MANILA, MAY 30, 2013 – The 1st Philippine CMO Mobile Summit was held earlier today at the Blue Leaf Pavilion, McKinley Hill in Taguig City.
The one-day Summit was a top-level masterclass on mobile marketing that was organized by the Philippine Association of National Advertisers (PANA) in partnership with Mobext and E-Learning Edge. Over 300 decision-makers interested in mobile marketing – CEOs, CMOs, product and group heads, directors, and digital advocates – attended the Summit.
The theme of the Summit was “Mobile and the Path to Purchase”, in keeping with how increasingly significant it is nowadays to effectively integrate mobile in all stages of the consumer journey – awareness, consideration, purchase and loyalty. Mobile stands head and shoulders above any other medium in terms of connection to consumers; it is no less than integral for both work and leisure. Consumer habits have changed significantly, as has the traditional path to purchase; the disruptive influence of mobile has made them far more intricate than before and asymmetrical as well. In this new and dynamic environment, brands can ill afford to distance themselves from mobile, as it offers uniquely powerful opportunities for tighter-knit engagement with consumers.
Recognized mobile marketing experts hailing from a wide range of countries, including the Philippines, and representing an equally expansive range of organizations, shared their expertise during the Summit. The roster of speakers included the following:
- Aliza Knox, Managing Director, Twitter Asia Pacific
- Sergio Salvador, Head of Strategic Partnerships, Google Southeast Asia
- Craig Law-Smith, Head of Strategy and Business Development for Global Advertising, SingTel
- Rohit Dadwal, Managing Director, Mobile Marketing Association (MMA) Asia Pacific
- Alfonso de Dios, CEO and Founder, Telos Media Works
- Kartik Ram, CEO and Founder, Glamster
- Dr K.F. Lai, CEO and Founder, Buzzcity
- Vikas Gulati, Vice President for Business Development, Vserv.mobi
- Marcus Tan, APAC Managing Director, Smaato
- Rico Wyder, APAC Director, Fiksu
- Emmanuel Lorenzana, Wireless Consumer Division Head, Smart Communications
- Sandra Puno, Director of Communications, Nestle
- Tina Sabarre, Marketing Director, Johnson & Johnson
- Glenn Estrella, Head, Digital Media Division, Consumer Business Group, Globe Telecom
- Leah Besa-Jimenez, Head of Digital, Smart Communications
Group discussion sessions were moderated by Michael de Souza, General Manager for Singapore, Malaysia and Vietnam, Mobext.
Arthur Policarpio, Mobext Head for APAC and co-chairman of the CMO Mobile Summit, expressed his wish that the Summit would spur confidence in Philippine CMOs to make full use of mobile in their marketing initiatives, saying also that it was time for marketers to use it to their advantage.
Hans Roxas-Chua, co-director of the Certified Digital Marketing Program by the Institute for International Digital Marketing and co-organizer of the Summit, added that they plan to conduct the CMO Mobile Summit yearly to help keep CMOs informed as regards mobile initiatives and their effect on marketing and advertising, and in recognition of the effect mobile has had as a key component of marketing strategies.
