In the Fourth Industrial Revolution, the definition of a ‘good’ experience has changed. Customers demand not only relevant offers, but to feel truly known and understood as individuals.
In the today’s culture of immediacy, customers expect engagement at their exact moment of need. This level of engagement is viewed as standard across the entire customer journey, prompting marketers to think well beyond their traditional domain. (State of Marketing Report by Salesforce Research).
High performing marketers set themselves apart by not only delivering the right message on the right channel at the right time, but by leading customer experience initiatives across their broader organization.
Customers want seamless experiences regardless of channel. Consider how you tie all the DIGITAL channels you have in your company together to provide a single, user-friendly customer experience.
2019 Digital Marketing in a BLINK is designed for YOU: the marketing professional.
It is carefully crafted for someone just like YOU.
By attending BLINK you will:
1. Keep up with important trends that matters and know exactly how to successfully implement the latest techniques.
2. Get the desired ROI every time you launch a campaign, create an ad, or start working on a new platform.
3. Establish relationships with people who are like you – always available, go to group of peers who ask similar concerns, or present new ideas.
4. Develop confidence with every strategy and tactic you present to your boss, colleagues, or clients.
5. Connect with people who speak your language and understand your challenges.
Key Seminar Topics
Day 1, March 14, 2019, Thursday
1. Understanding the New Digital Customer Experience (DCX)
Digital technology has transformed consumer habits.
Mobile devices, apps, machine learning, and automation, allow customers to get what they want almost exactly at the moment they need it.
Digital has caused a shift in customer expectations, resulting in a new kind of modern buyer. Because of the opportunities that rise from using modern technology, customers often rate organizations on their digital customer experience first.
Digital first requires you to rethink how you interact with your customers.
2. The State of Marketing Based on Salesforce Global Research
Find out the current state of marketing based on the results of global research conducted by Salesforce. Analysis and insights on this report are valuable inputs to your marketing strategies and directions.
3. Implementing Data-Driven Marketing to Improve Customer Experiences
With the rise of data analytics and machine learning in 2018, gaining useful insights about consumer behaviour is no brainer.
This new emerging tech has penetrated the marketing domain. More businesses are using data-driven marketing to gain useful insights and increase their ROI.
Businesses are no longer relying on traditional statistics and are moving to more real time approach. Marketing automation tools has made data analytics and results oriented marketing possible.
According to a study from Forbes Magazine, 88% of companies have used data to improve their understanding of each consumer.
4. Social Customer Care: Why Marketers Should Care
Learn how small and medium-sized businesses can offer reactive and proactive customer care. Discover how convenience and humor can endear customers to create positive customer experiences.
5. Create High-Quality Content Consistently
Content marketing is a fundamental piece of any marketing strategy. However, it must deliver on two fronts. It must be well-constructed and relevant and it must be engaging.
The industry trend in digital marketing is not content marketing alone. The future of digital marketing is a focus on content creation that high-quality, but also can be shared across multiple platforms and will engage readers using a unique take on a familiar message.
Content is still the king. Yes, this holds true even today and will be true even years to come. The only thing that is changed is now algorithm are much smarter in recognizing spamming and plagiarism contents. Machine learning are helping ads platform to smartly place ads that are in context with the content of webpage.
6. Moving Multi-Channel to Omni-Channel Approach With Analytics
Today, the internet provides countless ways to reach the right people at the right time making it difficult to remain consistent across all digital platforms.
Multi-channel marketing refers to the use of many channels to interact with clients and customers, where omni-channel is all about providing a seamless experience from channel to channel.
Marketers are able to follow that customer’s journey and history from one channel to another, therefore, removing and ‘friction’
which leads to purchasing a product or service. Omni-channel marketing is not a luxury, but a necessity for brands in today’s digitally connected world.
Marketing will become more about engagement and less about quantity, which leads into the next digital marketing trend for 2019, personalization.
Day 2, March 15, 2019, Friday
1. Use Video to Boost Conversions and Brand Visibility
When crafting a digital marketing strategy, implementing video is an absolute must. Nearly 3 out of 4 consumers say they’ve shared brand’s video content.
Depending on what you’re selling, a majority of users confirm that watching a video of a product, prior to purchasing, significantly increases their confidence in the buying decision. Zappos found sales increased from 6% to 30% after adding videos to product pages.
Video marketing goes beyond YouTube and should engage customers on all relevant social media platforms.
Create stories. Delivering video content that tugs at the heart, inspires, or simply gets people to laugh can organically drive sales.
2. How Artificial Intelligence (AI) Is Changing Customer Engagement and Experience to the Next Level
Artificial Intelligence (AI) and Digital Marketing are go hand in hand. With the ability to collect data, analyze, apply, and learn,
AI is transforming digital strategy. As it continues to advance, so will the capabilities to use it to improve digital marketing strategies
and valuable customer insights for companies.
Three (3) ways AI is changing digital marketing; Better User Experience, Predictive Customer Behavior and Real-Time Customer Support.
According to a Forrester’s Global State of Artificial Intelligence Online Survey, 57% of businesses are using AI to improve their customer experience and support, while 44% are using AI as a means to provide the ability to improve upon existing products and services.
3. Integrate Chatbots to Increase Customer Engagement
Chatbots are quicker than humans in giving any data-related answers and taking requests. They have humor and personalities
and offer personalized service to any customer in need, any time.
Chatbots can be integrated with a website, an application, and even with a social media platform. They also gather user information that can later be used to better tailor marketing strategies.
According to Grand View Research, the global chatbot market is reaching 24% annual growth rate. The research also found that 45% of end users prefer using them as a primary mode of communication in customer service.
It’s estimated that in the next 5 years, approximately 80% of business communications with customers will be performed through bot messengers.
4. Leveraging Voice Search
In today’s digital era, it is possible to answer all the user queries through search engines. But users mostly don’t appreciate reading through large paragraphs of content to know the answer to their question.
Voice search has made it possible to reduce the amount of efforts taken by users to find answer to their queries. Asking a question to voice search engines and getting the closest possible reply from them is going to make voice search the next trend in digital marketing.
72% of people who own a voice-activated speaker say that their devices are often used as part of their daily routine.
5. How Augmented & Virtual Reality (AR/VR) Creating Immersive Customer Experience (CX)
Augmented and Virtual Reality(AR/VR) are the game changers when it comes to creating awesome customer experiences.
Both AR and VR can create engaging customer-brand interactions.
AR is being adopted by real estate, entertainment and film, and hospitality industries alike to create immersive and meaningful experiences. For instance, AR in the food and beverage industry enhance guest experiences. AR menus create virtual food with multiple digital renderings and 3D photographs to display accurate representation and portions. Customers can also scan menus or food packages to determine nutritional information.
VR is increasingly complementing CX because of its life-like experiences and emotional footprint.
6. Email Is Getting More Personalized
Email continues to be a major channel of communication, with billions still using it for personal, commercial, industrial, legal, scientific, and academic purposes. In others words, email is here to stay, and email marketing itself continues to be important.
Email marketing is evolving, and generic marketing emails aren’t as effective as they once were. It is now a combination of automation and, more importantly, personalization that makes email marketing important for 2019. When you can trigger your email marketing to something specific, such as, a user browsing a particular product, and then, follow-up with a promotional price or demo video in a personalized email, this can be very effective.
Email is often the final ‘trigger’ to motivate an action, especially when combined with your re-marketing techniques.
7. Social Media Growth is Key for Customer Engagement
There is one marketing trend emerging that you absolutely cannot afford to miss out on — the coming of age of Gen Z.
This new generation is going to account for about 40 percent of all digital shopping by 2020. In other words, you have to prepare your marketing for this crowd leading into 2019 so that you’re ahead of the game.
The number one way you’re going to reach this crowd — and many others — is through your social media marketing plan.
You have to aggressively market on all of your accounts including Facebook, Twitter, Pinterest, and Instagram.
It’s estimated that there are around 2 billion active monthly users on Facebook. Instagram boosts around 1 billion monthly users.
You can grow your social media in multiple ways. One of the best ways to accomplish your goal of becoming a social giant is by trial and error advertising.
You can use Facebook Ad Manager to create multiple promotions targeted towards your audience.
Who Should Attend
CMOs, Brand Marketers, Category Managers, Social Media Marketers, Consultants, Solopreneurs, Network Marketers, Corporate Marketers, Advertising Managers, Digital Directors, Agencies, Publishers, Media, Telcos, Content Providers, Bloggers, E-Commerce Entrepreneurs, Start-ups, Digital Marketing Service Providers, Suppliers, Government, Academe, those involved in digital marketing and advertising, and those who want to form relationships with fellow marketers.
The Resource Speakers and Experts
Chief Strategy Officer
McCann Worldgroup Philippines
Gino leads the cross-functional strategy team of McCann Worldgroup, the Philippines’ largest marketing communications agency whose clients include Nestle, Coca-Cola, Unilab, Jollibee Foods Corporation, BPI, Ayala Land, Philippine Airlines and San Miguel Beer among many others.
Gino brings nearly 20 years of hands-on experience planning for brands at the local, regional and global level – both for consumer and B2B brands.
Gino is also the local market champion for Truth Central, the global thought leadership unit of McCann Worldgroup. Through the use of proprietary Truth Studies, Truth Central’s mission is to uncover the hidden truths about people and culture that can make brands successful in the world today.
‘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. 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).
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.
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.
Digital Strategy Director
TBWA\Digital Arts Network (DAN) Manila
Peach is the Digital Strategy Director of TBWA\Digital Arts Network (DAN) Manila responsible for forging an exciting new path for the CIio Philippine Agency of the Year.
She has over 10 years of experience in digital and traditional advertising experience, having worked with companies, such as, Ogilvy & Mather, Tribal DDB, and most recently, McCann WorldGroup. Peach was instrumental in MRM-McCann’s being named five-time Campaign Asia Digital Agency of the Year, contributing to a number of award-winning campaigns.
Peach holds a degree in Economics, major in Mathematics and minor in Anthropology, Magna Cum Laude, from the University of the Philippines.
President and COO
Yayu Javier is the President and Chief Operating Officer (COO) of Avanza, Inc., formerly MotivationAsia Philippines, Inc., a leading CRM and Loyalty Marketing company in the Philippines.
She has over twenty years professional experience in CRM, loyalty marketing and performance improvement; seventeen years experience in integrated marketing communications industry covering Philippines and Brunei markets. She acquired incentive and loyalty training from Maritz, Inc., a leading loyalty and global company based in the US and was awarded Maritz President’s Honor Roll in 2008. Her professional exposure spans retail, FMCGs, banking, and telecom industries.
Her work experience covers advertising (creative design, strategic planning and execution), CRM, rewards and loyalty, data analytics, call center operations, IT design and development (mobile/web), events, research, and audit controls.
She is an established Expert in CRM and has been invited as resource speaker in the Philippine Marketing Association National Marketing Conference, Bank Marketing Association, Bank Marketing Association in the Philippines, and Philippine Franchise Association. She is a regular column writer on CRM and Customer Service for the Philippine Retailer Association magazine.
She is the current Secretary General of Marketing Institute of the Philippines; President of Philippine Marketing Association in 2014; Board of Trustees of the Bank Marketing Association of the Philippines.
She holds an MBA from Ateneo Graduate School and Bachelor’s degree in Fine Arts major in Advertising from College of Holy Spirit.
Business Excellence Leader
Praveen Tatia is the Vice President, Business Excellence Leader of Accenture Philippines.
Previously, he worked as Global Head, Customer Experience Management Group (CEM), UBS & CIS, PH of Cognizant Technology Solutions Philippines, Inc. He worked with Genpact India and Philippines under different roles in Process Excellence, Transitions & Solutions, Re-engineering and Operations.
He has over 17 years of experience in BPO industry, specializing in leading global and cross functional teams for enhancing Client and Customer Experience, establishing business process management systems for contact centers and deploying Lean Six Sigma, Transitions, new account set up and process re–engineering.
He graduated with a Bachelor’s degree in Pharmacy from L.M. College of Science & Technology, Jodhpur and a PGDBM (equivalent to MBA) in Operations Management from IMT Ghaziabad.
Head of Digital Strategy
Business Lead for Social
McCann Worldgroup Philippines
Jason Cruz is the 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.
Chief Technology Officer
CEO, 22 Delta Labs, Inc.
Faculty, John Gokongwei School of Management
Ateneo de Manila University
As a Chief Technology Officer and VP of Engineering in Olelo, Inc., he leads and designs software and application programming services to deliver real-time insights, analytics and behavioural profile of customers and audiences in various social media platforms.
Francis has solid background in Software Engineering, Product Engineering and Digital Innovations.
He worked with various top companies in local and international, such as, Smart/PLDT, Inc., Globe Telecom, Inc., Oracle America, Inc., Impraise B.V. (Netherlands), etc.
Francis holds BS in Computer Science and Engineering, Minor in Economics in Massachusetts Institute of Technology (MIT), MA, USA.
‘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 & 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.
PHP 16,599 + VAT, inclusive of 2 days attendance, meals and kit
PHP 10,599 + VAT, inclusive of 1 day attendance, meals and kit
US$400 for Foreign Nationals, inclusive of 2 days attendance, meals and kit
Payment and Discount Scheme
– Package of 5 + 1 (send 5 delegates and get additional 1 for free)
– 5% Discount to Past Delegates of Fiera Programs
– 20% Discount to Academe/Students/Government
Call: +632-8960639, 8960637
Visit Website: https://www.fmi.com.ph/
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