MANILA – A group of advertisers in the Philippines urges small and medium-sized enterprises (SMEs) and large companies to invest in “continuing education” in the ever-evolving digital marketing landscape to reach their markets that are mostly connected since the pandemic began .
The Philippine Internet and Mobile Marketing Association (IMMAP), launched a campaign last Wednesday, said that “the book you will never need for digital marketing … does not exist ”as the key to learning in digital marketing lies through constant practice.
“If you want to make a difference, have a platform, increase and expand what you are passionate about, then you have to think about long-term continuing education [on digital marketing] to be able to do that, ”said Leigh Reyes, president of MullenLowe Treyna and vice president of IMMAP.
Dennis Perez, president of IMMAP and director of media at Unilever, said the pandemic has brought about a shift to the digital medium, stressing the importance of companies being able to reach their markets online.
Asked if the digital landscape is already entering crowded territory due to the drastic change to the network, Perez said the arena “has just been busier than ever, but there is always room to play the brand.”
He cited that some brands would have located content such as Tagalog or Cebuano on their portals, which not only differentiated them, but also communicated effectively with their target audience.
“Digitization is not a one-size-fits-all; it’s affecting us in different ways … Some locate the content, even though they may not understand it, but if you’re working for a brand in your market, it’s good,” Perez added.
IMMAP said they are continuously “diversifying” the way they connect with companies that want to have an online presence.
The group added that not only do they learn from each other in their circle of members, but they also “create innovations as a community” in how they approach digital media.
The group has revealed that it is ready to launch its guidance and correspondence program next year, as well as its podcast which has been delayed from this year due to the pandemic.
IMMAP is a network of more than 300 digital merchants in the Philippines. The group covers and shares learnings within the areas of digital marketing such as e-commerce, data analytics, brand and content experience and media.
It has launched initiatives to help and educate businesses and marketers how to leverage and leverage digital marketing to achieve their goals.
Its initiatives include Digital Congress (DigiCon), Virtual Member Meetups, Digital Measurement Board (DMB), Web Wednesday, Catalyst Reflections and Digital Youth Congress (YouthCon), among others.
Philippine Internet and Mobile Marketing Association, IMMAP, SMEs, Businesses, Online Businesses, Businesses, Big Business, Digital Marketing, Social Media, Internet Change, COVID-19 Pandemic, Advertising