Social media influencer marketing, new marketing trends highlighted in GS symposium

The UST Graduate School, through its Marketing Management class, under the supervision of  Prof. Eduardo G. Ong, JD, PhD, DPA, DBA, hosted a marketing symposium on November 25,  2023, at the Benavides Cancer Institute (BCI) Auditorium, UST Hospital. The event was graced  by marketing professionals, thought leaders, and over 200 onsite participants and broadcast live  through Zoom and Facebook from various academic institutions and organizations. The  symposium proved to be a dynamic platform for unlocking the latest trends and strategies  surrounding social media influence and the future of marketing.

With the theme: “TikTALK: The Talk That Matters! Cracking the Code of Social Media Influence,”  this term’s symposium delved into the world of influencer marketing. Topics such as the  strategies, influencer success stories, and the latest trends surrounding influence as the currency of the digital age of marketing were discussed.

First to take the stage were top influencers who shared their success stories in the world of social  media marketing. Lyqa Maravilla, an educational content creator with over eight million  subscribers and 200 million views across her social media platforms, presented her use of  social media influence for her advocacy to democratize access to education in the Philippines.  Rem “Kuya Dev” Lampa shifted from engineering to tech and is currently using his platform to  help students get the best starts in their careers. Joining the first group of guests is Julia Pineda who has worked with well-known beauty brands such as Maybelline, Creamsilk, Ever Bilena, and Belo. To complete the line-up of influencers for the first panel, the DINK (Double Income No Kids) Couple, Dan & Danica Flaminiano, graced the  stage with their experiences in using social media platforms to share relatable content on their  daily lives, home improvement projects, and other life hacks to their 43K followers.

In the second panel, marketing experts Jim Kenneth Lazam and Pamela Sulit took the stage and gave the business leadership perspective on the effects and returns of social media influence for businesses. Jim Kenneth Lazam is currently the Managing Director of Lazam Digital. This company collaborated with an array of notable clients such as Samsung, Landmark, Vision  Express, Secosana, and The Udenna Group. Meanwhile, Pamela Sulit is a marketing strategist and brand builder from Wipro-Splash Corporation with over 15 years of marketing experience. She was instrumental in catapulting brands from San Miguel, Globe Telecom, and Wipro-Splash into strong leadership positions.

Proceeds from the symposium and its generous partners and sponsors will be extended to World Vision, a global Christian humanitarian organization devoted to improving the lives of children, their families, and their communities.

Also present in the event is the GS Program Lead for Marketing Communication, Prof. Joyce L. Arriola, Ph.D. Ms. Charmaine Sales, the chairperson, led the closing of the event. 

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