The internet has shaped the way marketing is played in the corporate world. With the onset of portals, search engines, social networking sites, and microblogging, the online world seems to have advanced more aggressively than the ordinary marketing mind can comprehend. At the same time, the next generation of consumers and audiences are not discerning and are using the internet like it has become a part of daily tasks. The internet, being the most measurable and interactive of all media, has opened up a new frontier on how marketing approaches their strategy and media planning. It can be the most effective tool and weapon as brands have now the power to actively engage their audiences. At the same time, the internet has brought about special powers that changed the tide of business and has given control of content and conversations about brands to the mass audiences. Navigating the world of the internet and the possibilities of how it can be used as a marketing tool are challenges marketers now face in this digital age. Given the right framework and customizing it to their overall marketing objectives, brands can emerge victorious not by conquering the online platform, but by mastering how to manage this unstable and dynamic creature called the Internet.
KEY BENEFITS TO PARTICIPANTS
Participants will be able to understand the new world of digital, and its effect on the overall business and the overall marketing roadmap of their companies.
In this workshop, participants will be able to:
- Differentiate marketing objectives from digital objectives, and create the digital marketing objectives of their brands.
- Identify the different market segments using a technographic profiling method
- Analyze and different various online media platform and tools, potentially creating their own digital marketing media plan
- Learn to track the performance of their digital campaigns
KEY BENEFITS TO COMPANIES
Your company will gain:
- Companies can benefit from a more comprehensive approach to their digital marketing plans and learn from the success and challenges of global and local case studies.
- Companies can dive into digital and lessen their chances of failure through a tried-and-tested digital marketing roadmap
- Companies will be able to learn and institutionalize a company-wide digital marketing program that will prepare each stakeholder on their key tasks and responsibilities on establishing their digital footprint
The program will present a digital marketing framework that will allow marketers as a guide in strategizing, developing, and implementing their digital marketing plan. The program can be divided into five key modules, which will provide a step-by-step approach to appreciating and understanding the different components of a digital marketing plan. The last module will look at various best in class case studies where participants can learn from. Case examples from the following product/service categories: Fast-moving consumer goods and service industries like top consumer brands and the tourism industry have been aggressive in dipping their feet into the world of digital.
See how they do it and the different successes and learning as they extend their brands to the world of online.
Module 1: Creating your Digital Marketing Objectives
Module 2: Identifying your Internet Market Audience
Module 3: Choosing which digital platform to play
Module 4: Measuring digital performance
Module 5: Best in class digital marketing case studies
WHO SHOULD ATTEND
- Marketing and Sales Management Practitioners
- Brand / Product Managers, Assistant Brand Managers,
- Ad and Promo Managers, Sales
- Heads of Support Services specifically in IT, and any departments that have a stake in the digital marketing planning and execution.
ABOUT THE INDUSTRY EXPERT
DONALD PATRICK LIM
Chief Digital Strategist
CEO of Dentsu Aegis Network; former Chief Digital Officer of ABS-CBN Corporation; former Managing Director of MRM Worldwide Manila; former CEO of Yehey Corporation and Media Contacts Manila; former Vice President of Philippine Daily Inquirer; youngest to serve as President of the Philippine Marketing Association; first Agora awardee '14 for Marketing Communications; founding President of the Internet and Mobile Marketing Association of the Philippines (IMMAP); one of the Ten Outstanding Young Men of the Philippines (TOYM) for 2015; co-author of the Mansmith Mentors’ List: the 8 P’s of Marketing.
Donald Patrick L. Lim, Ph D.Chief Digital Marketing Strategist
Donald Lim is the Chief Digital Marketing Strategist of Mansmith and Fielders, Inc. He is currently the Chief Innovation Officer of Udenna Corporation and Chief Operating Officer of DITO CME. Previously, he was the CEO of Dentsu Aegis Network, former Chief Digital Officer of ABS-CBN Broadcasting Corporation and former Managing Director of MRM Worldwide Manila (the digital marketing arm of Mc Cann Ericson Advertising Group). Prior to that, he was the CEO of Yehey Corporation, the Philippine’s no.1 search engine and Internet portal, where he took the helm of a bleeding company and turned it around by reverse engineering the business model and transforming the company into a digital marketing holding company that is now dominating its market niche. He was also President and CEO of Media Contacts Manila, a joint venture company between Yehey Corporation and Europe’s largest interactive conglomerate Havas Digital.
Before Yehey, Donald used to be the Vice President of Marketing of the Philippine Daily Inquirer where he started as a division head and manager of classifieds, moving up to become assistant vice president, and eventually vice president, all in a span of three years, after doubling the revenues of the Classifieds department, launching new Inquirer products, and pioneering award winning marketing projects and promotions.
Donald is a product of the management program of the Ateneo de Manila University, and finished his MBA with distinction from Murdoch University. He has finished his dissertation in mass media for his DBA program with the University of Phoenix. Apart from these, Donald also has a diploma in Interior Decorating, a Diploma in Executive Management, and a Diploma in Hotel and Restaurant Management. Finally, Donald has finished Pelmanism from the Pelman Institute in Sydney, Australia.
He is one of the youngest to serve as President of the Philippine Marketing Association, the biggest gathering of marketing professionals in the Philippines. He is also the founding president of the Internet and Mobile Marketing Association of the Philippines.
He is the first awardee of the Agora Award for Marketing Communications by the Philippine Marketing Association.
Most recently, he became one of the Ten Outstanding Young Men of the Philippines for 2015.