Here is a quick peek into the recently launched Modern Marketing Reckoner, the most definitive curation of the dynamic Indonesian marketing landscape.
In keeping with its thought-leadership stance, the recently rebranded Marketing + Media Alliance Indonesia (or MMA Indonesia), unveiled the Modern Marketing Reckoner 2025 Industry Report. This report is a definitive peek into the evolving world of marketing in one of the fastest-expanding markets – Indonesia.
The Asian nation’s big data market is set to reach more than USD 74 billion by 2030, and this whopping pace of its rapid digitalisation is making the life of business leaders more complex than ever (Asian Nation).
With Indonesia’s digital ad spend slated to move toward USD 3.2 billion by 2026, marketing honchos are at a crossroads on how best to plan, optimize and invest their budgets. In such a changing world, the task of MMA is even more critical – to be the future-driven community of CMOs and senior marketing leaders and simplify their common goals of elevating marketing’s ability to create value.
Here are some of the key findings of the Modern Marketing Reckoner 2025-2026:
AI The Next Evolution
The AI-led transformation is predicted to happen along three-pronged pillars that would bring in renewed focus to the AI-led ecosystem. These include Agentic AI with an enhanced focus on autonomous implementation, Responsible AI with a focus on ethical frameworks being put out even stronger, and finally Creative AI, where the renewed focus will be on fusing tech-led innovation with human creativity.
By now, the evolved marketers have understood that the strength of automation is in building on and amplifying the power of creativity and strategy, rather than replacing either of them.
Data & Measurement
The old belief that equated marketing with seeking visibility is fast being replaced by the new dictum: every moment of attention is an investment in long-term brand value, which is a fundamentally different way of looking at the function. The areas of focus of this Mix Marketing Model (MMM) would include Brand Sales, Return of Investment and Brand Favourability.
This emerging analytical approach of taking a holistic view of the marketing and advertising investments could well be the future of marketing.
Customer Experiences & Changing Behaviours
Indonesia, with its burgeoning middle-class population, is undergoing a quiet revolution. As per studies, with a projected growth rate of 5-6%, the Indonesian consuming class is expected to reach 135 million in 2030. Alongside, as consumers become better placed with higher disposable incomes, their consumption will also evolve from needs-based to aspirational consumption.
This, in turn, would mean that marketing would need to redefine itself to a new-age purpose and approach for brand building.
Brand Purpose & Campaign Innovation
With the sophisticated data tools at its disposal, modern marketing is seeing increased omnichannel integration backed by real-time optimisation and tech-enhanced personalisation. Interestingly, while data will do its job, the marketers will continue to put value on trust, loyalty, connection and empathy for long-term brand building.
Brand building for long-term value will be built on the parameters of hyper-local cultural sensitivity, emotional resonance, social empowerment and Diversity, Equity, Inclusion.
Social Marketing & Creator Economy
The world is getting increasingly socialised, and Indonesia is at the forefront of this change with its preponderance towards the creator economy and community engagement.
The creator economy market is tipped to grow from $38.5 billion in 2025 to a whopping $112.7 billion by 2031, growing at an amazing 19.7%. Alongside, influencer ad spending is tipped to grow from $257.35 million in 2025 to a robust $410.85 million by 2030, growing at an annual growth rate of 9.81%.
Marketers would need to ensure that creators and influencers become intelligently aligned with the new-age marketing plans to sharply target and engage with the connected consumer.
In conclusion, the future of marketing and advertising is complex and multi-layered, and it would help marketers to continue re-evaluating their playbooks, keeping some of these takeaways from the Modern Marketing Reckoner as the foundation of their go-to-market strategy. It would help them navigate the digital transformation and changing consumer behaviour, and help move ahead with data-driven clarity.
Explore The Industry Insights:
