MANILA, AUGUST 29, 2013- The 7th Internet and Mobile Marketing Summit – themed Digital Drive: Trending Towards ROI – kicked off today at the Power Plant Mall, Rockwell Center.
The convention commenced with remarks from IMMAP 2013 president Miguel Ramos, and co-chairs Michael Palacios and Menchie Viduya-Dizon. Experts from the country and across the globe shared their knowledge to the delegates in the morning and simultaneous discussion in the afternoon for both theaters at the location.
iProspect Asia Pacific chief executive officer Ruth Stubbs began with her keynote presentation titled ”Performance Marketing”, explaining that transmedia storytelling is not new; it’s just taken a new form. That’s why television still plays a convergence to the digital media. “The role that we understand the television to play is awareness. We believe that the action part of the proposition lies firmly in the hands of the new digital arena.”
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Nick Fawbert, head of digital enterprise, at Media Corp., lectured on ”Digital Driving Growth”. He brings twenty years of media experience to the South East Asia through Third Space Consulting. He urged the industry to “stop copying what things look like on the outside and think about the underlying infrastructure.”
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”The Next Evolution in Search Advertising” was the topic examined by Dan Petrovic, director of Dejan SEO. According to Petrovic, traditional search is declining: Google is now providing answers not search results. “Content has to be engaging, written not for search engines, but for people.”
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Bela Gupta D’Souza, head of digital and mobile advertising of Globe Telecom, talked about how ”Digital Delivers Great Customer Experience”. 37% of smartphone users use gadgets for purchasing decisions, yet greater than 70% conduct their purchases offline. This concludes that majority of people accessing the internet for the first time do so via smartphones. “Mobile is the most powerful personal medium on the planet,” added D’ Souza.
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In the “ROI of Social”, Thomas Crampton, director for social at Ogilvy & Mather Asia Pacific, enumerated important points on working with social media. He said it’s important to understand what the business value is. “Create content systematically: Collect, analyze, strategize and respond.”
A panel of experts including Nestle Philippines’ Nicole Bulatao, iProspect’s Shayne Garcia, and JobsDB’s Max Sim, was held to dissect Facebook.
”One Man Army: The New Publishers” is about the experiences and insights of Jaymie Pizarro, blogger and owner of TheBullRunner.com.
Outbrain Asia’s Timi Siytangco called on brands to act like a publisher. “Three important things in content marketing: Content, not camouflage. Influence, not interruption. Go all the way.”.
Ralph Wunsch, managing director of MetroDeal Philppines talked about ”The New Normal in Retail”. He said: “Brands need to respond more quickly to make it more genuine. Suggestion box can handle customers’ feedback.”
Multi-platforms social media strategy is everywhere, said AllFamous Digital CEO Robin Leonard. Some platforms brands can utilize are Instagram, Pinterest, Vine, YouTube and LinkedIn.
Search Engine Marketing is at the center of the Stanley Tay’s talk. “Three things to consider in choosing platform: targeted audience, engagement of audience and concept of push versus pull,” explained the managing director of Purpleclick Media.
