Marketing Navigated Archives

The Rise Of Intentional Spending: Decoding The Ramadan 2026 Shopper

While Indonesia’s 2026 macroeconomic outlook is optimistic, a structural shift is transforming the Ramadan Holy Month. Data from the YMT & Modcart Shopper Survey reveals that while the “Ramadan Wallet” is expanding, the “Ramadan Filter” is tightening. We have moved from festive impulsivity to a season of Intentional Spending. For marketers, the “Ramadan story” has shifted from high-level branding to a high-stakes battle […]

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MMA Modern Marketing Reckoner 2025 Industry Report Takeaways

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

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Advertising Is Evolving: The New Full-Funnel Growth Model

A Vietnam & Southeast Asia Marketing Trends Perspective Vietnam’s digital economy is expanding at one of the fastest rates in Southeast Asia. According to eMarketer and local industry trackers, the top five e-commerce platforms in Vietnam — Shopee, TikTok Shop, Lazada, Tiki, Sendo — generated US $12.6 billion GMV in 2024, a ~37% YoY increase from 2023. Projections indicate that GMV will reach US $15.4 billion by 2025,

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How Does AI Search Impact SEO? A Publisher’s Guide

Since ChatGPT launched in late 2022, AI has rapidly transformed how people search for information. Increasingly, users rely on AI chatbots and enhanced search features rather than traditional results pages. Google has accelerated this trend with its AI Overview capabilities. One key question now shapes the digital publishing landscape: “How does AI search impact SEO?”

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Reach vs. Targeting: Is There a Sweet Spot for Real Growth?

Growth in marketing has always hinged on a simple question: how wide should you cast the net, and how precise should you be when targeting? While reach fuels awareness and future buyers, targeting delivers efficiency and immediate returns. The reality is that long-term success doesn’t come from picking a side, it comes from finding the

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Banking on Brand: How Ally Bank Proved Advertising Compounds Over Time

In financial services, performance marketing often takes the spotlight. Banks spend heavily on acquisition campaigns, optimizing conversion funnels and chasing cost-per-account targets. Brand campaigns, by contrast, are too often dismissed as soft investments that build reputation but not revenue. New findings from the Brand as Performance (BaP) initiative flip that assumption on its head. The

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Strategic Data Evolution: The MMA’s Enhanced Framework for Marketing Excellence

The Marketing Measurement & Analytics (MMA) Data Maturity Framework, created through strategic partnership with EY, offers marketers a comprehensive blueprint for transforming data obstacles into competitive advantages. This framework addresses critical areas including regulatory adherence, analytical capabilities, integration systems, strategic optimization, and business value generation. Framework Foundation and Strategic Value The enhanced Data Maturity Framework

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Breaking Through Data Barriers: MMA Global’s Comprehensive Framework for Marketing Excellence

Marketing leaders today face an undeniable truth: your ability to harness data effectively determines whether you thrive or merely survive in this competitive landscape. Data excellence isn’t just another buzzword—it’s the cornerstone that separates industry leaders from those struggling to keep pace. MMA Global has joined forces with forward-thinking marketing and advertising professionals to launch

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The Five Stages of Data Excellence: Where Does Your Business Rank?

MMA Global introduces the Data Maturity Assessment—an efficient 20-question diagnostic instrument specifically developed for marketing executives seeking to evaluate their company’s data sophistication level. This comprehensive tool rapidly reveals your organization’s positioning across five critical factors compared to industry peers and benchmarked against companies our analysis recognized as sector frontrunners. The Five Data Maturity Classifications:

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The Triple Win: Sales Today, Penetration Tomorrow, Brand Equity for the Future

The False Choice in Marketing For decades, marketing leaders have been told they must choose: Focus on performance to drive sales now, or Invest in brand to build future equity This split has divided teams, budgets, and strategies. But what if there’s a way to deliver both — and more — with the same audience?

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