Post by account_disabled on Mar 14, 2024 4:46:04 GMT
Digital storytelling: the way of understanding it changes We have already spoken about Mastercard and its innovations aimed at combining biometrics to allow consumers to access their accounts from mobile. This time it's the turn of the company's Chief Marketing Officer, Raja Rajamannar, who shares his theories on why the brand has shifted its focus from storytelling to the economy of expectation.
Technology in his view, as is now clear, has Find Your Phone Number created enormous opportunities for more significant connections with consumers and all of this would have created reverberations on the ways of doing marketing, which in turn have profoundly strengthened the possibilities of doing business . Mastercad essentially acted on 4 points relating to internal organisation: Understanding what matters most to consumers; Align with their passions; Integrate all services, so that they are connected to each other; Use of a platform that translates the Mastercard brand into a unique and personal experience; In essence the interaction has gone from communicating the message of being the best way to pay, to offering people an invaluable amount of possibilities by connecting with the bank.
Rajamannar is also convinced that campaigns related to storytelling – like their ' Priceless ', which began 20 years ago, are dead, although he recognizes their validity that has lasted for a long time. In a world where consumers are always connected to the web, ' the economy of expectation' is the one that works where material consumer goods leave room for the much more appreciated experience, especially when shared. Precisely this last form of exchange connects us much more deeply, even compared to consumption when it is also shared.
Technology in his view, as is now clear, has Find Your Phone Number created enormous opportunities for more significant connections with consumers and all of this would have created reverberations on the ways of doing marketing, which in turn have profoundly strengthened the possibilities of doing business . Mastercad essentially acted on 4 points relating to internal organisation: Understanding what matters most to consumers; Align with their passions; Integrate all services, so that they are connected to each other; Use of a platform that translates the Mastercard brand into a unique and personal experience; In essence the interaction has gone from communicating the message of being the best way to pay, to offering people an invaluable amount of possibilities by connecting with the bank.
Rajamannar is also convinced that campaigns related to storytelling – like their ' Priceless ', which began 20 years ago, are dead, although he recognizes their validity that has lasted for a long time. In a world where consumers are always connected to the web, ' the economy of expectation' is the one that works where material consumer goods leave room for the much more appreciated experience, especially when shared. Precisely this last form of exchange connects us much more deeply, even compared to consumption when it is also shared.