In the first-ever Web Wednesdays Premium featuring three-part C-level discussions on reimagining businesses, CEOs and marketing leaders engaged the creative community in thought-provoking conversations on how businesses can reinvent new ways to do things better in the face of a crisis. This series of dialogue allowed thought leaders to share their personal point of view (POV) on emerging trends and services including new-found values that may help organizations and companies bounce back quickly.
“Crises have a way of exposing long-running problems. Consider this crisis as a reset. This pandemic gives us an opportunity to do things better,” shares McDonald’s Philippines Managing Director Margot Torres during a discourse on “Reimagine Your Products and Services” with Publicis Groupe Philippines CEO Ken Lingan. In this final run of the three-part webinar series last August 26, Margot and Ken presented their personal outlook on the digital economy and talked about ways on how to pivot products and services to remain essential in the next normal.
“Every business should be a digital business. Digital is your core business,” Ken enthuses. He further adds that going digital is a business mindset with small and medium enterprises (SMEs) now having an equal battleground with big players because of this emerging platform.
Though digital is critical for the future economy, Ken’s advice is not to settle. “Economy of the future is a complete customer journey,” he explains while citing the importance of continually designing personalized and data-driven customer service which must be thoughtful and intentional. “It has to be fast and seamless. Customers will reward companies who can harness data to improve customer experiences,” Ken imparts.
When it comes to consumer expectations, Globe Telecom CEO Ernest Cu and Alliance Global Inc. (AGI) CEO Kevin Tan answered the toughest questions around the topic “Reimagine Your Selling Process Offline to Online.” This second part of the C-suite series held last August 19 tackled issues on consumer spending, eCommerce readiness, and the shift from traditional retail to online selling. The discussion reveals that customers would always want to remove the many pain points of transacting and make products more accessible.
According to Kevin, consumer expectations these days revolve around safety, creativity and trust given the many limitations in the present state of the economy. “Spending capacity of consumers have become more conservative, considering socio-economic pressures like increased anxieties, limited mobility, and high unemployment rate,” shares Kevin. “The ever-changing landscape is something that we need to adapt to. It’s more important to get your products and services out there (despite a higher cost) to maintain your brand’s trust and recall.”
In response to this new economic climate that continues to restrict many activities, Ernest recognizes an opportunity to overcome fears by embracing digital adoption with connectivity as key. “People are more dependent on their home broadband. It’s life— work, learn, and entertainment. It shows that connectivity is critical to our everyday living.”
Web Wednesdays Premium premiered last August 12 with the topic “CMOs: Reimagine Your Marketing” with Metrobank’s Chief Marketing Officer (CMO) Digs Dimagiba and Cebu Pacific’s VP for Marketing and Customer Experience Candice Iyog. In this pilot episode, these marketing experts from travel and finance sectors talked about emerging values, strategies and processes that will impact the future of marketing for different industries.
“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.
Meanwhile, 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 shares.
Harnessing the transformative power of a crisis was an important key takeaway from all three C-level discussions. As Candice shares in the first webinar, “This crisis has become a platform for change where we bounce back faster from failure and become better.” Pandemic lessons have also inspired new-found values that are embraced as personal practices like cultivating a culture of learning, collaboration and empowerment.
Moderated by Leigh Reyes, Chief Product Consultant of MullenLowe Philippines, Web Wednesdays Premium has succeeded in addressing some of the most compelling questions around shifting strategies, people, processes and technologies to brave the economy of the future.
More than 500 attendees from different companies, creative agencies and startups joined the C-suite conversations of Web Wednesdays Premium held in the last three Wednesdays of August. Web Wednesdays Premium was presented by the Internet and Mobile Marketing Association of the Philippines (IMMAP) in partnership with ABS-CBN, Certified Digital Marketer (CDM) and Future Proof. Aside from getting access to previous Web Wednesdays webinars, participants also get certified by IMMAP and CDM, the only digital certification recognized by top organizations in the industry.