NEWs Update | DigiCon Revolution 2024 | Industry leads share post-event insights and challenges Digital marketing trends; balancing tech and creativity; and the two-letter buzzword
The closing session of DigiCon Revolution 2024 highlighted pivotal trends in digital marketing, including the increasing importance of data, personalization, and artificial intelligence (AI). Expert speakers comprising leaders of associations in the Philippine advertising and marketing ecosystem stressed the need for industry professionals to embrace digital transformation while maintaining authenticity, creativity, and ethical standards.
It is not an easy task to recap a two-day event the size of DigiCon. Convening these industry heads created, perhaps inadvertently, the most usable playbook on trending, as well as immediate next steps to manoeuvre the current arena. Here’s a recap of that recap.
Data, personalization, and AI: Key trends in marketing
Manny Gonzales, President of Digital Marketing Association of the Philippines (DMAP), identified three crucial trends shaping the future of digital marketing: data, personalization, and AI. Gonzales emphasized that data is no longer just a tool for reporting but a key driver for generating predictive insights, and that the resurgence of personalization, where targeted marketing is becoming more meaningful to consumers is re-emerging. He also indicated the role of AI in revolutionizing this approach by optimizing the use of data.
Said Gonzales, “The one who moves data at the predictive level will win the game. I refer to it as hindsight, insight and core sight. When you’re able to leverage all your data points that way, you’re already on that way to have that revolution evolution. When you talk about data and relating to your consumers, it’s going back to personalization, how you connect to your audiences at a very personal level, we’re seeing that emerging again.”
There was not a single speaker that did not mention AI. To which, Gonzales says, “Do not rely on (AI) too much to drive creativity and imagination because that belongs to the human person who’s training the AI or navigating the AI platform.
(It’s an AI ecosystem), not separate AI only, or data or immersive only. It’s how to connect everything in an ecosystem. How do you drive data and insights using AI to help in communication, (then) marketing and sales, operations and so on and so forth.”
Authenticity and future-proofing organizations
Mick Atienza, President of Philippine Association of National Advertisers (PANA) and concurrent Chairperson of Ad Standards Council, provided insights on future-proofing organizations in an increasingly digital landscape. Atienza highlighted the importance of authenticity in marketing campaigns, urging brands to stay true to their core values.
Atienza mentioned PANA’s upcoming initiatives and seminars that aim to keep members updated on digital trends and evolving consumer behavior.
According to Atienza, “We make sure our members are kept at abreast of all the latest trends in digital technology and consumer behavior. We also organize events and seminars. Our very own PANA Foundation also does events that caters to youth which serves as our way of future proofing the future marketers. That’s our contribution to the industry, not just future proofing the organization itself, but the whole industries.”
On authenticity, the leader of the clients association shared the importance of learning the basics. “I honestly believe authenticity is key. It doesn’t take rocket science to be authentic, so that’s really very important to us. Any campaign that you launch should be true to your core values. Talk to customers. Show you are a reliable friend, not just a bot. I think that’s the first step that you really need to take,” said Atienza.
Balancing automation and creativity
Mike Garcia, Vice-president of the Accredited Advertising Agencies Association of the Philippines, discussed the need to balance automation with human creativity. He stressed the importance of adapting to new technologies without losing the creative spark that makes campaigns resonate with audiences. Garcia advocated for a culture of learning, encouraging professionals to embrace change while educating themselves and others on the responsible use of technology.
Says Garcia, “One of the things always constant for the advertising industry is about creativity, and creativity thrives on change. I think the first part is when these kinds of changes happen, you have to embrace it, because it will happen and it will stay, and the earlier that you’re able to embrace it and adapt to it, then you’ll be able to make it work for you.
The second part is educate. Because these things are new, and change the dynamics of how your brands, your business are relating with the people that you’re serving, then you have to also know how it works and how it’s impacting not just your business, but also the people that you’re connecting.
The third part is empower. Especially from a creative space wherein you don’t know who the owner is anymore, there’s a part where you also need to understand that when we use these kinds of technologies, you use in a responsible manner. The only way that we can do and use it in a responsible manner is when we work together. I think it’s at the spirit of how we work.”
Challenges in digital transformation
When asked about the challenges in integrating AI and advanced technologies into marketing strategies, Gonzales noted the fear of change as a significant barrier, advising marketers to let go of outdated practices and embrace a mindset of trial and error.
Garcia then emphasized the need for a shift in mindset, highlighting the importance of continuous learning and iteration as new tools and technologies emerge.
Advice for navigating the digital revolution
The panellists provided practical tips with Gonzales encouraging marketers to stay human and to focus on building relationships even in the digital age. Atienza emphasized the need to launch fast and learn from failures, while Garcia reiterated the importance of education and empowerment, and embracing change.
Words by Aye Ubaldo
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