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How AI Is Removing Friction from Marketing Decisions

How AI Is Removing Friction from Marketing Decisions

Three shifts that redefine where marketing value is created—and why speed alone isn’t enough  AI isn’t changing marketing because it can generate more content.  It’s changing marketing because it’s removing friction from how decisions are made.  Consumer signals now move continuously. Intent shifts. Performance updates. Creative resonates or fails. Commerce outcomes materialize—all in near real time.  Yet most marketing organizations still operate on episodic […]

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Ishank Joshi, MD and CEO, Mobavenue

Why Martech and Adtech Must Converge to Deliver Modern CX?

There was a time when data was scarce, personalization was a promise, and AI was a curiosity discussed more in labs than boardrooms. In MarTech and customer experience, the “before” era was defined by blunt instruments: demographic segments, static journeys, and quarterly insights. Brands spoke at customers using historical data and hopeful assumptions. Measurement lagged behavior, and relevance was often accidental. 

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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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After the Social Media “Craze,” is Matcha set to become a Sustainable Beverage Trend?

After the Social Media “Craze,” is Matcha set to become a Sustainable Beverage Trend?

Matcha has become a global beverage phenomenon in recent years, even leading to shortages in Japan (according to Thanh Nien Newspaper). In Vietnam, the matcha market size is forecasted by Mobility Foresights to grow from USD 340 million in 2025 to USD 500 or even USD 780 million by 2030. Furthermore, according to IPOS, consumers

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Top Marketing Trends 2026: The Era of Converged Growth Systems

Marketing in 2026 is no longer organised around channels, campaigns, or even media plans. It is operating as a connected growth system, where media, commerce, data, and creativity are increasingly inseparable. For CMOs, the challenge is not choosing between brand and performance, but architecting infrastructure that delivers both at scale. This is the year marketing

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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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The Data Leader Advantage: How Top Performers Extract Maximum Value

Revenue Growth and Long-Term Thinking  Data Leaders use consumer data primarily to drive top-line revenue growth. That’s priority one, followed closely by improving operational efficiency and margins. But here’s what sets them apart: while most marketers chase short-term wins like ROAS, Data Leaders think long-term—focusing on brand health and overall ROI. They understand that data fuels the AI-driven future, and accelerating

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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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