Quantum Marketing with Raja Rajamannar is a new Bloomberg Originals series hosted by Mastercard’s Chief Marketing & Communications Officer and author of Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers.
The series contains six episodes that delve into the future of marketing in the face of rapidly emerging technologies.
In the episode “How Marketers are Trying to Read Your Mind,” Rajamannar chats with Pranav Yadav, CEO of Neuro-Insight, about the marketing intelligence his company is gleaning from neuroscience.
Nuero-Insight created a proprietary skullcap that detects and then maps brain activation. The company uses it to help marketers understand which parts of the brain are lighting up when test subjects encounter a new idea, advertisement, or product.
Yadav explains that “subconscious, long term memory creation is the biggest driver of behavior. And in our work, we’ve seen about an 86% correlation to predicting sales.”
“Memories are neither an active nor an accurate repository of the past. Memories are guideposts to future behavior,” he adds.
In another video from Bloomberg, “How AI Could Change the Advertising Business,” Rajamannar interviews Stephan Pretorius, chief technology officer of WPP. Pretorius says, “Marketing is almost the last enterprise business function that hasn’t properly digitized or modernized.”
Pretorius also walks the viewer through WPP’s Open Platform, their AI-driven marketing operating system. One of its features is the ability to host an AI-generated focus group. “We take a human generated idea and test it against a synthetic focus group that’s been based on actual marketing and research data. So you get a quick response, but you can also then speak to this persona and say, ‘That’s cool. Um, what should the packaging be?”
In another feature focused on the power of content marketing, “How Liquid Death Turned Advertising Around,” Rajamannar meets with Liquid Death Senior Vice President, Dan Murphy, one of the architects of the beverage company’s irreverent comedic approach.
Murphy says, “People don’t like marketing. That’s why we don’t make it. We make entertainment. We make comedy. We treat our marketing like a product and we want it to be great. We’re not competing with other brands in terms of our content. We’re competing with the internet.”
He adds, “Oue ‘entertainment first’ model is not unique. Red Bull and Monster did it before us, except their North Star, their lane, was action sports. For us, we’ve just taken that same notion of creating content that people would pay for, but giving it away for free…We’ve done that with comedy.”
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