Quantum Marketing

“Marketing today is at the brink of unprecedented disruption”, explains, Raja Rajamannar, author of the book, Quantum Marketing. “An explosion of game-changing new technologies, data and cultural shifts will render traditional marketing frameworks and strategies ineffective, and turn the function upside down.”

Rajamannar’s book is all about the mastering the new marketing mindset for tomorrow’s consumers. He takes you beyond product marketing, emotional marketing, digital marketing and mobile and social marketing, into what he terms quantum marketing.

You’ll learn how to:

Replace advertising with better ways to efficiently engage consumers at scale.
Hyper-personalize marketing with AI.
Go virtual and immersive with everything from VR-AR product demos to gamification.
Reach all five human senses, with Multi-Sensory Marketing and Sonic Branding.
Invest in partnerships to capitalize on new opportunities beyond their immediate reach.
Quantify impact with data, but never at the expense of creativity.
Reposition and protect your brand when crises hit.

Quantum Marketing is a fascinating, thought-provoking read, guaranteed to get your creative juices flowing.

Recently, Rajamannar answered these questions:

Raja Rajamannar

Why does marketing today face an existential crisis?

Rajamannar: Marketers have typically come from the qualitative side of the house – creative, intuitive and gut-feel led. However, the marketing world has evolved since the early days to now be significantly data-driven and technology enabled. But most classical marketers have not kept pace with these developments, losing the plot overall. As a result, nearly 75% of CEOs have stated a lack of confidence in their marketing teams, questioning their knowledge of the business and ability to drive growth.

Major companies (from J&J to Hershey) have even eliminated CMO roles. And some brands that once relied on a marketing department to manage their 4 P’s (Product, Price, Place, and Promotion) now only entrust them with promotion, fragmenting the rest to other divisions. With an onslaught of new technologies like AI, AR, IoT, VR, 5G in the imminent future (which I call the Fifth Paradigm), expect the biggest marketing disruption ever.

What is Quantum Marketing and how does it address the situation?

Rajamannar: Quantum Marketing is a complete reinvention and reimagination of marketing that upends all the classical theories and practices of the discipline. It is a purpose-driven approach that taps into the new and emerging technologies, leverages the incredible power of data even while respecting consumer privacy to the utmost, and draws on some of the most significant insights coming from sciences like behavioral economics and neuromarketing. It will measurably help build brands, drive business growth and establish competitive advantage. Further, it will reestablish marketing’s relevance, gravitas and impact.

You say that marketers have got consumer loyalty all wrong. Please explain.

Rajamannar: Studies have shown that a vast percentage of people are not loyal in their personal lives, where there are explicit and implicit commitments. And an average consumer is a member of 15 loyalty programs -- many in competing categories. With consumers facing endless choices, why would they be loyal to brands? The concept of customer loyalty needs to evolve.

Quantum Marketing approaches this from a totally different perspective. We move away from striving to win and keep customers, to a new era of winning each transaction and interaction. As hundreds of billions of dollars are spent on loyalty programs each year, marketers need to evolve traditional long-term loyalty platforms into real “affinity platforms” and create contextual preference management systems to influence consumers in favor of their brand when they’re about to make a choice. Every single time.

What kinds of pivots can help reposition and protect brands in 2021?

Rajamannar: A couple pivots include building a true purpose into brands and identifying appropriate cause marketing initiatives. Be authentic, truthful and visible (consumers don’t want brands to be invisible or go dark). Consumers expect brands to be purpose-driven and stand for beliefs, so marketers must do something about it. If you don’t have purpose, create one. Actions must demonstrate purpose. And because life won’t come back to “normal” even after COVID-19, digitize and virtualize everything. So, focus on the future with digitized learning and development efforts, virtual sponsorships/events, and other plans to drive your brand forward.

What can any marketer start doing tomorrow to apply Quantum Marketing?

Rajamannar: Marketing is at the verge of a major disruption, driven by an imminent technological revolution. Marketers need to reimagine their entire marketing practice for tomorrow. Marketers should begin to rapidly train themselves and their teams on new technologies and data analytics. They need to look at every facet of the Quantum Marketing playbook while recrafting their strategies.

Thank you to the book's publisher for sending me an advance copy of the book.

Comments

How To Achieve Human Leadership

Human Leadership: The Courage To Face Ourselves And Each Other is Kristen Hadeed ’s newest book. It’s a raw, personal account of losing herself in service to others and the challenging work of finding her way back. It’s a story of burnout, ambition, resentment, grief, reinvention, profound self-examination, and the courage it takes to share what you discover with the people around you. By learning to face herself, tell the truth, and take ownership of her choices, Hadeed became a more courageous, compassionate leader and built a life and business that would take care of her, too. Hadeed’s journey shows that leadership doesn’t have to mean endless sacrifice or self-abandonment. Human Leadership offers a different path―one where courage, honesty, and humanity become the foundation of meaningful leadership and a meaningful life. Part memoir, part invitation, Hadeed’s story will empower you to: Recognize the values, fears, and limiting beliefs driving your lead...

How To Build A High Performing Sales Team

Based on Stephanie Friedman 's 20 years of sales experience, her new book, Built to Grow: A Handbook For High-Performance Sales Teams , is the perfect step-by-step, go-to-market field guide for startup founders. Friedman offers readers a structured and repeatable methodology for building a high-performing sales function from a company’s earliest days. The book is divided into three phases of startup growth— Experiment, Build, and Scale. Within each of the three phases, Friedman covers: Sales Playbook Hiring Revenue Management Customer Success Compensations Culture Internal Collaboration Some of my favorite takeaway tips from the book include: No matter how experienced your salespeople are, any high-performing sales organization should follow one simple but important rule: No call without an agenda. This helps reinforce the necessary discipline around call preparation and ensures your customers have the best possible experience when talking to your...

The Playbook For CEOs To Lead Under Pressure

“Most CEOs spend years mastering strategy, finance, operations, and execution,” says author Andrea Petrone , “Far fewer spend time defining who they are as leaders.” He adds that all too often the leadership style that got a CEO to the top becomes the very thing holding them back. More specifically, after more than two decades coaching CEOs and senior executives at Shell, Unilever, Takeda, EssilorLuxottica, and PwC, Petrone noticed a pattern: sustained pressure was pulling leaders away from who they were. Fortunately, in his latest book, Reinvention at the Top: The Playbook for CEOs to Lead Under Pressure , Petrone introduces the Throughline, an architecture that helps leaders align their identity, message, and presence so they can lead powerfully under pressure. Whether stepping into a new role, navigating a crisis, or reinventing an organization, Throughline offers CEOs a practical roadmap for leading without losing themselves. As you read the book you will discover: ...

3 Things To Avoid When You Give Your Next Speech

If you don't want to get your speech off to a bad start, the communications experts at Speechworks suggest you: Don't apologize (particularly about your anxiety or lack of preparation. Apologies put your audience on the defensive. Don't start by telling a joke (which may not be all that funny, or is irrelevant, or that may even be offensive to someone in your audience). Don't beat around the bush (including, don't list off a lot of people you want to thank. Don't waste your audience's valuable time) Instead: If you need to deal with your anxiety, practice like crazy . Rehearse particularly your first line over and over. Start your presentation by laying out for your audience a key issue that they are facing in their business . If you must thank someone, do it at the end, or thank your introducer briefly, pause, and then start right into the meat of your message .

How To Make One Bold Move A Day

Shanna A. Hocking ’s new book, One Bold Move A Day , is all about meaningful actions women can take to fulfill their leadership and career potential. Specially, Hocking reveals the transformative mindsets needed to make one Bold Move a day. Those are: Gratitude Mindset And Mindset Happiness Mindset Progress Mindset “Each of these four mindsets individually plays a special role in the process of continuously showing up for yourself and others,” explains Hocking. “Each mindset contributes in a different way to your success, but they all complement each other and together they will become the foundation to your Bold Move Mindset.” Hocking explains in her book that a Bold Move is one that challenges you to grow . “Sometimes it’s about capitalizing on an opportunity, and sometimes it’s about creating that opportunity for yourself,” explains Hocking. Keep in mind, too, that a Bold Move for you might not be the same as someone else’s. ...

How To Be A Tough Enough Leader

Tomorrow brings a compelling and timely book about how tough enough you need to be as a leader to lead your team to greatness without being a jerk. The book is Tough Enough , by leadership coaches John Baird and Matt Hunter . The authors explain that building a high-performing team requires a new form of toughness―not based on bullying and bravado, but rather pushing for exceptional results in a way that is firm, fair, and respectful. Drawing on decades of coaching top CEOs, elite founders, and ambitious leaders, Baird and Hunter break down seven specific habits that define the strongest, most effective leaders, from being clear about the company culture to strategically unleashing emotional thunder. They set the record straight on when to prioritize understanding and empathy, when it’s time to be direct―and, most importantly, how to do both at the same time. Their no-nonsense approach gives readers the tools to calibrate their toughness and compassion in a ...

High-Performing Teams Are Made Of This

According to Ron Ricci and Carl Wiese, authors of the book, The Collaboration Imperative , high-performing teams have the following characteristics: People have solid and deep trust in each other and in the team's purpose--they feel free to express feelings and ideas. Everybody is working toward the same goals. Team members are clear on how to work together and how to accomplish tasks. Everyone understands both team and individual performance goals and knows what is expected. Team members actively diffuse tension and friction in a relaxed and informal atmosphere. The team engages in extensive discussion, and everyone gets a chance to contribute--even the introverts. Disagreement is viewed as a good thing and conflicts are managed. Criticism is constructive and is oriented toward problem solving and removing obstacles. The team makes decisions when there is natural agreement--in the cases where agreement is elusive, a decision is made by the team lead or executiv...

Six Leadership Actions To Leverage Employees' Differences To Strengthen Teams

The new book, All The Difference: Six Leadership Actions To Bridge Perspectives, Strengthen Teams, and Create Value , teaches how leaders can turn their team's individual differences into deeper trust, greater creativity, and winning results. “The greatest risk of unmanaged difference isn’t conflict: it lies in the ideas, insights, and opportunities that may never surface,” explain the book’s authors, Susan MacKenty Brady , Stuart D. Kliman , and Lt. Gen. (Ret.) Leslie C. Smith . They suggest that you look around your team to fully see people with different communication styles, perspectives, cultural norms, and capabilities. These differences are expressed in all kinds of ways, such as casual gestures in a meeting, a colleague's opinion on a current event, or an intense work style. Often, those differences can lead to friction, even conflict. You may try to manage around them. But, for you and your organization to fully leverage the strengths of your team’s diffe...

Coherence: The Secret Science Of Brilliant Leadership

Coherence: The Secret Science of Brilliant Leadership is the new book by author Dr. Alan Watkins . Trained as a medical doctor, Watkins is now an honorary senior lecturer in neuroscience and psychological medicine at Imperial College, London and an affiliate professor of leadership at the European School of Management, London. According to Watkins, coherence is the biological state achieved when elite performers experience maximum efficiency and super effectiveness, where body and mind are one . Coherence provides one of the most unique approaches to showing leaders how to be younger, smarter, healthier and happier -- which gives them the power to make decisions under pressure and achieve sustainable success. Prepare to spend quality time reading Coherence . It's not light reading. Kind of feels like a medical text book in parts. But, it's worth your commitment to it. I particularly found useful Watkin's discussion on culture , where he w...

Six-pillar Roadmap For How To Move From Merely Surviving To Truly Mattering

In the new book, The Mattering Effect: Creating A Life Of Meaning And Worth , podcaster and author John R. Miles reframes today’s most common struggles and empowers individuals and institutions alike to break bad habits and reclaim a sense of worth and belonging. “Organizations have spent the last decade chasing 'engagement' and 'psychological safety,' yet global productivity is stalling and 60% of employees report they do not feel valued in the places where they spend their days,” shares Miles. He calls this “The Great Erasure”—a condition where high-achievers become highly visible to the organization while becoming invisible to themselves. In addition, Miles argues that many of today’s most common struggles—burnout, anxiety, loneliness, and disengagement—are not personal failures or mindset problems. They are the result of unmattering: the gradual erosion of felt significance within modern systems that reward performance while overlooking presence. Fortu...

Eric Jacobson On Management And Leadership

Search This Blog