Tag: MMM

Weekend Digital Media Round-India’s ESG narrative has moved beyond green claims to measurable, regulated impact: Report, Why media mix modeling is becoming essential for predictive ROAS measurement, From SaaS to AI: the technological and cultural shifts leaders must confront, & More….

1. India’s ESG narrative has moved beyond green claims to measurable, regulated impact: Report

India’s sustainability approach is shifting from marketing-driven green claims to regulation-led, measurable impact. Enhanced policies like SEBI’s BRSR mandate and anti-greenwashing penalties are driving operational accountability, verified disclosures, and hard metrics, making transparency and digital tracking key to building trust and competitive advantage. [Source: ET Brand Equity]

2. Why media mix modeling is becoming essential for predictive ROAS measurement

Marketers are moving beyond last-touch attribution due to its limitations in capturing full-funnel impact and adapting to privacy changes. Media mix modeling (MMM) now complements attribution by providing a holistic, predictive, and privacy-safe approach, revealing platforms like TikTok deliver far greater ROI than previously measured. Combining both methods enables more accurate ROAS forecasting and efficient budget allocation. [Source: Digi Day]

3. From SaaS to AI: the technological and cultural shifts leaders must confront

The piece highlights the shift from SaaS-driven workflows to AI-powered operations, emphasizing that this transition is both technological and cultural. It explores challenges like employee fears, uneven adoption, and communication gaps, while stressing that successful leaders must reframe AI as a growth opportunity, invest in training, and lead by example to build trust and resilience. [Source: Tech Radar]

4. Meta Shares Tips on Reels Hooks, Creative Diversification in Ads and Threads

Meta recommends focusing on strong hooks in Reels, using audio for better engagement, and embracing creative diversification in ads to improve reach and performance. It also suggests leveraging AI tools for varied ad assets and provides tips for maximizing Threads activity. [Source: Social Media Today]

5. The B2B Buyer Is Already in the Future. Are You?

AI is transforming the B2B buying process, making decisions faster and more data-driven through tools like Google Search, YouTube, and AI-powered features such as AI Overviews. Brands that adopt AI-driven marketing solutions like Performance Max can stay visible and relevant as conversational and complex queries dominate the purchase journey. [Source: AdWeek]

6. How Marketing Can Be Authentic In The Age Of AI

AI is transforming holiday shopping, with Google focusing on research and reviews while ChatGPT acts as a virtual sales associate prioritizing transactions. Trust in AI tools is growing, but consumers still prefer authentic, human-created content, making transparency crucial for brands using AI. Disney’s partnership with OpenAI and recent AI missteps by McDonald’s and Amazon highlight both opportunities and risks in AI-driven marketing. [Source: Forbes]

7. Who Benefits When The Line Between SEO And GEO Is Blurred

The search industry is shifting from a click-driven model to an answer-driven one, where AI-generated summaries dominate user behavior. Traditional SEO fundamentals still matter, but businesses must adapt to GEO (Generative Engine Optimization), which focuses on content blocks, retrieval, and visibility within AI answers rather than page rankings and clicks. [Source: Search Engine Journal]

8. Why AI agents are moving into enterprise marketing operations

AI agents are increasingly being integrated into enterprise marketing operations, shifting from creative tools to embedded systems that automate routine tasks like campaign setup and optimization. This trend aims to reduce manual work, improve scalability, and enhance efficiency, while raising governance challenges around control, accountability, and compliance. [Source: Marketing Tech News]

9. The End of the Click: The First Touchpoint Is No Longer Your Website

Search is shifting from clicks to conversations as large language models (LLMs) become the primary discovery engines. Brands now compete for visibility inside AI-generated answers, requiring strategies that target both humans and machines, rethink metrics beyond traffic, and design content optimized for clarity, authority, and adaptability. [Source: CMS Wire]

10. How to measure brand visibility in AI search (before you disappear)

AI search is rapidly overtaking traditional search, making brand visibility in AI-generated answers critical. The article explains why rising AI traffic doesn’t guarantee brand recognition, introduces metrics like AI visibility score, citation share, sentiment, and authority weight, and outlines tools and strategies to track and improve your presence in AI responses compared to competitors. [Source: Search Engine Land]

December 19, 2025
Weekend Digital Media Round- It’s Time to Start Viewing Audio as More Essential in Media Mix Models, 40% of gen z discovery happens on social feeds: Report, Why A Social-First Approach Is The Future Of Marketing & More….

It’s Time to Start Viewing Audio as More Essential in Media Mix Models

Digital audio is significantly underrepresented in media budgets despite its massive reach and engagement potential. The industry is now focusing on integrating granular, high-quality audio data into media mix models to prove ROI and position audio as a core channel for full-funnel impact. [Source: Ad Week]

40% of gen z discovery happens on social feeds: Report

Gen Z in India is reshaping online shopping by relying heavily on social media for product discovery while preferring traditional e-commerce platforms for secure transactions. Despite 80% of purchases happening on mobile, cart abandonment rates remain high due to unexpected costs, complex checkouts, and delivery delays, making transparency, simplified mobile experiences, and faster logistics critical for reducing drop-offs. [Source: Social Samosa]

Why A Social-First Approach Is The Future Of Marketing

Social-first marketing is becoming the core of brand strategy, not just an add-on. In 2026, expect influencer partnerships to merge with performance marketing, social commerce to dominate with instant purchases, and real-time content to drive trust and engagement. [Source: Forbes]

From Listening to Action: Elevating CX in the Experience Economy

Organizations face a growing gap between customer expectations and actual experiences, with 63% of consumers leaving after one or two poor interactions. Forsta’s Human Experience (HX) framework helps close this gap by unifying customer, employee, and brand data to enable fast, empathetic action. Trust has become the key loyalty driver, and brands that act on feedback quickly and transparently can turn dissatisfaction into advocacy and revenue growth. [Source: CMS Wire]

Breaking clutter digitally: how brands can stand out in crowded festive campaigns

Festive campaigns in India face intense digital clutter, making relevance and authenticity key differentiators. Brands that blend cultural nuance with modern values, leverage technology for real consumer needs, and balance storytelling with utility stand out in this competitive season. [Source: CMO Tech]

Not Seeing ROI From Your Branding Efforts? Here’s How to Change That.

Most small businesses either overspend on branding that doesn’t build real value or underspend in ways that limit growth. The key is to treat branding as a long-term investment, focusing on strategic, high-impact actions that build trust, credibility, and differentiation over time. [Source: Entrepreneur]

Digital Equity Is Brand Equity: Don’t Lose Search Visibility In a Merger

Mergers and acquisitions often overlook digital infrastructure, causing severe drops in search visibility and revenue. The article explains the Digital Dilution Effect, where poor SEO and content migration during M\&A erodes brand equity, and offers a recovery playbook emphasizing early audits, visibility preservation plans, and SEO involvement from day one. [Source: Search Engine Journal]

How AI agents are reshaping enterprise experience and intelligent flow

AI is driving a shift from optimizing legacy systems to re-engineering enterprises for adaptability and intelligent flow. Businesses that embrace AI agents to unify operations, break silos, and amplify human potential will gain speed, trust, and competitive advantage in an era of constant disruption. [Source: CIO]

How To Manage Demand Fluctuation During Key Ecommerce Shopping Seasons

Managing seasonal demand in PPC requires proactive planning and flexibility. Marketers should anticipate spikes using historical data, adjust bids and budgets dynamically, align campaigns with inventory, and maintain cross-team coordination. Post-peak analysis and gradual scaling back are key to sustaining performance and preparing for future cycles. [Source: Search Engine Journal]

How generative AI is transforming brand storytelling in the Middle East

Generative AI is rapidly transforming brand storytelling in the Middle East, enabling hyper-personalized content, real-time adaptation, and immersive experiences like virtual tours. While AI boosts creativity and efficiency, brands must maintain authenticity through human oversight and alignment with their unique voice and values. [Source: The Drum]

November 21, 2025
Weekend Digital Media Round-Up: MTA vs. MMM: Which marketing attribution model is right for you, Generative AI hits a fashion acceleration point, OOH To skyrocket its growth with technical innovation & More….

1.MTA vs. MMM: Which marketing attribution model is right for you?

Multi-touch attribution (MTA) and marketing mix modeling (MMM) are two key methodologies for measuring marketing effectiveness. MTA focuses on tracking individual customer interactions across digital touchpoints, while MMM analyzes historical marketing spend and external factors to assess overall impact. Combining both approaches can provide a comprehensive view of marketing performance. [Source: Search Engine Land]

2. Generative AI hits a fashion acceleration point

Generative AI is now being implemented in real-world applications, with retailers seeing tangible results. This shift has allowed companies to rapidly integrate AI and maintain a competitive edge. [Source: Vogue Business]

3. OOH To skyrocket its growth with technical innovation

Out-of-home (OOH) advertising is set for significant growth in 2025, driven by digital and technological innovations. Digital OOH, especially in high-footfall locations like malls and airports, is expected to expand rapidly, contributing to the overall increase in OOH advertising revenue. [Source: Indian Television]

4. How Autonomous AI Shopping Agents Will Transform Retail

Retail’s AI revolution is advancing to a new phase with autonomous AI shopping agents that can complete shopping tasks without human intervention. This shift from generative AI to agentic AI is transforming how consumers discover and purchase products, pushing brands and retailers to adapt their digital strategies and content. [Source: Forbes]

5. AI: Your Digital Lighthouse for 24/7 Customer Engagement

AI is revolutionizing customer engagement by providing 24/7 support, personalizing interactions, and streamlining processes across sales, support, and success teams. It reduces labor costs and enhances customer satisfaction by automating routine tasks and ensuring seamless, consistent help. [Source: CMS Wire]

6. The Art of Localization Strategy: Beyond Translation for Better CX

Creating a personalized experience requires understanding cultural nuances and balancing cost and quality. Effective localization strategies prioritize high-traffic content and adapt to user needs, while also giving users control over language, currency, and region settings. [Source: CMS Wire]

7. Aligning AI Agents With Marketing Automation Technology

AI agents and marketing automation, when aligned, streamline processes and enhance customer experiences by handling repetitive tasks and enabling smarter decision-making. This integration leads to faster campaign launches, higher ROI, and more personalized customer journeys. [Source: CMS Wire]

8. Why the Future of Customer Service Depends on Human-AI Collaboration

The future of customer service lies in human-AI collaboration, where AI handles routine tasks and humans manage complex interactions. This hybrid approach combines AI’s efficiency with human empathy, ensuring a seamless and personalized customer experience. Businesses must balance automation with human oversight to avoid customer frustration and enhance satisfaction. [Source: CMS Wire]

9. 94% of Indian B2B marketers see high ROI with AI: Report

Nearly half of Indian B2B marketers must justify their marketing spend to C-suite executives monthly, with 94% seeing high ROI from AI tools. The main challenges they face include lack of standardized benchmarks, difficulty in attributing conversions, and integration issues between data platforms. [Source: Social Samosa]

10. Synthetic data takes aim at AI training challenges

Organizations are increasingly turning to synthetic data to protect customer privacy and fill gaps in their internal data. Experts predict that by 2028, 80% of data used by AIs will be synthetic, up from 20% in 2024. This trend is driven by the need for better AI training data and compliance with privacy laws like GDPR. [Source: CIO]

February 28, 2025

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