Marketing Today

Smarter, Not Louder – How Precision Marketing Found Its True ROI

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 […]

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MMA IMPACT 2025 Indonesia: the emerging playbook for CEOs and CMOs

  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,

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The High-Intent Middle: Why APAC Brands Are Betting on the Movable Majority

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

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From Targeting to Timing: Rethinking RMN Strategy in APAC

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.

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Wound Plaster Breakthrough: Advanced Innovation, Heal In Style

#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

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Instant Vouchers: From China to Vietnam – A Paradigm Shift in the F&B Industry in the Digital Era

For more than a decade, customer retention strategies in the Food & Beverage (F&B) and Retail industries have centered on Reward and Loyalty programs that emphasize point accumulation and delayed redemption. However, the proliferation of digital ecosystems and super-app platforms has fundamentally transformed consumer expectations. Contemporary consumers increasingly favor instant gratification – seeking immediate, tangible

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Emtek Appoints GroupM Veteran Himanshu Shekhar as Director of Commerce to Strengthen Its Content-to-Commerce Ecosystem

JAKARTA, INDONESIA – 24 September 2025 – PT Elang Mahkota Teknologi Tbk (Emtek), Indonesia’s leading technology and media conglomerate, today announced the appointment of Himanshu Shekhar as Chief of Commerce Business Officer. The paradigm for marketing investment is shifting. As brands increasingly prioritize conversion and ROI over traditional metrics like impressions and reach, digital commerce

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