IS DIGITAL BECOME A PRIORITY NOW?
In this webinar, the 2 guest speakers discussed the importance of digital marketing in corporations like Jollibee wherein they are connected with.
The two speakers was Ms. Pauline Lao of Jollibee as Director for Marketing communications and Mr. Manolo as Digital initiatives consultant.
The first speaker was Ms. Pauline Lao citing different advantages of working in Jollibee Corporations, She discussed how the owner treat their employees, how the management open for innovation, and why jollibee turn in to Digital landscape.
Ms. Pauline Lao:
As per her, the main concern in advertising campaign is a BUDGET, the second is a competition but in Digital marketing campaign the cost is cheaper and you can used internet/mobile as your medium to reach your target market. She also mentioned the technology now a days is democratizing, seven years ago the price of high end mobile phone is ranging from 10k up, but now you can buy it as low as 2500 even cheaper than a pair of shoes.
Jollibee brand share in Digital Marketing:
As per her, the jollibee turn in to digital Marketing is depending in the target market, what is the objective of a campaign? is it for a trial, awareness, consumer engagement.it must be clear communicated and be aligned to the objective.
How measure effectiveness of the campaign?
To measure the campaign effectiveness is based on the objectives, if its to increase sales, is the sales has improved, if its for trial it must increase level of awareness of the brand.
Things looking for a Digital partners:
1. Strategic Thinking- Are they expert in this field?
2.Capability-Are they a capacity in increasing engagement?
3.Execution- How well they executed the campaign?
4.Evaluation-Is the strategy works?
Summarize:
As marketer, you have to know the basics first in Digital Marketing you have to combine basics and how to execute it align to your objective.
Mr. Manolo Almagro:
He had discussed when jollibee Corporation started in Digital Marketing that was last 2009. They are focused on new initiatives and joint application solutions. The main key in running a successful digital marketing is testing, testing, and testing.
In my Opinion:
