According to the survey, 61 percent of marketers are aware of regulatory messaging guidelines, while 51 percent do not leverage brand safety or ad-fraud tools, and only 3 percent of companies in India are at the optimized level of data
MMA India hosted the 11th edition of its marketing event, MMA Impact India 2022 – The Future of Modern Marketing, with stakeholders across industries around the theme of enabling organisations to evolve into winning marketing organisations.
As per a global study done by MMA, a 1 percent improvement in marketing capability fit is associated with a 2.5% increase in sales growth and 2.35 percent increase in market value. Based on this insight, MMA has developed a structured approach by creating a capability fit map for organisations to evolve into winning marketing organisations.
The Digital Marketer Brand Safety survey 2022 revealed that while knowledge of brand safety guidelines exists, the implementation is weak in India. The Brand Safety Reimagined toolkit report is an initiative by MMA explaining why marketing organisations should own brand safety and suitability. The Modern Marketers Guide to Leveraging Data and Martech report highlights that most organizations have 25 to 75 percent data aggregated in a unified datamart. However, many organizations lack clarity on google news and on how unified data can help in improving the connected customer experience.
In addition to these two toolkits, MMA also unveiled a white paper titled ‘Metrics that Matter’ which is an MMA India Board initiative with Meta. It talks about, two common key concerns: ‘What are the metrics that matter and must be measured?’ and ‘How do we measure the cross-media impact of advertising across all digital and non-digital media’.
Speaking at MMA Impact 2022, Moneka Khurana, Country Head and Board member, MMA India said “Our theme of Impact this year of evolving into a winning marketing organisation is more inevitable today than ever before. We are in an era of Digital Darwinism where technology and consumers evolve faster than businesses can naturally adapt. 52 percent of companies on the fortune 500 list have become obsolete in the past 20 years. Evolving is no longer an option, it is a necessity to succeed. At Impact this year, we have unveiled a framework that helps businesses evolve with the ever-changing consumer”.
Amit Jain, MMA India Board Chair and Managing Director, L’Oréal India, said, “The interaction between consumers and brands has been evolving rapidly – it is closer, personal, powerful, and pervasive. Hence, the Marketing function needs to be nimble and swift to effectively cater to this evolution. Winning Marketing Organisations need to keep customer value and company value at the heart of all their initiatives. To create strong recall among consumers for your brand, effective storytelling is key. If you have a good story, there is no reason why a customer will not connect with your brand”.
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