For years, marketers have wrestled with the question of who to target: loyal customers, new audiences, or those who have drifted away. Most default to broad awareness or to chasing new buyers. But new research suggests that the highest returns come from a very specific — and often overlooked — segment: the Persuadables. Coined in […]
Finding the Persuadables – Precision Targeting That Multiplies ROAS by 16x Read More »
Marketers have long measured campaign success by the immediate lift they can prove — impressions, clicks, short-term sales. But new findings from the Brand as Performance (BaP) initiative by the Mobile Marketing Association (MMA) are forcing a fundamental rethink of what marketing performance really means. In a series of longitudinal studies conducted with Circana, TransUnion,
Beyond the Click – Why 80% of Advertising’s Impact Happens After the Campaign Read More »
For years, marketers have obsessed over reach. The bigger the audience, the better the odds of success — or so the logic went. But as consumer behavior fragmented and technology transformed how people interact with brands, the most effective marketing quietly shifted from scale to precision. The Mobile Marketing Association’s Smart Cross-Marketing Effectiveness (SMoX) research
Smarter, Not Louder – How Precision Marketing Found Its True ROI Read More »
MMA Impact, the most definitive gathering of decision-makers of Indonesia, is kicking off with a power-packed list of marketers, tech providers, sellers and agencies, all under one roof. The contemporary marketing landscape presents intricate challenges, as traditional frameworks increasingly lose their relevance amidst pervasive political, social, and cultural transformations. The integration of digital technologies,
MMA IMPACT 2025 Indonesia: the emerging playbook for CEOs and CMOs Read More »
For decades, television has been at the heart of storytelling – building emotion, trust, and shared experiences for millions of viewers. But as audiences evolve and viewing habits shift across devices, one thing has become clear: television isn’t disappearing – it’s transforming. Connected TV (CTV) is not a new medium competing with traditional TV; it’s
Connected TV: The Advanced Version of Linear TV Read More »
Somewhere between your most loyal customers and those yet to discover your brand lies a high-potential audience often left underutilized: the Movable Middle. These are consumers who are active in your category (they shop, compare, and consider), but haven’t yet committed to any one brand. They’re not disengaged, nor are they deeply loyal. Instead, they
The High-Intent Middle: Why APAC Brands Are Betting on the Movable Majority Read More »
When you’ve spent long enough in marketing, you realize one truth — people don’t believe in stories anymore; they believe in what they can feel. Luxury, especially, has moved beyond the age of storytelling. Today’s generation of high-value consumers doesn’t want to be told what to think. They want to experience what a brand stands
Desire in Motion — From Storytelling to Storyliving Read More »
The global beverage alcohol industry is undergoing a profound transformation, and the key to winning is understanding that moderation, premiumization, and seamless experience are no longer trends – they are the new market fundamentals. In order to leverage the trends, innovation strategy must pivot around two core shifts. First, the Moderation Movement is mainstream. Younger
Alcohol Innovation: The New Rules of Engagement Read More »
Despite more data, smarter tools, and hyper-targeted delivery, personalization in APAC is hitting diminishing returns. Campaigns are optimized to the decimal, audiences sliced thinner than ever, yet engagement flatlines and costs keep rising. This is personalization fatigue. And for marketers across the region, it’s becoming one of the most underdiagnosed performance challenges in retail media.
From Targeting to Timing: Rethinking RMN Strategy in APAC Read More »
#NEWGENERATIONPLASTER: HYDROCOLLOID TECHNOLOGY For decades, wound care was seen as purely functional. A plaster was something you applied quickly to cover a scrape or blister — a practical fix, nothing more. But consumer expectations have shifted. In today’s world, where wellness, lifestyle, and self-expression intersect, even the simplest acts of care are being redefined. Healing
Wound Plaster Breakthrough: Advanced Innovation, Heal In Style Read More »
