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MasterCard's JR Badian Shares How to Best Execute Brand Campaigns in Today's Digital Ecosystem
Conversation, then, becomes a key element in creating a "social umbrella." He admitted that it's often difficult to communicate brand values, so encouraging the consumer to be your voice can make a difference. Emerging social technologies, paired with consumer access to programs like #AcceptanceMatters, #LoveThisCity, and #InsideTheGame, has made a big difference to the ways in which MasterCard is now perceived.
Key communities--especially those related to sports, entertainment and the culinary sector for MasterCard--breed avid fans. He reminded the group: "Communicate with your consumers' communities to ignite different passions, so your brand can be part of that emotion."
Content, of course, is tremendously important, and of great current concern to marketers. According to JR, "Content is the media that becomes social."
JR Badian continued his “10 C’s of Digital & Social Marketing” by discussing copy, creative and content and underscoring how “simplicity is the ultimate sophistication.” He asserts that good creative is still about telling a story, and increasingly one that is tasteful, relevant and brand-centric. “At MasterCard, we know our brand voice and we know our story. Although you can never predict the future, you can anticipate it. Real-time media involves a structure and a process. What may look like real time happens over hours of anticipation.”
Change, he says, is an inevitable part of marketing today and it occurs at lightning speed. “A majority of highly-connected people check their phones 150 times a day, and it’s no longer unusual to shift media spend daily.” It’s about “now, new, next…”
Causes may be a newer addition to the “10 C’s,” and JR sums it up simply: “We should participate in causes. It’s the right thing to do, but it also clearly demonstrates how the brand and the consumer are in it together.” MasterCard’s “Dine and Be Generous” program supports Stand Up to Cancer. When a cardholder uses his or her MasterCard to buy a meal for $10 or more, MasterCard donates to the cause. “We’re increasingly looking at how social media and emerging technology can enable us to get closer to our cardholders and do good.”
JR also notes that it is a collection of individuals that make all these programs happen—from the brand team to the agencies to media partners. He cites Nick Law of MasterCard’s agency R/GA: “Social marketing is like a symphony. Sometimes one element works harder than another, but it’s about harmony.”
Some final advice from JR Badian? “You have to push the boundaries. It takes courage to push creativity.”