2500+ attendees converge to address key industry trends, challenges

The Digital Marketing Association of the Philippines (DMAP), the leading organization known for its excellence and innovation in digital marketing, has successfully hosted the ninth edition of the Digital Congress (DigiCon), with the theme, “REVOLUTION,” on Oct. 15 to 16, 2024, in Newport City, Metro Manila.

The two-day event gathered over 2,500 participants, including 100 global and local industry experts, thought leaders, and technology pioneers, coming together to discuss key insights across marketing, advertising, business, academia, media, and innovation sectors.

DMAP’s DigiCon is the premier digital marketing conference in Southeast Asia, providing a vital platform for innovators and industry leaders both locally and internationally to drive advancements in the digital landscape.

Following the conclusion of this year’s conference, DMAP shared key recommendations for the industry. One of them is the responsible use of Artificial Intelligence (AI), with DMAP urging its members to explore and integrate AI tools ethically and responsibly, focusing on data privacy, transparency, and avoiding the spread of misinformation.

DMAP also emphasizes the importance of investing in local digital talent by providing upskilling and reskilling initiatives to equip Filipino marketers with the latest digital competencies, particularly in areas like AI, data analytics, and Web3.

Additionally, DMAP underscored the importance of digital inclusivity, urging the industry to bridge the digital divide in the Philippines by expanding internet access and digital literacy programs across the country.

Other key imperatives from this year’s DigiCon included pushing for data-driven decision-making to improve customer engagement and encouraging collaborative innovation to create a more vibrant digital ecosystem.

“DMAP’s DigiCon REVOLUTION 2024 is a testament to DMAP’s broader goals of advancing the digital marketing transformation, fostering industry growth, and contributing to the Philippine economy. As we continue to navigate today’s rapidly evolving digital landscape, we aim to champion the industry’s need to adapt and leverage emerging technologies for sustainable success,” says Manny Gonzales, DMAP President.

Best-selling author and digital innovator Steven Johnson, known for his work as the Editorial Director at Google’s AI division Google Labs, was the keynote speaker on the event’s opening day, exploring how AI can unlock new possibilities in business and marketing. He encouraged attendees to stay curious and explore the potential of advanced technologies.

“Go out there, enjoy yourself with the technology, explore those edges just for the sheer delight of it, because history teaches us that you will find the future where people are having the most fun,” Mr. Johnson said.

On the second day, David Beal, Head of Global Marketing & Global Chief Marketing Officer of Jollibee Foods Corp., delivered the keynote speech delving into values-driven digital transformation.

Mr. Beal emphasized the importance of openness to embracing technology for effective customer engagement, saying, “A true willingness is to know what we know, but also acknowledge what we don’t and work hard to learn and improve. When you couple that with a value like integrity, and when you reinforce it with a bias for action, a willingness to try, and an agile attitude, we can challenge what’s possible.”

Through DigiCon’s partnership with One Show Asia, attendees also gained insights from a distinguished lineup of international speakers, such as Masaya Asai, Chief Creative Officer of Droga 5 Tokyo; Angela Bassichetti, Head of Creative Shop of Meta; Kyungsin Pablo Kim, CEO of Paulus; and Tay Guan Hin, APAC Regional Director of The One Club for Creativity.

DigiCon 2024 took over Newport City, with plenary talks held at the Newport Performing Arts Theater, and breakout sessions at nearby Sheraton and Hilton hotels. Attendees engaged in five specialized tracks designed to address critical industry trends: “From Ecommerce to Digitally Enabled Commerce,” “From IMC to Customer-Centric Campaigns,” “From Digital Transformation to Business Evolution,” “From Data-Driven to Insight-Driven,” and “From I to AI.” These tracks highlighted trends like generative AI, short-form video content, the evolution of the metaverse, and the increasing importance of data privacy.

“DigiCon 2024 is all about equipping professionals to not just survive, but thrive in today’s digital landscape. As we navigate new technologies, we encourage everyone to recalibrate their perspectives, staying curious, open, and ready to explore and innovate,” said Alan Fontanilla, DigiCon 2024 chair.

In a first for DigiCon, DMAP partnered with Certified Digital Marketer (CDM) to offer program certifications to attendees. This new offering provides professionals with opportunities to enhance their skills and bolster their credentials in the digital marketing world.

Since its first iteration in 2016, DigiCon has consistently been a pivotal gathering for the luminaries of Philippine marketing, advertising, and digital landscapes.

DMAP’s DigiCon REVOLUTION 2024 was sponsored by GrabAds, Jollibee Foods Corp., UnionBank, Panda Ads, Petal Ads by Huawei, Unilever, Aeroworx, Agile Data Solutions, Anymind Philippines, Blis, Dito Telecommunity, Double Verify, gimmefy, GCash, Google Philippines, KFC Philippines, McDonald’s Love ko ‘to, Meltwater, Metrobank, TikTok, and Truelogic, Inc.

Esteemed outlets, DOOH, GMA Network, MBC Media Group, AGC Power Holdings Corp., Cignal TV, The New Channel,The Pod Network Entertainment, ABS-CBN Corp., adobo Magazine, BusinessWorld, Dentsu Creative Philippines, Inquirer, Manila Bulletin, Meta Philippines, PumaPodcast, Rappler, The Business Manual, and The Philippine Star served as this year’s media partners.

Meanwhile, Amazing Pineapple Company, Inc., Carmen’s Best, Devant, Emperador, Enchanted Kingdom, Eventscape Manila, Future Proof PH, HIT Productions, Holiday Inn Express, Maggi, Outcomm, Inc., Primer Group, PICKUP COFFEE, Rebisco, Uniquecorn Strategies, Segway — The Autohub Group Philippines, One Asia, Lysol, Seda Manila Bay, Splash Corp., Synergy, Unilab, and Yoli Better Body Company served as the DigiCon 2024 event partners.

Furthermore, telecommunications company Eastern Communications served as this year’s connectivity partner, and Certified Digital Marketer served as Track Certification Partner.

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Setting the standard in sports retail: Toby’s Sports wins Sporting Goods Retailer of the Year, highlighting legacy of innovation, growth and unmatched customer loyalty

Toby’s Sports, the Philippines’ leading sports retailer, proudly announces its victory as the Sporting Goods Retailer of the Year — Philippines at the prestigious Retail Asia Awards 2024. This recognition follows Toby’s Sports’ 45^th anniversary celebration, concluding a milestone year that highlights nearly half a century of unwavering commitment to excellence in the sports retail industry.

Since its inception in 1978, Toby’s Sports has become a household name, synonymous with top-quality athletic gear and innovation in the sports sector. This recent accolade underscores the brand’s enduring legacy and its pivotal role in shaping the sports and fitness landscape across the Philippines.

“For over 45 years, Toby’s Sports has been at the forefront of promoting a culture of sports and fitness in the Philippines. We’ve consistently offered an extensive range of premium products from the best local and international brands, all with the goal of meeting the diverse needs of Filipino athletes and fitness enthusiasts. This dedication has solidified our reputation as the nation’s top sports retailer, and we’re incredibly proud that this commitment has been recognized with such a prestigious award,” said Jojo Claudio, Chairman and CEO of Quorum Holdings, Inc., the parent company of Toby’s Sports.

The past year has been particularly momentous for Toby’s Sports, highlighted by its receipt of the Gold Bagwis Award from the Department of Trade and Industry (DTI). This award recognizes businesses that exemplify excellence and advocate for consumer rights, further affirming Toby’s Sports’ commitment to delivering exceptional value and customer satisfaction.

The introduction of Toby’s ELITE Loyalty Program was another highlight of the year, designed to enhance customer engagement and foster brand loyalty. Launched in late 2022, the program quickly gained a large membership base which speaks volumes about its success and the trust customers place in Toby’s Sports.

In response to the increasing demand for sports and fitness gear, Toby’s Sports has expanded both its store network and product offerings. In the past three years alone, the company has opened nine new stores, including five franchises, bringing its total to 64 branches nationwide. This expansion includes a third flagship store at SM North The Block, joining existing flagship locations in Bonifacio Global City and SM Mall of Asia.

Toby’s Sports has also played a significant role in introducing and promoting new sports in the Philippines. In 2023, the retailer made notable strides in promoting Pickleball, the country’s fastest-growing sport. Through the introduction of Pickleball products and the organization of events and clinics, Toby’s Sports has made the sport more accessible and visible to the Filipino community.

On the corporate side, Toby’s Sports has broadened its scope to include sports event organization through its new division — Toby’s EVENTS. It has already organized large events for companies such as GCash, PhilamLife, and VXI. These initiatives, covering everything from fun runs, company sports fests and sports clinics aim to foster a culture of health and wellness within these institutions, completing Toby’s Sports’ services across all aspects of sports.

Innovation continues to be a cornerstone of Toby’s Sports’ success. Its e-commerce website www.tobys.com has grown to be one the most visited sports websites in the country. The retailer has also embraced an omnichannel strategy to offer seamless shopping experiences both online and offline. This includes the successful implementation of a Click & Collect service, allowing customers to shop online and pick up their purchases at select Toby’s stores.

Toby’s Sports’ continued success and its recent accolade at the Retail Asia Awards 2024 reflect a legacy built on excellence, innovation, and a deep commitment to promoting sports retail excellence in the Philippines. As the company looks forward to the future, it remains dedicated to uplifting the sporting spirit of the nation, ensuring that it remains at the pinnacle of sports.

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After having produced stellar films in its first iteration, Puregold CinePanalo Film Festival takes it up a notch even higher for its second run, as it ensures that its roster of Filipino films is prepared to shine on streaming platforms.

By partnering with Terminal Six Post (T6), a well-known name in the industry of post-production for delivering exceptional quality films and series to Netflix and Amazon Prime Video, Puregold CinePanalo once again strengthens its commitment to delivering world-class Filipino storytelling, not just in theaters, but in Filipino homes all over the world.

Premier post-production house T6 has a proven track record of excellence, with over 160 films and series gracing cinemas and global streaming platforms. Renowned for its comprehensive suite of services, including editing, sound design, color grading, visual effects, and film distribution, the studio will guarantee that Puregold CinePanalo films will not only meet, but exceed the rigorous standards required by streaming platforms like Netflix and Prime Video.

To support the initiative, T6 has promised to offer exclusive discounted rates on its state-of-the-art services to the eight full-length films participating in Puregold CinePanalo, committing to oversee the final assembly and Digital Cinema Package (DCP) creation for each film, including quality assurance (QA) that films are technically-ready for theatrical release and digital streaming.

Chad Vidanes, chairman of T6, excitedly shared their thoughts on this collaboration, saying, “We laud the effort of Puregold CinePanalo and want to be part of the creation of beautiful and heartwarming Filipino films. It has always been part of our goal to produce technically excellent work, and this is another opportunity to do that meaningfully and share it on such a large scale, in the cinema and through streaming platforms.”

Puregold is likewise extremely grateful for this partnership. Puregold Senior Marketing Manager Ivy Hayagan-Piedad shares,  “We believe that the films of Puregold CinePanalo should be no less than excellent as they carry within them the narratives of Filipino joy and culture. So we thank T6 for generously sharing their competence and expertise with us, helping our films reach an even wider audience.”

To add, T6 will host a one-day post-production workshop for filmmakers, covering vital topics such as long-term archiving, preparing films for promotion and distribution after their festival run.

As part of the partnership, T6 will be credited in the closing credits of all participating films and will likewise present special awards to selected festival participants.

Puregold CinePanalo aims to support the Filipino movie industry by providing financial grants and other opportunities, such as a grand Awards Night and special accolades featuring different categories, to showcase the works of amateur and professional filmmakers.

This year, the initiative will grant eight full-length films full production support, giving a platform to emerging talent and further enriching the Philippine cinema landscape.

Meanwhile, 25 promising student filmmakers will each receive a P150,000 short film production grant.

The film festival also recently partnered with another industry leader, CMB Film Services, Inc., who committed to granting P1,000,000 worth of equipment rental to the eight selected Puregold CinePanalo full-length films.

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Companies with diverse products or services must have a roadmap that will direct the commercial mix development plan

A portfolio strategy is a high-level approach to managing a company’s range of products or services to maximize growth, profitability, and long-term success.

For businesses with multiple offerings, a clear portfolio strategy ensures each product aligns with overall company goals and effectively meets the needs of distinct customer segments. 

There are four key components to consider when setting up a portfolio strategy: 

Defining Objectives and Goals. The portfolio strategy should clarify the purpose of each product, whether to drive growth, capture new markets, or maintain market share. A well-defined strategy helps prioritize resource allocation, marketing efforts, and innovation across products.

Analyzing Product Performance. Understanding how each product performs within its target market is essential. This analysis can identify which products are most performing well, which ones are challenged, and which ones may need to be de-prioritized or even phased out to focus on higher-value offerings. 

Market Positioning. Positioning products within distinct segments helps ensure that offerings are relevant and tailored to the needs and preferences of different customer groups. Products aimed at young professionals, for example, will differ from those targeting retirees, with unique features, price points, and benefits. 

Innovation and Adaptation. A strong portfolio strategy considers how products can evolve based on customer feedback, technological advances, and competitive pressures. Continual refinement of the portfolio can help businesses stay relevant to shifting customer needs and preferences. 

CUSTOMER SEGMENTS

Aligning the portfolio strategy with customer segments is essential because it ensures that each product or service resonates with its intended audience.

Knowing your customer segments — groups with shared characteristics such as age, income, lifestyle, or motivations — allows you to tailor offerings specifically to each group’s unique needs and desires. 

Here’s why alignment is crucial:

Enhanced Customer Satisfaction: When products meet the unique needs of specific customer segments, satisfaction and loyalty are likely to increase. Customers feel understood and valued, which strengthens the relationship with the brand. 

Efficient Resource Allocation: Aligning offerings with customer needs means resources like time, money, and personnel are invested in the most impactful areas. This focus minimizes wasted efforts on products that don’t resonate and maximizes returns on those that do. 

Competitive Advantage: A well-aligned portfolio distinguishes a company from its competitors by demonstrating that it understands and meets its customers’ needs better than anyone else. This differentiation can lead to higher customer retention and more referrals.

PORTFOLIO STRATEGY IN ACTION

Consider a bank with a diverse portfolio of financial products — savings accounts, loans, investment services, and retirement plans. 

Each product targets different customer segments, from young adults looking for savings accounts to retirees interested in secure investment options.

By aligning the features, marketing, and customer service approach of each product to its respective audience, the bank enhances its relevance and attractiveness to each segment, creating a more loyal customer base.
 
Furthermore, if multiple products and services are targeting the same target market, you can align the organization by segment to serve customer needs more efficiently instead of approaching the same client one product at a time.

An effective portfolio strategy aligns each product or service with specific customer segments. This alignment helps businesses create offerings that meet the real needs of their audience, leading to stronger relationships, efficient resource use, and a sustained competitive edge.

A portfolio strategy must be based on deep analytical insights, data-driven, and drawn up through a rigorous and holistic process — an undertaking that could prove daunting for the company’s top executives.

Acumen Strategy Consultants, under its Growth Accelerator service, has the tools, methodology, and pool of experts that can help businesses with diversified products or services chart their portfolio strategy roadmap for a sustainable commercial growth. — Barbara Young, Vice-President Commercial Strategy, Acumen Strategy Consultants (acumen.com.ph)

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