Ad:Tech Roadshow Manila 2015

Nikki Natividad

This is AI generated summarization, which may have errors. For context, always refer to the full article.

Ad:Tech Roadshow Manila 2015
A conference on the newest strategies and technologies for digital marketing

MANILA, Philippines — In this day and age, there’s no doubt that digital is the way to go.   

For traditional companies, there was understandably a cloud of doubt about whether or not digital would be the new emerging trend of the 21st Century. But now, there’s no room for skepticism as the growing influence of social media and websites are continually validating the relevance of the Internet. 

In fact, according to the Internet World Statistics, the Philippines alone is estimated to have 38 million Internet users, with the fastest growing online population in the world with a 36% Internet penetration rate. There’s no arguing with these numbers, but the real challenge now is making the laborious shift from traditional media marketing to digital.  

Still relatively new to the industry, many companies are struggling to tame the wild animal that is digital. How do you build a brand digitally? How do you manage social media sparked crises? What are the laws that govern the landscape of digital? How do you become viral?  

These are the questions and topics that were tackled at the Ad:Tech Marketing Roadshow held in Makati Shangri-la last May 6, 2015. Speaking at the event were a number of established names in the online industry. 

Included in this roster were the likes of Jonathan Yabut, winner of Apprentice Asia and ex-Chief of Staff of Air Asia, Ralph Wunsch, founder of Metrodeal, and our very own Chief Data Scientist, Russel Shepherd.   

Key insights

All of whom revealed valuable insight about the different dimensions of digital marketing. For example, when dealing with a social media crisis, what is your first step? Do: Give an immediate and concise response to the incident. Don’t: Keep silent and let your audience make the conclusions.  

By being the first party to release a statement, you maintain control over how the story goes. If you keep silent, that is pretty much admitting guilt.   

Another relevant insight that was discussed at the conference was the effectivity of soft sell over hard sell. No one likes being sold anything these days, but people always enjoy being emotionally engaged. Happy, witty, funny, sad — every piece of content has a unique emotional data. And likewise, every person in your audience has a unique emotional data preference.  

They key to virality is your ability to engage your audience emotionally, for them to remember and share your product and service.

These are only two insights of a whole handful of interesting and pertinent information on how to pick the brain of the wild animal that is digital. So the biggest question posed to digital marketers is: What now? — Rappler.com  

Add a comment

Sort by

There are no comments yet. Add your comment to start the conversation.

Summarize this article with AI

How does this make you feel?

Loading
Download the Rappler App!