Raja Rajamannar is the chief marketing officer for MasterCard. A member of the company’s Management Committee, he draws upon his breadth of experience running global businesses across the payments, healthcare and consumer-packaged goods industries to reinvent marketing as a business driver and to...
Programmatic media. Dynamic ad creation. Blockchains. Virtual reality. Augmented Reality. Chatbots. Artificial Intelligence. I have been in the field of marketing for more than 30 years, and more has changed over the past five years or so than the preceding 20. The kind of changes that technology and data are driving is incredible. The modern marketer's toolkit has expanded dramatically, and with that, the talent and skill set required to be successful.
The pace at which technology continues to change our behavior and consumption is astonishing. We have so many new tools and channels to explore, but do we have the right skill set and know-how to compete and create in this new era of marketing? The millennials, or younger generation, have a lot of expertise and agility in all things digital, and are great at test-and-learn, experimentation, and digital and social media. But there is a generation gap between new hires and senior managers.
Raja, believe I have incorporated all your comments. It's Advertising Week. This year we continue to find ourselves at the crossroads of technology and the consumer. Advertising is being placed, measured, and to an extent, created by technology: algorithms replacing human judgment, programs replacing media plans. Even the role of the creative message and the creatives that manage those messages are under pressure.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".