MxMIndia

Tag: MMA India

  • To enable marketers to build winning marketing organisations

    MMA India releases Modern Marketing Reckoner

    By Our Staff

     

    MMA along with GroupM has unveiled its Annual Report – Modern Marketing Reckoner 2022: Building Winning Marketing Organisations. It states that a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth recommending a structured methodology and framework that enable organisations to match capability fit to drive growth and performance.

     

    The MMA India report showcases ways to improve capability fit and brings forth an ecosystem POV to share key insights and expertise on building winning marketing organisations. A must attend and a must download toolkit to build winning marketing organisations.

     

    Commenting on the unveiling of the 2022 annual report, Moneka Khurana, Country Head and Board Member India, MMA India said: “The huge societal and behavioural changes in the last two years have forced marketers to learn how to put in place the technology, people, processes needed to better understand consumer needs and provide more authentic and immersive as well as relatable customer experiences. It has also accelerated the need for marketers to keep up to date with the emerging trends in marketing and find effective ways to leverage them. MMA is working towards shaping the future of modern marketing by enlightening, empowering, and enabling marketers with valuable insights and tools, and the Modern Marketing Reckoner – A tool kit to build winning marketing organizations is yet another key step in this direction”.

     

    Added Prasanth Kumar, CEO, GroupM South Asia & MMA India Co-chair: “The last two years have seen tectonic shifts in consumer behaviour, technology, and data. At GroupM, we aim to be at the forefront of these changes and help our clients navigate them. The Modern Marketing Reckoner 2022 is an initiative in that direction. This year’s report offers very helpful insights from industry and GroupM experts on how to build winning marketing organisations. The report showcases the modern marketing capability map which is a combination of customer value and organisational value and is a comprehensive guide that focuses on discovering growth, engaging with consumers, and making future centric and scalable organisation changes. I am certain that this playbook is going to play a vital role for marketers in the journey of building winning marketing organisations.”

     

    Key Highlights:

    • More than 50 expert POVs from experts across multiple domains as well as from GroupM thought leaders

    • 69% of consumers prefer using chat interfaces as they deliver real-time answers and personalisation. 82% of consumers claim that instant responses to their questions play a significant role in the buying process when contacting brands

    • There will be more than 40 million Connected TVs (CTVs) in Indian households by 2025. SVOD offerings such as Netflix, Disney+ Hotstar, and Amazon are hugely popular, together with YouTube, and Facebook accounts for 85% of the $1.4 bn in revenue made by online video in 2020

    • India is witnessing a positive response with creators’ reach being 2X over brand reach, and creator conversion rate nearly 3X that of brands

    • 312 million Indian consumers are expected to make a purchase online in 2022 (source: eMarketer, June 2021). This is a steep jump from 208 mn online buyers in 2019 (CAGR of ~15%). India e-com penetration is only 28.4% of the population and remains significantly behind most of the developed and developing markets

    • India is also a significant contributor to ad fraud in the world. A report by Techarc says that India accounts for one in 10 digital ad frauds globally

    • 4G dominated Indian subscriptions, accounting for 68% of all subscriptions. This is expected to change significantly by 2027, where 5G is estimated to reach 39% of subscriptions, but 4G will remain the dominant technology

    • As per ICUBE 2020 report, the number of active internet users is projected to reach 900 million+ in 2025

    • Smartphone users reached 503 million in 2021. Smartphone telecom subscriptions are expected to reach 810 million in 2021 from 760 million in 2020.

    • 71% of Indian organizations use a blend of first-party (1P) and third-party (3P) data for marketing

    • 74% of consumers believe that buying sustainable products shows others who I am and what they believe in

    • 77% are prepared to invest time and money to support companies that do good.

     

  • Forecasts 50% consumers likely to increase festive spends in 2021

    MMA, GroupM & Amazon advertising launch festive season playbook

    By Our Staff

     

    MMA, GroupM and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive Season Playbook, a handbook for marketers on expected consumer sentiment along with recommended strategies for Diwali this year.

     

    Said Tushar Vyas, President – Growth and Transformation, GroupM South Asia: “Digital influence in consumer journeys has increased significantly while the e-commerce adoption has accelerated in last 18 months. Hence, Digital is no more a support media platform but is core to media plans.  Ecommerce platforms offer brands the opportunity to hand-hold consumers across the purchase funnel by not only aiding in active/passive brand discovery but also in closing the loop by measuring performance objectively. This playbook contains several key insights and is a must-read for any marketer who is planning for the festive season.”

     

    Added Vijay Iyer, Director-Ad Sales, Amazon Advertising India: “Digital is a part of our lives now like never before and the influence is only increasing. Ecommerce portals act as gateways to this world that we are so quickly embracing and are playing a crucial role in brand and product discovery. For marketers, this presents an unprecedented opportunity – to be able to identify and leverage customer intent at an unprecedented scale. This playbook will help brands in not only sharpening their online strategy, but will redefine how they measure and drive business outcomes.”

     

    Moneka Khurana, Country Head, MMA India commented: “MMA is proud to have co-authored the white paper in collaboration with GroupM and Amazon Advertising to provide the much needed insights and guidance for the upcoming festive season for the ecosystem helping brands navigate the challenging times and drive optimal visibility and performance . 76%of marketers mentioned they will be allocating more spends for digital as compared to last year. Hence it’s key to understand omnichannel users better in the changing times as we continue to drive the narrative of shaping the future of marketing.”

     

  • Jury members include prominent marketers and brand specialists

    MMA extends deadline for entries submissions to Smarites

    By Our Staff

     

    MMA India has announced the extended deadline for entries submission to the Smarties Awards 2021. The new date is July 25, 2021. This is MMA’s tenth edition of Smarties India Awards, which is scheduled to be held virtually on September 24, 2021.

     

    To evaluate the campaigns across four key themes – media, marketing objectives, technology and creative – this year’s jury comprises of 27 senior level brand marketers led by jury chair Hemant Malik – Divisional Chief Executive – Foods at ITC limited. Other jury members include prominent marketers and brand specialists.

     

  • Will champion innovation for modern marketing in the industry

    Amit Jain appointed chairman of MMA Board

    By Our Staff

    MMA, formerly Mobile Marketing Association, has announced the appointment of Amit Jain, Managing Director, L’Oréal India as Chairperson of its India Board of Directors. Jain will be responsible for steering MMA’s endeavours to innovate and transform modern marketing in India and help marketers adopt and accelerate best practices in it. He succeeds Priya Nair, Executive Director, Beauty and Personal Care, Hindustan Unilever Ltd. Nair will move into a new role as Chair Emeritus of MMA India.

    Amit Jain
    Amit Jain

    Said Jain: “MMA has been doing stellar work in helping marketers use insights and tools to harness the convergence of marketing and technology to drive personalised and customised engagement, in line with evolving consumer needs and purchase behaviour. I am delighted to take on this role and lead MMA’s commitment to shape the future of marketing today by bringing brands closer to consumers through connected consumer journeys.’’

    Added Nair: “It’s been a pleasure for me to lead the MMA India board and add to building the industry ecosystem. I am excited to welcome Amit as MMA India Chair to lead the imperative for marketing change by empowering, enlightening, and enabling marketers to shape the future of modern marketing and propelling business growth.”

    Said Moneka Khurana, Country Head, MMA India: “Amit Jain’s business leadership, progressive outlook and experience in managing credible boards will help in shaping the future of Modern Marketing for MMA India at a time when it’s central to all marketers to drive business ROI, customer engagement & innovations.”

    Added Rohit Dadwal, Managing Director of MMA Asia Pacific: “Amit Jain’s deep knowledge of digital marketing in the 21st century will prove invaluable to the furthering of MMA’s mission in advancing modern marketing in India. I look forward to working with Amit and would like to thank Priya for her invaluable contribution and for paving the way forward.”

     

     

  • It was held in partnership with Google to discuss and debate growth hacks and bring to you curated and rich insights from industry experts, marketers, and partners…

    DAN Consult & MMA presents MarTech series

    By A Correspondent

     

    DAN Consult and Mobile Marketing Association (MMA) hosted a three-part series in partnership with Google under the Modern Marketing Confluence banner.

     

    The series hosted 18+ Industry leaders representing sectors such as BFSI, Retail, Consumer Goods, FMCG, Apparels, Born Digitals and more. 500+ audience were engaged through live discussion, debate, deliberation, and polling on key MarTech trends which have gained popularity and importance through the pandemic. The sessions were launched by industry experts providing a macro view and perspective with Sapna Chadha, Sr. Director Marketing for Google India & SEA  in Session 1 and led by Vikas Purohit, CEO, Tata Cliq and Vivek Bhargava, CEO, DAN Performance Group, as keynote presenters  in Session 2 and 3 who brought much needed attention to how first-party data is marketers gold, the new approach to personalisation with N=1 concept, marrying D2C strategy with digitisation, and reimagining marketing strategies with technology and machine learning along with implications of cloud marketing.

     

    Said Lalit Bhagia, CEO, DAN Consult: “Change isn’t coming; it’s here. COVID-19 has brought it at breakneck speed, when we leave our houses in the near future, consumerism won’t look the same. New behaviours are being formed which will become permanent and this is redefining how businesses sell, service, engage, market, and retain their customers. The standards of customer engagement have shifted yet again, and marketers need to be at the forefront of this innovation. At DAN Consult, we are committed to partner with CEOs and CMOs in this transitional journey. As a business, DAN Consult has been working on the forefront of this marketing transformation and the MMC series is our endeavour to showcase & drive thought leadership in this ever-evolving space.”

     

    Added Moneka Khurana, Country Head, MMA India: “The series couldn’t be better timed given the new normal we are all living in. It is the era of modern marketing. The Marketer is upskilling to adopt modern marketing techniques as organisations dabble with  first party data strategy, D2C and cloud for marketing as must haves for marketing plans to succeed. It is imperative for a marketer to be equipped as he leads digital transformation from the front. Hence its important MMA enables the expertise and learnings required to shape the future of modern marketing.”

     

     

  • Includes aggregated content on impact of COVID-19 around the world, as well as guidance for brands on marketing and advertising in the current climate

    MMA launches Covid-19 Marketer Support Hub

    By A Correspondent

     

    Building on the MMA’s core of helping, supporting and connecting brands, media companies, tech enablers and agencies, the global trade group has launched a comprehensive central resource for information on the coronavirus pandemic, as well as guidance for brands on how to navigate marketing during the worldwide crisis.

     

    Said Moneka Khurana, Country Head, MMA India: “MMA strives to equip marketers even during a disruptive phase like Covid-19. It has always been our endeavour to keep marketers abreast of all that’s been transpiring when it comes to marketing best practices and guidelines across the globe. There’s been a deluge of news and information across the globe on the pandemic. This platform helps in sieving what’s most relevant to marketers and helps in curating the how best to deal with a pandemic when it comes to be a marketer.”

     

     

  • The taskforce is led by an advisory council that will cultivate a balanced view of opportunities and challenges

    MMA India announces MarTech Council

    By A Correspondent

     

    Mobile Marketing Association (MMA) has announced the formation of MarTech charter, which will play an integral role in influencing the roadmap of the modern marketing and embracing the tools and technology to enable it.

     

    The advisory council currently comprises both brand and agency representation – Deepali Naair – CMO, India & South Asia, IBM; Sameer Singh – VP, Monetisation, India, TikTok; Lalit Bhagia – CEO, Dan Consult; Vivek Bhargava – CEO, Performance Group, DAN Consult; Manish Aggarwal –Head, Growth & Monetisation, Sony Liv; Gowthaman Ragothaman – CEO, Aqilliz; Saket Agarwal – Managing Partner, Onnivation.

     

    On the announcement, Moneka Khurana, Country Head, MMA India said: “The objective behind creating a specific MarTech council is to create leadership and evangelism for marketers to better understand the dynamically evolving nature of modern marketing. We believe this is a major step in redefining the digital ecosystem, adding value to marketers as we continue to focus on ‘Shaping the future’ and prepare marketers for the next 3-5 years. With this goal in mind, all councils in 2020 will focus on driving change and enabling POVs in areas of content, measurement, brand safety and MarTech, and building guidelines, standards and best practices for the mobile marketing industry.”

     

    The MarTech Council will delve deep into areas of Artificial Intelligence, Data Science, Customer Relationship Management, E-Commerce, UX/UI and Blockchain in marketing to cater to the evolving needs of a marketer and enable pivot to new tools and techniques.

     

     

  • Indian marketers spend nearly 20%t of their ad budget on ad fraud, underscores MMA's Benchmark Report

    Sadly, India Shining in Mobile Ad Fraud

     

    By A Correspondent

     

    Mobile Marketing Association, a global non-profit organisation, has released its ‘Ad Fraud Benchmark Report’ on the state of mobile ad fraud in India. The report revealed telling facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their exposure to various kinds of fraud.

     

    The report has been published in collaboration with research firm Decision Lab, with the objective of understanding the current industry practices around ad fraud and the methods adopted by marketers. It also highlights the rising and prevalent issues such as adware traffic, ad stacking, domain spoofing, that will help marketers understand organizational challenges and combination of various measures to tackle the problems effectively.

     

    Speaking on the launch, Moneka Khurana, Country Head, MMA India said: “In India, the awareness on ad fraud risks is very low with almost a fifth of the marketers being unclear of their ad fraud budget and majority of them believing that fraudulent activities will only increase. Brand safety on mobile is the biggest concern today and this benchmark report clearly demonstrates that this needs immediate addressal. Marketers will need to be extra cautious to attacks such as ad injections, data fraud, cookie stuffing, etc. Marketers must understand the potential of technologies such as Blockchain that can help solve issues related to fraud and create security and transparency in mobile marketing ecosystem.”

     

    Key highlights from the report are:

    :: With a rate of 62 per cent, mobile ad fraud remains as one of the biggest challenges in India

    :: Indian marketers spend nearly 20 per cent of their advertising budget on ad fraud

    :: 9/10 marketers feel there is scope for improvement in ad fraud prevention methods

    :: 95 per cent respondents feel that lack of penalties and transparency in industry regulations give rise to ad fraud

    :: 95 per cent respondents agreed that lack of data sharing and large number of middlemen are also a cause to ad fraud risks

    :: Major types of ad fraud – Cookie Stuffing (74 per cent), Adware Traffic (65 per cent), Data Fraud (61 per cent), Ad Injection (54 per cent)

    :: Only 37 per cent respondents are aware of Blockchain and its application to fraud prevention

     

     

     

  • Mindshare, Madison, Hotstar, Aflle and Meesho max at the Mobile Marketing Association’s 2019 Smarties Excellence Awards

    Mindshare & HUL bag big @ Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association (MMA) presented the 2019 Smarties India Awards, in Mumbai last Friday. The annual awards saw a line-up of 52 award recipients in mobile marketing as well as industry-focused categories, celebrating creativity, success, business impact and outstanding achievements across the mobile ecosystem.

     

    Mindshare India and Madison Communications led the most wins, receiving 17 and 9 awards respectively across 26 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Hotstar was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year’ while Hindustan Unilever Limited was recognised as the ‘Marketer of the Year’, and ‘Affle’ was awarded ‘Enabling Technology Company of the Year’. Meesho clinched two awards for ‘Best in Show’ for the campaign ‘When Women Joined Hands to Break Social Shackles’ and as ‘Brand of The Year’.

     

    The MMA #BuildtheFuture Forum was held prior to the Awards ceremony, where topics revolving around the adoption and leverage of technology to better understand the mobile marketing landscape were discussed.  Marketing to Gen Z in an age of user generated content, the cross-media reach of OTT vs. other media, leveraging data for precision marketing and how to leverage Mobile Voice were some of the themes around which eminent panellists from the  marketing ecosystem shared their perspectives.

     

    Said Moneka Khurana, Country Head, MMA India: “The MMA Forum and Smarties have, over time, created an industry ecosystem that brings the greatest marketing minds to one platform to identify and celebrate plethora of emerging talent and opportunities in the industry. It is exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands. This year the quality of the winning campaigns highlight the growing significance of mobile and carves a promising future for the mobile marketing industry.”

     

    Added Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who was Jury Chair :, “Innovation is key in the delivery of good marketing campaigns, but with attention spans being under a second now, the marketer has to churn out more innovations in shorter periods. This year as a jury, we saw brands who showcased brilliant ideas which combined high impact execution and also led to real business ROI. It was a tough one to pick winners in every category, but one that the jury has thoroughly enjoyed and learnt from.”

     

    The winners were picked by a panel of judges who deliberated over the submissions across four main criteria – creativity, execution, strategy and most importantly, business impact. The jury comprised:

     

    :: Ravi Santhanam of HDFC Bank,

    :: Pawan Sarda of Future Group,

    :: Abhishek Desai of P&G,

    :: Amit Sethiya of Syska Group,

    :: Asha Kharga of Axis Bank,

    :: Deepali Naair of IBM India & South Asia,

    :: Gauravjeet Singh of Unilever,

    :: Jayraj Jadhav of TATA AIG,

    :: Neel Pandya of L’Oreal,

    :: Nipun Marya of Vivo,

    :: Punitha Arumugam of Hotstar,

    :: Ravi Desai of Amazon,

    :: Rohit Dadwal of MMA

    :: Sandeep Ranade of Kantar.

     

    Over 300 submissions were received for of which 99 shortlisted entries which set the bar for marketing strategy, innovation, creativity and use of technology in mobile marketing.

  • Shortlisted entries come from across sectors like FMCG, BFSI, M-Commerce & Health

    MMA India announces Smarties India 2019 shortlist

    By A Correspondent

     

    Mobile Marketing Association (MMA) has announced the shortlist of entries to the 2019 Smarties Awards in India. The winners will be announced on September 27 in Mumbai.

     

    As many as 99 entries have been shortlisted from across industries from the entries submitted. Those shortlisted for this year’s Awards include brands like Pepsico, MTV, Tata Chemicals, Google, Vodafone Idea, HDFC Life, Amazon Prime Video, Tanishq, LG, amongst other leading national and international brands. The leading agencies that worked in collaboration with these brands are Mindshare India, Performics India, Madison Media, Essence Global, Interactive Avenues, etc.

     

    A total of 13 senior level brand marketers made up the jury, namely, Ravi Santhanam of HDFC Bank, Pawan Sarda of Future Group, Abhishek Desai of P&G, Amit Sethiya of Syska Group, Asha Kharga of Axis Bank, Deepali Naair of IBM India & South Asia, Gauravjeet Singh of Unilever, Jayraj Jadhav of TATA AIG, Neel Pandya of L’Oreal, Nipun Marya of Vivo, Punitha Arumugam of Hotstar, Ravi Desai of Amazon, Rohit Dadwal of MMA and Sandeep Ranade of Kantar.

     

    Said Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who is also this year’s Jury Chair: “Consumer attention has almost entirely shifted to mobile platforms, pushing marketers from all industries to enter this space in order to reach the desired audience. We were truly impressed to see the variety of work showcased by marketers and agencies whose campaigns push the bar on creativity higher every year.”

     

     

  • It will generate awareness regarding issues plaguing the industry

    MMA India launches taskforces to drive measurement and brand safety

    By A Correspondent

     

    The Mobile Marketing Association (MMA) India has announced its creative, measurement and brand safety taskforces to drive POV and insights on issues like effective short format advertising content, brand misrepresentation, cross media effectiveness, and adfraud.

     

    Said Moneka Khurana, Country Head, MMA India: “The idea behind the formation of these committees is to bring forward a conclusive point of view, extracted from inputs received from experts across the board at MMA India, on key areas that impact the mobile marketing industry’s growth. The methodology of each taskforce is different, based on the need of each team and will vary from providing a point of view on available research and endorsing it to conducting surveys to understand the industry’s current approach.”

     

     

  • MMA conducted Cognition Neuroscience Research project in collaboration with The Advertising Research Foundation

    MMA’s Cognition Research Study tells marketers to get a ‘First Second Strategy’

    By A Correspondent

     

    The Mobile Marketing Association (MMA), launched its Neuroscience Cognition Research study which establishes that the human brain needs 400 milliseconds to engage with mobile advertising and trigger an imprint, positive or negative. This research has been done to test and assess the duration at which advertising on mobile platforms can be recognized and processed cognitively.

     

    Speaking at the launch of the research in Mumbai, Rohit Dadwal, Managing Director, MMA – Asia Pacific, said: “The challenge of attention in advertising is not new. MMA has now brought in neuroscience to understand the human brain’s reaction to advertising because it pushes the boundaries of what eye tracking studies allowed. MMA is committed to walking the path of science in marketing for brands. This report will demonstrate to marketers that the need of the hour is to focus on developing the right creative content given that human attention is a scarce commodity.”

     

    Added Moneka Khurana, Country Manager – MMA India:”Up until now, there were no conclusive answers or meaningful guidance for marketers in terms of how to better plan for the dynamic mobile environment. MMA’s Cognition Research establishes the relationship between exposure time of ads and consumer attention, with a focus on optimizing their creative for the needs of this new environment. This and similar such outcomes from the Report will help the marketers to better invest their marketing dollars to achieve maximum impact.”

     

    Said Prasun Basu, President – Nielsen, South Asia: “While advertisers have always known that there is a linear relationship of time with attention and impact of an ad, to discover that according to science, that length of time is less than half a second, is surely going to present a challenge to the creative and media teams. It is now time for marketers to come up with the First Second Strategy for mobile marketing.  It will be very interesting to see how they tackle the findings of this study and use the key takeaways to as the basis of their revised strategies.”

     

    MMA conducted the Cognition Neuroscience Research project in collaboration with The Advertising Research Foundation (The ARF), the trade group focused on research on advertising, media and marketing, and Neurons Inc., an applied neuroscience research company, set out to understand how consumers process information in a mobile environment.