Kent Wertime, president of OgilvyOne WorldWide Asia, a one-to-one marketing network with over 110 offices in 56 countries, expressed the need for marketers to understand and appreciate the ‘tectonic’ shift. Co-author of DigiMarketing: The Essential Guide to New Media and Digital Marketing, the book provides a comprehensive overview of the major digital channels used today. Conceptual discussions are represented by best practice examples culled from OgilvyOne Worldwide.
Around 90 percent of OgilvyOne Manila’s clients tap digital channels. Digital is now mainstream media as more customers embrace it and eventually every business will go digital. Marketers need to use these online and mobile tools to interact instantly with customers, track their target market’s consumption patterns and further customize their marketing messages.
Digital channels are scalable and makes it easy even for small and medium enterprises to do their marketing via email, website, blogs or search engines. Wertime, however, cautions marketers to avoid having their messages dismissed by customers as instrusive spams.
