Modern marketing and why it’s a matter of trust: CMO50 2022 series - Episode 1

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CMO is delighted to bring you the first episode of our new 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust.

The digital economy is more personal than ever. And with that comes the imperative for marketing to build relationships with customers that gain and sustain their trust.

Yet according to the latest Adobe APAC Trust Report, there is a significant gap between how well marketing teams think they’re doing when it comes to instilling consumer trust, and how their customers really feel about it. Adobe’s report also shows 87 per cent of APAC leaders facing even more challenges in earning consumer trust than pre-pandemic, making it clear more thought needs to go into how brands facilitate trust in digital marketing and experience management.

Numerous factors come into play when building consumer trust, but one of the most modern and significant is data. Alarmingly, more than 50% of Australian consumers believe the risks of sharing data outweigh the benefits.

In this CMO50 video series, featuring thought leaders from our CMO50 alumni as well as sponsor, Adobe, we’re looking at what makes up the foundations of trust in a digital-first business and marketing approach and how responsible use of data has become the admission ticket for establishing strong digital relationships. We’ll also explore ways marketing leaders are building trust into every program and experience through personalisation, creative content and consumer choice.

In the first of our 3-part video episodes featuring CMO50 alumni, we’re joined by CommBank marketing chief, Jo Boundy, who shares how consumer trust informs her marketing strategy and how the rules of engagement have changed over the course of the pandemic.

About our panellist

Jo Boundy joined Commonwealth Bank of Australia as its chief marketing officer in March 2022.

Prior to this, Boundy was CMO for the Qantas Group, responsible for the brand and marketing strategy for Qantas’ domestic and international airlines, Loyalty and associated businesses. She joined Qantas in 2009 to manage internal communications, before taking on responsibility for digital communications across the Qantas Group. Boundy then became head of digital and entertainment for Qantas Airlines and then CMO of Qantas Loyalty and executive manager of Qantas Hotels.

Boundy has more than 20 years’ global experience leading digital, communication, marketing and entertainment strategies for large organisations, including Optus, British Telecom and Google.

She is passionate about the impact technology has on customer experience and the role marketing and communications can play in enhancing it. Boundy is currently vice-chair of ADMA's Regulatory and Advocacy Working Group.




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