Marketing Today Archives

Reducing Organizational Friction: The Hidden Lever for Marketing Growth

As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers […]

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From Use Case to Need Case: Unlocking GenAI’s Strategic Potential in Marketing

Generative AI is dominating discussions in boardrooms and marketing leadership circles, yet many organizations are missing the true opportunity it presents. While it is tempting to deploy GenAI immediately for content generation or workflow automation, this task-oriented mindset often results in fragmented efforts that fail to deliver meaningful business value. To fully leverage GenAI, marketing

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Smarter Delivery. Bigger Returns.

In the fast-paced world of digital advertising, many marketers are still caught in the trap of chasing scale through sheer media spend. The prevailing belief has been that if you buy enough impressions, some of them are bound to stick. But real returns aren’t about the quantity of ads you purchase; they’re about how

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Targeting Without Identity — A CEO’s Guide to Scalable Relevance

For the CEO, the marketing function is no longer just about brand awareness; it’s about tangible, measurable impact on the bottom line. Yet, delivering highly relevant marketing with a focus on personalization at scale has never been more challenging. We live in an era defined by signal loss, as traditional tracking methods become obsolete, heightened

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Outsmart, Not Outspend — The CMO’s New Advantage

For too long, the prevailing wisdom in marketing has been about achieving maximum reach. The bigger the audience, the better the results, or so the thinking went. Yet, in today’s intricate digital landscape, this “more is better” approach often translates to diminishing returns and colossal waste. The savviest CMOs are recognizing that the game has

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Reframing India’s Digital Storytelling: Inclusive AI in Brands, Media and Marketing

In today’s India, brands harness AI to magnify their reach—optimizing ad targeting, generating visuals, and shaping narratives. Yet as this technological momentum gathers pace, a subtle but significant question surfaces: who is seen, and who is erased? This moment invites us to rethink not just the tools of media and marketing, but the values embedded

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MMA Global Indonesia Launches Landmark “Brand Safety & MarTech 2025” Report, Charting Trust, Technology, and Transformation in Indonesia’s Digital Economy

MMA Global Indonesia is proud to unveil its Brand Safety & MarTech (BSMT) 2025 Annual Industry Report during a high-level media gathering held on June 5, 2025, at Emtek Hall, SCTV Tower, Jakarta. The Media Gathering Brand Safety & MarTech 2025 Industry Report Release is drawing marketing thought leaders, media representatives, and key contributors, marks

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Creating an Online-to-Offline (O2O) Journey that Drives Sales

Bridging online and offline retail is essential for driving foot traffic and boosting sales. A strategic Online-to-Offline (O2O) approach integrates digital engagement with in-store actions, leveraging real-time data and shopper insights to optimize outcomes and maximize revenue. Seamless Channel Integration An O2O journey thrives on integrating digital platforms—websites, mobile

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Your Best Customers Aren’t As Loyal As You Think: A Movable Middles Revelation

Marketers often suppress advertising to their existing customers, assuming they are “loyal” and that ad budget is better spent acquiring new users. This common practice, however, might be a significant missed opportunity. The Movable Middles Growth Framework (MMGF) challenges this conventional wisdom, revealing that even your best customers are likely buying from competitors and can

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Beyond Reach: Why Precision Targeting with Movable Middles Outperforms Traditional Strategies

For decades, the mantra in advertising has been “maximize reach.” The more people you expose to your brand, the better, right? However, new research and a groundbreaking approach from MMA Global suggest that this long-held belief is fundamentally flawed when it comes to maximizing ad effectiveness. The Movable Middles Growth Framework (MMGF) champions a “Moneyballing”

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