CX Education 14: Bridging the gap between omnichannel marketing and CX with Chad S White from Oracle Marketing Consulting

Join Chad S White and Gwen Lafage as they chat about the importance of an omnichannel marketing approach and its impact on the customer experience
About this episode

In this episode, host Gwen Lafage from Sinch chats with Chad S White from Oracle Marketing Consulting to discuss the importance of an omnichannel marketing approach and its impact on customer experience. Chad emphasizes the importance of breaking down silos between marketing channels so that teams can align with a shared, customer-centric goal and create a more coherent and unified customer experience. 

Chad also explores the role of technology in supporting a sound marketing strategy and the significance of data privacy regulations and their influence on marketers. As customer expectations continue to rise, businesses must adapt to the ever-changing landscape by embracing new technological advancements, such as machine learning and AI, to deliver better customer experiences. 

Throughout the conversation, Chad and Gwen stress the importance of maintaining a customer-focused approach, evolving marketing tactics, and fostering collaboration between teams. By adopting these strategies, businesses can stay ahead and create lasting connections with their customers. 

Image of Chad White

Guest speaker

Chad S. White is the Head of Research for global digital marketing agency Oracle Marketing Consulting, 5-time author of Email Marketing Rules, and nearly 4,000 posts and articles about email and digital marketing. A former journalist, he’s been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age. Chad was named the ANA’s 2018 Email Marketer Thought Leader of the Year.
Chad S White
Head of Research
Oracle Marketing Consulting
Image of Gwen Lafage


Gwen has dedicated her career to building strong brands in London, Paris, San Francisco, and Stockholm. She is a creative, global marketing leader with twenty years of experience in the best advertising agencies working on the world's leading B2C brands before focusing on B2B marketing for tech companies in Silicon Valley and Stockholm.

Gwen is now VP of Brand and Content at one of the fastest-growing tech companies in the world, the Customer Communications Cloud, Sinch.
Gwen Lafage
VP Brand & Content

Key insights

  • The importance of breaking down silos for omnichannel success

    In this episode, Chad emphasizes the significance of breaking down silos in organizations to achieve omnichannel success. He highlights the need for teams to communicate more effectively and adopt a shared goal centered around the customer experience. By encouraging collaboration and a unified approach, brands can create a coherent customer journey across channels, leading to better results and increased customer satisfaction. 

  • Balancing privacy regulations with customer expectations 

    Chad discusses the impact of tighter privacy restrictions on the future of email marketing, such as GDPR and the potential for a new national privacy law in the US. He argues that these regulations ultimately benefit both customers and marketers, as they help align brands with consumer expectations and push marketers to deliver higher-quality content. Adapting to these changes and embracing privacy-focused marketing strategies can help companies foster trust and long-term customer relationships. 

  • Leveraging machine learning and AI to improve email marketing 

    Chad highlights the potential for machine learning and AI to revolutionize email marketing. He explains that while advancements in generative AI are important, the real value lies in leveraging machine learning techniques for time optimization, subject line creation, and more. By embracing these technologies, marketers can continuously improve their strategies, stay ahead of consumer expectations, and deliver a better customer experience. 

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The evolution of email marketing

"I mentioned all the changes since the third edition of my book. You know, those changes are gonna keep on coming, so email marketers have to continue to evolve." 

The shift from batch-and-blast to targeted messaging

"The big shift is from batch-and-blast, the big monolithic approach, to a much more dynamic, much more targeted, much more relevant approach that's really driven by segmentation and personalization and dynamic content." 

Importance of data collection in a privacy-focused era

"Data collection is always going to be the lifeblood of marketing. It's just that we're going to have to be a lot more intentional and a lot more strategic about how we collect that data, how we store it, and how we use it." 

The challenge of rising customer expectations

"Always, always, always, we are chasing rising consumer expectations, and that is not gonna change in the years ahead, which puts a lot of pressure on marketers and all digital marketers to continue to work hard to evolve their programs." 

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