The Fifth Paradigm of Marketing

In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Raja Rajamannar, chief marketing and communications officer at Mastercard and president of the company’s healthcare solution, about the “Fifth Paradigm” of marketing.

That’s how Rajamannar describes the dozens of technologies ranging from robotics to the metaverse that he says will have a profound impact on how brands engage with their audiences. It’s the central thesis of his new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers.

Rajamannar provides some major takeaways from the book and shares his thoughts on how marketers can strengthen their relationship with the C-suite and whether CMOs face an existential crisis.