Perspectives

Data, Insights, Outlook 2026 is a quarterly thematic series edition from Marketing + Media Alliance Indonesia that captures the signals shaping marketing & advertising across the year. Each edition draws from Member Insights contributed by MMA Indonesia members and turns those perspectives into a curated view of the forces influencing business, brands, consumers and growth - as highlights.

The 2025 State of Personalization Report, published by MMA Global in collaboration with Monks provides a comprehensive analysis of how marketing leaders are navigating personalization’s complexities and charting its future. Drawing insights from over 115 senior marketing executives at large, established companies, this report captures a holistic view of personalization: its adoption, execution (manual vs. automated), measurement challenges, leadership dynamics, and evolving trends in content personalization.

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 an era characterized by exponential technological advancement, the integration of Artificial Intelligence (AI) into marketing strategies stands as a pivotal force driving innovation and reshaping the landscape of consumer engagement. As we navigate through this dynamic intersection of technology and marketing, understanding the evolving state of AI in this realm becomes not just essential but transformative.

This report is a collaboration between MMA Global in Vietnam and Decision Lab to facilitate the industry with the latest consumers’ digital behaviors understanding. The study's primary objective is to examine the online habits of consumers, including their social media usage, entertainment consumption (music, movies, videos), communication methods, and shopping behavior. In the Q1 2023 edition, the report also tracks consumers' browser usage.

Three key highlights from this quarter’s report:

According to a recent survey, more than 60 percent of CEOs globally say that they expect a recession in their primary region of operations before the end of 2023 or earlier. As speculations about economic recession continue to gain steam, marketers may once again be confronted with the classic dilemma of whether to cut marketing and advertising spend or not.

In this document, we summarize some of the industry’s best thinking in terms of advertising in times of crisis, and we try to answer the key questions that block efficient marketing decision-making right now.

The report highlights conversations around responsible utilization of consumer data becoming the need of the hour. The report unravels the new age customer’s need for personalisation without compromising their need for privacy. Marketers need to put more effort into educating consumers about data usage and tracking. They need to find ways to ensure privacy is not a hindrance to providing better products and services to the consumers. Rather, how a privacy-first approach to data can facilitate consumer trust in the brand.