MANILA — Key figures from the world’s tech giants came to Manila to discuss the latest in the digital ecosystem. Set on October 3-5, 2018 at the Philippine International Convention Center (PICC), DigiCon 2018 was set to explore the dynamics between brands and consumers in what’s called The Experience Economy.
“Digitalization has not just changed media habits, but it has also changed and influenced how purchases are made. Consumers today are much more demanding because of the immersive experience they have,” remarked Ken Lingan, IMMAP President & Google Philippines Country Head.
DigiCon 2018 aims to optimize learning opportunities and help learners to recognize their strengths and areas for development in the way that learning takes place. “We recognize that everyone has different learning styles, so we’ve evolved to accommodate that. Aside from talks and panels, we’re going to have debates. We have workshops and even a speakeasy,” said Dennis Perez, DigiCon 2018 Chair & Head of Media, in his opening remarks.
Organized by the IMMAP, the Day 1 of DigiCon 2018 was kick-started by Bozoma St. John—one of the most popular women in the tech industry known for her defining roles on Apple Music, Uber, and her current position at Endeavor, an entertainment conglomerate where she has been appointed CMO.
“We’re in the feelings business. We’re not in the data business. And if you’re a marketer trying to build a business, you need to understand that we’re talking about feelings most of the time,” said St. John in her keynote speech.
According to St. John, a large percentage of the consumers’ purchase decision making takes place in the subconscious mind, a place where emotions are king. If they are going to engage in emotional branding, marketers and advertisers need to understand how and where they want to connect to their customers so they can consistently build on every touchpoint.
St. John was followed by Asher Rapkin, Facebook’s Global Head of Business Marketing for Messaging and Emerging Platforms and tackled how messaging became the new global language in the 21st century. “AR allows us, as artists, people and businesses to add color, depth and a whole new kind of meaning to the world around us. And messaging allows us to share that,” said Rapkin.
Rapkin pointed out that communication apps are always going to be the next frontier for advertisers, and not just because of their exponential growth over the last couple of years. It is after all, how most consumers communicate with friends, on either a one-to-one or group basis. Now, marketers can either adapt to this emerging medium, or be left behind.
Other prominent speakers coming from different industries include Shaifali Nathan of Google, Hosi Simon of VICE Media, Samuel Burke of CNN, TP Pura of Sephora, Chris Tran of RIOT Games, Michael Patent of Culture Group, TuomasPeltoniemi of TBWA, Sanchit Sanga of Mindshare, Malcolm Koh of Zendesk, Ted Kilian of Fjord, Prashant Kumar of Entropia, Andrew Yeoh of IKEA, Avis Easteal of Luxasia, Peachy Pacquing of The Just League, Ben Poole of Reprise, Carlo Ople of PLDT, Anubhav Nayyar of Viber, Greta Corke of Honestbee, ArvinderGujral of Twitter, Wendy Hogan of Oracle, KK Kumar of Waze, Pablo Gomez of Kantar, and Myke Santos of Lego.
The speakers will share knowledge across three sub-themes: Brand Experience (BX), User Experience (UX), and Customer Experience (UX). Aside from discussions on current issues and trends, there will also be practical workshops, interactive trade exhibits, and various opportunities for expanding one’s professional network. The event will culminate with this year’s Boomerang Awards, a showcase of the country’s best works in digital.
“As technology shifts power from brands to consumers, businesses need to understand the importance of creating an impression through meaningful experiences,” shares IMMAP Vice President Dennis Perez. “Through DigiCon 2018, we wish to keep then Philippine brands up to par with the world’s best.”
