MANILA, OCTOBER 24, 2012 – For those who consider themselves veterans of their respective industries, now is the right time to learn some new tricks. It has been said that no other medium has changed consumer behavior and business paradigms so rapidly as mobile. Key industries are experiencing a tectonic shift, with consumers now
taking the reins to control both the message and the manner of how they are addressed.
Is mobile rewriting the long-established rules of retail, media, and advertising? This is one of the questions to be explored at the Mobile Marketing Congress 2012, driving home the message of its theme, “Mobile: Changing the Way We Connect.” From November 28-29, experts from different fields will share how mobile has turned their business around and what strategies you can adapt as mobile is poised for more growth.
Here are some early insights as we anticipate the MMC 2012:
• In this age of hyper-competition, it is not so much how big your reach is but how targeted your strategy is, shooting right at the heart of where it matters. While before you had been keen about knowing your target demographic, with mobile technology, we discovered that each person is his own demographic and that they behave differently depending on the time of day, the weather, and their current location. Ferdie Saputil, Vice President of Marketing Convergence, Inc., will talk about how mobile technology is becoming an indispensible tool for retailers and marketers. Saputil heads the SM Group of Companies’ digital arm, handling the online strategies of 30 brands from a wide range of industries. Saputil has lifted SM’s mobile strategy, which has been a key driver in growing
new business and building customer loyalty.
Mobile has wrested the power from expensive endorsers and turned the everyday consumer into your best brand advocate. Now, purchases are driven more by product knowledge and consumers value the opinion of the community they trust and belong to. Consumers are more empowered, in some cases moving beyond being brand ambassadors to being co-creators of products.
Learn from Kartik Ram, Founder and Group CEO of Glamster.ph, on the rise of ‘social commerce’ and how you can build stronger affinities with consumers. Prior to his current role, Ram was the General Manager of Asia Pacific of a leading mobile advertising network. Insights from that experience led him to build Glamster, which touts itself as a disruptive social commerce marketplace where luxury products are sold by their curators using mobile and web video.
• If traditional advertising was bent on capturing audience attention, now it is all about engagement and interaction. The challenge for marketers is how to respond to a consumer base that is always on that even the notion of ‘prime time’ is already changing. Ernest Cu, President and CEO of Globe Telecom, will talk about the changing dynamics of advertising in the mobile era. Cu, who is one of MMC’s keynote speakers, has been credited for steering Globe into a CRM-focused company, and he will share how long-term and meaningful relationships with the consumers will make the difference between a good company and a sustainable one.
• Even as mobile is enjoying a growing reach and penetration, it is far from being a threat to traditional media. If anything, mobile is enriching our viewing and listening experience, and cross-channel integration will soon be the norm for all forms of media. People use tablets to get behind the scenes of their favourite TV shows while mobile phones allow them to share their opinions or compelling content to their circles. QR codes have allowed print and outdoor advertisements to go beyond the 2D space to bring more mileage than ever. How else is mobile bringing a 360-degree experience for traditional mediums? Carlo Ople, Online Publishing Business Unit Head of TV5, will share his insights from working with the most pervasive medium, and how mobile has bridged the gap between mass appeal and genuine interaction.
• More topics and speakers are coming your way for the Mobile Marketing Congress 2012 this coming
November 28-29 at the Rockwell Power Plant Mall. Organized by Mobext and Fiera de Manila, the event
is already the biggest annual mobile marketing event in the Philippines.
To see the impressive speaker line-up and how their topics relate to your industry, visit www.mmc.ph.
