On the ClickZ Marketing Masters Podcast, we accelerate the conversation around digital marketing with the help of industry-leading CMOs and marketing executives. We examine the question 'what makes a great marketing leader?' through the lens of various topics from Web3 to DE&I.
Rajamannar, Mastercard: Multisensory marketing and preparing for the fifth marketing paradigm
Sight, sound, smell, touch, taste. These five senses govern how we interpret the world around us. But how often do brands limit themselves to the first two? Multisensory marketing looks beyond this limited view of sensory engagement.In this episode, Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare, Mastercard, takes a deeper look at marketing to all five senses and offers invaluable insights on what it takes to become a world-class marketing leader in the fifth marketing paradigm.
Sports sponsorship: Vista and Liverpool FC's match-winning model
The 2022 Qatar FIFA World Cup has been fraught with controversy (https://news.sky.com/story/qatar-world-cup-why-the-2022-tournament-is-so-controversial-from-migrant-worker-deaths-to-lgbt-rights-12731274#:~:text=Corruption%20allegations,corruption%20concerns%20over%20the%20decision.), with many fans criticizing brands representing the tournament. So, let’s look at a sports sponsorship that is flipping the traditional model on its head. Vista is partnering with the likes of Liverpool FC and the Boston Celtics to place the spotlight on small businesses who have seen increased followers, engagement, and customers because of this one-of-a-kind sports sponsorship.Claire Reynolds, Marketing Director at Vista, joins us in the commentary box for the latest Marketing Masters podcast episode on sports sponsorship marketing.
Viral is vanity: The biggest pitfalls damaging your social media ROI
Here is an uncomfortable about social media ROI: By focusing and relying on organic, you may be wasting time, talent, and resources. Ryanair’s Head of Social Media, Michael Corcoran, discusses five pitfalls that see marketing dollars and pounds thrown away into a social media black hole.
How breaking down marketing silos helped PwC reimagine its global strategy
In June 2021, PwC announced the launch of ‘The New Equation’, a new global strategy that re-imagined its value exchange with its customers. The New Equation is designed to build trust and deliver sustained outcomes that help solve problems and represented a major shift to prepare for a rapidly changing society. Crucially, it required breaking down marketing siloes on a global scale.Over a year on, PwC’s Chief Strategy and Communications Officer, J.C. Lapierre, has learned much about the process of breaking down siloes. Leading The New Equation highlighted the challenges involved when getting marketing, communications, client experience, brand, content, and even an in-house agency all rowing in the same direction. We dive into her learnings.
Make or break your digital center of excellence with Ericsson’s Global Head of Digital Marketing
Leveling up and future-proofing your digital strategy is not optional. It is key to survival. All brands now wish to accelerate some type of business growth through digital, be it brand, revenue, or reputation. This requires digital fluency at all levels and within all teams. Building a digital center of excellence is now a recognized model for delivering efficiency and innovation at scale.Sabrina Rodriguez, Global Head of Digital Marketing at Ericsson, has spent years helping brands build a digital center of excellence. Hear her best practices that can make, or break, a digital center of excellence.
How to bring AR into your traditional marketing mix
When you think about AR, what is your gut reaction? Do you groan at the sound of another marketing buzzword, or do you begin thinking about the endless possibilities of this technology?If it is the former, it is time to change your thinking. Matt McGowan, Country Director at Snap Inc., Canada, explains why AR should now be a part of your traditional marketing mix and how to champion AR as a marketing leader.