MANILA, SEPTEMBER 2, 2013 – The 7th Internet and Mobile Marketing Summit – themed Digital Drive: Trending Towards ROI – ended with meaningful speaker sessions, presentation of data and panel discussions, Friday night at the Power Plant Mall, Rockwell Center.
< src="/global//UserFiles/ABS-CBN chairman Eugenio 'Gabby' Lopez III at the 7th Internet and Mobile Marketing Summit 2(1). " width="300" height="210" alt="" />
Day two commenced with the keynote presentation of ABS-CBN chairman Eugenio “Gabby” Lopez III titled “Insights about Innovation: Online and Offline Synergies”. He officially annnounced the network’s plan to produce new programs and content materials on the Internet, encouraging collaboration with netizens. “You only need passion and your idea. We want ideas that are different, that can be compelling, and that can lead to significant views.”.
In his talk, comScore senior vice president Joe Nguyen presented the latest data on the “Digital Marketing Landscape 2013”. According to comScore, Internet growth in the Philippines is fastest in the region. Every day, content is consumed across multiple devices by the same person. “In the Philippines, 96% of people online go to social networking sites such as Facebook, Twitter, Tumblr, LinkedIn and Yahoo,” noted Nguyen.
< src="/global//UserFiles/immap3. " width="250" height="250" alt="" />
“Life is mobile,” said Leah Besa-Jimenez, head of digital of Smart Communications. Besa-Jimenez focused her lecture on “Mobile Leading the Convergence of Digital Media”. 13% of all internet traffic is emanating from mobile. “Mobile is relevant throughout the entire cycle of experiencing your brand, from awareness to conversion,” added Jimenez.
“Cross Channel Analytics” was presented by Millward Brown SEA head of media research Rob Valsler. He explained that today, people have all these devices to absorb and present content but in SEA, TV still has the biggest reach. But it is still altogether a different medium, Valsler says TV is to online as apples is to oranges. “Objectives are the same but measurement is different,” added Valsler.
Mobext Philippines chief executive officer Arthur Policarpio, having recently won at the Mobile Marketing Association’s Smarties Awards and the Boomerang Awards, delivered a compelling speech. He showed the different case studies of Mobext and other agencies that succeeded in business through mobile. He showed the success of their project for Proctor & Gamble. It was the first in-store tablet-marketing program in the country, distributed across 325 marketers. The agency created interactive applications for P&G’s 20 brands, which allowed customers to consume to video ads, rich media content, and interactive applications using in-store tablets.
OgilvyOne APAC vice president of marketing analysis Will Adeney advised the delegates to be brave. “Step into areas you might have thought were super complicated. A lot of it is very simple. Don’t be intimidated by data. It’s a great opportunity,” said Adeney on “Making Sense of Big Data”.
Merlee Jayme, chair and chief creative officer of DM9 JaymeSyfu, presented a case study on their Cannes Grand Prix-clad campaign, ‘Smart Txtbks’. It also won a Gold metal at the Boomerang Awards. “In developed countries, we have tablets. But we can’t afford it. With millions of old phones and surplus SIM cards, Smart Txtbks made text light and easy,” said Jayme.
Dr. Donald Patrick Lim, chief digital officer of ABS-CBN, talked about “Boom! Engage or Monitor? Digital PR”. He said that the first rule of digital is to know when not to use it. It’s not for everyone. There has to be a clear goal. “When is engagement too much? There’s a common sense to it. Huwag ka ring KSP (Don’t do it simply for attention)" said Lim.
A panel discussion on “The Power of Celebrity in a Twitter World” was held with participation of TV5’s Sheila Paul, Globe Telecom’s D’artagnan Aguilar and Havas Media Ortega’s Carlos Palma. "Today, celebrities can reach the public on their own terms," said Palacios.
"Digital is really an integral part of how we build up the celebrities," commented Paul.
"Celebrities find it hard to separate the personal from the public on Twitter," commented Aguilar.
McCann/MRM Manila’s deputy ECD Budgette Tan talked about “BUYRAL Creative Content Marketing”. He pointed out three steps on how to make your brand story memetic: share it, adapt it and adopt it. “When people love a brand, they will make it part of their daily lives,” said Tan.
< src="/global//UserFiles/immap2. " width="303" height="270" alt="" />
Preetesh Chouhan, vice president of Vdopia APAC, touched on “Video Marketing”. He said that YouTube is the top social networking site to introduce a brand because of the uploaded campaigns.
Innity head of sales Kelvin Ho answered the question “How to target and efficiently engage the right audience online?”. Consumers don’t jump straight from awareness to action. “We have to look at digital as a 360 marketing tool,” advised Ho.
< src="/global//UserFiles/immap1. " width="296" height="170" alt="" />
The symposium ended with the last panel discussion of the “Impact of Digital in 2013 Elections…and Beyond” which was deliberated with panelists Change.org communications director Gang Badoy, head of communications, office of Sen. Bam Aquino Nines Terol-Zialcita and moderator, digital outfit managing director of DM9 JaymeSyfu Carlo Ople. They examined how digital media influenced the recent elections and suggested ways aspiring politicians can use digital for the future campaigns.They contributed ideas on how the campaigns of election candidates should be. "No tweets, no presscons, sometimes silence is the best presscon," advised Badoy.
