Local Related Literature

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The first plenary headed by Mr. Adolfo Aran III, a Virtual Marketing Consultant, alumni of University of the Philippines and De La Salle University and member of the Board of Directors as introduced by Dr. Amado L. Magsino has presented an overview of Digital Marketing.

“Good More-earnings!” a very graceful greeting from Mr. Adolf Aran. It is the way business entrepreneurs greet as he said. His presentation started with a fun ice breaker which students from different universities participated.

Digital is not equal to Marketing, but Digital added by Marketing is to an advance way of being marketable. Understanding the youth is understanding the industry, because youth is a great factor in marketing of professional industry.

There are differences of Trustmarks from Lovemarks. Trustmarks are: •Branded

informative

recognized by consumers

generic

presents a narrative

promises the quality

symbolic

defined

statement

defined attributes

values

passionately creative

and has an advertisings legacy

On the other hand, Lovemarks are:

loved by people,

personal

creates a love story

touches sensuality

iconic

infused

has a story

wrapped in mystery

spirit

passionately creative

and ideas company

"Think of yourself as a brand. You need to be remembered. What will they remember you for? What defines you? If you have it in you, do something that defines you. Invent something, develop a unique skill, get noticed for something —it creates a talking point." –Chris Arnold

Having uniqueness makes people remember you. This is the author wants to imply on his quotation.

Given the fact that 83% of filipinos are social network online users (first in the world), 86.4% online filipinos uploading photos (first in the world), 90% reading a blog (second in the world), and 98.6% have watched online videos (first in the world), 23 million Filipino people (33 percent penetration rate) were online active users.

Online activities remain unchanged, but the preferences are evolving. The top online activities are as follows:
Searching

internet portals

internet messaging

visiting public chat rooms

e-mail

visiting social network sites

playing online games

downloading and uploading music files online

using webcam or making a conference call on internet

watching television programs or video clips online

sending internet SMS

visiting websites where knowledge contributed by others are found

visiting UGC sites

sharing or posting something created by the user itself

listening to internet radio.

According to the Nielsen Net Index 2010, users ranging 10 to 39 years of age are highly driving the trend. These users searches items online such as images, videos, information or research documents, music or audio clips, addresses or phone and contact numbers, compared search results, blogs, local jobs, news, web search using search function on IM and search for information on a local business.

Visiting social network (53%) and user-generated content sites (30%) are the more popular online activities followed by community groups or forums (11%) and blogs (7%).

Social Networking remains stable. This is because in social networking you were able to:
stay in touch

send e-mail

chat online

pass time,

get to learn people about himself

learn more about his friends

re-establish old contacts

listen to music

check out people have met socially

play games online

upload or share photos,

connect to people you would have never met

make social plans

learn about the latest trends

upload or share or watch online videos

and connect people living near the user

But site preferences are changing such as Friendster, Facebook, Twitter, MySpace and Hi5.

The users according to...
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