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...
It is the rare campaign that lasts three years. Few continue to engage and inspire audiences after 10, and even fewer have spanned two full decades. So what’s the key to creating a sustainable, global, market-moving campaign? When Mastercard put its account up for bid in 1997, they were committed to picking the agency whose creative idea would outperform all others.
What is it about words that give them such power? What is it about a string of sequential characters that can literally bring us to laughter or tears? Used artfully, words can capture our imaginations. They can help us take hold of an idea and give it life. They can help us build a path and bring others along with us on a journey down that path. Words can shift our frame of reference and even our state of mind. A kind word can change our day for the better.
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.
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".