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MMA India Working Councils
E-commerce Council The council has prioritized the
The council has prioritized the following key areas to work on :
• Build overall understanding of the ecosystem and to address cluster specific issues • Capability building in Omni Channel Marketing • Streamline ecosystem through building a common vocabulary and industry standards MarTech & Data Council
The council will seek to add value to marketers by helping them to assess and adopt the right MarTech stacks and enabling business transformation.
The MarTech & Data Council will :
• Establish unbiased expertise in the domain • Educate brands and marketers on practical usage and trends of MarTech • Create credible content on the MarTech lifecycle from evaluation to implementation through : • Educate brands and marketers on practical usage and trends of MarTech • Webinars for thought leadership/evangelism • Industry surveys on State of MarTech, Customer data maturity, etc. Voice & Audio Council
MMA’s Voice & Audio council originated in 2020 where we saw a huge untapped opportunity to connect with new target audiences that may not have been possible before due to barriers created by education, exposure, language and connectivity. The council will:
• Establish best practices on Voice & Audio marketing. • Enable brands to understand this new medium & discuss how adoption can be widened. • Create knowledge resources like Playbooks & Whitepapers which will include use cases by brands nationally & globally. Brand Safety & Suitability Council
The Council’s aim is to develop processes, programs, benchmarks, and measures to protect ones brand’s reputation and marketing investment. The idea is to provide guidance and learnings to brands and performance marketers.
The council will create India specific Brand Safety framework for the digital advertising ecosystem that will identify and measure elements of an advertisement having high impact on the quality of content, media and engagement.
Council objectives :
• To facilitate a structure and help roll out brand safety guidelines & case studies. • To enable Ad fraud control standards and share/ advocate best practices & detection tools. • To help address viewability challenges and help shape the future of media quality in digital advertising. Media Effectiveness Council
The council works extensively to enable POV on crossmedia reach and effectiveness of mobile versus other media and assess the impact of new media on business outcomes.
