The 15th Digital Marketing in a BLINK Seminar 2020
Date:
March 10 - 11, 2020
Location: AIM Conference Center, Makati City, PH
Introduction
What should marketers focus on to improve their digital marketing in 2020?
The biggest drivers of digital transformation are customer experiences, data analytics, and innovation in mobile.
Marketers are gathering data and closely monitoring technologies to craft programs and campaigns to grow and scale their brands. The prevalence and ubiquity of mobile has enabled more personal interactions and experiences between brands and consumers.
Concomittantly, brands are tracking individual customer behavior in real-time. It allows tailor-fit experiences on personal scales. These interactions empower customers to get closer to brands which greatly affect the outcome of every engagement.
Digital Experts in BLINK Seminar will present insights from their industry and brand experiences to deepen learnings and shared knowledge.
Key Conference Topics
Day 1, March 10, 2020
1. Five (5) Guiding Principles for CMOs and Evolving Roles
The role of marketing has evolved as customer experiences require the dynamics to be agile, resilient and flexible. Businesses that understand what their customer care about in the journey will come out ahead of the curb. Given these challenges, it is imperative for the Chief Marketing Officer (CMO) to acquire new skill set – that is, the ability to wear may hats at once.
What are the guiding principles for effective CMO to navigate with the forces of change?
2. The New Commerce 2020 Emerging in PH Landscape
What is the ‘New Commerce’ emerging in PH landscape in the new age of marketing? Brands and businesses are adopting to the emergence of new channels of distribution and doing business, shifting consumer behaviour, preferences and lifestyle. How do brands and businesses respond to this new wave commerce? Find out.
3. Gen Z and Retail: Bridging the Generation Gap for Brands
Times are changing. Millennials are no longer the youngest demographic worth wooing. Forward-thinking retailers are shifting their focus beyond Millennials – most of whom are now spending in accord with the demands and responsibilities of adulthood – to the up-and-coming economic force of GenZs.
Research by the National Retail Foundation reveals that 67% of Gen Z shop in-store (most of the time). A global study by Euclid reports that 47% of Gen Z shoppers enjoy browsing in stores, 48% like getting products immediately (rather than waiting for delivery), and 66% like to see, hold, and try on products before they buy.
What is the Philippine Gen Z scenarios?
4. Social Media Hacks to Boost SEO (Search Engine Optimization)
Social media and SEO are interwoven elements in your digital marketing strategy. Using appropriate search terms in your social media posts helps users find your most relevant content and clearly spells out what’s being offered. In turn, social media shares greatly benefit your search engine visibility by helping your site get indexed faster, build links, establishing credibility, harnessing the power of influencers, fresh business listing, etc.
5. SEO (Search Engine Optimization) vs. PPC (Pay-Per-Click) Advertising:
Which Search Marketing Strategy Should You Choose?
Marketers and business owners face the dilemma of choosing SEO or PPC to grow their business, get more leads, and increase conversions. Take a closer look at each strategy and the differences between them so you can make an informed choice.
When are you going to use SEO and PPC advertising in your search marketing strategy and specific campaigns?
6. Opportunities in Mobile: Driving Business Through Apps and Mobile Web
Filipinos checked their mobile phones on the average 150X daily. The rapid adoption of mobile and hold on consumer attention for business are significant. Mobile has quickly become a platform that will accelerate growth and failing to adopt will leave your business to extinction. Take a close look at what mobile can do for your business through apps and mobile web – ordering dinner, grocery deliveries, booking flights, ride-sharing, watching movies, checking emails, etc. Discover possibilities of mobile opportunities in your business!
7. Starting Brand Conversations in FaceBook Messenger
66% of filipinos increase their online spending when they get to converse with the brand. Messenger platform is a powerful tools to re-engage in conversations with your customers. Take your customer conversation to FB Messenger and maximize the potential of one-to-one marketing.
Day 2, March 11, 2020, Friday
1. Micro Moments Go Mainstream to Improve CX and Boost ROI
To take advantage of micro moments in 2020, you need to be where consumers are searching for information in the moment – as Google puts it, marketers have to ‘be there, be useful, be quick’. The rise of micro moments means that marketers must rethink the linear buyer’s journey that follow a set path: awareness, consideration and decision.
Today’s customer journey is becoming more of a whirling funnel where in people think, see or talk about something, want to learn, watch and buy – all at instant.
Identify your customers’ potential ‘have to buy’ moments and be ready to deliver quality content in those moments of need for mobile devices, and make it easy for them to purchase.
2. Why Brands are Shifting to Omni-channel Marketing?
Omni-channel marketing allows you and your customers to keep in touch and never lose the current context of your relationships. Customers prefer to interact with brands that keep their personalities intact across channels. Omni-channel is making products, services and marketing communications available in all channels including brick-and-mortar shops and events. Marketers use CRM platforms and tools to monitor and interact seamlessly from one digital channel to another.
3. Integrating Videos Across the Marketing Funnel
Videos, at brand awareness stage, drives customers to website with 53% of consumers engaging with brands after viewing videos in social media. Videos are also beneficial through nurturing stage especially in emails as it helps to increase click-though rates by 300%.
4. The Popularity of Live Video Streaming
Social media users are demanding more in-the-moment content, giving them a vicarious view into a world (or event) they had previously been unable to access. Live video has become a trend on its own, with more and more apps and platforms giving some kind of live streaming functionality. Live video is popular and on an upward streak. It is utilized by more brands and individuals.
5. Voice Search as the New Weapon of E-Commerce
Starting 2020, 30% of website sessions will be conducted without a screen.
Voice-only search allows users to browse the web and consumer information without having to scroll through sites on desktops and mobile devices. This new technology maybe key to successful brands in the future. How do business start their voice search marketing program?
6. Creating Content that Resonates and Its KPI
How do you measure the success of your content marketing strategy? Want to know the metrics you should track to ensure your content is producing real results? Take a close look at these categories of metrics: User Behaviour, Engagement, SEO, and Revenue.
7. What Consumers Expect from Social Media Influencers and their Ethics?
In PH, what should consumers expect from social media influencers for them to unfollow or a brand to severe ties? What should influencers be sharing with their audiences?
Based on research of Influence.co, people are OK with social media influencers promoting
products as long as they use these products.
Who Should Attend
CMOs, Brand Marketers, Business Owners, Category Managers, Advertising Managers, Digital Directors, Digital Agencies, Publishers, Retailers, Media, Telcos, Content Providers, Bloggers, E-Commerce Entrepreneurs, Date Scientists, Digital Suppliers, Government, Academe, Digital Marketing Service Providers and those involved in digital transformation of companies and businesses.
Registration Fee
PHP 16,599 + VAT inclusive of 2 days attendance, meals and kit
PHP 10,599 + VAT inclusive of 1 day attendance, meals and kit
Payment and Discount Scheme
– Package of 5 + 1 (send 5 delegates and get additional 1 for free)
– 20% Discount to Academe/Students/Government/NGOs
– 5% Discount to Past Delegates of Fiera Programs
Register Today!
For Sponsorship/Registration
Call: +632-8896-0639, 8896-0637
Email: norelyn@fmi.com.ph
Visit Website: www.fmi.com.ph
Reviews – What They Say About Previous BLINK Program …
1. The speakers were very impressive, congratulations on successful BLINK program.
– Lia Andrea Ramos, Glamour Box, Inc.
2. Highly recommended! The topics curation and selection of speakers was excellent!
Congratulations and looking forward to be in the BLINK Seminar next year!
– Tracy Aquino, Republiq Group of Companies
3. My first time to attend this. You have good topics and world-class speakers. I have learned a lot of insights. You should consider offering it international.
– Kevin Hartigan-Go, Philippine Airlines (PAL)
4. Very effective in gaining knowledge about different aspects of digital marketing.
– Beatrice Rei T. Villanueva, Ginebra San Miguel, Inc.
5. As my first BLINK Seminar, I am glad the talks featured information about digital that are easy to understand for beginners.
– Sarena Guiang, Widescope Advertising Agency
6. Have learned a lot as our company is quite new to this. This will surely not be the first time we’ll send representative for training.
– Gina C. Vizconde, Concepts In Action, Inc.
Stay updated on all our learning events!
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The Resource Speakers and Experts
Samuel Jeanblanc
Market Lead
Google Philippines
A 5-year Googler, Samuel joined Google Philippines two years ago as Market Lead, with a special mission to help digitize Filipino businesses.
Prior to this role, Samuel was part of Google France, where he was working with leading advertisers and agencies. He has deep knowledge of marketing and leadership and a keen understanding of how digital is providing opportunities for companies of all sizes and shapes.
Prior to joining Google France, Samuel was an Account Director at Havas Media.
Glenn Z. Estrella
Entrepreneur in Residence
917Ventures
Currently, Glenn is the Entrepreneur in Residence at 917 Ventures. In August of 2019, Globe announced the creation of 917 Ventures, to be its corporate incubator arm, creating businesses beyond telco services and expected to play a critical role in contributing to the company’s future growth.
Glenn re-joined Globe in 2011 as Vice President for Digital Media, Consumer Business Group, Globe Telecom where he led partnership acquisition with companies such as Google, Facebook, and Spotify to increase adoption of mobile data usage.
He also innovated and incubated internal projects & services that led to mainstream Globe products such as GoWiFi, Switch, paperless billing, automated voice billing reminders, data monetization, digital advertising, GMovies, APIs, and a white-label loyalty-as-a-service (RUSH).
Prior to rejoining Globe for the second time in 2011, Glenn has led several start-up ventures in the Philippines with one successful exit and another successful spin-off. Glenn has also successfully led a start-up in Jakarta, Indonesia back in 2006.
Eduardo I. Mapa, Jr.
Country Head/Partner
Entropia CBR
‘Digital Transformation Agent and Evangelist, Culture Maker, Data Whisperer And Chief Storyteller – At Large.’
Ed is the Founder and CEO of Castle By The River, A Digital Transformation Agency.
He has over 25 years of experience in the field of advertising, digital marketing, public relations and strategic planning.
Prior to moving in the start up and consultancy arena, Ed’s career spanned across key markets in Asia and worked with global advertising and marketing networks: Omnicom Group and Havas.
He was CEO of Digital Arts Network (DAN)/TBWA Manila; Co-Founding Partner of Havas Media Ortega in Manila; Chief Innovation Officer, Havas Media China; CEO of Havas Digital, Beijing; CEO of Havas Digital Mumbia, India; CEO and President of Media Contacts, Philippines (now Havas);Regional Account Director, Euro RSCG (now Havas) in Singapore.
He has led numerous innovative advertising and digital marketing campaigns and handled the businesses of Procter & Gamble, Unilever, Intel, Volvo, Smart Communications and Globe Telecoms among others.
Ed is one of the Co-Founding Directors of the Internet and Mobile Marketing Association of the Philippines (IMMAP) – the country’s premiere industry authority in digital marketing, and DCOM (Digital Commerce Association of the PHilippines). He is recognized father of the ‘Boomerangs’– considered as the Oscars of Digital marketing campaigns in the Philippines and just recently, Ed was the Director-In-Charge of the highly successful first Philippine Digital Congress in 2016 at the Philippine International Convention Center (PICC).
Mellissa B. Limcaoco
Chief Executive Officer (CEO)
Amplifi Technologies Corporation
Currently, Mellissa is the Chief Executive Officer of Amplifi Technologies Corporation, a marketing technology company.
She has solid background in Entrepreneurship, Brand Management for FMCGs, Business Development, Digital Media, Marketing, Innovation, and Product Development for Telecommunications, and Business Transformation for a National Television Network.
As Head of Digital Transformation and iWant TV, she leads the ideation and development of digital/mobile products and experiences for ABS-CBN content and ancillary products.
She worked with Smart Communications, Inc., Tribal DDB Philippines, Entertainment Gateway Group Corporation, and Unilever Philippines.
She is affiliated with these organizations: Rappler, IMMAP (Internet and Mobile Marketing Association of the Philippines), New York Marathon, and National Credit Bureau, and Hatchd Inc.
Mellissa holds BS Economics degree from Sta. Clara University, CA, USA.
Dindo Marzan
Country Head, PH
True Digital Group (TDG)
Dindo Marzan is the Country Head for Philippines at True Digital Group (TDG), an enabler of digital transformation and a subsidiary of Thailand’s Charoen Pokphand Group, one of the world’s largest conglomerates.
Dindo has 15 years product development experience in the fields of IT, telecommunications, advertising, and broadcast media. He’s very knowledgeable in strategic and operational management, and has full exposure to brand management and marketing communications with expertise in digital.
Before he joined TDG, he was the Managing Director of Hatch, Voyager Innovations, Inc. a mobile marketing technology business unit called Hatch. In his five years with Voyager, his team has created ground breaking digital platforms and ecosystems like freenet, PinoyHoops, Eat Bulaga Mobile, SafeZone, and Voyager DX, which includes the DX Academy and DigiHub.
Prior to Dindo’s Voyager stint, he held senior positions at ABS-CBN Corporation, the largest media conglomerate in the Philippines. As its Digital Strategy Head, and later on Head of Digital Lifestyle, he was instrumental in the company’s digital transformation and the creation of Choose Philippines and ABS-CBNmobile. He also managed the content operations of iWant TV, iWant Stars, and iWant Txt.
Dindo gained extensive experience in product management and marketing at Globe Telecom handling broadband solutions for businesses and unlimited voice services for consumers. He got his first taste of new innovation and business development at Mozcom, the Philippines’ First Internet Service Provider (ISP), where he created a video streaming solution that was used by Ateneo in its first ever webcasted graduation ceremony.
He holds a Bachelor of Arts in Speech Communications and Journalism, minor in Statistics from the University of the Philippines. He is pursuing his online graduate studies on Computer Programming from RMIT University, Melbourne.
Denise Haak
Founder and Chief Experience Officer
Quiddity Usability Labs
Denise Haak is the Founder and Chief Experience Officer at QUIDDITY Usability Labs, a firm that specializes in User Experience, building and improving digital products that are grounded on usability principles. Her current roster of clients include Cebu Pacific, McCormick Culinary, UnionBank, and some pretty nifty start-ups.
Prior to QUIDDITY, she held the role of Agency Business Lead in Google, which she joined in 2012 as part of the inaugural team that was to eventually launch the Google Philippines office. There she worked to foster online marketing evangelization, develop digital capabilities, and strengthen partnerships with local advertising and media agencies.
Denise has spent over a decade in the advertising industry, cultivating client partnerships in her past agencies MRM, Publicis JimenezBasic, Bates 141 and Ogilvy, with brands such as Coca-Cola, Unilever, Nestle, L’Oreal, Kimberly-Clark, Pfizer, J&J, Motorola, Jollibee, Globe Telecom, Ayala Land, Unilab, and San Miguel.
Having endeavored all dimensions of traditional advertising, from PR to above-the-line, Denise inevitably came back to her roots, embracing her inescapable passion for all things digital – an attribute no doubt inculcated by her Computer Science education at De La Salle University.
A noteworthy speaker, Denise has designed, conducted and participated in hundreds of workshops and seminars covering everything from user experience, product development, digital marketing, brand activation, strategic planning and ideation.
In her spare time, Denise enjoys the company of her husband and two boys, plays Ultimate Frisbee, and volunteers her expertise as a mentor and coach for programs such as MarkProf, Globe University and Certified Digital Marketeers. And yes, she speaks Tagalog fluently.
Carlo Luis Vergel de dios Hemedes
Managing Partner and CEO
Organic Intelligence Consulting, Inc.
Carlo has 14 years of experience in marketing management, strategic management and brand planning in companies, such as: Philam Life, Jollibee Foods Corporation, BDO Rewards and more.
He led the digital research projects of World Health Organization (WHO), Philam Life consumer experience research studies, and conducts FGDs (Focused Group Discussions) for top brands – Loreal, Maybelline, Unilab, Nutriasia, to name a few.
He also led the Resell/Upsell campaigns of Philam Life that made the company the ‘Best Performing Insurance Company’ in the AIA group.
He teaches Marketing and Advertising courses in the Ateneo de Manila University.
He holds a degree in Bachelor of Science Major in Business Management, Minor in Marketing, from the Ateneo de Manila University.
Bernard N. San Juan III
General Manager
TrueLogic Online Solutions, Inc.
Bernard is a Web Professional with 20 years of experience in the field of web, e-commerce and marketing. TrueLogic is the 4th success story of his career – a dotcom turned multi-million dollar enterprise. Before joining TrueLogic 7 years ago, he also held the following roles:
• General Manager – Shopster.com
• director of e-Commerce – 360Training.com
• Operations Manager – MartinPrint.com.au
• Training Manager – iFloor.com
He has a career spanning performance of over 11,000 marketing campaigns, launched over 1000 websites and has helped generated over 220 million dollars in growth revenue over the course of his career. He is a Mama’s Boy, Digital Advocate, Web Professional and Toy Collector in that order.
Shayne Garcia-Madamba
Chief Digital Officer
Havas Ortega
Shayne has been in the media industry for almost 20 years. She is currently the Chief Digital Officer of Havas Media Ortega. She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – two of which include Campaign Asia Digital Agency of the Year Award 2017 and ’40 under 40′ individuals in APAC by Campaign Asia in 2016.
While most believe that her world revolves around advertising, there is one thing that Shayne could not live without – teaching. She is a regular subject-matter-expert and media program chair at the CDM program (Certified Digital Marketer Program), and she spent years teaching in UP Diliman and UP Manila. Shayne is a veteran speaker in multiple marketing events here and abroad: most recently, she was one of the workshop leads for the Nicholas Hall Conference in Vienna Austria last April 2019 and a keynote speaker in the recent New Directions conference in London last November 2019.
Laureana Glady ‘Gladys’ R. Basinillo
Media Consultant
Gladys rose from the ranks with over 28 years of extensive experience in communications planning and buying.
Her expertise is in developing media strategies across a wide array of industries by using communications and consumer research.
She started in Aspac and Grey as a Media Buyer right after college, and moved to at least 8 agencies and got promoted to CEO of Carat Philippines, Inc. in Oct 2015. She became the 1st Chief Growth Officer/Agency Head in the industry to lead 2 media agency brands – Starcom and Spark Foundry, a capability brand, all housed under Starcom Mediavest Group in 2017.
She worked in the Mediacom as Business Unit Head, Business Unit Head/Media Director of Zenith Optimedia, and Media Manager of Campaigns and Grey.
She holds a Bachelor of Science degree in Economics, major in Banking and Finance, from the University of the Philippines.
Weslee Trout
Consultant for Digital Strategy
SEO & Customer Experience
Wes has a decade of experience in digital marketing, customer experience, innovation, and digital transformation spaces. He previously led innovation enablement and digital delivery for Manulife Philippines, including its regional IT Delivery Center. In these roles, he spearheaded the conceptualization and development of the company’s first digital investment product tailored for parents to save for their kids’ education, as well as other transformational projects, with a team of about 30 software engineers reporting to him.
Prior, he worked with dozens of startups, digital agencies, and medium-sized businesses to develop digital strategies focused on creating better user experiences and generate business value through customer-led delivery.
Weslee has worked with businesses and companies from industries such as: Logistics, Petroleum, Hospitality, Digital Delivery and Media, Education, Consumer Goods, Financial Services, Entertainment, Industrial Services, and Real Estate, and eCommerce.
Weslee is currently focusing on digital strategy initiatives at OxytocinGroup™ for the group brands.
Jason Cruz
Director, New Business Development
ADA Asia (Analytics – Data – Advertising)
Jason is the Director of New Business Development for ADA Asia’s Philippine office, one of the leading voices on analytics, data, and how it impacts advertising, in the Asia-Pacific region. He specialises in business strategies and how brands can win on digital.
Prior to ADA Asia, he served with the country’s largest creative marketing solutions agency, McCann Worldgroup Philippines. In his time there, he moved up from social media manager to become the Head of Digital Strategy and lead for social marketing for Asia-Pacific in just a little under eight years.
He has worked on nearly 150 brand campaigns so far, and is a key player in some of the most culture-changing work from the marketing industry. Jason is a teacher at heart, and is a recognised educator among his peers, clients, and students alike.
Outside of the industry, he’s probably on a mountain or a football pitch somewhere, or co-running a craft cheese business and a fitness studio.
Janette Toral
Founder, Digital Filipino
E-Commerce Advocate and Digital Influencer
Janette Toral is a multi-awarded E-Commerce Advocate and Digital Influencer. She provides independent insights and consultancies.
She is a Certified Advisor, Certified ScrumMaster and Product Owner, Canva Certified Creative, and Global Leadership Assessment 360 Certified Practitioner.CSS.
She is a Certified Coach, Speaker, Behavioral Analysis Consultant, Trainer, Youth Facilitator at The John Maxwell Team.
Distinguished Expert for 2nd and 3rd Expert Committee of APEC E-Commerce Business Alliance.
She helped the Department of Trade and Industry in crafting the Philippines E-Commerce Roadmap for 2016-2020.
She participated in the International Visitors Leadership Program 2011 sponsored by the US Embassy. Featured as 1 of the 6 women Innovator at the APEC Women and Economy Summit 2011, San Francisco, USA.
Former Technical Consultant/Executive Director of the Congressional Oversight Committee for the E-Commerce Law. She worked on policy creation in consumer protection (value added services, e-commerce, e-banking), data privacy for the private sector, and e-payment in PH government.
As founding President of Philippine Internet Commerce Society, she worked on the passage of Y2K Law and E-Commerce Law. She is a former Board Member of Philippine Computer Emergency Response Team (PH-CERT), Internet and Mobile Marketing Association of the Philippines (IMMAP), and Philippine Macintosh Users Group (PhilMUG).
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