Updated to 90 capabilities to accommodate industry-wide shifts from AI
Today’s marketing and media landscape has become so complex and complicated, it has become harder than ever to simply market.
It’s led to a veritable fog of marketing in which it’s less clear than ever how to generate results. A survey of 493 companies across all ad sectors found that 80 percent of managers at large firms are not satisfied with marketing’s effectiveness.
Questions keeping up marketing executives week after week include:
The report highlights conversations around responsible utilization of consumer data becoming the need of the hour. The report unravels the new age customer’s need for personalisation without compromising their need for privacy. Marketers need to put more effort into educating consumers about data usage and tracking. They need to find ways to ensure privacy is not a hindrance to providing better products and services to the consumers. Rather, how a privacy-first approach to data can facilitate consumer trust in the brand.
Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
The report is a first-of-its-kind toolkit for marketers to steer brand safety, from understanding the issue to responding to critical incidents. It will also help in answering key questions such as who is responsible for brand safety and developing a culture of brand safety to manage external and unpredictable threats to your brand.
The Modern Marketers Guide to Leveraging Data & MarTech is an insight-packed, action-oriented playbook - An initiative by the MMA India AMMP community represented by the MarTech & Data council.
This second edition focuses on why Data and MarTech need to be looked at from the same lens to ensure that together they create great business impact.
Use the Guide as a resource to help you create a brand safety and suitability strategy for your organization. If your organization already has a brand safety and suitability strategy, consult the Guide for insight to help you improve and augment it going forward. Use it to spark new ideas to help you remain informed and proactive, and continue to iteratively build on best practices in a changing landscape.
Brand safety is in a nascent stage in India with limited awareness and very few brand custodians taking it seriously. The present brand safety guidelines are not aligned with the changing business needs where digital takes the centre stage. Brands will need to revisit their guidelines with a digital first approach. With Brand infringement increasingly becoming a gateway to brand safety issues, it cannot be ignored.There is a definite need to formalise a structured and purpose driven knowledge repository around brand safety in India.
This is a first of its kind industry report/playbook that deep dives into how consumer behaviour is changing across the eCommerce value chain, the report throws light on the critical aspects as below in greater detail:
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This implementation playbook contains step-by-step instructions for marketers to implement the Movable Middles Growth Framework (MMGF) at their organization. This playbook is exclusive to MMA Members. Please reach out to [email protected] to learn more about membership.
