Marketing Today Archives - Page 7 of 26

Indonesia’s C-Suite to Convene at MMA Executive Dialogues 2025

Exclusive Roundtable to Redefine Marketing as a Measurable Growth Driver MMA Global Indonesia is hosting its inaugural Executive Dialogues 2025 on August 26, at The Hermitage, a Tribute Portofolio Hotel in Jakarta. The exclusive, invitation-only roundtable brought together over 80 of Indonesia’s most influential C-level Executives, Thought Leaders & President Directors across marketing, advertising, media, […]

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The Art of Responsible Growth in PZ Cussons’ ESG Evolution in Redefining Consumer Care

PZ Cussons has been part of people’s everyday lives for generations, and behind the familiar brands like Cussons Baby, Cussons Kids, Imperial Leather, Morning Fresh, and Carex, there’s a deep commitment to doing business responsibly. Guided by the purpose “For Everyone, For Life, For Good,” the company’s approach to sustainability in Indonesia blends community impact,

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Personalization at Scale: How Leading Brands Are Delivering ROI with AI in 2025

In 2025, personalization is no longer a marketing differentiator – it’s a growth lever. Yet despite widespread AI adoption, many brands still struggle to connect personalization efforts to meaningful ROI. The gap isn’t technology. It’s approach. This article explores how leading marketers are moving beyond rule-based targeting to build more adaptive, intelligent systems and how

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Precision is powerful — but too much precision can be dangerous. The leaders who will win the next era of marketing will be those who master balance: targeting the most persuadable customers today while keeping the influence network engaged for tomorrow.

Targeting Can Be Too Precise. And It’s Costing You Growth

Rethinking Precision Targeting For years, precision has been the holy grail of media planning. Every new tool, dataset, and technology promised the same thing: tighter targeting, less waste, better ROI. It sounds logical. Why waste money talking to people who aren’t ready to buy? But here’s the problem: in many categories, hyper-targeting doesn’t just deliver

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From SEO to AIO: Winning Brand Visibility in the Age of AI Search

For two decades, search revolved around the blue link. Google’s familiar ten-result page, and the SEO playbook built around it, rewarded brands that mastered keyword targeting, link building, and technical optimization. That model is eroding fast. Today, platforms like ChatGPT, Google’s Search Generative Experience (SGE), Gemini, and Perplexity are reshaping search from a static list

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The AI Personalization Race: Why Scaling First Matters

AI personalization has moved past the stage of proof-of-concept. The technology works, and the results are consistent. The question now is who will scale it fastest — because in every category, early movers are already pulling ahead. The State of Play Across more than 25 CAP experiments, the average performance lift from AI personalization is

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The Market You’re Missing: How AI Personalization Finds New Growth Segments

Marketers often feel confident they know their top-performing audiences. After all, they’ve built personas, studied analytics, and run campaigns based on years of experience. Yet markets evolve, customer behaviors shift, and entirely new segments emerge — often unnoticed. The Breakthrough In one CAP study, AI identified an audience segment that the brand had never targeted

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If Personalization Is Everything, Why Is It So Hard to Do?

We hear it often: personalization is the future of marketing. For AI, it’s not just important — it’s the foundation of how it creates value. But if personalization is so central to modern marketing, why do so many organizations struggle to deliver it effectively? At a recent CAP panel, one statement set the tone for

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Beyond Viewability — Measuring and Planning for the First Second

If you’re buying time, you might be buying the wrong thing. In Blog 1, we saw how fast attention and cognition happen. In Blog 2, we broke down the creative levers to win that moment. Now, let’s tackle the media and measurement implications. Viewability vs. Opportunity to See Buying longer exposure time often feels like

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Designing for Speed — The Creative Playbook for the First Second

Your ad doesn’t get a second chance to make a first second impression. If Blog 1 revealed that the first 0.5 seconds are make-or-break, this one will arm you with the creative principles to win them. The Four Powers of First-Second Creative According to the MMA’s First Second Strategy framework, your creative must deliver four

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