MasterCard's "10 Cs" of digital and social marketing

Geoffrey Precourt

While social and digital media have multiple components and seemingly endless points of entry, global marketers often seek to clarify this complex relationship because, as JR Badian, vp/digital marketing and social media for MasterCard Worldwide, put it, "everything needs to work together in harmony" if a brand is to take full advantage of the interactive ecosystem.

"Eighty percent of the data in the world has been created in the last two years," Badian told the Association of National Advertisers' (ANA) Digital and Social Media Conference in Dana Point, California. "It's very important to give your customers a voice where they can connect with your brand."

In the "10 Cs of digital and social marketing" – which form the basis of MasterCard's marketing matrix – the consumer, the first “C”, is surrounded by connections, conversations, communities, change and copy/creative/context. The latter two categories, in turn, have a direct link with causes. And all of this is joined together by calculations.