Digital Marketing in a BLINK Seminar 2017

Date: March 8, 2017 - March 9, 2017
Location: AIM Conference Center, Makati City, PH

Register Pay Online


‘Driving Digital Strategies Through Customer Engagement’


What should marketers focus on to improve their digital marketing in 2017?

The biggest driver of digital transformation is ‘Customer Experience’.

Growing and scaling your brand is now easier yet trickier than ever. The prevalence of mobile has enabled more personal interactions between brands and people.

Brands can now track individual customer behavior in real-time. It allows you to tailor-fit experiences on personal scales.

At the same time, these interactions empower the customer to get closer to you which greatly affect the outcome of every engagement.

Key Seminar Topics

Day 1, March 08, 2017

1. Trends in Online Advertising

There are remarkable changes in online advertising to watch out for in 2017: dominance of video ads, native advertising, social media as a conversion platform, dedicated apps, immersive user experience, flat design principles for digital, and many more!

Explore these trends and see what fits your brand.

2. Using Data Analytics for Brand Building Strategies

Do you use Google Analytics or rely on Facebook, Instagram, Twitter or LinkedIn Analytics?

Using the best or having a combination of the best performance analytics tool can spell success for your brand. How does analytics works? What are the strategic metrics to track and analyze?

3. Using Content Marketing to Drive Customer Engagement

According tor research shared by Harvard Business Review, it costs significantly, more up to 25x, to acquire new customers than to retain the customers you currently have. If the majority of your focus is on acquisition, then, you risk neglecting the happiness of your current customers.

Your content may sufficiently answer your audience’s questions and help them solve their problems, but how much does it delight them – enough to have a measurable impact?

4. Create an Engaging Customer Mobile Experience

Do you know how to employ, engage, and interact with your mobile audience?

The most effective way to engage customers is through their mobile devices. Smartphones are now widely used and consumers check their mobile multiple times a day. A recent survey revealed that of the 82% of Twitter users said they watch videos on a regular basis, a staggering 90% of them watch in their mobile devices.

Google reveals that more than half of their searches are initiated on mobile. Such percentage is expected to climb as users spend more and more time attached to and absorbed by their smartphones

5. Leveraging on Social Listening Tools

It is more than just listening to the Voice of the Customer (VoC), but rather, how well do you listen to VoC amidst the noise. Social listening tools help you to track, analyze, and leverage social media conversations more effectively.

6. Telling Your Brand Story in Digital Creatives

People love visual storytelling which comes in short or long form, snippets, streaming, etc. This consumption shift requires that content be produced more quickly and efficiently which drives brands to be more nimble.

7. Reaching Your Audience Through Video, Video Sharing and Live Video Streaming

Get these facts: shoppers who view video are 1.81x more likely to purchase than non-viewers. Retailers cite 40% increases in purchases as a result of videos. But your video outputs won’t be successful without the right strategies to properly promote it to correct audiences.

Social media users are beginning to demand 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 something of a trend on its own, with more and more apps and platforms giving some kind of ‘live streaming’ functionality.

Live video has been on an upward streak for the last few years, but in 2017 will be the year when it fully takes off, utilized by more brands and more individuals than ever.

8. Learning the New Email Marketing Strategies

According to a McKinsey study, email marketing is 40x better at acquiring new customers than social media. But mobile has changed everything for email in terms of consumption volume, design techniques, video usage, and data collection. Data usage are all motivated by the rise of handheld devices.

Day 2, March 09, 2017

1. Building Your Brand with Mobile and Web Apps

You needed a mobile-optimized website. Mobile and web apps are now widely used in the market and they are reliable, fast and engaging. Building a progressive mobile and web apps have benefits and making it easy to delight your users, grow engagement, and increase conversions.

2. Mobile Search and Optimization

The ubiquitous presence of hand-held devices and fading away of desktop traffic clearly indicates that the smart money rests on mobile-focused internet marketing.

Mobile search and mobile optimization should, therefore, be a top priority for digital marketers in the year 2017.

3. Updates in Search Algorithm

Search engine giants will keep on updating their algorithm to decide which content should get priority and rank higher in search engine result pages (SERPs).

Therefore, the only strategy should be to remain original, informative, and helpful to your audience. Digital marketers are focused on Google, FaceBook and Bing’s algorithm as giant search engines.

4. The Rise of Augmented Reality (AR)

Few people would have predicted that Pokémon Go would have taken off as radically as it did, earning $10 million a day in new revenue during its peak.

The app had two main effects on the online marketing community: one, it is shown that users are ready for augmented reality (AR) experiences, and two, it has given marketers a taste of the earning potential. You can expect to see more brands coming out with AR games, AR ads, and attempts to capitalize on AR apps that already exist.

5. Improve Your Website Conversion Rate Optimisation Through Better UX Design

Conversion rate optimisation (CRO) make the user’s life easy. The method of using analytics and user feedback to improve customer experience (UX) on the website are necessary to attain better ROI and overall performance of your website.

6. What’s Exciting About Digital Out-Of-Home (OOH)?

Digital OOH is another channel for your brand. Know what is digital OOH, the current business landscape, estimated reach of OOH, who consumes OOH, and what are popular executions used in 2016? Think! if digital OOH fits your brand marketing.

7. How E-Commerce in the Philippines is changing the retail market landscape?

A case study presentation that gives updates on e-commerce situationer in PH. What the opportunities and challenges of the industry? Find out.

Who Should Attend

CMOs, Brand Marketers, Category Managers, Advertising Managers, Digital Directors, Agencies, Publishers, Media, Telcos, Content Providers, Bloggers, E-Commerce Entrepreneurs, Suppliers, Government, Academe, Digital Marketing Service Providers and those involved in digital marketing and advertising.

Registration Fee

PHP 15,999 + VAT inclusive of 2 days attendance, meals and kit
PHP 9,999 + 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)
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government

Register Today!

For Sponsorship/Registration

Call: +632-8960639, 8960637
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Resource Speakers and Experts

Eduardo I. Mapa, Jr.
Eduardo I. Mapa, Jr.

Founder and CEO
Castle By The River
A Digital Transformation Agency

‘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).

Arthur R. Policarpio
Arthur R. Policarpio

Chief Executive Officer (CEO)
Mobext Philippines

Arthur R. Policarpio is the co-founder and CEO of Mobext Philippines, the regional centre of excellence of Mobext, the mobile division of Havas.

Arthur is a pioneer in digital and mobile marketing in Asia, with more than thirteen (13) years experience in digital/mobile marketing. He has worked on digital/mobile strategy and execution for various top companies across the region, such as: Unilever, Procter & Gamble, Coca-Cola, McDonald’s, Pfizer, DBS Bank, Indofood, and many others.

Under his leadership, Mobext Philippines has won numerous awards and accolades in the Philippines and across the region. From 2013-2015, Mobext Philippines has won 14 local and international awards from various top mobile/digital awards shows, such as the Mobile Marketing Association APAC Smarties, Mobile Excellence Awards, as well as the Philippines Boomerang Awards.

He is a sought-after speaker across Asia-Pacific in mobile, and has spoken in various prestigious industry events such as: Festival of Media in Singapore (2015), AdTech ASEAN (2014), Mobile Marketing Association Forums (Vietnam, India, Singapore, Shanghai), Spikes Asia in Singapore (2014), and many others.

Arthur is an industry leader in the Philippines, having co-founded the Internet and Mobile Marketing Association of the Philippines (IMMAP) in 2007, the country’s official organization for digital companies with more than 100 member companies. He served as IMMAP’s Founding Vice President in 2007 and 2008, and as President in 2009.

Robertson Chiang
Robertson Chiang

DragonPay Corporation

Dick Chiang is an IT and FinTech entrepreneur. He is based out of Manila, Philippines and is currently on a mission to make e-commerce payments as accessible to as many people as possible given the challenge of low credit card and banking penetration in a country of over 100 million people. Dragonpay, the company he founded in 2010, is the local leader in alternative payments supporting various channels ranging including cash payments, online banking, ATM, mobile payments and international remittance.

Dick graduated with a BS Computer Science degree and the Computer Science Department Award from the Ateneo de Manila University in 1991. He pursued his MBA from the Babson Graduate School of Business in MA, USA with a focus on entrepreneurship in 1995. Aside from online payments, he has extensive knowledge in computer programming, Internet Protocol (IP)-based technologies, and computer telephony. His current interests include Data Science, Machine Learning and Cloud Computing. During his spare time, Dick enjoys traveling to unfamiliar places.

Dick is a Founding Director and the current Vice President of the Digital Commerce Association of the Philippines (DCOM), a trade association composed of various players that make up the Philippine e-commerce industry. It is DCOM’s goal to make e-commerce grow in the country through various programs and events, education, and government representation.

Dindo Marzan
Dindo Marzan

Managing Director and Vice-President
Voyager Innovations Inc.

Dindo Marzan is the Managing Director of Hatch, a mobile marketing solutions provider fueled by Voyager Innovations, Inc. He heads Voyager Business, the B2B sales and marketing arm of the company.

Dindo has over 12 years extensive experience in product development and management in the fields of IT, telecommunications, and broadcast media combined. He is knowledgeable in strategic and operational management, and has full exposure to branding and marketing communications with expertise in digital media and marketing.

Prior he joined Voyager, Dindo was a Digital Consultant in Australia helping start-ups and SMBs on their digital strategy and online marketing. His passion for innovation pushed him to come back to the Philippines to be part of the digital unit of PLDT, Inc. that drivesthe exploration and creation of disruptive services for the rapidly changing digital world.

He held senior positions at ABS-CBN Corporation. As the company’s Digital Strategy Head, and later on, Head of Digital Lifestyle, he was instrumental in the conceptualization and creation of Choose Philippines and ABS-CBN Mobile. He handled 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, where he created a video streaming solution 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.

Jonas de los Reyes
Jonas de los Reyes

Head of Digital
Bank of the Philippine Islands (BPI)

Jonas de los Reyes is the Digital Head of Bank of the Philippine Islands (BPI).

Jonas is a digital entrepreneur with 15 years of combined experience in product management, digital marketing and social media strategy.

He is the Managing Director and Co-Founder of Socialytics, Inc. for 3 years, a social media marketing company focused on providing services for companies and brands who want to find, engage and form enduring relationships with their fans, followers and advocates.

Previously, he was the Managing Director of The Loop Digital Marketing, a strategic digital marketing agency.

Prior to venturing into digital agency life, Jonas was the Country Manager for the Philippines of ThoughtBuzz Pte. Ltd., a Singapore-based startup that expanded into the country to offer social media monitoring and social customer relationship management products and solutions.

He worked with Yahoo! Southeast Asia as Lead Community Manager for almost 4 years and with other local startups, such as,, Chikka Asia, and

He holds a BA degree in Communication Research from the University of the Philippines and finished units in the MBA program at De La Salle University Graduate School of Business.

Peach Natividad
Peach Natividad

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.

Denise Haak-Luchangco
Denise Haak-Luchangco

Founder and Chief Experience Officer
QUIDDITY Usability Labs

Denise Haak-Luchangco 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.

Norman B. Davadilla
Norman B. Davadilla

OOH Director
Publicis One Media

Norman Davadilla is the lead OOH media planning architect of Publicis One Media. Publicis One Media is the combination of Starcom Mediavest Group and Zenith Optimedia. It is the Philippines’ largest OOH media planning agency.

Norman’s expertise is outdoor media strategy, planning and buying gained from Starcom Mediavest Group. He was part of the development of various award winning works such as the Coca Cola Contour Bottle LED at Pet Plans which won the OAAP’s Tanaw Award for Innovation in 2014. Aside from that, his team put together the Coca Cola Tansan Billboard in North EDSA and the Coca Cola Plant Billboard in Guadalupe.He also helped develop many McDonald’s creative executions.

His career in OOH planning started in Kinetic Worldwide Media Philippines where he led its then largest account, Smart Communications and Unilab.

Other than these, he travels and likes to discover the unknown, runs marathons, swims the open ocean and rides his bike on endless roads.

Bernard N. San Juan III
Bernard N. San Juan III

General Manager, TrueLogic Online Solutions, Inc.

Bernard has 15 years experience working in the online field. He started with the local web-portal Filonline in 2000 to his current position as General Manager for Truelogic Online Solutions. In over 14 years, he had a hand in the development of hundreds of websites, over a thousand Digital Marketing Projects, ran online businesses, coached dozens of successful salespeople and incorporated four (4) companies and grown three (3) start-ups to multi-million dollar-sized companies among which are,,, LWCI/

He has proven track record in the fields of Sales, Workforce Management, Training, Sales Management and Sales Training, Web Development, Online Marketing, eCommerce, Operations and HR.

He finished a degree in B.S. Physical Therapy from University of Sto. Tomas Manila.

Ibrahim ‘Ibba’ Bernardo
Ibrahim ‘Ibba’ Bernardo

Founder, Sari Software Solutions

Ibba is involved in startup business for the past 8 years, 20 years in IT solutions, and 5 years in 3D animation.He is a Founder of a video game animation company that worked on over 100 AAA titles and an SME businesssolutions company. He is an awardee on Best in ICT at the 2015 Global Entrepreneur Summit.

Marc Samson
Marc Samson

Director of SEO and

Marc has over 8 years of digital marketing/SEO experience and the SEO Director, a US-based boutique digital marketing agency that provides a full suite of end-to-end e-commerce experiences for brands ranging from startups to multi-million dollar companies. Growth Rocket helps brands grow by combining philosophies and strategies on cross-channel marketing automation, UX design, product management, software development, and SEO.

Marc has extensive experience in SEO technical audits and analysis, GAP analysis, competitive analysis, algorithmic penalties, and E-commerce SEO including on-page and off-page. His strengths lie in planning, managing, strategizing, and executing high-level SEO campaigns.

He has experience in email marketing, CRO and coding with HTML, CSS, PHP and JS.

Paulo Angelo Famularcano
Paulo Angelo Famularcano

Head of Creative, D5 Studio

Paulo Famularcano is the Head of Digital Creative for Digital 5, an online programming division of TV5, provides an array of online-exclusive content with various genres that can be viewed on all platforms through the online portals of TV5, Sports5 and News5. In his capacity to be the head creative, he is at the fore of digital media integration and creative management platforms. He is a hybrid creative for 10 years, has been part of some of the biggest shops in the country, and an agency that helped awaken and shape the digital media in the Philippines.

Paulo also worked on a broad spectrum of local and global brands. In 2008, he worked with Media Contacts Philippines as a Creative Head and in Publicis Jimenez Basic Philippines as a Associate Creative Director in 2011.

He won several awards such as, The Araw Awards (The Philippine Advertising Congress), The Boomerang Awards – The Internet and Mobile Marketing Association of the Philippines (IMMAP), and he has been part of the back-to-back Media Agency of the Year.

Paulo graduated Bachelor of Arts in Mass Communication, Journalism & Communication Research in University of the Philippines.

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