Marketing Beyond with Alan B. Hart - 252: What Emotion, Technology, and Data Mean for Marketing with MasterCard's Raja Rajamannar

252: What Emotion, Technology, and Data Mean for Marketing with MasterCard's Raja Rajamannar

03/24/21 • 50 min

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On this 252nd episode of Marketing Today, Alan Hart speaks with Raja Rajamannar, the Chief Marketing and Communications Officer at MasterCard.

Alan and Raja discuss Raja's new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers, which demystifies data-driven marketing and identifies emerging opportunities in the digital world.

The conversation begins with the evolution of various marketing paradigms, from product to psychology, to emotion in brand messaging. Raja makes these shifts easy to understand and clarifies how marketers can leverage them in their strategies. Raja says over the years marketing has shifted to four paradigms, and marketing is going to go through “an unprecedented level of disruption as we enter the fifth paradigm.”

Later in the episode, Alan and Raja discuss how today's technology demands greater creativity from brands to stand out. Even more fascinating is how emotions have dominated the marketing industry. Listen to Raja break down this change, what it means for the future of marketing, and more on Marketing Today.

In this episode, you'll learn:

What quantum marketing is and how to leverage it
How the evolution of psychology and emotion influence marketing
Why marketing needs to be re-imagined
What quantum marketing means for business transformation
How to break your brand down into the five senses

Key Highlights:

[01:29] What led Raja to write his book
[02:50] The definition of quantum marketing
[06:03] The evolution of marketing paradigms
[13:33] Why this book matters now
[15:16] How Raja came up with the five elements of quantum marketing
[20:21] Examples of quantum marketing transforming businesses
[29:11] MasterCard's push for multi-sensory marketing
[37:50] An experience that defines Raja, made him who he is today
[40:38] Raja's advice for his younger self
[42:44] A recent impactful purchase Raja made
[43:25] The brands, companies, and causes Raja follows
[46:18] What Raja says is the biggest threat and opportunity for marketers today

Resources Mentioned:

Hosted on Acast. See acast.com/privacy for more information.

On this 252nd episode of Marketing Today, Alan Hart speaks with Raja Rajamannar, the Chief Marketing and Communications Officer at MasterCard.

In this episode, you'll learn:

What quantum marketing is and how to leverage it
How the evolution of psychology and emotion influence marketing
Why marketing needs to be re-imagined
What quantum marketing means for business transformation
How to break your brand down into the five senses

Key Highlights:

[01:29] What led Raja to write his book
[02:50] The definition of quantum marketing
[06:03] The evolution of marketing paradigms
[13:33] Why this book matters now
[15:16] How Raja came up with the five elements of quantum marketing
[20:21] Examples of quantum marketing transforming businesses
[29:11] MasterCard's push for multi-sensory marketing
[37:50] An experience that defines Raja, made him who he is today
[40:38] Raja's advice for his younger self
[42:44] A recent impactful purchase Raja made
[43:25] The brands, companies, and causes Raja follows
[46:18] What Raja says is the biggest threat and opportunity for marketers today

Resources Mentioned:

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

251: The Importance of Details in Customer Relationships and ABM with Sendoso's Dan Frohnen

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On this 251st episode of Marketing Today, host Alan Hart talks to Dan Frohnen, the CMO of Sendoso. This leading sending platform helps companies stand out by giving them new ways to engage with customers through the buyer's journey.

In this episode, Alan and Dan talk about what marketers should be thinking about to help companies deliver a better experience for their customers and their employees.

The conversation starts with Dan's transition from the music industry to the tech industry and finally to his role as CMO at Sendoso. Throughout his career, he learned the importance of customer connectivity. For him, the details matter. It's more than just "spraying them with digital" to get them to act — and more about doing the research and understanding what they're looking for before offering a solution.

Through the rest of the interview, Dan talks about the current state of ABM and how the virtual world has made it even more necessary to be intentional about your outreach.

In this episode, you'll learn:

What connection means for marketers in a virtual world
Why the details matter in customer relationships
Why you should research your customer's intent when they arrive through ABM

Key Highlights:

[01:26] Dan's transition from music to tech
[02:21] What Sendoso is, and Dan's role as CMO
[05:07] The definition of a super sender
[06:56] How Sendoso connects people in a virtual world
[10:30] Dan's view of the current state of ABM
[12:25] Where Dan has seen ABM work well
[14:09] The trends Paul sees for 2021
[17:32] An experience that defines Dan, made him who he is today
[18:55] Dan's advice for his younger self
[19:50] A recent impactful purchase Dan made
[20:48] The brands, companies, and causes Dan follows
[22:11] What Dan says is the biggest opportunity for marketers today

Resources Mentioned:

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

253: The Gateways to Going Global with Your Brand with Alibaba's Erica Chan

In this 253rd episode of Marketing Today, Alan Harts talks with Erica Chan, who leads brand customer experience and insights at Alibaba Group, one of the world's largest B2B e-commerce marketplaces.

On the show, they discuss the almost $24 trillion global B2B e-commerce market and how Alibaba is both globalizing and localizing their brand around the world.

Alan and Erica break down the behemoth of an organization that is Alibaba and their transformation to going global as a brand. Erica says they realized they needed to transform the platform to make it truly “helpful and relevant” to today's businesses. The way the world does business is changing rapidly, and Erica sees digitalization and e-commerce platforms as a “gateway” to making this transition.

Learn more about this, the future of B2B e-commerce, and virtual trade shows in Alan and Erica's discussion on this episode of Marketing Today.

In this episode, you'll learn:

How to go global while also going local with your brand
Why going digital and access to e-commerce is now essential for B2B
Why e-commerce is a gateway to going global

Key Highlights:

[02:20] Erica's role at Alibaba
[04:48] Alibaba's organizational structure
[07:15] Alibaba's transformation
[09:37] How Erica thinks about globalizing Alibaba's brand
[12:40] The different ways companies can leverage Alibaba
[16:48] How the pandemic sped up going digital
[21:10] Alibaba's virtual trade shows
[24:04] What marketers should think about in 2021
[27:17] An experience that defines Erica, made her who she is today
[28:46] Erica's advice for her younger self
[29:38] A recent impactful purchase Erica made
[31:24] The brands, companies, and causes Erica follows
[33:15] What Erica says is the biggest threat and opportunity for marketers today

Resources Mentioned: