e4m e-TechManch 2020: Raja Rajamannar on brands 'making the right difference'

Catch Raja Rajamannar - Chief Marketing & Communications Officer and President, Healthcare, Mastercard addressing a keynote session on 'Digital Marketing in the Time of Crisis.

e4m by exchange4media Staff
Published: Aug 26, 2020 1:51 PM  | 2 min read
Raja rajamannar

exchange4media is proud to present the fourth edition of e-TechManch Conference, a platform that brings the top digital marketing leaders, affiliate marketing leaders, and companies across the globe under one roof. Slated to take place on August 27 and August 28, the conference will feature leaders representing brands like Google, Microsoft, Coca-Cola, Tata Chemicals, Asian Paints, Starcom, WPP, PepsiCo, DAN, KFC, Mastercard, Air Asia India, Aditya Birla Capital, Titan and Future Group.

On Day Two of e-TechManch 2020,  Raja Rajamannar - Chief Marketing & Communications Officer and President, Healthcare, Mastercard will deliver a Keynote Session on 'Digital Marketing in the Time of Crisis.'

"We are in the midst of multiple crises. We have the health crisis, the economic crisis and there's the most unfortunate social crisis and there's a crisis of confidence. So as marketers, first and foremost, you recognise and realise that this is not the first or the last crisis. There is going to be a number of crises in the future. You need to have a risk management function within marketing in order to be able to quickly pivot to a crisis management mode when a crisis indeed materialises," he says.

Having such a system in place two years ago at Mastercard ensured that the company is in good stead even during this time, according to Rajamannar.

He also believes that brands need to show up for their customers instead of "going dark" during this crucial period. Rajamannar also warns brands against unknowingly blending in by doing what everybody else is doing. "You have to make sure that you stand out and stand true," he stressed on.

For more such invaluable pieces of marketing advice, tune into Rajamannar's session on August 28 between 5:15 pm and 5:45 pm. Register here.

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