Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers

by Raja Rajamannar

Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing , readers Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

Genres: Business, Nonfiction, Audiobook, Buisness

240 pages, Hardcover

Published February 9, 2021

Reviews

[Prasad Kaushik · Rating 1 out of 5]

The title was a dead giveaway, but I hoped to be surprised by the contents. Today, as marketing practitioners we are besieged by exaggerated claims and constantly shapeshifting buzzwords. Salesmen, masquerading as thought leaders, prophesize the death of marketing as we know it (yet again) and then blithely pitch their wares to resuscitate your business. And all of this is cheered by a gaggle of smug experts in the marketing echo chambers and fanned by a credulous press and self-congratulatory awards. Quantum Marketing repeats most of "what could happen" with AI, black-chain etcetera. Almost to balance out, has a section on Behavioral Economics, Creativity etc. It's poorly edited, some sections read like rambling thoughts dictated and put together as a book. Overall, lacks both a strong PoV and depth. The author may be great marketer, but a writer, he is not. As a global CMO, a brand owner and not an agency or consultant, this was an opportunity to remind all of marketing's strategic underpinnings & to not get distracted by fluff. To teach how to grow both brand and business, But in the end, all I can say is Et tu, Brute?

[Marius CEO · Rating 2 out of 5]

An underwhelming read.

Way too long for what message it tries to convey. Should have been a whitepaper, not a full-length book.

[Jung · Rating 5 out of 5]

Raja Rajamannar's "Quantum Marketing" provides a comprehensive guide for navigating this new era, offering thought-provoking insights and real-world examples to equip marketers with the tools and mindset necessary for success. By combining timeless marketing principles with the power of new technologies, marketers can thrive in the Fifth Paradigm and beyond. In the rapidly evolving business landscape, marketing is undergoing a significant transformation. Traditional strategies are being disrupted by new technologies, posing an existential challenge for marketers: adapt or face irrelevance. Raja Rajamannar's "Quantum Marketing" offers a revolutionary framework for navigating this uncharted territory, equipping marketers with the tools and mindset needed to thrive in the new era.

The Evolution of Marketing: From Past Paradigms to the Fifth Paradigm
Marketing has evolved through distinct paradigms, each characterized by different approaches and technologies:
1. First Paradigm: Focused on product superiority and rational consumer decision-making.
2. Second Paradigm: Introduced the power of emotional appeals and brand identity.
3. Third Paradigm: Ushered in data-driven marketing, enabling brands to target consumers on a hyper-individual level.
4. Fourth Paradigm: Emerged with mobile devices and social media, transforming speed and specificity in marketing.
Now, we are at the brink of the Fifth Paradigm, the age of quantum marketing. This era is driven by exponential disruptions and infinite data, with emerging technologies like AI, blockchain, and 5G at the forefront. To thrive, marketers must master data analytics, leverage cutting-edge technologies, and reset the mission of marketing itself.

Dealing with Infinite Data
In the Fifth Paradigm, data has become a precious commodity, fueled by the proliferation of sensors and connected devices. Marketers have unprecedented insights into consumer behavior but must navigate complex privacy regulations and protect consumers from data-related risks. Building trust requires a commitment to consent and privacy by design, ensuring consumers consent to data collection and prioritizing security. The democratization of data presents exciting opportunities for innovation and competition. Sharing consumer data across companies could level the playing field and spark new marketing strategies. Marketers must balance AI and analytics with creativity and human judgment, asking tough questions about data ethics and using data to serve consumers effectively and respectfully.

Harnessing the Power of Technology
Marketers must experiment with pilot projects, forge partnerships, and ensure their teams are trained to leverage these tools. By understanding the potential of these technologies, marketers can ride the wave of quantum marketing. Revolutionary technologies like AI and blockchain are reshaping marketing:
- AI: Enables hyper-personalized targeting, dynamic pricing, and autonomous ad content creation. Brands that utilize AI will gain an immense advantage in understanding and engaging customers.
- Blockchain: Brings transparency and trust to ad payments, product provenance, and influencer marketing. Smart contracts can eliminate trust issues and inefficiencies, potentially saving the ad industry billions annually.

From Human Sciences to Human Marketing
Understanding human psychology remains at the heart of marketing success. Sciences like behavioral economics and neuroscience provide new insights into consumer behavior. Marketers can craft impactful multisensory branding, promoting products by leveraging how we see, hear, smell, taste, and touch. Successful marketers will acknowledge consumers as whole human beings, not just data points. Understanding broader aspirations and social contexts is key to unlocking game-changing ideas. Marketers must double down on distinctive brand assets and deeply understand evolving channel algorithms and dynamics.

Investing in Innovative Partnerships
Strategic partnerships will be key to unlocking innovative solutions and immersive brand experiences. Marketers need internal alignment within the company and strong external partnerships. Transparent, long-term agency relationships will yield powerful work. Collaborations with startups and tech firms will help marketers stay agile and access crucial intellectual property. In the quantum future, successful marketers will be savvy orchestrators, forging symbiotic partnerships that push the boundaries of what's possible.

Becoming a Quantum CMO
To succeed in the Fifth Paradigm, brands need a clear purpose, strong ethics, agile crisis management, and visionary leadership from a new breed of marketer – the Quantum Chief Marketing Officer (CMO). The Quantum CMO combines classical marketing foundations with cutting-edge data and tech savvy. They are assertive business leaders who evangelize marketing's value across the C-suite, build diverse teams, and drive innovation.

Key Takeaways for Thriving in the Fifth Paradigm
1. Master Data Analytics: Leverage cutting-edge technologies to gain insights and drive business growth.
2. Harness Emerging Technologies: Utilize AI and blockchain to transform marketing strategies and operations.
3. Focus on Human Behavior: Understand consumer psychology and create impactful, multisensory branding.
4. Forge Strategic Partnerships: Collaborate internally and externally to unlock innovative solutions.
5. Embrace Ethics and Purpose: Build trust with consumers through transparency and integrity.

[Sarah Cupitt]

WIP

In short:
- As new technologies disrupt traditional strategies, marketers face an existential crisis: adapt or risk irrelevancy.

Notes:
- quantum marketing explores classical theories and practices to explain what’s essential in order to thrive in the new era of marketing.
- with great data comes great responsibility - Marketers must navigate a complex landscape of privacy regulations and protect consumers from the dark side of the data explosion, like hacking, identity theft, and blackmail.
- In the upcoming Fifth Paradigm of marketing, AI is poised to overhaul every aspect of the field. By analyzing vast amounts of consumer data in real-time, AI can enable hyper-personalized targeting, dynamic pricing, and even the autonomous creation of ad content. Brands that utilize AI will gain an immense advantage in understanding and engaging customers.
- Blockchain-based smart contracts could allow advertisers to pay publishers based on independently verified ad performance data. This would eliminate the trust issues and inefficiencies plaguing the current system. In turn, this could save the ad industry tens of billions of dollars annually.
- eye-tracking technology and brain scans can reveal subconscious responses to ads, while behavioral economics can explain seemingly irrational purchasing decisions however, the most successful marketers will be those who acknowledge consumers as whole human beings, not just data points
- At the same time, fundamental shifts in the path-to-purchase, like automated subscriptions and voice-based shopping, will disrupt traditional marketing. Winning in this new landscape will require doubling down on distinctive brand assets while deeply understanding evolving channel algorithms and dynamics.
- embrace people not customers
- Consumers have little tolerance for exploitative pricing, misleading claims, or data breaches. Two-thirds of consumers already distrust the brands they buy! To earn loyalty, Quantum CMOs ensure their brands act with integrity and transparency at every touchpoint.

Four distinct paradigms have shaped marketing's history:
- The First Paradigm focused on product superiority and rational consumer decision-making: If you make the best product, the thinking went, consumers would naturally flock to it. But the age of mass production challenged the universality of this paradigm.
- The Second Paradigm added in the power of emotional appeals and brand identity: If consumers associated positive emotions with your product, they’d want to buy it. Think of famous ad slogans like “Things go better with Coke”.
- The Third Paradigm ushered in the age of data-driven marketing: Now, the internet allowed brands to target consumers on a hyper-individual level, using their data to deliver tailored advertisements.
- Then, along with the rise of mobile devices and social media, the Fourth Paradigm emerged: It further transformed speed, specificity, and the ubiquity of individualized marketing.
- Today, we stand at the precipice of the Fifth Paradigm – the age of quantum marketing. This new era is characterized by exponential disruptions driven by infinite data and emerging technologies like AI, blockchain, and 5G.

Quotes:
- come back to

[Eden Gajewski (Church) | The Required Reading List · Rating 5 out of 5]

A must read for marketers at any stage of their career who are looking to innovate.

This was a very accessible and enlightening read.

[Scott Wozniak · Rating 4 out of 5]

This book was packed full of insights and ideas. In the first chapter he covered the progression of how marketing has changed over the centuries and how we are in a new chapter (the 5th by his reckoning), detailing what's new (AI and screens everywhere are two of the major forces in this new chapter). Honestly, what he packed into one chapter most people would have stretch into a whole book.

And then he wrote another chapter that could have been a book--and another. It was so packed full of concepts that it actually became a little difficult to mentally keep it all organized in my head. This is the main reason that I gave this book four stars rather than five. He should have cut some stuff. For example, he has a chapter on what makes for a good CMO which turned out to be his mini-book on leadership. Another chapter was on how to hire people well. Another was on the various relationships that are key to being a good marketing leader, detailing all the departments and external vendors and how best to engage with each.

Note: this book is written by a marketing leader at Mastercard, so he has real experience building one of the top brands in the world--and the entire book is focused on marketing for very large companies. There are almost no useful ideas or examples that could be applied to small businesses. But that's not a problem--good books write to a specific audience--it is just a heads up for those who are thinking about reading it.

I'm very glad I read it and if you're in a mid-large sized company doing marketing, this might be your next handbook for doing your job.

[Bruno Rio · Rating 3 out of 5]

Some very strong ideas and insights on the role and future of Marketing. As a Marketing manager I totally agree on the author's take on the mind and skill set that this position will demand in the near future.

Very insightful on the 5th paradigm of Marketing and the need to aritculate technology and some very technical know-how with assertive lesdership and business acumen. Nevertheless, despite a very strong core and main ideas, the rest of the book feels a bit hollow. Maybe it could have been set as a series of articles or white papers instead of a book?

[Darya · Rating 3 out of 5]

Things are changing so marketing does. Business evolves with technology and consumers too. This book represents slightly research-like approach however still interesting. I liked the descriptions of tech that impacts marketing, New regulations and suggests ways of strategic change in marketing efforts.

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

К маркетингу эту книгу отнести нельзя не только по причине поднятых автором тем, но и из-за того как эти темы были рассмотрены. А рассмотрены они автором довольно поверхностно. Да, автор прилагает к технологическим трендам так же примеры, но они не сильно помогут кому-либо. Получается что эта книга не по маркетингу, а является обзором современных технологических новинок? Совершенно верно. Я такие книги уже встречал, т.е. когда автор берёт несколько трендов или как в этой книге – технологических новинок – и просто пересказывает известную всем информацию. В этой книге автор рассказывает как такие открытия как AI (искусственный интеллект), VR (виртуальная реальность), Internet of Things (интернет вещей) и пр. используются в бизнесе. Проблема только в том, что описание носит типичный журналистский стиль, да и в целом, эта информация актуальна не для каждого бизнеса.

Да, Big Data сегодня широко используются, но книга не предлагает какой-то особо ценной информации на этот счёт. Как я написал выше, автор не предложил глубокий анализ. В итоге и тема, связанная с Big Data, и все остальные темы ощущаются как вторичная информация, поданная в новой упаковке (т.е. новой/другой книге). Кстати, сей факт становиться особенно заметен, когда автор начинает рассказывать о Dark Internet и Tor. Примечательным является именно сама тема. Dark Internet является довольно специфической темой ближе стоящей к разделу «Технологии» нежели к теме «Маркетинг» или даже «Бизнес». Я хочу сказать, что это сигнал того, что автор включил в книгу всё, что только можно, т.е. что хоть немного относится к рассматриваемой теме. Dark Internet никакого отношения к бизнесу иметь не может.

Разумеется, на вышеобозначенных темах книгу не построишь, поэтому тут так же присутствует короткая история вопроса, т.е. история маркетинга, поведенческая психология и, как пишут другие читатели, ибо я бросил читать именно на теме поведенческой психологии, креативность. В принципе, все темы являются крайне популярными в том смысле, что на эти темы пишется огромное количество книг, статей, постов в блогах, а также выпускаются видеоролики на YouTube. Чаще всего информация перекочёвывает из одного источника информации в другое. С другой стороны, это самый просто способ написать книгу/статью/блог/ролик на YouTube. Однако эта книга имеет одно отличие, которое выделяет книгу – название. У этой книги очень многообещающее и притягательное название, которое как бы обещает эксклюзивный контент, но, увы, это иллюзия.


This book cannot be categorized as marketing not only because of the topics raised by the author but also because of the way these topics were considered. And they were considered by the author rather superficially. Yes, the author attaches examples to technological trends, but they will not help anyone much. Does it appear that this book is not about marketing but is a review of current technological innovations? Absolutely. I have seen such books before, i.e., when the author takes a few trends or, as in this book, technological innovations and simply retells information known to everyone. In this book, the author describes how such discoveries as AI (artificial intelligence), VR (virtual reality), Internet of Things, etc. are used in business. The only problem is that the description has a typical journalistic style, and in general, this information is not relevant to every business.

Yes, Big Data is widely used today, but the book doesn't offer any particularly valuable information about it. As I wrote above, the author did not offer any in-depth analysis. As a result, both the topic related to Big Data and all other topics feel like secondary information presented in a new package (i.e., a new/another book). By the way, this fact becomes especially noticeable when the author starts talking about Dark Internet and Tor. It is the topic itself that is noteworthy. Dark Internet is a rather specific topic, which is closer to the “Technology” section than to the “Marketing” or even “Business” section. I want to say that this is a signal that the author has included everything that can be included in the book, i.e., that is at least somewhat relevant to the topic at hand. The Dark Internet has nothing to do with business.

Of course, you can't build a book on the above topics, so there is also a short history of the subject, i.e., the history of marketing, behavioral psychology, and, as other readers write, because I quit reading on the topic of behavioral psychology, creativity. Basically, all of the topics are extremely popular in the sense that there are a huge number of books, articles, blog posts, and YouTube videos on these topics. More often than not, the information is flipped from one source of information to another. On the other hand, this is the easiest way to write a book/article/blog/YouTube video. However, this book has one difference that makes the book stand out - the title. This book has a very promising and catchy title that seems to promise exclusive content, but alas, it is an illusion.

[Periplus · Rating 5 out of 5]

Perkembangan dunia bisnis dewasa ini sangatlah cepat. Dampaknya jelas, yakni ragam disrupsi yang sebelumnya tak pernah terjadi. Perkembangan teknologi yang sangat cepat dalam beberapa dekade terakhir membuat strategi pemasaran harus berubah.

Rajamannar percaya bahwa telah terjadi proses evolusi pemasaran dari zaman kuno ke era algoritma. Ia menawarkan lima paradigma evolusi strategi pemasaran. Dan, yang terakhir bukan sekadar evolusi yang prosesnya lambat, namun sungguh sebuah revolusi yang berlangsung cepat.

Dalam tulisannya, Rajamannar sendiri menulis demikian, “Paradigma kelima akan terasa seperti dunia baru bagi marketers. Kemajuan teknologi yang sangat cepat dan masif akan mengubah lanskap pemasaran secara total, dan marketers harus memikirkan kembali strategi, struktur, dan bakat mereka.” (h. 19)

Mari kita lihat lebih dekat satu per satu.
https://blog.periplus.com/quantum-mar...

Paradigma pertama adalah Logika. Paradigma ini bersifat literal, rasional, dan hampir seluruhnya berpusat pada produk. Asumsinya adalah bahwa konsumen membuat keputusan pembelian mereka secara rasional dan logis. Jika Anda menghasilkan produk terbaik, konsumen akan berbondong-bondong ke sana. Jadi, marketers memiliki tujuan yang pasti dan strategi sederhana. Jadikan produk Anda lebih baik dari pesaing Anda.

Paradigma kedua, Emosi. Pada proses selanjutnya, marketers menyadari bahwa orang membuat keputusan secara emosional, alih-alih rasional atau logis. Bahkan, dalam banyak kasus, sepenuhnya emosional! Oleh karena itu, mereka mulai memasukkan emosi ke dalam kampanye iklan mereka. Periode ini menyangkut fase ketika televisi muncul. Iklan di televisi lebih menarik sisi emosional pemirsa, daripada sisi logis mereka.

Setelah televisi, internet adalah disrupsi teknologi pemasaran utama berikutnya. Sebelumnya, data hanya dimiliki oleh kalangan terbatas seperti teknisi, ekonom, peneliti, dan sejenisnya. Kini, data menemukan sang empunya yang baru. Inilah paradigma ketiga, Internet dan Data. Marketers menemukan kekuatan data dan melihat lonjakan efektivitas yang dapat dihasilkannya. Fokus baru adalah penggunaan data untuk menciptakan pemasaran yang lebih berfokus pada target. Akibatnya, meminimalkan pemborosan, menekan biaya, dan sangat meningkatkan laba atas investasi (return on investment/ROI) perusahaan. Paradigma ini melihat munculnya ilmuwan data dan marketers yang memahami cara kerja data di dunia komersial. Dengan internet, marketers kini memiliki kemampuan luar biasa untuk menjangkau, berkomunikasi, dan mengesankan prospek dan pelanggan mereka yang belum pernah ada sebelumnya—dalam skala, dengan ekonomi dan presisi.

Ponsel pintar (smartphone) menjadi penanda paradigma keempat. Ponsel, khususnya ponsel pintar, dengan segala aplikasinya benar-benar mengubah lanskap konsumen. Ponsel menjadi perpanjangan dari tubuh manusia. Konsumen pergi tidur dan bangun dengan itu. Sekarang, marketers memiliki media yang tersedia untuk menjangkau konsumen kapan saja. Bila seseorang membuat website, dia akan mengutamakan tampilan mobile, daripada tampilan web. Sebab, tampilan mobile akan lebih banyak diakses oleh pelanggan dan calon pelanggan.

Paradigma terakhir sepenuhnya berkutat pada persoalan brand (merek, jenama). Brand akan menciptakan kegembiraan, keterlibatan, dan inspirasi untuk produk dan layanan mereka menggunakan teknologi, media, kerangka kerja, dan wawasan baru. Konsumen tidak hanya mengharapkan produk dan pengalaman hebat, tetapi mereka akan menuntut marketers menggunakan semua sumber daya yang tersedia untuk membuat perbedaan positif bagi masyarakat, baik dengan membantunya menjadi lebih adil dan merata atau agar planet ini menjadi lebih langgeng.

Rajamannar menjelaskannya dengan gamblang: “Bagi para pelanggan, paradigma kelima akan menjadi labirin konten, pesan, visual, perangkat baru, otomatisasi; semua akan terjadi pada level dan intensitas yang tinggi. Pertemuan beragam hal baru ini akan menciptakan ruang pemasaran yang sangat ramai. Inilah paradigma kelima.” (h. 20)

Di dalam paradigma kelima – quantum marketing – ini, Rajamannar memberi tekanan pada empat hal. Keempat hal tersebut terkait dengan perkara: (1) membangun brand, (2) manajemen reputasi, (3) mendorong pertumbuhan bisnis, dan (4) menciptakan platform unuk keuntungan yang berkelanjutan. Sekali lagi, mari kita tengok satu per satu. https://blog.periplus.com/quantum-mar...

[Grant · Rating 3 out of 5]

I think one of the best ad campaigns of all time was Mastercard's Priceless campaign. Rajamannar notes that this campaign was expanded on in the form of "quantum experiential marketing"--essentially, Mastercard shelling out on lavish dinners/"priceless taste experiences" for customers.... interesting, but only the biggest brands could afford to do something like this. The majority of what Rajamannar envisions would require a hefty marketing budget, something that Mastercard no doubt has, but for the majority of smaller businesses, much of this just isn't practical.

Rajamannar makes a good point early in the book that despite the traditional "4 Ps" of marketing, at most companies, the marketing function doesn't really get involved in product or pricing discussions. This is an issue because if research hasn't been done to develop a product that is sufficiently differentiated and offering something compelling vs. competitors already in the market, then no amount of marketing is going to save the day. Ideally, marketing would be doing this research early on and contributing ideas to the other teams on how to make the product sufficiently differentiated.

Rajamannar's concept of "quantum marketing" involves concepts that I thought were obvious by now: that marketers have to be data-driven, tech-savvy and be able to show contributions to the bottom line. Hard to argue with that, but also probably something you already know. The final chapter on what makes a good "Quantum CMO" was a helpful reminder on the importance of certain traits in marketing leadership, notably the right mixture of analytical skill & creativity.

The book is a smorgasbord overview of various current and emerging technologies that could be relevant to marketing. This means that the scope of the book is a bit unwieldy--I didn't personally need the 101 explanation of blockchain vs. Bitcoin, for example. But in taking this broad overview, Rajamannar provides some food for thought. Can this-or-that emerging tech described herein be applied in YOUR marketing job? For the majority of businesses, honestly, I think the answer is no (for many of these technologies discussed).

I wonder if Rajamannar has read Sharp ("How Brands Grow"). In Rajamannar's chapter on loyalty here, he advocates for "affinity" instead, which I understood as largely the same thing. Of course, Sharp contends that customer loyalty is largely a myth and therefore loyalty programs are superfluous and don't add much value. I am more on board with Sharp's argument.

Personally, I think that Rajamannar overstates the importance of smart speakers. He touts Alexa and Google Home throughout the book. While these products can have some conveniences, I see them remaining more niche and not as prominent in the future as Rajamannar seems to predict, or at least not that relevant to most companies' marketing initiatives.

[Mir Shahzad · Rating 4 out of 5]

Summary:

The marketing strategies must adapt to our fast-paced, technology-driven world. The fifth paradigm of marketing is characterized by exponential disruptions driven by infinite data and emerging technologies. To get ahead in this new era, marketers must master data analytics, leverage cutting-edge technologies like AI and blockchain, and refocus on brand-building, management reputation, driving growth, and creating platforms for long-term competitive advantage. Successful marketers will harness insights from the social sciences to craft impactful experiences, forge innovative partnerships, and prioritize ethics and purpose. The new visionary kind of marketer is known as the quantum chief marketing officer. Fundamental to success in this new era, the quantum CMO combines classical marketing with data and tech savvy to stay ahead of the curve, while simultaneously generating a positive impact on society.

[Mati 'Matimaj' · Rating 3 out of 5]

Quantum Marketing was a book recommended by my colleagues, so I knew I had to check it out given its popularity within the industry. The author’s style reminds me of Philip Kotler’s work, which I see as a big plus, as Kotler is known for his thorough and detailed approach to marketing. Similarly, this book delves into intriguing analyses and shows how the rapid development of the modern world is reshaping the marketing landscape.
The book focuses on key, emerging trends that are reshaping the industry, blending various marketing concepts and insights into one comprehensive source. It’s an excellent knowledge base for those who want a better grasp of new, evolving trends, many of which are already visible in marketing strategies and reports. Quantum Marketing not only complements existing knowledge but also opens a window to the future of marketing in a fast-paced world.

[JP · Rating 4 out of 5]

What I most appreciate about this book is how it helped me expand my thinking about the role of marketing and its future. Shifts in technology are fundamentally altering how we interact, gather information and measure outcomes. Moreover, the rate of change is accelerating, such that marketing and marketing analytics need to evolve in real time to be effective. The field of marketing has in some ways been disintermediated by technology, finance and product development, such that promotion is the only one of the four Ps still managed primarily by marketing. At the same time, marketing is more critical than ever, because social and technology trends have made it so pervasive.

[Daniel Fell · Rating 4 out of 5]

‪Just finished Quantum Marketing and also had the distinct pleasure of hearing Raja present at the Yale Center for Consumer Insights recently. Excellent read, especially the chapter on becoming a Quantum CMO in the next paradigm of marketing that he calls the Fifth Paradigm. This book truly covers all the best thinking on marketing out there today and I highly recommend to anyone in marketing, as well as those looking to better understand the importance and role of marketing in making great brands.

[Nikola · Rating 5 out of 5]

Great book that presents what to expect in the marketing world in the next decade, how to perform trough the new technologies that are coming like AI, IoT, VR, AR, etc.

Also, how to improve your understanding of all the paradigms in marketing science created before and the new flows that are driving marketers nowadays. You can read about many more core concepts and advice coming from the successful person behind the titles of Mastercard's CMO & CCO Raja Rajamannar.

Thans for the book and wish all marketers read the book soon.

[Bianca · Rating 4 out of 5]

I like the premise that you should stay on top of tech because it’s what your audience uses and what the future is, but idk if I’m sold on who this is for. I feel like getting this in the hands of c-suite folks is vital, but no one I’ve known in managerial positions has been on this page, which is a shame. How do we convince those with power to buy-in? I get WHY we need to from this book. But I don’t get the how.

[Dhruvil Hapani · Rating 4 out of 5]

The book vividly describes how the leap in technologies will disrupt traditional marketing practices.

With smart connected devices becoming ubiquitous and screen being present everywhere around us, the channels of reaching out to customers will increase exponentially.

With big data being collected, analyzed and processed every second, marketer needs to keep up with these new technologies to stay relevant in the workplace.

[Andrew Erickson · Rating 2 out of 5]

To echo some of the other reviews, this should have been a white paper. Too redundant. Arguably 140-160ish pgs too long. I don’t typically leave reviews, but I was really let down by this book. It lacked depth and was incredibly underwhelming.

That said, if you’re unaware of the shifting consumer ecosystem and marketing’s role therein, perhaps you could benefit from this 10,000ft perspective.

[Andrea Galvez · Rating 2 out of 5]

The first 3 (maybe 4) chapters are closer to a 3 star. But rather than spending the rest showing the complex ways all the coming technologies will change the world (and marketing) he takes each technology 1-by-1 in an overly simplistic and siloed 101.

Highly recommend for the first chapters and then skim the rest or move on.

[Irene · Rating 3 out of 5]

It is a very well written book
On marketing and it’s challenges, featuring interesting concepts and ideas. Just not to me. It’s not the book, it’s the topic, and to paraphrase the perennial you deserve someone better, it deserves more interested readers. I will keep a set of ideas for professional use though.

[Zack · Rating 1 out of 5]

Decided to give it a shot for work book club despite the title. Never a good sign when page 1 is the definition of a word; A worse sign when that definition is wildly inaccurate. The only silver lining is that it will count for 5 books toward my summer reading goal since I read the same ideas and sentences 5 times.

[Archit Jain · Rating 5 out of 5]

I was excited to read this book. And let me tell you one thing this book is very insightful for marketers. Because you’ll be learning a lot about new things and adding value what you already know in marketing.

Thank you

[Santiago Lozano · Rating 1 out of 5]

Could not manage to listen 🎧 any further than 2 hours in. The book is repetitive and so far off my experience in 5 years in marketing. It has some interesting ideas, but not at all enjoyable or insightful.

[Rahima J · Rating 4 out of 5]

Really loved reading this book even though it was dense and hard to get through some of it. It talks a lot about what is the future of marketing which I love and already see. Great for marketers who are forward looking and want to be ahead of the curve.

[Vik Reddy · Rating 4 out of 5]

Very educational

[Sathish Karky · Rating 5 out of 5]

It gives an overall understanding of how marketing had evolved and where it's heading...

[Sarah Duffy · Rating 5 out of 5]

A must read for anyone in marketing, wanting to move into a marketing role, or who works with a marketing team!

[Dale Darling · Rating 5 out of 5]

Simply put… this book will allow you to survive corporate marketing!

[Ankit Mishra · Rating 1 out of 5]

Maybe this is for people who are not actually doing marketing jobs in 2022. Not for me for sure.