India’s marketing ecosystem is as vast as it is vibrant, shaped by cultural complexity, digital acceleration, and a relentless focus on outcomes. In a market where scale meets innovation, standing out means turning creativity into a consistent business impact. The SMARTIES Business Impact Index (BII) 2024 – India recognizes the agencies, brands, advertisers, and solution […]
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In today’s complex marketing landscape, effectiveness is no longer defined by creativity alone; it’s measured by real, demonstrable business outcomes. The SMARTIES Business Impact Index (BII) was created to recognize just that. Now in its latest edition, the 2024 Global Rankings bring together the most consistent performers from across the world — agencies, brands, advertisers,
SMARTIES Business Impact Index 2024 Global: A Snapshot of Marketing that Matters Read More »
Indonesia’s marketing landscape is uniquely dynamic, where cultural richness, mobile-first behaviour, and platform innovation converge to create bold, high-impact campaigns. But in today’s performance-driven world, creativity alone isn’t enough. What matters is impact. The SMARTIES Business Impact Index (BII) 2024 – Indonesia celebrates the brands, agencies, advertisers, and tech enablers that have delivered marketing with
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Bridging online and offline retail is essential for driving foot traffic and boosting sales. A strategic Online-to-Offline (O2O) approach integrates digital engagement with in-store actions, leveraging real-time data and shopper insights to optimize outcomes and maximize revenue. Seamless Channel Integration An O2O journey thrives on integrating digital platforms—websites, mobile
Creating an Online-to-Offline (O2O) Journey that Drives Sales Read More »
MMA Global has designed the Data Maturity Assessment, a concise 20-question interactive tool tailored specifically for marketing leaders to help assess your organization’s data maturity. The tool will quickly show you where your organization stands against the 5 factors relative to other companies as well as to the subset of companies that our research identified
In an era where marketing organizations are flooded with dashboards, pipelines, and robust platforms, one thing is clear: having more data or tools doesn’t automatically lead to better business outcomes. Despite unprecedented investment in marketing technologies, many organizations remain stuck at the insight-action gap, where data exists in abundance, but real decisions and revenue gains
The Data Maturity Dilemma: Why Growth Demands More Than Just Good Tech Read More »
In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads
AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation Read More »
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 »
The Retail Media Network (RMN) space is no longer dominated solely by giants. In 2025, a growing number of mid-tier retailers are proving that collaboration, not just scale, can be a powerful differentiator. Why Collaboration Is Emerging Now With brands increasingly seeking audience reach, targeting precision, and performance transparency, mid-tier retailers often struggle to compete
