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Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections

Rethinking Retail Media: From Inventory to Intelligence Retail Media Networks (RMNs) have rapidly become a cornerstone of digital advertising, offering brands direct access to shoppers at the point of purchase. However, many RMNs still rely on basic demographic or transactional data, limiting the precision of audience targeting. This gap presents a significant opportunity: leveraging artificial […]

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Beyond Identification: How to Operationalize the Movable Middle Across Media and Measurement

Rethinking Audience Strategy: The Power of the Movable Middle While most strategies default to the extremes of acquisition or loyalty, a significant growth opportunity lies in between. The Movable Middle represents a high-potential segment of consumers with a 20–80% probability of purchasing a brand. They’re not guaranteed loyalists, but neither are they disengaged. Crucially, they’re

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Unlocking Growth in the Movable Middle: A New Approach to Customer Expansion

Rethinking Growth: Beyond Acquisition and Loyalty For years, marketing strategies have revolved around two familiar poles: acquire new customers or retain the most loyal. But in between lies a segment with untapped potential—the Movable Middle. These are the customers who are neither brand loyalists nor uninterested but those sitting in the 20–80% range of purchase

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Agile Marketing in Indonesia: Leveraging Real-Time AI Insights for Consumer Engagement

The Indonesian market, characterized by its rapid evolution and diverse consumer landscape, demands that marketers across all industry verticals adopt agile and responsive strategies. In this dynamic environment, the ability to capture, analyze, and act upon real-time consumer insights is no longer an advantage but a fundamental necessity for sustained success. The traditional approach of

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OBM2 Presentation Deck and Implementation Guide

At MMA Global APAC, our goal is to help marketers navigate today’s most pressing challenges with strategies grounded in data, not guesswork. In today’s fragmented media landscape, where marketing budgets are scrutinized and customer acquisition costs are rising, traditional reach-based advertising is no longer enough. Marketers are under increasing pressure to drive profitability, efficiency, and

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The Responsible AI Imperative: How CMOs Can Drive Ethical AI Adoption

Marketing’s Next Mandate: Ethical AI as a Competitive Advantage: Artificial Intelligence (AI) is powering a new era of marketing—enabling hyper-personalized experiences, campaign optimization, and predictive analytics at an unprecedented scale. But as its use proliferates, so do the questions: Is it fair? Is it transparent? Is it safe? For CMOs in the APAC region, the

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Navigating the Open Internet: A Marketer’s Guide to Building Trust and Driving Engagement in 2025

The open internet offers marketers endless possibilities to connect with consumers on a global scale. At the same time, it brings a new wave of challenges, especially around accuracy, transparency, and consumer trust. As digital landscapes evolve, people’s expectations are rising fast. They demand honesty, responsible data management, and meaningful engagement from the brands they

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The Intelligent Data Playbook: Turning Insights into Action

The Data Paradox: Unlocking the True Value of Information APAC brands generate more data than ever, yet many struggle to transform this wealth of information into measurable business outcomes. The challenge isn’t data collection—it’s activation. While AI and analytics promise intelligent decision-making, companies often face fragmented data ecosystems, outdated attribution models, and a disconnect between

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Staying Ahead in a Changing World: The Future of Marketing

Marketing is no longer about just keeping up; it’s about anticipating what’s next. Consumers are shifting how they interact with brands, drawn to experiences, authenticity, and innovation. AI is changing the game, while pop culture remains a driving force in engagement. The brands that thrive will be those that embrace simplicity, personalization, and storytelling. Here’s

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AI’s Transformative Impact on Brand Communication: Insights and Actionable Items

The rapid advancement of artificial intelligence (AI) is reshaping the marketing landscape, offering tools that not only enhance efficiency but also revolutionize the way brands connect with consumers. As marketers, our challenge is to integrate AI into our strategies in ways that elevate personalization, foster creativity, and align with evolving consumer expectations. AI is not

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