Digital is the way of the future - especially for brands. This
was the essence of a free and exclusive seminar for Araneta City’s lessees held
last May 25 at the Gateway Gallery.
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| Araneta City, JAAF, and DTI |
The learning event was organized by the City of Firsts in
partnership with the J. Amado Araneta Foundation (JAAF) and the Department of
Trade and Industry (DTI). Invited as main speaker was Amrei Dizon, Founder and
Chief Creative Officer of Vitalstrats Creative Solutions, who delivered a
comprehensive course into the basic concepts of marketing and how digital tools
can help propel their brands to new heights.
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| Amrei Dizon, Founder and Chief Creative Officer of Vitalstrats Creative Solutions |
Dizon gave the participants an overview of marketing and
explained that more than anything, the discipline focuses on creating and
delivering value to its intended target audience. She explained that digital
marketing is supercharging traditional marketing strategies and tactics and
enabling it to reach an audience that would find immense value in the products
and services delivered by a brand.
She also discussed the goals of digital marketing. Mainly,
digital marketing aims to reach and engage a target market identified by the
brand, increase awareness of said audience about the brand, generate leads,
drive sales, and build loyalty.
She provided an in-depth discussion of the various tools
available to brands interested in venturing into digital marketing. Some of
these are search engine optimization, email marketing, affiliate marketing,
influencer marketing, and of course social media marketing. With 84.45 million
Filipinos using some form of social media, its relevance for marketers and
brands cannot be overstated. As such, Dizon also gave the attendees the
potential use cases for various social media platforms and how they can best
suit their needs.
Dizon also delved into one of the most significant topics in
today’s marketing landscape -artificial intelligence or AI. She recognizes the
power of large language models such as those offered by Microsoft-backed OpenAI
in ChatGPT and that of Google in Bard.
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| Elevating brands through digital strategies |
According to Dizon, the power of AI when applied
specifically to the use case of digital marketing is its ability to democratize
various aspects of planning, ideation, and content development and make it more
manageable for any brand, whatever its size.
“Now [AI] levels the playing field when it comes to the
competition between [micro, small, and medium enterprises] and big businesses
who have the budget. Now, MSMEs have access to these resources. If they know
how to use these AI tools properly and understand its inherent limitations,
they can produce content that is effective and resonates well with their target
market,” Dizon said.
Meanwhile, Dizon has a simple advice for brands especially
now that more consumers are giving more value to user-generated feedback - be
authentic and deliver on your promise
“The main thing they need to focus on is to give value and
relevance to your target market. Whatever you promise to your audience on
digital, it’s imperative that you deliver it through your service. Whatever
your customers experience - whether it’s good or bad - that can spell the future of
your business,” Dizon said.
When asked about the disinformation and misinformation
present online and how it can impact brands who market using digital tools,
Dizon stressed the value of media literacy.
“First and foremost, our MSMEs need to know if the content
they’re encountering is ‘fake news’ or not. They, as business owners, should
also be a source of truth online. We have an obligation to our consumers to
provide them with the necessary and complete information they need so that they
can make decisions that benefit them,” Dizon concluded.
Aside from the informative discussion, Araneta City’s
Marketing team walked the lessees through the upcoming events and activities
that they can take advantage of at the City of Firsts, including the
much-anticipated opening of Gateway Mall 2, the latest shopping, entertainment,
and dining hub in Araneta City.
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