MANILA – Presented at the AIM Conference Center from August 6-7, “Digital Marketing in a Blink” was a well-attended series organized by Fiera de Manila, where industry experts shared some of their secrets with eager colleagues or students.
Mon Lizardo – Head of Audience Management, Digital Media Division at ABS-CBN
Digital will soon become part of everyday marketing activities that it will cease to be seen as something special or distinct—but it will be an essential part of communication to an audience. Learning to wield the (digital) tool effectively is still important, otherwise you cannot achieve your business objectives.
Michelle Bustamante – Smart Ads Manager, Media Convergence Group, Smart Communications
The number of people who own a cell phone now outnumber the number of people who own a toothbrush. A mobile phone is now like a body part—and every moment is now mobile, where it’s primetime all the time in terms of content—as tailor-fit content can now be done on every device. So content now has to be mobile-friendly and mobile-responsive. Consumers are more willing to interact with mobile devices, and give permission or personal information in exchange for rewards (which don’t have to be monetary).
Kaye Enriquez – Data and Platforms Director, Digital Arts Network (DAN) Manila, TBWA
Marketing data can be interpreted and expressed in many ways, and finding the right tool to interpret or wield them can be priceless/helpful. Used strategically, with the right science or tools, data can help sell a product exponentially, compared to blind (or hit-and-miss) approaches to digital marketing.
Bernard San Juan – General Manager, Truelogic Online Solutions
E-mail marketing, when done right, can still engage the customer. But before blasting away, you have to consider how you can get those email addresses, know your audience, set your SMART goals, decide on strategy, craft your subject line and content, maintain consistency and frequency, and keep in mind the right times to send email (avoiding peak delete hours and aiming for peak click hours).
Itamar Gero – Chief Executive Officer, Truelogic Online Solutions
Hyper-targeted ads can be a marketer’s best friend because of the algorithms and analytics behind them. Remarketing, cross- or up-selling approaches, seasonal or timed releases are important if you want to do things right, if you’re capturing the right data, if you want to avoid click fraud (or want to avoid marketing fraud).
Samantha Sim – Head of Business Development, Zalora Philippines
Think of different ways to engage your customers online (and be creative about it), reduce the number of clicks it takes to complete a transaction, use smart software that can detect your customer’s preferences when it comes to receiving email notices, understand your market’s context, be aware of new trends changing the landscape.
