters. Click here to download the white paper: http://bit.ly/2xrNbEs

Episode 12: Is The Future of Marketing Text Messaging Apps?

Erik Requidan, VP of Sales and Programmatic Strategy at Intermarkets, talks with Kerel and Keisha about the state of programmatic, trends and what publishers are thinking about today, including buying partners and advertiser needs. Buyers want choice and the most successful publishers today are enabling those choices, bringing data that's important to them.

Email is the perfect opportunity for programmatic and People-based Marketing. Erik argues that while deterministic data is important, probabilistic should not be forgotten.

Listen to episode 13 on the blog now or download for your commute.

Episode 13: The State of Programmatic and Identity with Erik Requidan, Intermarkets

Planning and operations are just as important as the content you're creating - nothing beats a well-oiled content machine!

In this episode, Kerel and Keisha talk to Jess Ostroff, managing editor at Convince & Convert about auditing to improve your content marketing process in 2018, and common mistakes and misconceptions about content creation.

Jess is also the CEO & Director of Calm at Don't Panic Management, a personalized virtual assistant agency.

Episode 14: Rethinking Your 2018 Content Marketing Process

In this episode we recap the top three most played podcasts of 2017. All three center around email as a main way to continue the conversation with your audience.

We cover the role email plays for online retailers; testing and technology; personalization; content; and re-engagement versus win-back.

Podcasts featured:

Episode 8: Email Marketing Strategy for Online Retailers with Valeria Chisca, Senior Manager of Customer Revenue at Rue La La.

Episode 9: Data-Driven Content Marketing and The Power of Email with Jay Baer, President of Convince & Convert

Episode 10: The Subscriber Lifecycle & Email Virality with Chad White, Research Director at Litmus

Episode 15: Leveraging Email To Continue The Conversation

This monthly podcast led by Kerel Cooper, SVP of the Customer Journey Group at LiveIntent, breakdowns best practices, debunks myths, and explores innovations with experts to help you become an expert on all things related to email and people-based marketing.

The Everything Email Podcast

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