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#ThinkPH 2017: The shifting power of media and marketing

Victor Barreiro Jr.
#ThinkPH 2017: The shifting power of media and marketing
Donald Lim, CEO of Dentsu Aegis Network Philippines, says data is becoming the new communications currency, and marketers need to understand people's values and motivations if they want to make an impact

MANILA, Philippines – The advent of digitalal technology is pushing companies to take a new approach towards the process of marketing and storytelling.

Donald Lim, CEO of Dentsu Aegis Network Philippines, discussed changes that might be needed to adjust to the new paradigm of a data-rich and technology-heavy world, during the #ThinkPH 2017 summit held at the SMX Convention Center on Saturday, July 15.

Lim said data is becoming the new communications currency, and marketers need to understand people’s values and motivations if they want to make an impact today.

To best talk to people’s values and motivations, Lim suggests working on providing new experiences to prospective consumers.

People can do this by telling stories in a human, approachable way, optimizing the media ecosystem you’re taking advantage of (whether it’s digital or otherwise), seeing the possibilities in getting an experience across through hardware and software, and humanizing the digital.

Lim cited a number of funny and memorable campaigns to illustrate those points, but perhaps the most impactful was that of a Costa Rican campaign to combat domestic abuse: The Second Scoreboard campaign.

The campaign aimed to bring awareness towards domestic violence in a very specific scenario: football games. The aim of the campaign was to add a literal second scoreboard to a running football game. The second scoreboard tallies domestic violence complaints sent to emergency services in real-time during a match.

 

Announcers, commentators, and players advocated towards keeping that second scoreboard zero.

Whereas football games brought domestic violence complaints spiking 690% during games, the campaign also brought it down by 40%, a marked difference.

While the future is uncharted territory for marketers in the fast-changing technological landscape, providing people with experiences they can relate to will allow marketers to forge onward and blaze a trail.

“In the end, technology is just technology,” Lim said. “How you are able to market it is how you are able to tell the story.” – Rappler.com

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Victor Barreiro Jr.

Victor Barreiro Jr is part of Rappler's Central Desk. An avid patron of role-playing games and science fiction and fantasy shows, he also yearns to do good in the world, and hopes his work with Rappler helps to increase the good that's out there.