Industry leaders share digital marketing strategies at UST Graduate School virtual marketing symposium

Heads of three leading companies presented their take on digital marketing at a forum on Marketing Management organized by the Graduate School held on November 20, 2021. The virtual symposium titled “360˚: Traversing Digital Marketing in Full Circle” focused on how present-day enterprises transform the marketing function into a technology-driven aspect of a business.

The speakers were Shell Global Content Strategy Head Jason Cruz, PureGold Price Club Inc. Senior Manager for Marketing Ivy Piedad, and KMC Solutions Vice President for Marketing and Strategic Partnerships Gian Reyes.  

Cruz discussed the “Mental Framework of Digital Marketing”. He underscored the importance of reskilling and upscaling to keep up with the fast-paced digital environment. He also pointed out the significance of “having an open mindset, to start learning again, and to continue investing in oneself” to succeed in a career in marketing and advertising.

Piedad, who delivered the second talk, shared her vast experience in consumer marketing. With successful nationwide marketing strategies under her name, she emphasized that marketing should stay authentic, agile, and humanize the brand regardless of the medium of communication. She capped off with a reminder to always establish a brand voice. For her, there is always a story to tell and personality to project in every post, response, and content published online.

The last speaker was Reyes who explained how their company, KMC Solutions, focused how on co-working spaces could address the problems brought by COVID-19. He attributed this to their knowledge of the client and understanding of various social media channels.

Reyes left his audience with three guidelines to be successful in the digital world: (1) understanding the client’s changing needs, (2) engaging with the clients, (3) stickiness to attract and maintain the clients. The series of talks was followed by a panel discussion with the three speakers.

The symposium, which had 2,500 participants from business and the academe, opened with the message from Graduate School Dean Prof. Michael Anthony Vasco, Ph.D., concluded with closing statements from Marketing Management Course Facilitator Dr. Eduardo Ong. The event was hosted online via Zoom and livestreamed on UST Tiger TV’s Facebook page.

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