The New Currency of Marketing: Thriving in 2025 as a Business w/ Raja Rajamannar (CMO of Mastercard)

Imagine a future where data is the very currency of your marketing efforts. In 2025, this isn’t a distant dream—it’s reality.

As digital environments evolve, businesses must adapt to stay competitive. How? By understanding that attention, personalization, and engagement now serve as the new currency of marketing.

This shift is crucial as brands strive to connect more meaningfully with their audiences.

With Raja Rajamannar (CMO of Mastercard), let’s explore why honing these strategies can help your business scale, ensuring you don’t just survive but excel.

The Shift from Traditional Marketing to Digital

The way we have been doing marketing till now is not going to work tomorrow, it’s actually already not working well today – Raja Rajamannar

How do you reinvent marketing? Before we move into the future of marketing, we have to take a trip down memory lane to understand where the shift started

A lot has changed in the last 20 years with marketing, the biggest shift was when Apple launched their smartphone devices in 2007 and people became more connected than ever before, with the introduction of social media, which changed their entire behavioral pattern

Traditional marketing methods faced increasing competition and obsolescence.

With this shift, the birth of mobile marketing, influencer marketing, social media marketing, location-based marketing, and so many other new fields came to be, which brought about the digital marketing age

Adapting to this new marketing currency is not optional if you want your business to thrive.

It’s crucial to understand what’s prompting this shift and how it weaves into the bigger picture of marketing strategies.

Understanding Quantum marketing and how crucial it is to digital marketing

Raja is the author of the Wall Street Journal bestseller “Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers“, which has been published in 11 languages so far and is being taught at more than 300 universities around the world, here in his words he explains what quantum marketing is and how it’s important today.

What is Quantum Marketing?

To understand Quantum marketing I’ll start by explaining what Quantum physics is, in the old days when physics was the science of studying the phenomena in nature, understanding how they work, and then formulating them into theories and concepts that you can then leverage for application.

These were like laws of gravity, magnetism, electricity and so on, however when technology advanced enough for humanity to look inside atoms or to look into outer deeper space, classical physics just was not able to explain the phenomena.

It completely failed, so a new branch of physics was born which actually questioned everything about classical physics and made us realize we needed to look at the universe in a very different way and how it works in a different way, this was how quantum physics came to be.

Now quantum physics is the basis for a lot of things that we do today whether it is nuclear power, satellite communication, interplanetary travel and the likes, a lot of things are driven by quantum physics.

This is the same way with classical marketing. If you look at classical marketing, interestingly most of the theories of classical marketing were framed more than 60 or 50 years back, at that time there was no internet, there was no mobile, there was no social, there was no AI, or gen AI.

So we asked ourselves, do we stick with these fundamental marketing truths that don’t change with time? or do we need to reinvent marketing?

When I looked at how marketing was at this point in time and how it is being practiced, everything from insights generation to purchase funnels to behavioral economics to loyalty programs, everything in marketing had to evolve,

We needed to reimagine and reinvent these theories and frameworks, this new way of looking at everything is what I called Quantum marketing.

Existing theories don’t work, you need to have new theories, and that’s what quantum marketing is all about, all in all, quantum marketing is to marketing what quantum physics is to physics.

The Importance of Quantum Marketing to Digital Marketing

Quantum Marketing is essential for digital marketers for several reasons:

• Enhanced Customer Experience: By leveraging data, AI, and other technologies, quantum marketers can create highly personalized and relevant experiences for customers across various digital channels. This leads to increased customer satisfaction and loyalty.
• Improved Decision-Making: Quantum marketing provides marketers with the tools and insights to make data-driven decisions. This helps optimize marketing budgets, allocate resources effectively, and measure the impact of campaigns.
• Competitive Advantage: By embracing quantum marketing principles, businesses can gain a competitive edge by staying ahead of the curve and delivering innovative marketing experiences.
• Future-Proofing Marketing: Quantum marketing prepares businesses for the future by equipping them with the skills and knowledge to adapt to emerging technologies and changing consumer behaviors

The Impact of AI on Marketing Currency

As technology accelerates, Artificial Intelligence (AI) is reshaping marketing strategies by doing what humans alone cannot—processing vast amounts of data and delivering insights at astonishing speeds.

This isn’t just an enhancement; it’s a transformation of the marketing game, positioning AI as a key player in the new currency of marketing.

With AI’s emergence, how you connect with your audience, predict behavior and drive growth is changing fundamentally.

Which begs the question, is AI good or bad for marketing?

AI has been available for a couple years, it’s not a new innovation and it’s here to stay, but the way you use AI matters a lot in your results.

When technology levels competition or competing field it is your creativity which will set you apart and ahead of everybody else

Take for example you’re a content creator or an influencer today, you think up of everything yourself, but with Gen AI it gives you ideas and initial scripts which you then adapt and advance it to make it your own as a creative thought starter, this is where most people get it wrong

AI is not a substitute for original creativity and it’ll never be a substitute for original creativity, if you don’t know how to use AI then somebody who knows how to use AI is the one who is going to take your job – Raja Rajamannar

Since we’ve established that AI isn’t going anywhere anytime soon, how then can brands leverage this to establish trust and garner the attention of newer generations?

Trust and Authenticity in Marketing

Consumers are inundated with information, which makes trust and authenticity more vital than ever in marketing. Millennials, Gen Z, and Gen Alpha expect more from brands than ever before as they are more socially conscious

Understanding this and making changes where it’s needed elevates not just brand perception but consumer loyalty.

Building Authentic Connections with Consumers

To capture genuine trust, you can’t merely flash promises; instead, deliver them consistently across every touchpoint.

Here are 3 strategies stated by Raja Rajamannar to establish those authentic connections with your consumers:

• Building Trust Through Transparency

Trust is the cornerstone of modern marketing. To build trust, brands must be transparent about their practices. This includes things like being upfront about data collection and usage or revealing how your products are made, priced, and personalized.

• Social Responsibility

Social responsibility is no longer just a buzzword; it’s a necessity for brands. Consumers want to support companies that make a positive impact on society and the environment. Engage in charitable initiatives, supporting sustainable practices, or advocate for social justice, doing this you can differentiate yourself and attract socially conscious consumers.

• Ethics

Ethical marketing is essential for long-term success. You must avoid manipulative tactics, such as false advertising or misleading claims. Instead, focus on creating authentic and valuable content that resonates with consumers.

These tactics work because they demonstrate a brand’s true commitment to its audience, inviting consumers to interact beyond transactional exchanges.

Examples of Brands Doing It Right

Peeking at market leaders reveals insightful lessons in how trust can translate into deep-rooted customer loyalty. Consider these brands effectively utilizing trust and authenticity:

• Patagonia: This brand has long stood as a beacon of environmental activism. Their commitment to sustainable practices not only aligns with their brand ethos but attracts a consumer base that shares these values, fostering palpable loyalty.
• Mastercard: As stated by Raja, Mastercard is getting involved in cancer research, saving the planet through priceless planet coalition and feeding for children.
• Dove: Embodying authenticity through inclusivity, Dove emphasizes beauty in all forms with campaigns like “Real Beauty,” reinforcing body positivity and a rejection of unrealistic beauty standards.

This is not the core business of these companies, but they are doing it because they are in a position to do good for the society which in turn improves trust with their customers and creates valuable and lasting customer relationships.

What lies ahead?

The rapid evolution of technologies like AR, Generative AI, Blockchain, and Autonomous Vehicles is fundamentally transforming the marketing game. To stay ahead of the curve, marketers must understand and leverage these innovations:

• Augmented Reality (AR): AR offers immersive experiences that can enhance brand engagement. Brands can create interactive product demonstrations, virtual try-on experiences, and gamified marketing campaigns.
• Generative AI: AI-powered tools can automate content creation, personalize marketing messages, and generate innovative ad campaigns. Marketers can use AI to analyze large datasets, identify trends, and make data-driven decisions.
• Blockchain: Blockchain technology can revolutionize supply chain transparency, product authenticity, and customer loyalty programs. brands can build trust with consumers and create unique, verifiable digital assets.
• Autonomous Vehicles: Self-driving cars will reshape consumer behavior and transportation patterns. Marketers can capitalize on this trend by developing innovative in-car advertising experiences, targeting location-based marketing campaigns, and partnering with mobility providers.

Conclusion

Embracing the new currency of marketing in 2025 means recognizing the value of attention, trust, and data-driven insights.

As you align your strategies with these emergent trends, focus on forging genuine connections and ensuring your marketing efforts resonate at a personal level. By doing so, you not only stay relevant but position your brand for growth amid evolving customer expectations.

Are you prepared to take the leap?

At the Influencer Marketing Factory, we specialize in helping brands navigate the complexities of influencer marketing. Our team of experts can help you:

• Identify the right influencers: We’ll match you with influencers who align with your brand values and target audience.
• Develop effective campaigns: We’ll create engaging content that drives results and fosters authentic connections with your audience.
• Measure and analyze your campaigns: We’ll track key metrics and provide actionable insights to optimize your strategy.

We’ll work hand in hand to help you elevate your brand and drive meaningful results.

Contact us today to learn more.