Are you raring to go back to a better normal? Marketing experts from two important sectors, travel and finance, which are in the frontline of this pandemic were the first to address this question in the pilot episode of IMMAP Web Wednesdays Premium held last August 12 and presented by Internet and Mobile Marketing Association of the Philippines (IMMAP). Nearly 500 attendees from different companies, creative agencies and startups took part in the first of the three-part C-level discussions which opened with the topic “CMOs: Reimagine Your Marketing” headlined by Metrobank’s Chief Marketing Officer (CMO) Digs Dimagiba and Cebu Pacific’s VP for Marketing and Customer Experience Candice Iyog.
“The value that underpins what we do hasn’t changed that much,” shares Candice explaining that it’s the motivation of people that actually changed. This stems from the fact that as a travel business, the company has to tackle first its biggest challenge: How to strike a balance between the need to travel and the need to stay home. “The definition of safety has changed. That has provided us with a new stimulus to respond to changes ourselves,” she adds.
On the other hand, banking as an essential business requires a new way of reimagining its processes to protect its consumers, financially and health-wise as Digs points out. “It is important that we constantly listen to the customers, engage in continuous conversations— so your brand changes with them, he stresses. “Listen, identify trends, prioritize and focus, and develop solutions.”
Moderator Leigh Reyes, Chief Product Consultant of MullenLowe Philippines, stirred the conversation to touch on most critical stages where leaders need to think and act across five horizons: Resolve, Resilience, Return, Reimagination and Reform. For the webinar series, the key focus is on Return and Reimagination, aimed at presenting insights on how to return the business back to scale and reimagine the business in the next normal. From a marketing point of view, the discussion revolved around thought-provoking topics on values and work culture, infrastructure and technology, work environment and upskilling people to secure core services and prepare for the future.
“The marketer is the voice of the consumer within the organization,” offers Leigh. “Now, it is delivered in real-time by behavioral data and accelerated technologies,” she adds while the panel talks about scaling down operations with acceleration of digital efforts.
Candice echoes this perspective where investments are directed to customers through digital adoption. “I wouldn’t focus on the new and shiny things, but rather on projects that are meant to optimize new customer experiences,” she quips.
While it is always a tough choice between the core (today) and the more (tomorrow) as Digs articulates, he also offers a deeper insight on how marketers should adapt to the changing environment citing two major challenges. “Aside from general uncertainty and localization, one is timing, and second is procurement/execution. As a marketer, you are the buffer between operations and the customer,” he says.
Candice also shares that this crisis has become a platform for change where we bounce back faster from failure and become better. Clearly, this new normal becomes an opportunity to cultivate trust, collaboration and empowerment within the organization as teams aspire to do better to keep the business. One observation is how things can be done faster without all the paper works and how much leaders can cut off micromanaging people. As Digs puts it, “I don’t want to go back to normal. I want to go back to a better normal.”
In partnership with ABS-CBN, Certified Digital Marketer (CDM) and Future Proof, IMMAP brings this first-ever Web Wednesdays Premium, a three-part webinar series on “Reimagining Businesses” with C-level executives ready to address today’s toughest industry questions to help inspire business ideas and solutions. Two of the three-part C-suite conversations of Web Wednesdays Premium will happen on August 19 and 26 from 6 to 7:30 p.m. with Leigh Reyes as moderator.
On August 19, the second part of Web Wednesdays Premium will put the eCommerce sector in the spotlight with an interesting take on “Reimagine Your Selling Process Offline to Online.” This webinar will have CEOs and innovation leaders, Globe Telecom’s Ernest Cu and Aliance Global’s Kevin Tan. This session will touch on trending topics that involve consumer spending, eCommerce opportunities and the massive shift to everything digital as prompted by the current crisis.
Ernest Cu has joined Globe Telecom, Inc in October 2008 as Deputy CEO and was officially appointed President and CEO on April 2, 2009. Since then, Ernest has been passionately driving a sweeping transformation across the company, including modernizing its network and IT infrastructure, developing a strong collaborative and service-oriented culture, and creating product innovations in its core business segments. Globe has since outperformed industry growth, with the company breaking records across all key product groups, brands and market segments, catapulting Globe as the number 1 mobile brand in the country.
At 38, Alliance Global CEO Kevin Tan is the youngest CEO of a major Philippine business conglomerate. His leadership at Megaworld Lifestyle Malls enabled the company to achieve Php13B in rental revenues, with 17 full-scale malls distributed among Megaworld Townships.
Capping off the three-part webinar series on August 26 are McDonald’s Philippines Managing Director Margot Torres and Publicis Groupe Philippines CEO Ken Lingan for the topic “Reimagine Your Products and Services.” Get access to previous live webinars, make the most of your Q&A opportunity with our C-Suite speakers and get certification from IMMAP and CDM, the only digital certification recognized by top organizations in the industry. Regular rate is only Php1,500 for one Live Premium Webinar.
Register now on https://immapwednesdays.futureproof.ph/.