The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region are embracing and adapting AI in their marketing strategies. Drawing from extensive survey data, this report explores the current state of AI adoption, the challenges faced by companies, and the innovative applications driving success.

Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic markets. Produced by MMA Global and Decision Lab, this report explores current practices, challenges, and future opportunities in AI marketing adoption in Vietnam.

In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics.

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.