Trends for Digital Marketing in 2017

by Moi Bagadiong, Senior Digital Media Associate

MobileTrends2These days, a lot of people think that digital marketing is equivalent to social media posting, but this isn’t the case. Digital marketing is so much and the online environment is getting bigger and even more exciting.

This year’s digital trends are continuously bringing data- and objective-driven campaigns to light through amazing tracking schemes and smarter strategies, posing the need for brands to be deliberate and thoughtful when it comes to their content online. This is especially true given the fact that statistics have been used to measure marketing efficiency since the birth of digital ads.

For this reason, it is necessary for brands to be updated on trends to effectively engage their audience. Here is a rundown of those that we’ve observed for the first half of the year.

  1. Intense Consumption on Mobile

Since 2012, we’ve seen a huge jump in mobile consumption. Our target audiences now prefer to use their mobile phones and tablets more than their computers. Based on metrics, Indonesia consumes 91% of their day in mobile. For the US market, which is one of the biggest markets in the world, the time spent on mobile is 71% of the day. On the other hand, 38% of the Philippine market web traffic comes from mobile and it is anticipated to grow by more than 8% in the next few months. Mobile consumption has been reaching new heights and we predict a growing trend in the coming years.

What does this mean for marketers? Mobile optimization should be the top consideration when developing plans and rolling it out in various channels. This means that all ads and organic campaigns must be fit for viewing on smaller screens. Our copy materials should be shorter and our images should be compelling all while considering the ad budget.

An added bonus: Instagram Stories is killing it right now.

  1. Influencers Help Build the Brands

Majority of digital brand awareness campaigns revolve around one disciplinesocial media. A good population of influencers thrive in that space and that is why all brands, from B2B to B2C, need a relevant and proper influencer to help them build their image.

How strong is influencer marketing? According to a recent study, 71% of consumers are more likely to make a purchase based on social media reviews and reference. Another study says that US businesses generate $6.50 for every $1 invested in influencer marketingnow that is ROI.

In the Philippines, brands use celebrities and product endorsers as digital influencers to leverage on their following. It is undeniable that loyal followings do exist in the local celebrity scene, which is why consumer brands such as McDonald’s, Jollibee, and the like use well-known showbiz personalities. There are no documented ROI statistics from their recent campaigns, but the digital engagement they had is enough to speak volumes of success in terms of awareness.

We also recently ran an influencer campaign for one of our clients, Jollibee. In line with the Framily campaign, we chose a couple of influencers to create buzz and we had tons of engagement as seen on the materials below!

FRAMILYFRAMILY 2Given all these trends, metrics and dimensions are a must when implementing influencer-driven campaigns. There are ways on how to efficiently track resultseverything’s better with numbers!

  1. Emotions Influence Engagement

If your goal is to get engagement on social media, there is no stronger tactic than to go straight to the heart. Nowadays, content go viral online because of three major ingredients that help them be as heartfelt as possible: the perfect blend of messaging, delivery, and wit. We’ve seen tons of brands do it and the strength of their online engagement is indisputable.

Why does this method work? It is because a huge chunk of the market are millennials and they are extremely open, opinionated, authentic and emphatic. The market enjoys consuming content that they can relate to. In fact a recent study shows that the market loses trust in brands when their content appears “fake”as verified by 71% of 11-17 year olds and 74% of 18-34 year olds. These age groups hold a big chunk of the market population who are active on social media.

  1. Big Data keeps on getting Bigger!

How big? Digital advertisers now take advantage of different targeting parameters that allow ads to be served to markets that weren’t as specific as today. In the current landscape, advertisers can target you if you’ve visited a certain channel and more. In general, both B2B and B2C brands use big data to gain more coverage. Also, a huge trend nowadays is using both public and paid information to create compelling and personalized ads that hit the campaign objectives right on the button.

Big data refers to huge data sets that can be analysed and programmed to reveal trends to create human behavior patterns. For digital marketers, these data could be device used, geo-analysis, time of consumption, most used language, consumer interests, and other behavioral metrics.

But in a nutshell, why do marketers use and exhaust big data? Not for engagement, but for customer retention and overall conversion.

A lot can change in the coming months with pay-per-click tools becoming more advanced. It’s only half of the year, and we’re super excited to see more. Metrics will always be there to support and supplement these new trends and strategies which makes analytics top priority before anything else. It would be best for all digital marketers to keep up in order to create effective and relatable campaigns.

 
References:

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/

https://www.forbes.com/sites/kateharrison/2017/01/09/top-10-trends-that-will-transform-digital-marketing-in-2017/#773258163bf5

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

https://www.forbes.com/sites/deeppatel/2017/04/21/how-to-measure-the-roi-of-an-influencer-marketing-campaign/#799118e96348

http://www.bluleadz.com/blog/the-impact-of-influencer-marketing-in-2017

 

TeamAsia at 25: Looking back, moving forward

by Jeff Enriquez, Web Development Director

1They say that practical work and experience lead the young to maturity. That saying definitely came true for me when I crossed paths with TeamAsia.

It was July 9, 2004 when I received a call from one of my batchmates in University of the Philippines-Los Baños about a career opportunity. I was fresh out of school then, and with no work experience yet. She found out through Friendster (how old is that, eh?) that I was not yet employed, and she referred me to an Alabang-based company called TeamAsia. In retrospect, I honestly did not have any idea who TeamAsia was and what they did. But I decided to give it a shot.

I was hired as a Junior Web Developer under the Creative Department. My first few months consisted of maintaining the TeamAsia website, backing up files for my department, and creating a lot of eDM’s. I was the only web developer at that time. (A fun fact about TeamAsia: we were one of the first companies in the Philippines to have a company website back in the 90’s.)

2
Going into my 13th year in TeamAsia—now as the IT and Web Development Director—here are glimpses of my journey and the milestones that I have achieved in the past years.

2005 —This is the year when I was regularized and first promoted, moving up from Junior Web Developer to Web Developer. This was the turning point when I realized that I had finally adjusted to the professional life, and that I was a good fit with TeamAsia. This was a huge deal for me because one of the biggest challenges I had faced was transitioning from the student to the professional life.

By this year I was able to contribute to the development of the TeamAsia website, I had worked on some Microsoft projects, and participated in events of clients such as Global Steel, Bayantrade and Microsoft as technical support.

32009 — Fast forward to this year when the Web Development team branched off from the Creative Department, I became the Web Development Director with one senior staff. Indeed, the practical work and experience that I gained from my past five years with TeamAsia led my young, fresh-out-of-school self to the maturity that I needed to possess to take on my new role as department director.

During my first months as director, I had to learn how to coordinate with the other departments on our processes. Aligning the Web Development Department’s plan with the company’s strategic plan also became a challenge. But with the help of my boss and mentor, the late Sir Mike Hamlin, I was able to overcome all these and learn new skills that I needed to accomplish my job effectively.

Our department was able to move beyond developing just the TeamAsia website to the website of our clients, such as ExcelAsia, International Outsourcing Summit, and Information Technology and Business Process Association of the Philippines (IBPAP).

42010 — As TeamAsia found itself gathering more new clients and expanding its core services, the Web and MIS Departments were merged into one. In turn, this merger widened the scope of my responsibility. It was surely another challenge because it meant that my responsibility as director now went beyond my expertise. But with a team to back me up, we were able to streamline the processes, resulting in the elimination of redundant workload. I am proud to say that the Web Development Department became more productive, ready to cater and support the company’s internal requirements and its clients.

We had advanced the technologies we used for TeamAsia’s processes by utilizing Google Apps, moving some tools to cloud storage, and creating an online and on-site registration system for events.

5.png2012 to 2013 — These two years are certainly memorable for me because two members of the Web Development Department, Gary Aure and Darell Sapin, were promoted to Web Manager. Three other guys who completed our team were also hired during these years—Leo Halili, Marvin Desuasido and AC Esguerra.

I have always believed that as a leader, you should always bring out the best in your people. That is why I consider it a great achievement when I see my team growing professionally, gaining more knowledge in their fields, and being able to exercise their skills in their respective projects.

With our team of six we were able to improve our event technologies like mobile apps, audience response system, and tweetcasting. We had also begun adopting open source website platforms and creating website responsive design.

62016 — Moving to the new TeamAsia office proved to be a whole new challenge for our team. I certainly learned a lot from planning the logistics of our move to actually executing them. One moving mishap that I won’t forget anytime soon was when our IT supplier informed us that they will not be able to deliver the service we hired them for. It was definitely a cause for panic, but thankfully, we were able to switch to a new, reliable and cost-efficient supplier under a short amount of time.

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8People ask me why I chose to stay this long in one company. I will be lying if I said that leaving has never crossed my mind. But I chose—and I still choose—to stay because TeamAsia has become more than just a job to me. TeamAsia has become my family, which I have learned to love through ups and downs.

TeamAsia provided me with the best mentors back when I was still a fresh graduate with no work experience. They have given me opportunities to learn, to grow, and to lead. Most of all, they trusted me enough to challenge me with tasks that I honestly thought were impossible to accomplish—but I was proven wrong every time.

This year, as TeamAsia turns 25, I am confident that we will continue to come out strong as a seasoned independent IMC agency, full of bright people who are passionate about delivering the best out of each day.

Video

Eat Your Way Through Madrid Fusión Manila

By Kia Sta. Ana, Senior Account Executive

Join me as we discover and try out the different flavors of the Philippines (and the world) in Madrid Fusión Manila 2017!

This gastronomic event was held at the SMX Convention Center in Manila, Philippines on April 6 to 8, 2017. It was attended by world-renowned chefs who shared their expertise with fellow culinary connoisseurs in the Regional Lunches and the Fusión Manila International Gastronomy Expo. Entrepreneurs and regional exhibitors also participated in the three-day Gastronomy Expo, where foodies shared their mutual love for unique and delicious dishes.

Integrated marketing communications agency TeamAsia has been Madrid Fusión Manila’s digital sponsor—and one of its Expo exhibitors—for the past three years.

Credit for background music used

Track: High
Artist: LYFO
Release Date: March 4, 2017

 

A day in the life of a PR girl

by: Florence Joy dela Cruz, Senior PR Associate

Public relations can be a tiring job. Creating PR plans, scheduling media interviews, and making sure the brands we handle enjoy a good reputation can take its toll, but it can be extremely rewarding. PR is basically storytelling, and I enjoy creating wonderful stories and experiences for our brands. One of the brands I handle is Google, and one of the things I look forward to is YouTube FanFest!

 

The YouTube FanFest, or YTFF, is a live event featuring international and local YouTube creators. The event aims to create opportunities for YT creators, fans, and the media to find new ways to connect with their audiences. It began last year when a tweet #BringYouTubersToManila trended worldwide, and now it’s back for its second year!

 

I was nervous at first to meet these internet sensations, but after handling them last year, it became easier this year. We went to interviews with them and got to know them on a personal level. We also became friends with their managers. Well, sort of! My personal favorite is the a cappella group The Filharmonic,  who I watched at The Sing-off, a singing competition featuring a cappella groups. I was so starstruck that I was lost for words when I met them for the first time. We even taught them Filipino words!

 

Fans were also excited to meet them. They got to interact with the YouTube creators at the YTFF Meet and Greet, where many fans came out crying because they met their idols. To top if off, the YTFF Night was pure entertainment. Seeing these creators perform on stage felt like we were stage parents waiting for our kids to come out and perform! It was a great honor to see everyone having fun by watching their favorite creators on stage.

 

Doing the PR for one of Google’s biggest events is tiring. Imagine waking up as early as 1am and staying up late to take care of international YouTube creators for several days in a row. But it was all worth it. Most importantly, I am doing what I love: telling the world about my brand.

 

Check out some of our behind-the-scenes photos below:

image10

No rest for the weary. Team call time is at 1am, but we’re still looking fresh. #TeamNoSleep #AirportWelcome

 

Sneaky fangirl

Sneaky fangirl. Day 1 of media interviews and I’m trying to get them all for a phoro. Look! Niko’s smiling!

image14

One down, two more to go! The first of three interviews scheduled for the day. Bring it on! #Day2ofMediaInterviews

 

 

Lucy shot!

Lucy shot! Our last chance to get a group picture with the boys. Look at Kuya Mike, the bodyguard, smiling at the back!

 

Downtime with these three.

Downtime with these three. While waiting for the next interview, the team had a chance to rest for a while at Nobu Hotel. Fancy!

Ibang level na sila!

Ibang level na sila! Here are Vince and Steph posting for a photo with Gab Valenciano and Tanner Patrick after their Rappler interview. (Photo courtesy of Rappler.com)

Lucky Shor Number 2!

Lucky Shor Number 2! Mikey, Alex, and Wengie are just some of the YouTube creators we got to know during the YTFF. They’re really fun to be with!

It's not over yet!

It’s not over yet! The day’s not over yet as we had to go to and check out the venue.

A selfie a day takes the bad vibes away.

A selfie a day takes the bad vibes away. Nobody can tell that we haven’t got enough sleep. Look at us! All smiles and ready for this day’s battle! #BringItOn

Registration tradition.

Registration tradition. I take photos of the media registration table before the event starts every time. It’s me saying “Hello! Bukas na po ang ‘tindahan’.”

 

image23

Husshhhh! Press conference is ongoing!

Husshhhh! Press conference is ongoing! We’re a bit jampacked today. It it just me or everyone’s really excited to ask questions?

 

Side by side interviews with the creators.

Side by side interviews with the creators. The Filharmonice boys with Tanner Patrick during the excluisive interview with the Philippine Star anf Gist magazine. Other exclusive interviews were with Wengie with Wengie with Cosmo.ph, Tyler Ward and  Alex Wassabi with BusinessWorld but they are in different rooms.

A girl should never forget her birthday.

A girl should never forget her birthday. And oh, yeah. It was my birthday two weeks ago. I almost forgot about it!

 

Post presscon group picture.

Post presscon group picture. Yay! Press conference is done! One down!

 

Sneakers=Lifesaver

Sneakers=Lifesaver During events, sneakers are my most reliable friends. They are comfortable and easy to wear. I can run around the whole day with these bffs on!

 

Off to the next venue!

Off to the next venue! Nobu Hotel to the World Trade Center? Easy peasy!

Awww. Dog.

Awww. Dog. While the fans are doing Meet and Greet with YouTube creators, here I am petting this adorable Labrador. Look at that face. Isn’t he cute?

#YTFFManila2016

#YTFFManila2016 And the show starts in 5, 4, 3, 2, 1!

Always 'selfie' ready!

Always ‘selfie’ ready! In between breaks, the team never forgets to smile when there’s a camera in front.

PR + Media Represent!

PR + Media Represent! My good friend (and schoolmate… and PR ‘Major-mate’), Vberni, is in awe of YTFF. It’s his first time and he’s looking forward to the next ones!

Fan mode ON!

Fan mode ON! Connor Franta walks in and we’re like “WAAAAAAAAAAAH!”

It's a wrap!

It’s a wrap! What a show! That, my friends, is YouTube Fanfest!

Post event debriefing.

Post event debriefing. Cramped in a little room labeled “Secretariat”, we’re still in high spirits after the event.

 

 

YTFF Ninjas.

YTFF Ninjas. Running back and forth WTC is no joke but we don’t look tired at all! Cheers to another successful event! See you at the Next FanFest!

 

 

 

 

geTAway 2016

by Monette Hamlin, TeamAsia President and Founder

It’s been a yearly tradition for our TeamAsia family to have a summer outing. It’s a time to stop and smell the roses, or better yet, to stop the frantic pace of work, get out in the sun and play, laugh and get to know each other better outside of work.

 

geTAway 2016 1

Last year, Bea and I could not join because we had to go to Bangladesh, so this year, we were determined not to miss the fun. Bea joined the group in the bus, and I followed with Niccolo as I had to give a talk on The Business of Meetings, Conventions and Conferences to the Philippine Council of Association Executives (PCAEE).

This time around, we went to Stilts in Calatagan, Batangas. This is a picturesque beach resort with houses built on stilts. Our family was assigned to Wishes, the stilt house closest to the beach. The house is comfortable and airconditioned with a wrap-around veranda. My favorite spot is the hammock. I love the sayings painted on wood scattered around the resort.

geTAway 2016 2

This trip, the committee decided to lessen the activities to allow as much chillin’ time as possible. The only challenge posed to the five teams was to create a one-take music video at Stilts that best presented the Kalma vibe wearing their team caps.

Bea, Niccolo, Denise and I comprised the board of judges, and we were all laughing out loud watching the videos prepared by the Yellow Bright, Lively Lime, Passion Red, Big Green and Inspire Blue teams. Even the White team committee got into the act and had their own.

Inspire Blue won hands down with Levon Frilles, recovering from his traumatic week, cavorted with gusto as he pretended to talk to me on his mobile phone while the rest of the team were relaxing. Next was Yellow Bright with Anna Limon swaying to the music as her wheelchair was pushed by Maricel Salialam, and Darwin Santiago danced while draped on the table. Coming in third was Big Green with macho men Leo Halili and Meynard Landrito dressed in bikinis sashayed along the stilts carrying their big green umbrellas. Lively Lime, Passion Red and White all did admirably as well.

geTAway 2016 3

As we do monthly, we sang for the birthday celebrants as they held their individual cupcakes. Our April celebrants were Bea, Zyra, Francis and Junel.

And then came the initiation of the newbies, where they were given the choice of performing or butt spelling their name. Meynard gamely sang striking a pose. The rest of the newbies — Emerson from Accounting, Monica from Accounts, Mazee from Telemarketing and Dezza from Media Relations — opted for the butt spell. Dezza had everyone dazzled with her limber rendition of the butt spell, prompting Anna’s thought bubble of ‘hmm, cursive’ while Bea’s was ‘on point, with a squiggle.’

geTAway 2016 4

After dinner, everyone settled on just having fun, jamming, playing beer pong, swimming, chatting, and drinking. The mommies in the group put their children to bed. Since I hardly had any sleep the night before and wasn’t allowed to drink any alcohol, I went off to bed early.

The next day during breakfast, stories abounded on who passed out, who fell into the pool, who won the beer pong, who had a hangover, and so on. We transferred to the pool to spend the rest of the morning swimming and relaxing.

Soon it was time to leave and bid Stilts adieu, but not before having a TeamAsia family picture. Kudos to the organizing committee!

Thinking Big: TeamAsia Town Hall 2016

By Mira Ortega, Senior Digital Media Associate

2015 was good. 2016 will be better – this is my biggest takeaway from our recent Town Hall last January 22, held at The Bellevue, Alabang. The previous year left us with new undertakings, learnings, and best of all, challenges. These challenges may be different for each of us; but we rise above them as one team, with one dream. With this, let me give you a quick run-through of our Town Hall.

This year’s mantra, in a cute notebook.

This year’s mantra, in a cute notebook.

The event kicked off with MIH’s look back on 2015. What a year it was!

TeamAsia Founder and CEO, Monette Iturralde-Hamlin rehashes the agency’s 2015.

TeamAsia Founder and CEO, Monette Iturralde-Hamlin rehashes the agency’s 2015.

Next up was an ice-breaker. TeamAsians played “Two Truths, One Lie”. This is a surefire way to discover something about your colleague without being sneaky. Hehe.

Hmmm… which is which?

Hmmm… which is which?

We also welcomed the new members of our family in the Town Hall. They were so game to introduce themselves in a non-conventional way.

Vince Gapit from Content serenades the crowd.

Vince Gapit from Content serenades the crowd.

TeamAsians also sang Happy Birthday to our January celebrants.

TeamAsia’s January Babies

TeamAsia’s January Babies (L-R) Leo Halili, Patrick De Jesus, Pamela Jocson, Jeff Enriquez, Monette Hamlin and Denise Limon

To top it all off, TeamAsia Managing Director, Bea Lim, unveiled Project Think Big, and a whole lot of awesome things happening in 2016!

TeamAsia founder and CEO,Monette Iturralde-Hamlin, and Managing Director, Bea Lim, dish out the surprises about to unfold this year.

TeamAsia founder and CEO,Monette Iturralde-Hamlin, and Managing Director, Bea Lim, dish out the surprises about to unfold this year.

How do you make something good better? By thinking big. Thinking big is surpassing the limits you set for yourself. 2016 is the year we expand our horizons even further. No idea shall be too over the top nor shall a pitch be too ambitious. With “taking brands to the next level experience” in mind, we think big and keep our passion for learning and trying new things.

TA Family