MMA / Marketing + Media Alliance - Guidelines

The Mind the Gap Report shines a light on changes in the media landscape in Germany between 2012 and 2020, contrasting Gen Z, Millennials, Gen X and Baby-boomers’ media behaviour. It is a good starting point from which to inform advertisers where they should prioritise and focus their experiments and learning agendas; to ensurebrands are more consumer-centric, and to give them the best opportunity to find new customers and grow their business.

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McKinsey & Company: The Future of Consumer & Retail 16th September 2020

Gabriela Kusters — Wed, 16 Sep 2020 08:34:06 +0000

McKinsey & Company: The Future of Consumer & Retail 16th September 2020

Released:

September, 2020

Keywords:

2020 Predictions

The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.

More importantly, we it outlines ways retailers can harness behavioural signals to reimagine a path forward to capture revenue and speed growth.

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The state of the industry: 2020 Mobile Marketing in EMEA

Gabriela Kusters — Mon, 27 Jul 2020 11:07:36 +0000

Members Only

The state of the industry: 2020 Mobile Marketing in EMEA

Log in with your MMA membership to gain full access to this material.

Interested in becoming an MMA member? Click here.

If your company is an MMA member and you need log-in information, please email membership@mmaglobal.com.

Read the Press Release:

Mobile remains the fastest growing channel despite budgets being impacted by COVID-19 crisis

Released:

July, 2020

Education Section:

Benchmark Studies, Best Practices, Creative Effectiveness, Definitions, Educational Documents, Guidelines, Perspectives, Research, Trends Reports

Keywords:

best practices

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Members Only

Advertising and The Present Moment

Gabriela Kusters — Tue, 02 Jun 2020 11:49:30 +0000

Advertising and The Present Moment

Released:

June, 2020

Keywords:

2020 Predictions

Covid-19 has created unprecedented disruption in every aspect of life including marketing and advertising. According to a recent study 70% of buyers have already adjusted or paused their planned ad spend, while 16% is still determining what actions to take. 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. Whilst this document draws on data points from the US, there are a number of key insights and lessons relevant to other countries.

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Mobile Trends 2018

MMAGlobal — Sun, 22 Apr 2018 15:50:48 +0000

Mobile Trends 2018

Released:

April, 2018

File Size:

758 KB

In this document, the Mobile Marketing Association intends to dissect the main trends that will drive mobile marketing in 2018. Here, you’ll have access to insights, analysis, opinions and projections from some of the great players in the industry, who will discuss the benefits and challenges of topics such as Augmented Reality, Blockchain, Artificial Intelligence, Mobile Payments, Location-Based Services, Multi-Touch Attribution and Transparent Use of Data.

Education Section:

Best Practices

Guidelines

Trends Reports

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MMA AI Adoption Study 25 | MEA

Serkan Karaman — Mon, 09 Feb 2026 14:16:11 +0000

mma_ai_adoption_kantar_003.odp_.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

2025

MENA

MMA MEA

South Africa

Türkiye

report

MMA AI Adoption Study 25 | MEA is a joint study by MMA Academy and Kantar Insight exploring how organizations apply AI in Marketing and Customer Experience (CX) across Türkiye, MENA, and South Africa. Based on interviews with 115 CMOs and senior marketing executives (Türkiye: 39, MENA: 42, South Africa: 34), the report maps AI awareness and adoption stages, the top application areas and measurable goals, how companies measure AI impact, and the organizational factors shaping progress—such as leadership readiness, culture, governance, obstacles, and talent plans.

Fieldwork: October 6, 2025 – December 4, 2025.

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MEA

Marketing Organization

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MMA Research

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Retail Media Measurement Made Easy: A Guide

Serkan Karaman — Wed, 04 Feb 2026 11:40:51 +0000

mma_academy_-_retail_media_measurement_made_easy.pdf

Released:

February, 2026

File Size:

4.6 MB

Keywords:

measurement

retail

retail media

Advancing Knowledge.

Empowering Our Community. Shaping the Future of Marketing.

As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

This series reflects our mission to give back to the community by creating an accessible platform where members can share their expertise, research, and insights for the benefit of the entire industry. Each whitepaper in this series is developed in collaboration with MMA member organizations, offering diverse perspectives that contribute to collective growth. While these papers are authored by our members, they represent educational contributions to the community, not brand endorsements.

Our vision is rooted in:

- Knowledge Sharing: Providing marketers with practical frameworks, strategic guidance, and real-world applications.

- Community Empowerment: Enabling professionals at all levels to access high-quality learning resources.

- Thought Leadership: Amplifying the voices, research, and innovative thinking of our global network.

About this edition

This inaugural edition features insights contributed by Odette Van Wyk (MMA SA Retail Media Taskforce Leader) from Resonate Consulting, focusing on retail media measurement and the path toward more transparent, actionable evaluation frameworks. Their contribution exemplifies the spirit of this series; members sharing expertise to strengthen the entire marketing community.

As MMA Academy, our goal is to support and accelerate this exchange of knowledge so marketers everywhere can benefit from the collective intelligence of our ecosystem.

Education Section:

Guidelines

Research

Trends Reports

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Region:

MEA, South Africa

Data

Marketing Growth

Marketing Organization

Shopper Marketing

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