Industry experts lead discussions during UST GS virtual marketing symposium

Three industry leaders shared their perspectives on digital and e-commerce marketing at an online symposium organized by the Marketing Management program of the Graduate School. The virtual symposium entitled “Click Revolution: Evolution of E-Commerce Culture” tackled digital marketing and e-commerce strategies adapting to the current brand and consumer behaviors that SMEs and startups can maximize to grow their businesses. The speakers were Pick.A.ROO Head of Operations Eric Bataga, Digital Strategy Consultant Lourdes Batac, and REAP Success Founder and President Rico Emmanuel Pineda.


Bataga, in his talk, “Beyond Pandemic – A Journey of a COVID Start-up”, emphasized the importance of improving consumers’ shopping experience and adapting to consumer needs in winning their hearts and in growing one’s business. He also pointed out the power of word-of-mouth in driving awareness and building a consumer or user base.
Batac tackled “Untangling the Messy Middle of Pinoy Digital Shoppers”, going in-depth on consumers’ exploration and evaluation stages before making a purchase. Batac shared new online shopping behaviors that emerged as Filipinos adapted to change in the previous years, as well as behavioral science principles that businesses can leverage on to convince consumers and drive purchase.
Pineda discussed “Networking 101: From Relationship-Building to Brand-Building”, emphasizing on the importance of building connections, particularly for service-oriented businesses and startups that are yet to venture into e-commerce. He pointed out the importance of establishing business missions and values, goal-setting, and network-building to kickstart one’s business.
The event also included giveaways that resembled online shopping flash deals – including prizes from event sponsors such as Chooks-to-Go, VitaCoco, Santen Pharmaceuticals, Ajinomoto Philippines Corporation, Team Sir George Salon – SM Fairview, and Activex by Evyap.
“Click Revolution: Evolution of E-Commerce Culture”, which was hosted by Gelli Victor and DanTroy Gonzalvo, saw an estimated 1,800 viewers both on Zoom and Facebook Live. The event opened with a message from Graduate School Dean Prof. Michael Anthony Vasco, Ph.D.

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