To set the stage we have an analysis by two analysts at EY who explore the key points in two frameworks.

One by Byron Sharp whose thinking resolves around how brands grow, and the other by Joel Rubinson, a proponent of outcomes-based marketing and the pivotal importance of targeting consumers in the movable middle.

Following this we jump right into panel of experts who offer their take on both frameworks, and actionable advice for you to follow.

What’s happened is the pandemic has been a major worldwide life change for everybody.

We’ve changed: we have new ways of working, we have new ways to live, we have to feed ourselves, we have to find new ways to enjoy ourselves.

So the entire world has been turned upside down.

And what has that done?

This is a literal transcription of the online events of MMA Germany - The Greate Debate Series 2021 and MMA Germany or MMA EMEA are not responsible for the opinions expressed in the content published by the contributors present in this publication respecting the freedom of expression that is in line with the values of MMA.

This is a non commercial publication.

Some images have been provided by the authors and others acquired in Adobe by the designer for editorial and non commercial purporses.

The Modern Marketing Reckoner Report 2021 was developed to help businesses move forward and gain leverage in the online marketing industry. It will provide valuable insights on the latest modern marketing strategies, as well as comprehensive coverage on topics including how to plan for post-IDFA mobile marketing strategies, the role of the rising e-sport industry for marketers, cashless society, and the new era of programmatic mobile video advertising.

As digital services become mainstream and consumer behaviors continue to evolve with this shift, brands must keep up to drive relevance and preference. To help brands navigate the modern marketing challenges, MMA in partnership with GroupM and Google present Ecosystem Report 2021: Modern Marketing, that brings together consumer behavior and digital strategies to help brands advance their digital marketing maturity, with case studies on various trends such as Artificial Intelligence, Machine Learning, Measurement, and Programmatic.

The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council.

It's the only industry Playbook to showcase MarTech maturity across different organizations and sectors with complete guidance on choosing and utilizing MarTech stacks effectively.

What makes this MarTech Playbook unique:

Over the time that WARC has carried out this survey with the MMA, the role of mobile in the arsenal of marketers has grown significantly. Today, more than two in three marketers are incorporating a mobile-first approach in their marketing. As smartphone technology becomes more and more sophisticated, marketing professionals have needed to increase both investment and focus on improving digital and mobile competences.

After a year when marketing budgets have been significantly impacted by the global pandemic, mobile has proved to be one of the most resilient media.

In APAC, leaders in mobile adoption, are incorporating a mobile-first approach driven by increased opportunities to reach consumers by social and m-commerce, driving up digital advertising budgets in the region to $120bn this year, of which mobile is set to be worth $62bn, per WARC Data.

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:

1. Market landscape
2. Pre-purchase Trends & Insights
3. Channel Choice
4. Consumer Purchase Patterns
5. Rise of Vernacular, Voice & Video

Expected Learnings