Marketing has moved beyond ‘crayons and calculators’ – Mastercard’s Deborah Goldingham

The head of marketing for Mastercard for South East Asia has said the marketing industry needs to evolve beyond the traditional simplicity of “crayons and calculators” and adopt a more “agile” mindset in order to navigate the complex digital landscape of today.

Speaking ahead of her talk at the Mumbrella360 Asia media and marketing conference in Singapore this November, Deborah Goldingham said marketers now needed to be “technology [and] data-scientists all-in-one” – as the industry enters its “most challenging” period in history.

Titled ‘Creating Brand Credibility Outside of Your Natural Space’ Goldingham’s presentation at Mumbrella360 Asia will consider the Mastercard brand story with the IPO, major sports sponsorships and ‘Priceless’ advertising campaigns as well as the company’s pivot in recent times moved to an agile mindset. With the ‘Internet of Things’ and technological disruption, it had no choice but to innovate and build brand credibility outside the natural ‘payment function’ space.

But while putting the case for marketing agility, Goldingham said that marketers nevertheless had to “remain authentic in everything that we do” and not “jump at every new technology” on the horizon.

During a video interview with Mumbrella Asia ahead of the conference on November 7-9, she said: “It’s never been more complex in today’s environment with new technologies, new innovations, ad tech, martech and, in our case, fintech, that’s coming at us every day. We have to stop, we have to be agile, but we have to make sure that we’re authentic in everything that we do and not jump at every new technology.”

“You can’t be a dog that barks at every car. And I think one of the things Mastercard has remained true to is brand authenticity and that’s not just going across any technology that comes your way.”

She added: “It’s never been more challenging to be a marketer in the history of marketing, and I think there are so many complex equations and demands that are being put on our roles now to know so much more about the data; we need to know about technology. I look at my team and we’re no longer crayons and calculators; we have to absolutely know every insight, data and technology that’s out there. We’re technology, data-scientists all-in-one today, so that’s the challenge for marketers today.”

Speaking about the biggest challenges faced by marketers, Goldingham said: “What we’re seeing, which is a rapid change for us as brand marketers, is that the content has changed. We’re seeing a rapid growth of UGC, and what consumers are actually putting out there and sharing is really impacting our industry and how we create content for social.

“As an industry, I challenge you to come back to us with ideas and innovations that actually really do meet the needs of brands today and understand the complexities of the environment.”

Do keep an eye on the website for updates and sign up to our daily newsletter to ensure you are among the first to hear of new developments. For further information on the conference and to buy tickets go to the Mumbrella360 Asia website here. And for information on the sponsorship and exhibition opportunities at the event, contact the publisher Dean Carroll at dean@mumbrella.asia.



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