10 Lessons from the adobo Masterclass: The Best of Global Digital Marketing

When in Manila, there are always a lot of events to choose from. Events by adobo are among the best. They’re well-organized, and they bring in innovative ideas and topnotch speakers from all over the world. Last July 21, I got to attend the adobo Masterclass: The Best of Global Digital Marketing. It was a jam-packed day with so much to learn. It would be impossible to summarize all the lessons in one article. (I took down notes that reached up to sixteen pages!) These are just ten of my favorite lessons from the event. I found these to be most applicable to what I do for When in Manila and for my own blog. For those who weren’t able to attend, I hope you find the lessons in this article helpful and suitable to your own needs.

From XAVIERA RINGELING, CEO at ContentChefs (The Netherlands)

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1.) The goal of marketing is to get as close as possible to the warmest lead.

To do that, think of your brand as a friend. Consider the qualities of a good friend:

– He keeps his promises.
– He adds value to the relationship. (What benefits do your customers get from you? Does your content improve their lives?)
– He is not too complicated. (When your customer has complaints, do you keep him on the phone for half an hour, transferring him from one department to another? Are your policies for your products, giveaways, events, and services, clear and understandable?)
– There’s a two-way interest in the friendship. (Do you reach out to your customer only when you need them to buy something from you?)

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2.) Content is king only if you’re strategic with your content.

Content is important. If you look at your expensive phone and imagine it without websites, apps, and other forms of content, it is nothing more but an expensive piece of typewriter.

But mindlessly putting up content just for the sake of producing content could be damaging to your brand. You need effective and quality content that is in line with your brand. Xaviera Ringeling suggested considering the following questions when coming up with effective content strategies:

1. Who are we?
2. What will the world look like tomorrow?
3. What space will I take up in the world tomorrow?

Xaviera Ringeling summarized her entire message with these two points:

1. For every content you create, always start with asking yourself how to add value to your audience’s lives.
2. Make content that your audience needs.

From CARLO OPLE Chief Digital Officer, Dentsu JaymeSyfu

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3.) Use creative ways to work around the poor internet connections in the Philippines.

The slow, expensive, and sometimes inaccessible internet in the Philippines affects how we consume content online. Similarly, it should also affect how we produce and publish online content.

Carlo Ople gave practical tips–maximize free Facebook and mobile viewing platforms.

For example, let’s say you have an interesting blog post. Most of us would probably copy and paste the link to our Facebook page, expecting our interested followers to click the link and visit the website itself. But what if our audience does not have access to a reliable Internet connection? Is there a way to share the story on your Facebook page instead of the website? You can use Facebook albums to tell visual stories. (The first photo of the album could be the title, followed by photos with captions.) This could function as what would normally be in a website’s listicle. You can also use the Facebook carousel, GIFs, and videos with three to five seconds of running time to make your Facebook page more visual and engaging.

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4.) Maximize YouTube.

Carlo shared that in the Philippines, there are too many video consumers and not enough video creators. Google Philippines is heavily investing on YouTube, and so are companies looking for ambassadors. You don’t have to be an expert on videography to be a YouTuber. Sometimes, viewers even appreciate a laidback aesthetic.

From HANDO SINISALU, CEO at Best Marketing International (Estonia)

Hando Sinisalu’s presentation was a series of case studies of award-winning advertisements from all over the world. All of the case studies he showed were new to me, and I enjoyed watching them and learning from his insights and BTS stories after every case study. From his examples, I learned the following:

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5.) Innovators are good copycats.

Transforming ideas are easier than cooking up ideas. And we shouldn’t kid ourselves thinking our ideas are original, because they’ve likely been thought of by someone else. The challenge is being creative and efficient in transforming old ideas into “new” ones. Whatever campaign you have, it should be buzzworthy enough for local and international publications to feature the campaigns. The idea should be reusable. (Don’t go for one-hit-wonders or buzzworthy stories that would last only for a day.)

Two of my favorite case studies from Hando are the #OPTOUTSIDE by REI and Slow Down GPS by If Insurance.

From DINDO MARZAN Managing Director & Vice President, Voyager Innovations

7.) Be selective with your platforms.

Dindo Marzan talked about how some Filipinos still do not have access to internet–but many have access to mobile phones.He shared his experiences in effectively using SMS to reach out to his target audience.

For people who have access to Internet, one thing marketers have to consider is if the content is mobile-friendly. Are your websites mobile responsive? Would it look great if you created a vertical-oriented videos?

The key is to identify the platform where you could best meet your target audience.

From MATHIAS IHLE, Founder & CEO at Makai Europe (Germany)

8.) Think outside the box.

The most memorable moment in Mathias Ihle’s presentation was his story on Bruno Banani. You could find out about it in the video below. I bet you’d understand what I mean by thinking outside the box (and its implications) after you watch the video.

From FRANCIS FLORES Jollibee Global Brand CMO, Jollibee Foods Corporation

9.) Encourage user-generated content.

Because there’s a correlation with brand love and brand growth.

We see many viral videos, photos, and Facebook posts about Jollibee go viral. Some include humorous content such as a dance-off among the Jollibee mascots. Some are touching, like stories about family and friends who bond over meals in Jollibee.

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10.) Digital won’t replace traditional.

Jollibee is one of the brands in the Philippines that have a strong advertising arm. And while the entire event focused on advertising and marketing online, case studies from Jollibee show that new platforms won’t replace traditional. Jollibee has advertisements in different platforms like billboards, radios, television, and more.

Francis Flores explained, we live in a world of multi-taskers. While people are browsing their News Feeds, they’re also watching television or listening to the radio.

I hope this list of lessons and realizations was helpful to you! Thank you to adobo for inviting us, and congratulations for pulling off yet another amazing event!

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