MarkUp 2013: MarkProf Roadshow (7/27/2013)
We didn’t have classes last July 27th but we did attend a seminar by MarkProf entitled MarkUp 2013: MarkProf Roadshow. It was held at the UP Film Institute in the University of the Philippines Diliman. We listened to three speakers who shared about their experiences in the corporate world and useful information about digital marketing and consumer and shopping marketing.
Mr. Albet Buddahim was the first speaker during the seminar. He was from MarkProf Batch 2. He previously worked for Yehey and Proctor & Gamble. He is currently the digital director for Performics | Zenith Optimedia. He shared to us his secret to being able to rise above the rest even though he was a lot younger than his colleagues. He gave us tips on how to be a successful leader in the marketing industry which he based on his own personal experiences. His tips were:
 Leadership is about teamwork.
Create and shape the future.
Have a passion for excellence.
Always do the right thing no matter how hard it is.
 Build a legacy.
The second speaker was Mr. Emmanuel Cruz, who is part of the Unilever Customer Development Team since 2009. He discussed what customer marketing is, and some useful information about it that we need to keep in mind. According to Mr. Cruz, customer marketing is the link and heart between brands and customers. It is category and brand development in the customers, channels, and areas through the point of purchase. Here are some other important points he discussed:
Point of purchase is any place where the shopper makes a decision to purchase. It should have the right product in the right packaging, in the right position, in the right place, with the right price.
  Shopper vs Consumer: The shopper does the actual buying and purchasing decision. The consumer is the one using the product.
Category Growth Drives aim to grow the business through segmentation and focus (shopper and brand based strategies).
Brand Marketing: product, price, place, promotion; Customer Marketing: assortment, price, merch, promotionÂ
The third speaker was Mr. Paulo Campos, co-founder and managing director of Zalora Philippines. He explained the power of the Internet and the unique and innovative concept behind Zalora Philippines.
The Rise of Analytics. Marketing used to be based on gut-feeling but is now based on analytics (quantitative).
Three trends in e-commerce: 1) strong uptake of Internet users, 2) increase disposable income, and 3) rising trust in online transactions.
Zalora Philippines is an online fashion retailer. It is like a mall but online.
Different marketing strageties using the Internet include display advertising, search engine marketing, search engine optimization, and link building.
We also received certificates for attending the seminar. :)
The seminar was very informative and all the speakers had very interesting topics. The speakers’ experiences and achievements also served as an inspiration for me to work and strive harder. The lessons I have learned from the MarkProf Roadshow are ones that will certainly be useful for me when I finally become a marketer in the future.
