On Jan. 27, the Internet and Mobile Marketing Association of the Philippines (IMMAP) inducted its second Board of Directors. Incoming President, Snapworx CEO Arthur Policarpio, expressed his full confidence in the 2009 Board, whose goal will be to grow the digital pie and generate $20M revenue by 2010, through performance-driven, measurable marketing.
Spurred by its speedy success — 600 delegates in the 2008 Internet and mobile marketing summit from a target of 400 and the highly-visible Boomerang Awards, as well as signing an agreement with the Advertising Standards Council to set standards and guidelines to aid the self-regulating ASC — this year’s Board plans yet another batch of industry initiatives.
Starting from its planned relaunch, the IMMAP website is being groomed to become the hub of online research. Building to promote the Association, the Board’s efforts include an advocacy to the Sagip Buhay Project of the Ayala Foundation. It has also provides basic digital marketing training courses at the Ateneo, as well as with the school’s continuing learning programs.
Aside from local links, the IMMAP has already partnered with the global Mobile Marketing Association as its local alliance.
A plan to have third-party resources measure adspend online is in the works. “It is important that accurate information is provided for advertisers know that (online marketing) exists and that the data is objective,” said Policarpio.
Policarpio also revealed its efforts to “strengthen value proposition for members by providing free training sessions with top caliber speakers, providing research, as well as discounts to activities and partnerships to provide necessary networking opportunities.”
The IMMAP started with a little over a dozen individuals in 2006. Through continuing industry-directed activities, the IMMAP has legitimized its presence and made inroads towards its goals: to accelerate the growth of digital in the Philippines, collaborate with industry organizations, and educate marketing practitioners that digital is a potent marketing tool.
Donald Lim, founder and IMMAP President in its first two years, recounted a few of the Association’s early achievements. On the success of its digital voting program tested during the 2009 Board elections that yielded results within ten seconds, Lim commented that is was “quick and clean.” Perhaps the most prolific statement of the evening would be Lim’s as well, “Last year’s Board was the most productive (so far). It yielded five babies and (these babies) have been present during the Board meetings.”
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