The Digital Marketing Association of the Philippines (DMAP), the leading organization known for its excellence and innovation in digital marketing, successfully hosted the ninth edition of the Digital Congress (DigiCon), themed “REVOLUTION”, on the 15th. october. December 16, 2024, in Newport City, Metro Manila.

The two-day event brought together more than 2,500 attendees, including 100 global and local industry experts, thought leaders and technology pioneers, coming together to discuss key insights across the marketing, advertising, business, academia, media and innovation.

DMAP’s DigiCon is Southeast Asia’s premier digital marketing conference, providing a vital platform for innovators and industry leaders, both locally and internationally, to drive advancements in the digital landscape.

Following the conclusion of this year’s conference, DMAP shared key recommendations for the industry. One of them is the responsible use of artificial intelligence (AI), with DMAP urging its members to explore and integrate AI tools ethically and responsibly, focusing on data privacy, transparency and avoiding the spread of disinformation.

DMAP also highlights the importance of investing in local digital talent by providing upskilling and reskilling initiatives to equip Filipino marketers with the latest digital skills, especially in areas such as AI, analytics data and Web3.

Additionally, DMAP highlighted the importance of digital inclusion, urging the industry to bridge the digital divide in the Philippines by expanding internet access and digital literacy programs across the country.

Other key imperatives at this year’s DigiCon include promoting data-driven decision-making to improve customer engagement and encouraging collaborative innovation to create a more vibrant digital ecosystem.

“DMAP’s DigiCon REVOLUTION 2024 is a testament to DMAP’s broader goals of advancing digital marketing transformation, fostering industry growth, and contributing to the Philippine economy. As we continue to navigate today’s rapidly evolving digital landscape, we aim to champion the industry’s need to adapt and leverage emerging technologies for sustainable success,” says Manny Gonzales, President of DMAP.

Best-selling author and digital innovator Steven Johnson, known for his work as editorial director of Google’s AI division, Google Labs, was the keynote speaker on the event’s opening day, exploring how AI can open up new possibilities in business and marketing. He encouraged attendees to stay curious and explore the potential of advanced technologies.

“Go ahead, have fun with technology, explore those boundaries just for fun, because history teaches us that you’ll find the future where people have the most fun,” Johnson said.

On the second day, David Beal, Head of Global Marketing and Director of Global Marketing of Jollibee Foods Corporation, delivered the keynote address on Values-Driven Digital Transformation.

Beal highlighted the importance of openness to technology adoption for effective customer engagement, saying: “True willingness is knowing what we know, but also recognizing what we don’t know and work hard to learn and improve. When you combine that with a value like integrity, and reinforce it with a bias for action, a willingness to try, and an agile attitude, we can challenge what’s possible.

Through DigiCon’s partnership with One Show Asia, attendees were also able to benefit from insights from a distinguished group of international speakers, such as Droga 5 Tokyo Creative Director Masaya Asai, Creative Shop Manager Angela Bassichetti by Meta, Kyungsin Pablo Kim, CEO of Paulus. , and Tay Guan Hin, APAC regional director of One Club for Creativity.

DigiCon 2024 has taken over Newport City, with plenary talks at the Newport Performing Arts Theater and breakout sessions at the nearby Sheraton and Hilton hotels. Participants engaged in five specialized streams designed to address critical industry trends: “From e-commerce to digital commerce,” “From BMI to customer-centric campaigns,” “From digital transformation to the evolution of the company”, “From data management to knowledge. » and “From me to AI”. These tracks highlighted trends like generative AI, short-form video content, the evolution of the metaverse, and the growing importance of data privacy.

“DigiCon 2024 aims to equip professionals to not only survive, but thrive in today’s digital landscape. As we navigate new technologies, we encourage everyone to recalibrate their perspectives, remaining curious, open and ready to explore and innovate,” said Alan Fontanilla, President of DigiCon 2024.

In a first for DigiCon, DMAP has partnered with Certified Digital Marketer (CDM) to offer program certifications to attendees. This new offering offers professionals the opportunity to improve their skills and strengthen their credentials in the world of digital marketing.

Since its first edition in 2016, DigiCon has always been a crucial gathering for luminaries in the Filipino marketing, advertising and digital landscapes.

DIGICON 2024 PARTNER INFORMATION:

• DMAP’s DigiCon REVOLUTION 2024 was sponsored by GrabAds, Jollibee Foods Corporation, UnionBank, Panda Ads, Petal Ads by Huawei, Unilever, Aeroworx, Agile Data Solutions, Anymind Philippines, Blis, Dito Telecommunity, Double Verify, gimmefy, GCash, Google Philippines , KFC Philippines, McDonald’s Love ko’to, Meltwater, Metrobank, TikTok and Truelogic Inc.

• Estimated Outlets, DOOH, GMA Network, MBC Media Group, AGC Power Holdings Corp., Cignal TV, The New Channel, The Pod Network Entertainment, ABS-CBN Corporation, adobo Magazine, BusinessWorld, Dentsu Creative Philippines, Inquirer, Manila Bulletin , Meta Philippines, PumaPodcast, Rappler, The Business Manual and The Philippine Star were this year’s media partners.

• Meanwhile, Amazing Pineapple Company Inc., Carmen’s Best, Devant, Emperador, Enchanted Kingdom, Eventscape Manila, Future Proof PH, HIT Productions, Holiday Inn Express, Maggi, Outcomm Inc., Primer Group, PICKUP COFFEE, Rebisco, Uniquecorn Strategies , Segway – The Autohub Group Philippines, One Asia, Lysol, Seda Manila Bay, Splash Corporation, Synergy, Unilab and Yoli Better Body Company served as DigiCon 2024 Event Partners.

• Additionally, telecommunications company Eastern Communications served as a connectivity partner this year, and Certified Digital Marketer served as a Track certification partner.

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