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Tết 2026 Brand Experience Strategy: Four Growth Directions for the FMCG Industry

Tet 2026 Brand Experience Strategy: Four Growth Directions for the FMCG Industry

Tết 2026 remains a critical peak season for the FMCG industry, but the context has changed. As consumers become more cautious, prioritizing reassurance, value, and relevance over deep discounts, traditional Tết campaigns are gradually losing effectiveness. This shift raises a new question for FMCG brands: what should be done, and how, to sustain growth during a more cautious and value-driven Tết season? […]

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From Automation to Intelligent Engagement: AI in Action

Automation driving Efficiency and Scale For years, martech has promised scale, efficiency, and personalization. Automation helped brands deliver faster, broader, and more consistent execution across channels. Then AI arrived and accelerated that promise — but it also exposed a critical gap. Automation alone does not improve customer experience. Without intelligence, it simply scales inefficiencies. The

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Modern Marketing Reckoner 2025 Industry Report, Defining The Future Of Indonesia’s Marketing Landscape

Jakarta, Indonesia — December 10, 2025. Marketing + Media Alliance Indonesia (MMA Indonesia) has proudly launched the Modern Marketing Reckoner (MMR) 2025 Annual Industry Report on 10 December at an exclusive, invitation-only media gathering at EMTEK Hall, SCTV Tower, Senayan, Jakarta. The industry report launch event brought together contributors from brands, agencies, publishers, telecommunications companies, advertising and marketing technology providers within MMA Indonesia’s member and partner network, along with leading media representatives. It

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Why Your Data Maturity Journey Feels Like Running in Quicksand

Getting to true data maturity isn’t easy. Most organizations hit the same walls over and over, slowing progress and limiting real business impact.  MMA Global’s Data Maturity Framework 2.0 research reveals exactly what’s holding marketers back—and why these obstacles keep showing up.  Everyone’s Moving Too Slowly  Here’s the uncomfortable reality: despite everyone talking about how important data is, actual progress toward data maturity crawls along

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Advertising Is Evolving: The New Full-Funnel Growth Model

A Vietnam & Southeast Asia Marketing Trends Perspective  Vietnam’s digital economy is expanding at one of the fastest rates in Southeast Asia. According to eMarketer and local industry trackers, the top five e-commerce platforms in Vietnam — Shopee, TikTok Shop, Lazada, Tiki, Sendo — generated US $12.6 billion GMV in 2024, a ~37% YoY increase from 2023. Projections indicate that GMV will reach US $15.4 billion by 2025,

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Where Does Your Organization Stand? The 5 Levels of Data Maturity

MMA Global just launched the Data Maturity Assessment—a quick, 20-question tool built specifically for marketing leaders who want to know exactly where their organization stands with data.  Take 20 minutes, answer honestly, and you’ll see exactly how you stack up against your industry and the companies leading the pack.  The Five Levels Explained:  Strugglers (12%)

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