Let’s be honest. Inclusion looks great on a slide. It sounds inspiring on stage. It trends well on social media. But for many organizations, that’s where it stops. At the surface. We’ve mastered the art of talking about inclusion. The harder part is leading it. Real inclusion isn’t a buzzword. It’s a choice. And for […]
Leadership, Rewired: Why Inclusion Needs More Than a Hashtag Read More »
In an era where digital advertising is expected to deliver hyper-relevance at every touchpoint, marketers face a daunting question: How do you create rules for millions of possible audience combinations? That’s not a theoretical challenge—it’s the reality brands are facing today. Take a recent campaign from Kroger as an example. The brand built 72 creative
Technology Everywhere, Satisfaction Nowhere In pharma marketing, technological innovation has raced ahead. From multichannel and omnichannel to AI-driven “Next Best Action” engines, omnichannel capability has exploded. We now have the tools to tailor content, optimize journeys, and deliver messages with pinpoint precision. Yet healthcare professional (HCP) satisfaction remains stubbornly low. Despite the promise of digital
In digital advertising, one of the most widely accepted performance indicators has long been viewability of mobile ads. If an ad was on screen for at least one second, it was considered viewable. If it was two seconds for video, even better. But neuroscience research from the Mobile Marketing Association (MMA) and Neurons Inc. in
From Viewability to Value in High Velocity Mobile Environments Read More »
If you ask marketers what drives ad performance, you’ll likely hear some version of: “It’s all about reaching the right target audience at the right time.” Targeting is one of the key elements in ad effectiveness, but maybe it’s not the holy grail we think it is. According to a February 2024 study by Advertiser
The Secret Behind Advertising Effectiveness: It’s the Creative Read More »
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
As digital channels multiply and consumer behaviors diversify, marketers in Vietnam face increasing pressure to demonstrate clear business outcomes from their campaigns. Traditional reach-based attribution models, which emphasize impressions and broad exposure, are no longer sufficient in capturing the complexity of today’s customer journey. With interactions spread across social media, e-commerce, messaging platforms, and physical
Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight Read More »
As digital channels multiply and consumer behaviors diversify, marketers in Vietnam face increasing pressure to demonstrate clear business outcomes from their campaigns. Traditional reach-based attribution models, which emphasize impressions and broad exposure, are no longer sufficient in capturing the complexity of today’s customer journey. With interactions spread across social media, e-commerce, messaging platforms, and physical
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
Unlocking Growth in the Movable Middle: A New Approach to Customer Expansion Read More »
The Indonesian market is rapidly evolving, and artificial intelligence (AI) is emerging as a transformative force across industry verticals. For marketers operating within this dynamic landscape, understanding and leveraging AI is no longer a futuristic concept but a present-day necessity. This article outlines the essential ways AI is impacting marketing and offers insights for practitioners
The Rise of Artificial Intelligence: A Powerful Tool for Indonesian Marketers Read More »
