11th Digital Marketing in a BLINK Seminar 2018

Date: March 15 - 16, 2018
Location: AIM Conference Center, Makati City, PH

Digital Marketing In A BLINK Seminar 2018


More than ever, today’s marketers are placing the ‘customer’ at the front and center of all its processes as key to sustaining and growing the brand and business.

Today, the biggest driver of digital transformation is ‘Customer Experience’ (CX).

In this world of data-driven economy, the key to understanding customer behavior becomes paramount as data and technology enable positive customer engagement and experience.

Growing and scaling your brand is now easier yet trickier than ever. Hence, there is a need to study the changes and dynamics of the tools and platforms we used in customer engagement.

Brands can now track individual customer behavior in real-time. It allows you to tailor-fit experiences on personal scale. At the same time, these interactions empower the customer to get closer to you which greatly affect the outcome of every engagement.

Key Conference Topics

Day 1, Thursday, March 15, 2018

1. Customer Experience (CX) and Data Analytics:

How marketers utilize data to deepen understanding of customer experience?

Data is now the world’s most valuable resource. Digital transformation is happening as data-driven economy is pushing its processes to fully understand its customers. How do businesses use data as a strategic differentiator in creating positive customers experience?

2. How to create Customer Experience (CX) program?

Context marketing gives you the power to understand your customers and offer them a truly personalized experience. It can help to deliver the right content or services to the right people at exactly the right time.

Marketers, who are aware of their customers’ current and past interactions, know exactly where customers are on the decision journey. They assess and figure out what might improve the customer journey and guide customers toward purchase. These marketers effectively manage the customer experience. Learn new approaches in creating successful customer experience program from the early stages of transformation to more mature stages of customer delight.

3. From Multi-channel to Omni-channel approach in Analytics

Omni-channel measurement, a holistic view of the overall customer experience (CX), allows you to improve that experience within specific channels and touch points. It is the holy grail of CX measurement. The difference between multi-channel and omni-channel really comes down to a company’s approach to digital strategy. Companies that focus on maximizing the performance of each channel – physical, web, mobile – have a multi-channel strategy.

In an Omni-channel approach, it puts the customer at the center of its strategy. It acknowledges that mobile and social have enabled customers to not only quickly switch between channels, but actually use channels simultaneously.

4. How programmatic campaign works?

Programmatic buying isn’t just efficient – it leads to more sophisticated and targeted campaigns. Learn real time bidding and data-driven creative to execute programmatic implementation, such as: reaching audiences across screens, design compelling creative, organize audience insights, measure the impact, and execute with integrated technology.

5. Mobile-First and Mobile-Only Continue to Disrupt
Customer Experience

Google’s announced mobile-first algorithm is expected to launch in early 2018. With this change, Google
will primarily index mobile content and use it to decide how to rank its results, regardless of whether you’re on desktop or mobile. There will be no more of mobile-friendly adjustment done just for mobile users.

69 percent of digital media time is spent on mobile according to comScore’s 2017 US Cross-Platform Future in Focus report.

6. Understanding How Micro-Moments Influence Consumers

The recent Google report has revealed that 96% of smartphone users turn to their mobile devices to get the things done when it comes to the search of products and services they need, and each person on average checking their phone 100+ times a day – micro moments are crucial.

Decisions are made in micro-moments; when you check emails, social media or push notifications. Monitoring these touch points and its impact lead up to macro-conversion.

7. Leveraging Chatbots for Better Customer Experience

What started as a technological curiosity is now one of the biggest user interaction interfaces.
Ever wondered who you might be chatting to regarding a flaw in a program or website? Most likely, the person you might be chatting with is a bot.

Initially, chat bots were used as a means for customer interaction as they decrease the response time and interact better with customers. We can use the ability of chat bots to interact directly with a customer to collect contact information and significant data. This will help marketing campaigns perform better.

Day 2, Friday, March 16, 2018

1. Using Video Content to Increase Customer Engagement

HubSpot stats say that 43% of customers want to see much more video content from marketers. Consequently,
48% of marketers plan to add YouTube to their content strategy in 2018.

With millennials having a wide scope of video-enabled gadgets and devices, video marketing tools will demonstrate high efficiency in promoting businesses, products or services across various channels. Marketers should then measure the productivity of different channels so that the right audience can be targeted in the right place and at the right time.

2. Social Media is Changing: How businesses can leverage on social media for Lead Generation

Social media marketing is a low cost and high ROI platform, and in 2018, marketers are expected to spend more time right here. According to a study from TEKsystems 2017, social media budgets will expand even further.

To keep up with this trend, marketers promote stories on Facebook, Twitter, Instagram and LinkedIn News Feed; and concentrate more on creating videos and quality content that engages users.

What are some of the recent updates in FaceBook, Instagram, Twitter and LinkedIn that marketers should pay attention to?

3. How to use email to build customer relationship

Email marketing is a critical component of every customer relationship program. Email can be used to guide a prospect from having minimal knowledge about your product or service, to becoming a customer. If used correctly, a well-run email program can build relationships starting at the prospect stage and extending from conversion to retention and even through customer advocacy. Get insights, tactics and tips on improving email relationship-building campaigns for your business.

4. SEO and Content Marketing will be integrated

In the survey, 97 percent of digital marketers believe that SEO and content have become more integrated or are converging into a single function. The marriage of content marketing and SEO impacts marketers’ three most important content performance metrics: conversions, engagement, and traffic.

According to BrightEdge, 52 percent of marketers recognize that fluency in SEO is critical to long-term content marketing success.

5. Using Virtual and Augmented Reality (AR/VR) in Customer Engagement

The use of virtual and augmented reality gave rise to immersive experiences that resulted to more meaningful customer engagement and conversions. How do brands capitalize on this technology? When is the right time and what type of projects will merit the use of VR/AR to optimize brand value and utility. Learn from successful case studies/projects.

6. Good UX Drives Meaningful Customer Experiences (CX)

Learn the principles of good user experience (UX) that provide positive data analytics and customer feedback. Good UX drives meaningful customer experiences (CX), better ROI and website performance.

7. When Digital Meets OOH (Out-of-Home) – What’s the current landscape of PH Out-of-Home (OOH) for brands advertising campaign? How’s the uptake of digital OOH in the current market? Learn more in this session.

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

US$ 450 + 12% VAT for Foreign Nationals

Payment and Discount Scheme

– Package of 5 + 1 (send 5 delegates and get additional 1 for free)
– 5% Discount to Past Delegates
– 20% Discount to Academe/Students/Government

Register Today!

For Sponsorship/Registration
Call: +632-8960639, 8960637
Email: norelyn@fmi.com.ph
Visit Website: www.fmi.com.ph

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‘Reviews – What They Say About Previous BLINK Program’…

1. 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

2. 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)

3. Very effective in gaining knowledge about different aspects of digital marketing.
Beatrice Rei T. Villanueva, Ginebra San Miguel, Inc.

4. Pretty amazing and interesting. Nice to get some tips from our speakers. Good job FMI!
May Ann Whitty, Emerson Electric (Asia), Ltd.

5. Achieved my objectives in attending seminar to better direct overall digital marketing.
Tommy Ong, Trendworks International

6. 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

7. Though I can say that I’m tech savy, I still have learned new strategies from each speakers. Great Job!
Emmanuel Arbolado, J. Williams Management Group, Inc.

8. Timely, relevant and informative! – Ramon M. Bermeo, Crown Asia Chemicals, Corporation

9. Blink really helps a lot of marketers especially those who are in small business. Keep it up!
Kristina Lallyn Sace, HiAdvance Philippines, Incorporated

10. 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.

Resource Speakers and Experts

Paul John ‘Pao’ Pena

Independent Consultant and Council Member
Gerson Lehrman Group

Currently, Paul John ‘Pao’ Pena is an Independent Consultant and Council Member of Gerson Lehrman Group.

He was previously the Chief Experience Officer of Dentsu Jayme Syfu, an advertising agency.

His core strengths are rooted in Integrated Marketing, Customer Experience (CX), Digital and CRM, strategic thought leadership and designing transformation programs with a customer-first mindset. He was awarded as one of 40 under 40 marketing achievers in Asia-Pacific.

He earned industry recognition as one of the region’s top talents in marketing and communications, fueled by a personal dedication to pass the expertise to future leaders through mentorship and coaching.

He speaks on a variety of topics in the industry: digital, CX, public relations, and leadership.

He joined Philip Morris in 2014, as Head of Brand, Fortune. He was also Director, Head of Integration, Communication Design and Corporate Branding and Founding Head – Digital Marketing in Globe Telecom, Inc.

He is the Chief Digital Officer of Leo Burnett Group in 2010; Head of Product Management, Marketing Director, VinaGame, Zing.vn in 2006, and Business Unit Director, Level Up! Games in 2005.

He holds a degree in AB Humanities, Integrated Marketing Communications, University of Asia and the Pacific.

He is a Board of Director, IMMAP 2018. He was Vice-President, IMMAP 2012.

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.

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 drives the 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.

Rhex Ryan P. Santos

Head, Process Governance Central Process Team
Office of Strategy Management and Customer Experience (OSMCE)
Globe Telecommunications, PH

Currently, Rhex is the Head of Process Governance – Office of Strategy Management and Customer Experience (OSMCE) of Globe Telecom, Inc. He was the Enterprise Data Quality Director in 2015 focusing on data and process management.

Prior to joining Globe Telecom, he was the Vice President for Operations, Corporate Banking and Securities, Debt and Client in Deutsche Bank. He also worked on Sales Support, eCommerce and Client On-Boarding function of multi-asset classes across Asia Pacific entities in 2014.

In 2009, Rhex was AVP – Quality, Resourcing and Analytics, HSBC Electronic Data Processing Philippines, Inc. He provides direction to quality teams and transactional strategic quality support to different bank services across geographic regions in US and UK as outsourced in the Philippines.

He graduated Bachelor of Science degree in Commerce Major in Business Management with specialization in Entrepreneurship at De La Salle University. He is a Six Sigma Black Belt from Ateneo Center for Continuing Education.

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.

Jonathan Joson

Eden Holdings

An unlikely marketing practitioner, Jonathan graduated from Ateneo de Manila University in 2007 with a degree in Management Engineering, then shortly after, finished another degree in Economics-Honors while doing full-time work as an Account Manager in Yehey! Corporation.

Jonathan spent 8 years in advertising agencies in Manila and in Hong Kong helping companies of all shapes and sizes go online. He’s worked with Unilever, Citibank, Globe Telecom, and Colgate-Palmolive get real business results online. He’s been recognized both locally and regionally for his work, with Campaign Asia-Pacific awarding him Southeast Asia’s Planner of the Year in 2012 and the youngest-ever member of its 40 Under 40 list in 2013.

He joined Google in 2015 as Industry Manager for Performance Marketing clients, where he helps Cebu Pacific, Philippine Airlines, BDO, and BPI get real results from Google Platforms.

After 10 years in advertising and media, Jonathan decided to go off on his own, and is now an Entrepreneur-in-Residence in Eden Holdings, an early stage startup builder under the Xurpas Group of companies.

Jonas de los Reyes

Digital Marketing Consultant
Tech Entrepreneur

Currently, Jonas is the Digital Marketing Consultant and Tech Entrepreneur.

Previously, he was the Digital Head of Bank of the Philippine Islands (BPI). He 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.

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, Yehey.com, Chikka Asia, and EYP.ph.

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.

Jason Cruz

Head of Digital Strategy
Business Lead for Social
MRM/McCann Manila
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.

Ravi Trivedi

Digital Director
Carat Philippines, Inc.

Ravi’s digital career started way back in 2007 with an agency serving SMEs in central India as a web strategist. After that he moved to Australia where he worked with a boutique agency on digital projects for clients like Dell, Woolworths and pursued his higher degree in Project Management from Griffith University.

Later moved to Singapore where he worked with TUI Travels PLC & Asia Deal Group where he helped grow their digital activities in APAC markets along with building a good digital team.

In the Philippines, he worked with Mindshare, GroupM where he lead digital media operations in Philippines for Unilever, Ford, Pepsi & other multinational corporations.

Currently, he is working with Carat Philippines Inc., as the Digital Director where he is leading the digital team for clients like Mondelez, Chevrolet, Heineken, PAL and others, where Ravi is uplifting the digital media for all clients, as well as, working on key projects like digitizing the complete organization, bringing the advance solutions for the clients on-board; and moving the client digital media activities to ROI-based business model.

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.

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.

Vinay Goel

General Manager
Posterscope Philippines

Vinay Goel is the General Manager of Posterscope Philippines, the out-of-home specialist brand of Dentsu Aegis Network. His career spans over 12 years of experience in marketing communications with specialization in OOH and location advertising, trading, media management, and innovation.

Vinay is instrumental in the successful establishment of Posterscope in the Philippines back in 2014 with the agency now managing multiple clients across various industries. Under his leadership, Posterscope was brought to a different level — starting from the suite of prism tools, he brought to the country to the innovative and real time digital OOH executions the agency was able to deliver for their clients.

Prior to moving to the Philippines, he was the Senior Business Director of Posterscope’s Northern and Eastern India operations.

He holds a degree in Information Technology from the Manipal Academy of Higher Education and an MBA in Marketing Management from IMS Ghaziabad in India, respectively.

Ibrahim ‘Ibba’ Bernardo

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 business solutions company. He is an awardee on Best in ICT at the 2015 Global Entrepreneur Summit.