Technology: An advantage and a challenge to marketers

MANILA, Philippines - “Accessibility to the Internet is continuously growing. Every so often, there are new types of mobile devices launched. There’s social networking and various online platforms. These have, in a lot of ways, affected the lifestyles of consumers.”

Thus said Donald Patrick Lim, overall chairperson of the 2012 Asian Marketing Conference.

According to Lim, increasing Internet usage in the country has changed the habit of consumers. For example, being online — checking e-mails and social networking sites such as Facebook — has become part of consumers’ daily routine.

“The accessibility to information from various channels has created more educated consumers. With social media, consumers can easily get information about a brand online, which makes decision-making easier and faster,” Lim said.

With all the changes in the landscape of marketing brought about by technological advancements, the Philippine Marketing Association (PMA) sees how crucial it is, more than ever, for marketing practitioners and key-decision makers to be armed with essential knowledge and skills to ride the wave of these advancements and create successful marketing strategies.

“Every year, we conduct the National Marketing Conference to confront the knowledge-based training needs of our marketers. For 2012, we upgraded it to an Asian Marketing Conference, the Asiannovation2, where attendees and speakers are not limited to local marketers,” Lim said.

The 2012 Asian Marketing Conference, dubbed as “Asiannovation2: Unleash the Asian Marketing Masters,” will be held on July 19-20 at the Rizal Ballroom of the Makati Shangri-La.

It will encompass topics on the latest innovations in the marketing landscape — new theories and practices, technologies, and the future of marketing.

Presentations will include insights and case studies from Asian marketing thought leaders and innovators who are considered masters in their fields.

Among the speakers are Hermawan Kartajaya, founder of the Asian Marketing Federation and co-author (with international marketing guru Philip Kotler) of “Marketing 3.0” and “Rethinking Marketing: Sustainable Marketing Enterprise in Asia”; Greg Armshaw, chief technology catalyst of McCann Worldgroup Singapore; Michael Robinson, SEA managing director of Momentum Asia Singapore; and Serene Wong, chief executive officer of TNS Global (China).

Local marketing experts are also among the speakers, including former top advertising executive and now Tourism Secretary Ramon Jimenez, and Josiah Go, co-founder and chairman of Mansmith and Fielders Philippines.

“The event will help marketing practitioners understand trends in marketing, changes in consumer behavior, and the proper utilization of marketing tools and media channels,” Lim said.

“Mr. Kartajaya will discuss Marketing 3.0, which is a new perspective in marketing strategy. We will also learn more about consumers and their behavior as shoppers with Mr. Robinson’s presentation. There is just so much knowledge to gain,” Lim added.

For more information on registration details about “Asiannovation2: Unleash the Asian Marketing Masters,” contact the PMA secretariat at 634-5722, 634-4890, 638-7700, 0927-715-6676, or 0917-881-8PMA (672), e-mail at [email protected] or visit www.asianmarketingconference.com.