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. Boost Your Open Rates Through Messaging Apps
Messaging apps enjoy far more superior open rates when compared to email campaigns indicating that push notifications apps are the way to go for maximizing engagement. Indeed, several case studies show the huge potential of messaging apps for marketers.
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.
8. What’s Exciting about Digital Out-of-Home (DOOH) and Its Analytics?
DOOH is getting mainstream in PH advertising landscape. Measurement and analytics have come together with digitization of OOH. Brands can now properly target its audience with DOOH like targeting online campaigns. See the current landscape and know how they do it with DOOH!
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.
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
– 20% Early Bird Discount (Pay on or Before January 30, 2020)
– 5% Discount to Past Delegates of Fiera Programs
Call: +632-8896-0639, 8896-0637
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
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.
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.
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.
Chief Digital Officer
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.
Digital Strategy – OxytocinGroup™
Consultant for Digital, Innovation, Experience, Delivery
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.
Executive Strategy Director
Jason Cruz is the Executive Strategy Director of Wizard Manila. He is the Former Head of Digital Strategy/Business Lead for Social, MRM/McCann Manila, McCann Worldgroup Philippines. He specializes in digital and integrated marketing solutions, social marketing and products, and digital education for clients.
He is one of the leaders and strategic planners for new business ventures for McCann Worldgroup Philippines.
His social media and community management strategies are applied in the industry through some of the country’s biggest brands and businesses. As a subject matter specialist, he has appeared in dozens of academic lectures around the country’s top universities and numerous television features.
He is a lecturer at the IIDM Certified Digital Marketer Program, Coach of Bootcamp Program at Primal Ape CrossFit (primalapeCF.com). He is a Senior Writer of WhenInManila.com.
He holds a Bachelor of Arts degree in International Studies at De La Salle University.
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).