CMO Predictions For 2013 — Part 1: MasterCard, Philips, Western Union, MillerCoors


Brand Innovators

We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this first installment, marketing chiefs fromMasterCardPhilipsWestern Union and MillerCoors share their prophecies and explain how they’re backing them up.

According to Alfredo Gangotena, CMO of MasterCard Worldwide, 2013 will be a year where we will continue to see accelerated consumer change with raising expectations in terms of products and services. The adoption of new technologies will further empower consumers to research, pick/choose and comment on experiences to an increasingly wider audience in real time. At the same time this will give companies the opportunity to better match consumer expectations and needs by opening new channels of conversation and sources of insights about the stakeholders they serve.

 Based on the steady shift towards more digital commerce, MasterCard has been continuously pushing innovation to meet the changing habits of the consumer. Gangotena explains how the company’s mobile wallet partnerships help to facilitate speed and convenience much like their PayPass® solutions have done in the past. “Our acquisition of Truaxis will allow us to push this further and develop a fuller sense of contextual relevance based on spending habits enriching both our customer relationships and helping consumers spend smarter. There is a terrific value exchange for all parties involved in these types of solutions.”
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Alfredo Gangotena of MasterCard

Gangotena urges his fellow CMOs to continue exploring new communication channels and technologies and to apply analytic rigor and discipline to capitalize on these consumer trends. “Marketing’s approach and our own individual challenge will be to balance Art and Science: using our ‘left brain’ as we look at Consumer Behavior, Data intelligence and actual Performance to create more dynamic programs but also using this foundation to empower the creativity of our marketing teams; using our ‘right brain’ to capture the value of the things that matter, connecting with consumers and essence of our brands,” explained Gangotena.

See on brand-innovators.com



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