Marketing Today Archives

The Growth Audience Most Brands Undervalue Is the One Most Likely to Move

For years, marketing has operated with a relatively stable definition of value: the best customers are the most loyal ones. They buy more often, spend more consistently, and are easier to identify and reach. In a world increasingly shaped by first-party data and retention metrics, that logic has only strengthened. But it is also incomplete. […]

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SMARTIES™ Indonesia 2026: Setting the Stage for Award-Winning Work

The Marketing + Media Alliance (MMA) proudly announces the opening of entries for the 2026 SMARTIES™ Awards, the premier marketing awards program that honors trailblazing brands, agencies and marketers driving innovation and business impact. SMARTIES™ continues to stand as a global benchmark for marketing effectiveness, celebrating campaigns that do more than generate attention. The program honors work that drives

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MMA Creative Summit Indonesia 2026 to Convene the Nation’s Leading Creative & Business Minds

MMA Creative Summit Indonesia 2026 examines how culture, data and ideas can be transformed into meaningful purpose and measurable growth Marketing + Media Alliance Indonesia (MMA Indonesia) will convene MMA Creative Summit Indonesia 2026 on Tuesday, April 14, in Jakarta. Scheduled for the second half of the day, the Summit begins in the afternoon following the morning edition of MMA SMARTIES

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Data & AI in Marketing: Beyond the Hype, Into Action

Marketing has fundamentally changed. Data is no longer something brands analyse after a campaign ends. It now sits at the centre of how customer conversations are planned, executed, and optimised in real time. Similarly, AI has moved beyond being an “emerging” capability — it is fast becoming a core operating layer for modern marketing organisations.

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Garbage In, Genius Out? Why You Can’t Outrun Bad Data with AI

AI is rapidly becoming a core component of modern Martech and CX stacks. But without the right foundation, AI doesn’t create intelligence – it simply scales bad decisions faster. It’s like installing a high-end GPS in a car with a broken engine – the tech is impressive, but you’re still not getting very far. Many brands are rushing to deploy predictive models, generative tools, and automation layers before addressing basic data challenges. Inconsistent

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Digital Marketing Experience Strategy: Where real emotion is the key factor in the Car buying Journey

In 2026, the Vietnamese automotive market is more competitive than ever with the mass entry of new players, while the customer journey has undergone a radical transformation. This article analyzes three pivotal Brand Experience (BX) trends that automotive brands must master to win the 2026 racenot through larger budgets, but by delivering experiences that hit the right person,

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Cricket Is No Longer Just Reach. It Is Intent.

Cricket does not end on the TV screen. It continues on the phone. Television drives emotion. Mobile captures response. That shift is redefining how live cricket functions for brands. For years, cricket has been planned as India’s largest reach event. What is changing is what that scale now represents. Live cricket is no longer just

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AI for Moment-Based Media Planning in Tier-II/III India

India’s next wave of digital growth will not be won in metros. It will be won in Tier-II and Tier-III markets and by brands that arrive before attention peaks, not after. With India’s internet user base crossing 900 million driven largely by affordable data and regional content consumption, advertisers are entering a market that is mobile-first, language-diverse, and moment-driven.

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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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