JV Rufino, director for Inquirer mobile, in an open forum with Brandie Tan of Publicis-Jimenez Basic, and Charmaine Bautista-Pamintuan, chief marketing officer of the Inquirer Group in the first Cebu Daily News’ Conversations. (CDN PHOTO/LITO TECSON)
Three industry leaders in the digital and marketing landscape yesterday discussed trends, innovations and opportunities for business, especially in social media, in Cebu Daily News’ Conversations, the first of a series of special forums.
The insights can help businesses grow and gain a larger consumer base, the executives said.
Charmaine Bautista-Pamintuan, Chief Marketing Officer of the Inquirer Group of Publications, discussed 15 consumer trends to take note of in 2016.
The data was drawn from an ethnographic survey of Filipino consumers commissioned by the Inquirer, and special sessions with “thought leaders” in various industries.
The forum, a CDN flagship event, was an updating session for clients and business partners held at Quest Hotel in Cebu City.
Pamintuan shared results of the study on consumer behavior in four “pillars” of profile, pattern, perception and participation.
There is a growing customer base of millennials, tech-oriented seniors, “malesumers” and those in “fit leisure” to tap, she said.
Knowing the nuances of these trends can help a businesses zero in on target audiences, as well as maximize trends in marketing products or brands, said Pamintuan.
Javier Vicente “JV” Rufino, director of Inquirer Mobile, and Brandie Tan, executive creative director of Publicis -Jimenez Basic, talked about the changing digital landscape and innovative branding.
“For businesses to remain relevant you have to be where they [consumers] are,” said Rufino, who stressed the important of “listening” well and using Facebook, Twitter and other social media platforms to engage audiences and even attract “top talents”.
He said the Inquirer Group, which includes print, digital, mobile, and radio platforms will have a combined audience reach of 25 million by 2016.
“You have to get the right message out at the right time in the right place,” he said.
In creating memorable brand or product campaigns, Tan talked about his strategy of of putting a “smile in the mind”.
This requires the use of “wit” in a campaign, and asking the right questions.
Tan showed short videos of memorable global ad campaigns to illustrate each point.
An open forum, moderated by CDN columnist Jude Bacalso, later drew out answers to concerns about how to make an effective social media campaign, how to handle a social media crisis, and others.
The next session of CDN Conversations will be held in March.