Mastercard’s marketing strategy seems to find another purpose to increase the general income. The company’s chief marketing and communications officer, Raja Rajamannar, is sure that the purpose can lead to a profit increase, naturally. Find more news on the GBC Time website.
Raja Rajamannar has shared his thoughts on the complicated marketing industry and disputes in it. He’s sure that there’s still no clear definition of the brand purpose and cause marketing.
Such a statement was made at the Global Marketer Week on April 7. While the speech, he insisted on the difference between purposes and cause marketing. “Purpose is the north star, cause marketing is the roadmap” – he said.
In 2014, Mastercard decided to purpose on delivering “priceless moments”. But recently the company has changed the direction of development – the main focus on more “movement”.
The main proof of the updated development course is Mastercard’s campaign “Priceless Planer Coalition”. The main mission is to restore 100 million trees by 2025.
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