Marketing Today Archives

The Hidden Returns of Marketing That Campaign Reports Miss

Performance marketing metrics have earned their place in the modern marketing stack. ROAS, conversion rate, short-term sales lift – these are legitimate signals of campaign effectiveness, and the infrastructure built around them has made marketing more accountable than ever before. But there’s a growing tension that senior marketers across APAC are quietly reckoning with: the […]

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When AI Kills The Click, Brands Must Earn Inclusion

The Algorithmic Moment of Truth Marketing was built on visibility: impressions, rankings, clicks. AI breaks that model. Decisions now happen before the click—inside AI generated answers. This isn’t a channel shift; it’s a value shift. AI compresses choice. Brands are either included or ignored. There’s no scroll, no comparison, no second chance. Visibility is no longer rented through media pressure. It’s earned through

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10 Brand Experience Trends for Winning Gen Z in Banking & Finance 2026

70% of Gen Z conduct transactions via smartphone, and trust is increasingly shaped by real experiences rather than brand reputation. Entering 2026, this generation has become a core user group for the Banking & Finance industry, characterized by digital-first, cautious behavior and high expectations for experience. In this context, designing a suitable Brand Experience has become a critical condition

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Sujay Ray - Head - CX, Content & Advocacy, L’Oreal India

Martech capability brands must build in 2026

As we look ahead to 2026, the most important Martech capability brands must build is the ability to translate data and insights into intelligent consumer experiences. In the last few years, organisations have invested heavily in data platforms and tech stacks to achieve a “One Consumer” view that captures behavioural signals across channels. The next

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Ramadan 2026: Protected Brands, Optimized Outcomes

Ramadan 2026 is more than a moment—it’s a movement. With 91% of Malaysian consumers browsing shopping apps and 87% of Indonesians and Malaysians favouring contextually relevant ads during the holy month, the opportunity for brands to connect meaningfully has never been greater. But as digital engagement surges and competition intensifies, how can advertisers cut through the clutter while respecting

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DV Global Insights, APAC: How Consumers And Marketers Use Walled Gardens

The walled gardens offer scale and rich engagement, but for marketers, they also create a constant give-and-take between performance, protection and efficiency. Any missteps in these environments can result in missed audiences, wasted spend and potential risks to the brand. The question is no longer whether to invest in walled gardens, but how to maximize every dollar.

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AI Gave Brands Everything They Asked For. Turns Out That’s the Problem.

The production problem is solved. Now comes the harder one: keeping your brand coherent when machines are making thousands of decisions about it every day. For years, brand leaders have chased the same thing: more content, faster production, greater reach. AI delivered all of it. Thousands of variants. Instant adaptation. Campaigns localised across markets in hours. The

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5 EFFECTIVE FINANCE – BANKING COMMUNICATION TRENDS IN EARLY 2026

As the second half of 2025 and early 2026 approach, trust has emerged as the new “currency” of the financial and banking industry. Competition among brands is no longer defined solely by service quality yet by which institutions can deliver more reliable brand experience. So what are the behavioral shifts and communications trends that banks should understand

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Inside the Algorithmic Shelf: Commerce Media in 2026

In 2026, much of commerce is decided before a consumer consciously makes a choice. Ranking algorithms, recommendation engines, and AI agents determine which products are surfaced, compared, and considered. Marketing increasingly operates inside those systems. Across APAC’s marketplaces and Retail Media Networks (RMNs), commerce environments are becoming machine-governed ecosystems where exposure, optimization, and transaction occur

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Creative Control in a World of Infinite Variants

In 2026, the creative constraint facing brands is no longer production, it is coherence. Generative AI has removed the friction that once governed creative scale. Brands can now produce thousands of variants across formats, languages, retail environments, and audience segments in minutes. Campaigns can now be adjusted dynamically, assets can be regenerated for new contexts

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