00:00موسيقى
00:29I'm Raja Rajabanna, I'm the Chief Marketing and Communications Officer of MasterCard.
00:34What we are trying to do here ourselves is being a principal sponsor of McLaren.
00:40We are trying to bring experiences and engagement of consumers in a way that is unprecedented in the world of F1.
00:49We are trying to curate and create experiences that money cannot buy, but you can get them only through MasterCard.
00:55We are also going and doing some crazy things, but which are fun things.
01:00We are using the data of the tracks, on the track what happens, the sounds of the cars, the throttles, the patterns, and every single thing.
01:09The sounds of the crowd and all that.
01:11We have converted all the data into music.
01:14And we are launching that anthem here today.
01:16We are just about to announce in probably the next week or two weeks' time what we call a team priceless.
01:24And so we are creating so many things out here, leveraging this asset.
01:28And the trade is going to be very exciting.
01:30And we have got special plans if, and we are hoping that it will be when our drivers actually win,
01:37or what other drivers will win the world championship.
01:40And of course, McLaren has already won the constructors for this year.
01:42See, first and foremost, when you say what you need to do,
01:51you have to understand the consumers better than they understand it themselves.
01:57They understand themselves much, you know, you have to be better.
02:00You have to make sure that you get it fully.
02:02When you understand consumers best, you are able to serve them the best.
02:07Number one.
02:08Number two, you have to be crystal clear in your strategy.
02:11Once you understand what are the actionable insights that you are going to use to formulate your strategy
02:18that is superb and crystal clear.
02:21The third thing, once you have great strategy, you need great talent to bring that strategy to life.
02:27So you have to build phenomenal teams.
02:30These are the three to-dos, I would say.
02:33And in terms of not to do, I can sort of, you know, give a huge list of things that you should not do.
02:40But some of the things I would say are number one, don't be too tired of what you are doing,
02:45and don't be too quick to change.
02:47You want change faster than your consumers or customers want,
02:51because they are not as exposed to your campaigns as you are.
02:54So therefore, their fatigue factor doesn't set in there.
02:58So don't be very quick to, you know, change and chase the shiny penny every single day.
03:03That's one part of it, I would say.
03:05Number two.
03:06Technology is evolving so rapidly, so rapidly.
03:10Don't let yourself be left behind.
03:14You have to learn.
03:15You have to test.
03:16and you have to implement in your own context.
03:19People who don't understand technology,
03:21in this era where marketing is technology-driven,
03:24they will get totally left behind.
03:27That's number two.
03:28Now, the third thing I would say in terms of what you should not be doing is,
03:33don't have the fear of missing out and say,
03:35oh, they are doing this, I also must do this,
03:37or they are doing something else.
03:38No, do what is relevant to your strategy,
03:41your objectives, your audience, your business.
03:44You have to be very, very, very clear
03:47on focusing on what you should be doing
03:49than worried about if that guy is doing this,
03:51my competition is doing this.
03:53Yes, you understand what your competition is doing,
03:55what others are doing,
03:56but that should not drive your strategy.
03:59You have to keep validating that you are on the right track,
04:01looking at competition.
04:02Okay, I don't need any tweaks to my strategy.
04:04I have to just keep going.
04:06These are the three things I would say.
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