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.

Consumer journeys are becoming more complex and non-linear, and the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to rethink their media strategies in order to be successful. 

MMA India has co-authored an exclusive playbook with GroupM and Amazon Advertising on “Decoding Consumer behaviour for Winning the 2021 Festive season”.

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

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.

MMA and Culture Group are proud to share The Metaverse is the Medium, our whitepaper detailing the future of consumer engagement in the virtual realm. Read on to understand the background of the Metaverse, the Metaverse marketing ecosystem, which brands are winning, who the key players are, and how you can get involved.

The future of consumer engagement is unfolding right before us through extended and synthetic reality. What more are you waiting for?

A closer look at India's mobile market

App usage habits and trends saw a drastic change during 2020 as people all around the world turned towards mobile for entertainment, daily tasks and necessity during lockdowns. Within the APAC region, it wasn’t just the number of sessions and installs that increased drastically - the time users spent in-app, the number of sessions they had per day, and the length of the average session also grew.

Data is focal to business hence it's key for marketers to understand the evolving data landscape, winning data strategies to drive better business outcomes and customer experiences.

MMA has collaborated with EY in a study which has inputs from over 150 marketers across India, to create an industry-first valuable go-to resource to reveal how marketers use consumer data, measure ROI, ensure governance and build data capabilities.

MMA, in collaboration with Isobar; Powered by Slang Labs, launches the much-awaited - The Voice Playbook. The Playbook unpacks the potential impact of Voice capturing global and Indian media insights paving the way on how marketers can win with Voice. It will throw light on insights that will help you enhance your brand-customer journey. Unfolding:

Key Takeaways:

MMA & GroupM has released the much-awaited, Modern Marketing Reckoner –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020.

With the various shifts that have happened in 2020, the report focuses on two major perspectives – the consumer lens and the marketer lens.

The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view.