The term "social commerce" refers to the "purchasing and selling that occurs on social media and other networking sites." Social commerce offers the particular advantage of engaging customers and enabling them to buy things inside their comfortable social media environment. According to Accenture, global social commerce is predicted to increase three times faster than conventional commerce, from $492 billion in 2021 to $1.2 trillion in 2022. Social commerce is one of the main e-commerce channels in Vietnam, owing to the population's high Internet and social media usage rates.

As part of the MMA’s Great Marketing Growth Debate, this research was launched to understand marketers’ application of the leading marketing growth frameworks presented as part of the series. Through this study, we aimed to explore two important questions:

1. What is the level of marketing alignment when it comes to driving growth?
2. How do companies approach marketing growth? 

Key Findings Include:

What is the level of marketing alignment when it comes to driving growth?

This year, over 4.6 billion people will use the internet to find information, interact with friends and loved ones, read news and be entertained1. Those online experiences and the infrastructure that supports them, specifically digital advertising, are increasingly dependent on artificial intelligence (AI) and machine learning (ML). These advanced technologies help increase efficiency and accuracy, help users find and discover content, and provide relevant products and services.

The MMA & WARC report summarises the Indonesia findings of our latest APAC modern marketing survey, which assesses how advertisers and agencies are using, and planning to use mobile as a part of their marketing strategy. It focuses on the critical areas which need to be taken into account by advertisers, including the importance of social, the impact of commerce on the use of mobile, the challenges being faced and the future of mobile technology.