Southward and Upward
Spreading digital marketing knowledge throughout national organizations is crucial, and so is empowering marketers who work with small and medium enterprises. That’s why the Internet and Mobile Marketing Association of the Philippines (IMMAP) developed a second edition of DigiCon XE, bringing the Experience Economy to Cebu. The sold-out event featured the Manila edition’s most highly-rated speakers, and premiered others.
Global trends, local success stories
Speakers from Google, Facebook, Kantar, and more took the stage to share trends on digital experiences happening not only in Asia, but around the world. What grounded global trends for many in the audience was the abundance of local success stories. The digital transformation stories from Summit and Aboitiz proved inspiring, as well as case studies for brands like Rexona and McDonald’s discussed during the digital marketing excellence panel.
Beyond the 5P’s, meet the C’s
While the 5Ps of marketing (Product, Price, Promotion, Place, and People) remain relevant, a new letter has clearly entered the modern marketing mix. Carlo Ople of PLDT and Karl Mak of the Hepmil Media Group talked about keys to successful Content, Zalora and Viu tackled Commerce, and both The Culture Group and startup Kumu discussed Culture and Community at length. (Could this have been because C is also for Cebu? A good coincidence!)
Practicality and purpose
Creating better Instagram Stories. Crafting better customer journeys. Enriching below-the-line activation with data. Attendees found plenty of practical advice at DigiCon South, with many learning points they could apply the next Monday. In addition to learning how, the audience also heard stories of why – Angkas CEO Angeline Tham showed how purpose (riding safety) was integral to their business model, and Rappler’s Carla Yap Sy Su explained how social good can be seen through the lens of storytelling.
Gen Z in Cebu
Alongside DigiCon, YouthCon engages with students and the academe, expanding the horizons of the incoming generation of talent. Unique to Cebu was the student competition brief with the city’s 24-hour public library as a client.
Dennis Perez, DigiCon South XE chair and IMMAP 2019 President, opened the 2-day event by noting, “People don’t always remember their first experience, but they remember their best experience.” The enthusiastic response from the audience could be a good sign that this first DigiCon South experience doesn’t have to be the last – and that there will be better to come.