My 2017 media resolution: Mastercard's Raja Rajamannar

Mastercard's CMO would like to bridge the gap between the classical and the contemporary marketers this year.

We are in the midst of a major transformation, driven by digital—so much so that more has changed in the last five years than the preceding 20 years. Today's consumer is connected—multitasking and multiscreening, with the power to make or break a brand literally at their fingertips.

Digital marketing, which was born as a new discipline, has become foundational for any good strategy. New social and digital channels and apps continue to emerge. Data-driven insights are driving innovation and perfecting campaign executions. Data analytics are giving an unprecedented view into the effectiveness of campaigns. New technologies like virtual reality, augmented reality, artificial intelligence and chatbots are here to stay.

As marketers, we have been on this fast-paced run, desperately trying to lead this transformation. CEOs are looking to marketing to be that differentiator in the marketplace, as the force multiplier to drive the business. We've been on this fantastic journey, and we need to do only more in 2017. Are we ready? Do we have the proper skill set and have what it takes to excel in marketing against this new backdrop?

We have two types of marketers: the classical and the contemporary. The former are more grounded in consumer insights, creativity, the 4 Ps of marketing, etc. But, they are less comfortable in the digital and data space. The contemporary marketers, on the other hand, have a lot of expertise and agility in all things digital and are great at test and learn, experimentation, digital and social media, etc. But, they are not as strong on the foundational elements and principles of marketing. There is a generational gap between the two.

My resolution in 2017 is to bridge the gap and focus on the continued education and advancement of my team. I want to empower and inspire them to be holistic art and science marketers in this new era of modern marketing and communications.

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