Hyderabad: Not for profit trade body for modern marketing MMA India (formerly known as Mobile Marketing Association) on Thursday concluded the first day of IMPACT 2021 with conversations around future of modern marketing perspectives, voice AI, changing e-commerce landscape, data privacy, blockchain use cases and outcome driven marketing all under one roof.

The event began with an opening note by Moneka Khurana, Country Head - India, MMA who highlighted that "Transformation is never easy". She said, "We are committed to enable and empower the industry with a body of work that can help pivot and conquer in these challenging circumstances.

Hence the MMA Impact is curated to help you navigate the new journey and better understand the capabilities to help build winning marketing organisations".

The event saw panel on Modern Marketing Perspectives where Intel, Aditya Birla Capital, Dr. Reddy's and Licious talk about new rules of engagement for succeeding in a post-Covid world and how the implementation of modern marketing has gotten catalysed, with experience from their sectors to give a holistic view.

A MarTech Playbook launched by MMA, Hansa Cequity and A Martech Advisor revealed that over 40 per cent organisations are at a nascent stage in MarTech capabilities, while 30 per cent are at an emerging level. 80 per cent businesses in e-commerce and over 50 per cent in BFSI have an emerging level of MarTech capabilities.