MANILA, Philippines — Newly-elected Philippine Marketing Association (PMA) President Sy Bryan D. Lato will push for initiatives and collaborations that will increase Filipino marketers’ knowledge of the application of Web3 technology in marketing.
“When the economy opened last year, we saw the physical and digital worlds intersect. People who returned to work endured heavy traffic and still attended online meetings at home. The challenge for Filipino marketers is to be able to help institutions and businesses communicate their message to very preoccupied consumers,” Lato said.
Marketing to Gen Z and millennials
Lato noted that millennials and members of Generation Z now dominate the market. The latter, he said, are internet natives as they were born during the decade when it was already in use.
“Reaching this market is another challenge that Filipino marketers face. The PMA would like to help them tap into this demographic by showing them how they can effectively apply Web3 technology to marketing their business,” he shared.
For 2023, the organization has adopted “Level-Up Metaverse Marketing” as its theme. Lato said it was inspired by past PMA President Dr. Donald L. Lim, who was the lead convenor of the recent Philippine Blockchain Week. The nine-day event highlighted the advantages and advancements in Web3 and the Metaverse.
Welcoming Filipino marketers abroad
Apart from promoting Web3 and Metaverse, Lato shared that one of the organization’s major initiatives this year is allowing Filipino marketers from other countries to join the PMA.
“I want the PMA to be a platform for intellectual and marketing discourse. By opening its membership to Filipino marketers abroad, we are making them a part of the discussion. We could exchange data, executions and best practices. They could gain insights about the Philippine market and, in turn, share their own ideas with Filipino marketers in the country,” he explained.
PMA membership for Filipinos abroad will open by the end of the first quarter of this year.
Lato also encouraged marketing professionals in the country who have yet to join the PMA to become a member.
“This is the best time for you to join the organization, share your ideas and network,” he said.
National Conference, Agora Awards
Lato shared they would be holding a National Marketing Conference in July with local and foreign marketing experts as guest speakers. They would also have a dedicated track for micro, small and medium enterprise (MSME) marketers who want to learn the basics of Metaverse Marketing.
This year will also see a refreshed Agora Awards, the most prestigious honor for professional Filipino marketers. Lato said they would soon announce the new rules of the awards.
2023 officers, board members
Lato is joined by Mark Vincent C. Co of Fair N Square Emporium as executive vice president; Charisse P. Diaz of Artisano Studio as vice president and director for Membership and Fellowship; John Alexis C. Revilla of United Neon Media Group as treasurer and director of Agora Awards; and Lady Christifanie M. Dapat of Adventist Medical Center Manila and Manila Adventist College as board secretary.
The PMA Board of Directors include Jerry C. Yao of TMSPH Trainings and Consultancy Services (Chapters/Regional Membership); Dr. Jennifer T. Ramos of St Bonaventure Right&Left Brain Solutions Inc (Continuing Education); Mary Ann A. Cortez of Strategic Consumer & Media Incites (Research); Michelle D. Ballesteros of Exlink Management & Marketing Services (Government and Consumer Affairs); Lea Therese Lucresia C. Chua of University of Perpetual Help System Dalta (National Marketing Conference); Kevin Edward L. Culla of Cocogen Insurance Inc. (Director for Ways and Means); Kathy P. Mercado of Newport World Resorts (General Membership Meeting); Dr. Christina R. Corpuz of National University (Youth and Academe); Nestor T. Layderos of Zoe Broadcasting Network Inc.(Corporate Communications); Mitchelle D. Viray (Membership - International); and Maeyeth Cadungog of Hocheng Phils. Inc. (Immediate Past President/International Affairs).