Local Related Literature

Topics: Marketing, Social network service, Facebook Pages: 10 (1899 words) Published: September 11, 2011
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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