This year’s Internet and Mobile Marketing Association of the Philippines (IMMAP) Summit has been two whole days filled with educational talks from successful marketers and disruptors of the field.
For the second day of the summit, participants were free to choose and alternate among three breakout sessions, namely: Attention and Collaborative Economies, Reputation Economy, and Convenience and Start-Up Economies.
Attention and Collaborative Economies
Hosted by Inquirer Mobile’s JV Rufino, this breakout session started off with iFlix’s country manager, Sherwin dela Cruz. His talk revolved around getting the attention of the multitasking generation, saying that at the current state of consumption, non-digital companies will cease to exist in 36 years.
Next, Gaurav Anand of Facebook and Mike Constantino of Brand New Media talked about Attention and Social Networks and Multi-Channel Marketing, respectively. Following this is an insightful talk on the ways in which TV is evolving from Chot Reyes of TV5 and Roland Benzon of Telefun Transmedia. Just before the session broke out for lunch, Ace Singh of ComScore discussed the digital ad campaign validation and why non-human traffic matters.
After the delegates have had their lunch, the session convened again this time to focus on the collaborative economy. With a wide array of topics ranging from the future of travel to success in crowd funding (presented by Patch Dulay of Spark Project) to building strong teams remotely (Gab Dizon of Altitude Games), there wasn’t a dull moment for the marketers that were present in this breakout session.
Kicked off by Outbrain’s Ant Hearne who talked about building trust with content marketing, this breakout saw a lot of topics everyone could learn from. Some of these topics included digital crisis management (Vernon Sarne of TopGear), the power of ratings (Anton Ojeda of Zomato PH), the millennial effect on brand reputation (Maria Java of Effective Measure), and growth hacks for building online reputation (Daniel Posavac of Bonsey Design).
Filipino Youtubers and content creators like Soleil Ignacio, Dana and Stacy Gutierrez of Plump.ph, and Bea Barretto were also there to participate in a panel discussion about using digital to build their own brand moderated by Dennis Lim. Another panel moderated this time by John Nery of INQUIRER.net
consisted of Karen Puno of ABS-CBN and Carlo Ople of DM9-Digit and talked about digital and the Philippine elections.
Convenience and Start-Up Economies
Birthday celebrator Nandita Pal of Near started off the discussion by emphasizing the importance of knowing where your audience is and maximizing location-based technology in order to draw them into your business.
Laurence Cua of Uber Manila followed to talk about Uber’s network effect. His insightful talk also showcased all that Uber Manila has achieved and what they still hope to achieve in the future.
Delegates in this breakout session were next treated to some of the most innovative and creative mobile advertisements care of Out There Media’s Andrea Santos.
The session’s panel, moderated by Oliver Segovia of AVA, consisted of Phillips Yu (Loveable Commerce), Rebecca Ricalde (Voyager Innovations Inc.), and John Owens (Usaid E-Peso) revolved around the exponential growth of e-Commerce.
The second part of the session saw a lot of wisdom this time focused on start-up companies. From Innovations of Product Development (Angelo Umali of Simple Wearables) to the difficult journey start-ups go through (Jacqueline Van Den Ende of Lamudi), it was definitely a remarkable afternoon for all delegates.