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PHILIPPINES – JUNE 5, 2011 – Only a few weeks ago, a TNS Global Market Research study cited the Philippines as the most active in social networking in Asia Pacific, with 90% of all internet activity spent on sites such as Facebook and Twitter. And with the growing internet traffic comes the potential for companies to understand and tap into their consumers’ needs through this digital and marketing force.
Last June 1, the Internet and Mobile Marketing Association of the Philippines (IMMAP) kicked-off the first leg of its four-part Web Seminar, or “webinar” entitled “Going Digital: Digital and Ad Agencies Today” with speaker David Guerrero, chairman and chief creative officer of BBDO Guerrero/Proximity Philippines.
The webinar, which had a total of 170 log-ins comprised of digital media practitioners as well as people new to the field, tackled the effects of the digital age to consumer research and integrated campaigns. The actual number of attendees is estimated to be higher as groups can use one log-in and gather around the projected screen.
As the country’s most awarded digital agency consistently since 2006, BBDO Guerrero/Proximity has mastered online marketing with campaigns for Krispy Kreme, Bayan, and FedEx. Other multi-awarded creative agencies abroad such as Goodby, BBDO NY, Droga5, and Forsman & Bodenfors have also been embracing fully integrated digital campaigns to keep their creative content engaging for their consumers.
In his presentation, Guerrero discussed the role of the agency in the digital marketing scene for the past five years, creating online content in line with existing print, TV and radio commercials. He also mentioned that although generating online content through earned media can take your brand places (such as Ikea’s ingenious but latter banned use of Facebook’s photo-tagging feature), it is still not self-sufficient. Unless there is some action that supplements the “Likes” on your Facebook page, fans merely remain useless numbers, but tie up the page with activation, social media apps and games, or any engaging and likable content, and your campaign will come to life.
The webinar ended with Guerrero’s answers to a few questions people raised prior to the discussion or via Twitter feed, which generated 172 tweets about the event, to an audience of over 15,000 followers, and 64,000 impressions–not just a clear indication of the potential of going digital, as Guerrero mentioned, but also proving the success of the online event.
Some of Guerrero’s answers to the questions as well as a copy of his complete presentation will be available at the BBDO Guerrero/Proximity Philippines website. For the link to the video recording, register at www.digitalisnow.com/davids-webinar.html.
The next leg of IMMAP’s “Going Digital” webinar series will be on June 15 at 6 to 8pm with Jollibee Foods Corporation’s Director for Marketing Communications Pauline Lao and Digital Initiatives Consultant Manolo Almagro. Visit www.digitalisnow.com for more info.
