Marketing Today

For decades, marketing has relied on a relatively stable assumption: audiences can be grouped into identifiable segments with predictable behaviors. Demographics, interests, affinities, and purchase histories formed the backbone of modern media planning, helping brands organize consumers into categories that could be targeted, measured, and optimized at scale. That logic still matters. But it is […]

The 2026 summer travel season recorded a comprehensive change in the way customers experience and use banking – financial services. As Gen Z rises to dominance with a smart consumer mindset, banks are facing the problem: How to avoid being left behind? This article will further delineate Gen Z’s psychology during the summer travel season

As 2026 approaches, the Electric Vehicle (EV) industry is no longer a playground for early adopters but has officially entered the mass market with high penetration. Brand competition has therefore shifted from core technology to comprehensive ecosystems and personalized experience. To address the 2026 EV marketing challenge, this report analyzes the global EV market scenario

  Airports provide a unique environment for advertisers.   From an audience behaviour perspective, brands are able to take advantage of the excitement that comes with travel. Studies have shown that brands advertising at an airport are perceived as premium, improving positioning with both leisure and business travellers. This is especially true at Kempegowda International Airport

For the first time, the 2026 Football Cup will have 3 host countries: Canada, the United States and Mexico. It will also be the first edition with 48 teams, marking a before and after in the organization of the tournament.   The largest moment in history will be held from June 11 to July 19, 2026.

Indonesia’s over-the-top (OTT) video landscape continues to evolve alongside shifting consumer behavior, with audience measurement playing an increasingly important role in understanding platform performance beyond surface-level metrics.   Recent data from Nielsen Streaming Content Measurement Indonesia provides a snapshot of OTT consumption patterns across the country’s major urban markets, highlighting trends in reach, audience composition, and engagement.   Expanding Reach

Influencer marketing across APAC is moving beyond its original role as a reach-driven channel.  According to the State of Influence APAC 2026, which analyzes nearly 7,000 campaigns and over 1.1 million creators across 10 markets, the channel is increasingly being used to support business outcomes, not just visibility.  A more concentrated platform structure in Vietnam than the

For more than a decade, marketing growth has largely been driven by one dominant logic: better campaigns lead to better results. Teams optimize targeting, creatives, and media buying strategies, expecting incremental gains to translate into sustainable growth.  Yet across industries, a different pattern is emerging. Customer acquisition costs continue to rise, conversion rates plateau, and the effectiveness of incremental spend declines. What once

A 12% increase in savings and investment, alongside an 8% decline in overall spending, reflects a clear shift in how consumers approach FMCG purchases in early 2026, according to Deloitte Insight. As everyday spending is no longer driven by habit, consumers are becoming more deliberate in evaluating the real value behind each choice. This article

As banking applications gradually fall into a “sea of sameness,” pure convenience is no longer enough to maintain a competitive edge. This article deciphers the psychology of “Lazy Loyalists” and proposes in-depth Brand Experience (BX) strategies to break through user apathy. Through the SCT (Strategy – Creative – Technology) model from Novaon Digital, you will find the solution to