THE PHILIPPINES, FEBRUARY 1, 2012: “Digital marketing is no longer a specialization as it now permeates and underpins almost every marketing discipline in today’s business landscape,” Manny Fernando, president of the Internet and Mobile Marketing Association of the Philippines (IMMAP) during the induction of its executive officers and board of directors for the year.
He further cited trends that continue to influence digital marketing in the country. “Wireless data will continue to grow as access rates become more consumer-friendly coupled with how smart phones and other connected devices become more affordable for more Filipinos,” he added. Other trends such as the emergence of Android as a computing platform, the maturity of group and social commerce site, SoLoMo (Social, Local, Mobile) convergence, and the ‘gamification’ of brands were also predicted to happen this year.
“Digital marketing has come of age and continues to grow as people, technology and businesses evolve. It is only a matter of time until we see how digital will truly and profoundly support most if not all aspects of business and our society at large. Together, we will varve digital marketing’s place in today’s and the future’s business landscape,” Fernando said.
During his inaugural speech, Fernando unveiled the organization’s newly ratified vision and new mission statements. IMMAP will gear toward being “the center of excellence and innovation in the Philippines entrusted by the advertising industry to shape the future of digital marketing”, as well as work on how companies can leverage on the “power of digital marketing to grow their businesses.”
IMMAP also revealed its plans for a social-sharing website that will feature, among others, the most visited places in the country and feedback from tourists and locals.
According to IMMAP vice president Peña, digital marketing plays a strategic role in Philippine tourism, which has its roots in web search. The ultimate goal is to engage tourists and potential visitors to talk about and share positive content for the country, which can be easily done through online social networking.
IMMAP plans to launch in mid-2012.
IMMAP’s key industry initiatives for 2012 include the annual IMMAP Interactive Summit and Boomerang Awards, a series of Open Mic Nights inspired by last year’s event, the expansion of the Certified Digital Marketer Program (CDMP) outside Metro Manila, involvement in the industry’s joint committee that will establish and define a common measurement currency for digital marketing initiatives, and the creation of an updated Code of Ethics and Regulation Guidelines.
Sworn in by Department of Tourism Secretary Mon Jimenez, Fernando is joined by Leo Burnett/Arc Worldwide’s chief digital officer, Paul John Peña as vice president; Roshan Nandwani of BBDO Proximity Philippines as secretary, and Norelyn Babiera, vice president of Fiera de Manila, as treasurer.
Meanwhile, IMMAP’s Board of Directors for 2012 is composed of Arlene Amarante, country ambassador and sales director of Yahoo! Philippines; Coni Cruz, program design and management head of BlueBlade Technologies; Lea Besa-Jimenez, general manager of NetBooster Asia; Melissa Limcaoco, digital group head of Smart Communications; Jack Madrid, country manager of Multiply Philippines; Eduardo Mapa, Jr., president and CEO of Media Contacts/Havas Digital; Mike Palacios, general manager of Havoc Digital; Carlos Palma, country manager of NuffNang Philippines; TJ Parpan, general manager of DensuINDIO; Paolo Pineda, business development head of ABS-CBN; and JV Rufino, director for mobile of the Inquirer Group of Publications.
