Marketers, globally, are facing an existential crisis as more companies are losing confidence in what marketers can do for their brands. In his book, Rajamannar points out what he calls quantum marketing, the fifth paradigm, that can help marketers to stay relevant in the business. The need to adopt experiential marketing, harnessing machine learning, artificial intelligence, 5G, and more relevant data to create campaigns which can resonate with customers. He also talks about the new ways that he is planning to launch campaigns for Mastercard.