The 15th Digital Marketing in a BLINK Seminar 2020 | Fiera de Manila, Inc. (FMI) | 9 March 2020 | AIM Conference Center, Benavidez Street, Legazpi Village, Makati, Metro Manila

Key Conference Topics

Day 1
1. Five (5) Guiding Principles for CMOs and Evolving Roles
The role of marketing has evolved as customer experiences require the dynamics to be agile, resilient and flexible. Businesses that understand what their customer care about in the journey will come out ahead of the curb. Given these challenges, it is imperative for the Chief Marketing Officer (CMO) to acquire new skill set – that is, the ability to wear may hats at once.
What are the guiding principles for effective CMO to navigate with the forces of change?

2. The New Commerce 2020 Emerging in PH Landscape
What is the ‘New Commerce’ emerging in PH landscape in the new age of marketing? Brands and businesses are adopting to the emergence of new channels of distribution and doing business, shifting consumer behaviour, preferences and lifestyle. How do brands and businesses respond to this new wave commerce? Find out.

3. Gen Z and Retail: Bridging the Generation Gap for Brands
Times are changing. Millennials are no longer the youngest demographic worth wooing. Forward-thinking retailers are shifting their focus beyond Millennials – most of whom are now spending in accord with the demands and responsibilities of adulthood – to the up-and-coming economic force of GenZs.
Research by the National Retail Foundation reveals that 67% of Gen Z shop in-store (most of the time). A global study by Euclid reports that 47% of Gen Z shoppers enjoy browsing in stores, 48% like getting products immediately (rather than waiting for delivery), and 66% like to see, hold, and try on products before they buy.
What is the Philippine Gen Z scenarios?

4. Social Media Hacks to Boost SEO (Search Engine Optimization)
Social media and SEO are interwoven elements in your digital marketing strategy. Using
appropriate search terms in your social media posts helps users find your most
relevant content and clearly spells out what’s being offered. In turn, social media shares greatly benefit your search engine visibility by helping your site get indexed faster, build links, establishing credibility, harnessing the power of influencers, fresh business listing, etc.

5. SEO (Search Engine Optimization) vs. PPC (Pay-Per-Click) Advertising:
Which Search Marketing Strategy Should You Choose?
Marketers and business owners face the dilemma of choosing SEO or PPC to grow
their business, get more leads, and increase conversions. Take a closer look at each
strategy and the differences between them so you can make an informed choice.
When are you going to use SEO and PPC advertising in your search marketing strategy
and specific campaigns?

6. Opportunities in Mobile: Driving Business Through Apps and Mobile Web
Filipinos checked their mobile phones on the average 150X daily. The rapid adoption of mobile and hold on consumer attention for business are significant. Mobile has quickly become a platform that will accelerate growth and failing to adopt will leave your business to extinction. Take a close look at what mobile can do for your business through apps and mobile web – ordering dinner, grocery deliveries, booking flights, ride-sharing, watching movies, checking emails, etc. Discover possibilities of mobile opportunities in your business!

7. Boost Your Open Rates Through Messaging Apps
Messaging apps enjoy far more superior open rates when compared to email campaigns indicating that push notifications apps are the way to go for maximizing engagement. Indeed, several case studies show the huge potential of messaging apps for marketers.

Day 2
1. Micro Moments Go Mainstream to Improve CX and Boost ROI
To take advantage of micro moments in 2020, you need to be where consumers are searching for information in the moment – as Google puts it, marketers have to ‘be there, be useful, be quick’. The rise of micro moments means that marketers must rethink the linear buyer’s journey that follow a set path: awareness, consideration and decision.
Today’s customer journey is becoming more of a whirling funnel where in people think, see or talk about something, want to learn, watch and buy – all at instant.
Identify your customers’ potential ‘have to buy’ moments and be ready to deliver quality content in those moments of need for mobile devices, and make it easy for them to purchase.

2. Why Brands are Shifting to Omni-channel Marketing?
Omni-channel marketing allows you and your customers to keep in touch and never lose the current context of your relationships. Customers prefer to interact with brands that keep their personalities intact across channels. Omni-channel is making products, services and marketing communications available in all channels including brick-and-mortar shops and events. Marketers use CRM platforms and tools to monitor and interact seamlessly from one digital channel to another.

3. Integrating Videos Across the Marketing Funnel
Videos, at brand awareness stage, drives customers to website with 53% of consumers engaging with brands after viewing videos in social media. Videos are also beneficial through nurturing stage especially in emails as it helps
to increase click-though rates by 300%.

4. The Popularity of Live Video Streaming
Social media users are demanding more in-the-moment content, giving them a vicarious view into a world (or event) they had previously been unable to access. Live video has become a trend on its own, with more and more apps and platforms giving some kind of live streaming functionality. Live video is popular and on an upward streak. It is utilized by more brands and individuals.

5. Voice Search as the New Weapon of E-Commerce
Starting 2020, 30% of website sessions will be conducted without a screen.
Voice-only search allows users to browse the web and consumer information without having to scroll through sites on desktops and mobile devices. This new technology maybe key to successful brands in the future. How do business start their voice search marketing program?

6. Creating Content that Resonates and Its KPI
How do you measure the success of your content marketing strategy? Want to know the metrics you should track to ensure your content is producing real results? Take a close look at these categories of metrics: User Behaviour, Engagement, SEO, and Revenue.

7. What Consumers Expect from Social Media Influencers and their Ethics?
In PH, what should consumers expect from social media influencers for them to unfollow
or a brand to severe ties? What should influencers be sharing with their audiences?
Based on research of Influence.co, people are OK with social media influencers promoting
products as long as they use these products.

Who Should Attend
CMOs, Brand Marketers, Business Owners, Category Managers, Advertising Managers,
Digital Directors, Digital Agencies, Publishers, Retailers, Media, Telcos, Content Providers, Bloggers, E-Commerce Entrepreneurs, Date Scientists, Digital Suppliers, Government, Academe, Digital Marketing Service Providers and those involved in digital transformation of companies and businesses.

2020 Speaker

Samuel Jeanblanc
Market Lead, Google Philippines

2020 Sponsors and Partners

CORPORATE PARTNERS:
• PhotoSynthesis
• And.ph
• Aspendos

MEDIA PARTNERS:
• The Philippine Star
• Business Mirror
• Inquirer.net
• Business World
• Philstar Global
• Big Benta
• V81radio