In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic - businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2023. It covers topics such as CTV, Superapps and the latest MarTech trends. The research in the report is backed by solid data and analyzed by experts to provide a comprehensive overview of the challenges and opportunities that lie ahead.

The State of Modern Marketing in India - a report in collaboration between MMA APAC and WARC - examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

But as complexity grows, marketers face increasingly difficult choices about: where to allocate their investments; what objectives and tactics to choose; and what capabilities to develop in order to drive future growth.

This report – a collaboration between WARC and MMA Global – examines how the industry is approaching these challenges, with a focus on current trends and future opportunities. 

The term "social commerce" refers to the "purchasing and selling that occurs on social media and other networking sites." Social commerce offers the particular advantage of engaging customers and enabling them to buy things inside their comfortable social media environment. According to Accenture, global social commerce is predicted to increase three times faster than conventional commerce, from $492 billion in 2021 to $1.2 trillion in 2022. Social commerce is one of the main e-commerce channels in Vietnam, owing to the population's high Internet and social media usage rates.