MMA / Marketing + Media Alliance - Trends Reports

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

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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

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Released:

July, 2020

Education Section:

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

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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.

Education Section:

Best Practices

Educational Documents

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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

mma_ai_adoption_kantar_003.odp_.pdf

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MMA AI Adoption Study 25 | MEA

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

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

Marketing Organization & Design

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Report

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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.

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Region:

MEA, South Africa

Marketing Growth

Marketing Organization

buzzmetrics_x_mma_vietnam_facial_skincare_report.pdf

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Retail Media

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retail media

retail

Measurement

Content Type:

Whitepaper

Marketing Arena:

Measurement

Knowledge Center

Tools & Playbooks

[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

Nam Nguyen — Tue, 20 Jan 2026 09:47:42 +0000

Released:

November, 2025

Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the need to maintain healthy, stable, and long-term skin conditions.

This shift is happening simultaneously across both the market and social media discussions, clearly reflected in how consumers approach, select, and use skincare products.

In this context, the report Vietnam Facial Skincare Market Shifts & Evolving Consumer Demands 20242025 is conducted to synthesize and analyze millions of user discussions combined with market data, thereby explaining how skincare demand in Vietnam is shifting, as well as the factors truly driving consumer behavior in this new phase of the skincare industry.

Education Section:

Benchmark Studies

Document Not Released Yet:

Region:

APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness

buzzmetrics_x_mma_matcha_on_social_media_connecting_with_users_through_matcha_enjoyment_trends.pdf

Social Media

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[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

Nam Nguyen — Thu, 08 Jan 2026 14:22:38 +0000

Released:

November, 2025

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and online communities rather than brand-led initiatives.

By analyzing these conversations, the report uncovers how people in Vietnam are incorporating Matcha into everyday routines - from drinks and desserts to perceived health benefits - while brands remain at varying stages of participation and relevance. It highlights user expectations, category interest, and the gap between buzz and sustained demand, offering a clear snapshot of where Matcha stands today and how the trend may evolve.

Education Section:

Benchmark Studies

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Region:

APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness

buzzmetrics_x_mma_fashion_insight_in_peak_season_knitwear_category.pdf

Social Media

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[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

Nam Nguyen — Tue, 16 Dec 2025 16:04:41 +0000

Released:

November, 2025

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

Ultimately, the insights gathered across Category Understanding, Consumer Discussion, and Strategic Case Studies are designed to help brands escape the price trap and successfully build sustainable brand equity through authentic material storytelling and value creation.

Education Section:

Benchmark Studies

Document Not Released Yet:

Region:

APAC, Vietnam

B2B Marketing

Content Marketing

Creative Effectiveness