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

Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard

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: 

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