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. 

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

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


  • 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.

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.