Technology: Advantage, Challenge To Marketers

Marshall McLuhan proposed the idea "The medium is the message" which tells us that new inventions or innovations introduce changes to human affairs. With advancements in technology, the marketing landscape is changing even faster. Consumers have access to various forms of media, modifying the way brands communicate, says a Philippine Marketing Association (PMA) official.

"Accessibility to the Internet is continuously growing. Every so often, there are new types of mobile devices launched. There's Social Networking and various online platforms. These have, in a lot of ways, affected the lifestyles of consumers," explains Donald Patrick Lim, Overall Chairperson of the 2012 Asian Marketing Conference.

According to Lim, increasing Internet usage in the country has changed the habit of consumers. For example, being online - checking emails and social networking sites such as Facebook - have become part of consumers' daily routine.

"The accessibility to information from various channels has created more educated consumers. With Social Media, consumers can easily get information about a brand online, which makes decision making easier and faster."

With all the changes in the landscape of marketing brought about by technological advancements, the PMA sees how crucial it is, more than ever, for marketing practitioners and key-decision makers to be armed with essential knowledge and skills to ride the wave of these advancements and create successful marketing strategies.

"Every year, we conduct the National Marketing Conference to confront the knowledge-based training needs of our marketers. For 2012, we upgraded it to an Asian Marketing Conference, the Asiannovation2, where attendees and speakers aren't limited to local marketers."

The 2012 Asian Marketing Conference, entitled "Asiannovation2: Unleash the Asian Marketing Masters," will be held on July 19-20, 2012 at the Rizal Ballroom of the Makati Shangri-La. It will encompass topics on the latest innovations in the marketing landscape - new theories and practices, technologies, and the future of marketing.

Presentations will include insights and case studies from Asian marketing thought leaders and innovators who are considered 'masters' in their fields.

Among the speakers are Hermawan Kartajaya, founder of the Asian Marketing Federation and co-author (with international marketing guru Philip Kotler) of "Marketing 3.0" and "Rethinking Marketing: Sustainable Marketing Enterprise in Asia."

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