th images menu user export search eye clock list list2 arrow-left untitled twitter facebook googleplus instagram cross photos entrep-logo-svg

It’s All About the Audience at Summit Media’s 3rd Digital Talk Fest

Experts in digital content marketing and native advertising reveal their best practices
By Summit Media |

 

The age of the audience has arrived.

 

This declaration set the tone of Summit Media’s 2017 Digital Summit, attended by around a thousand participants from the advertising industry. The annual digital conference was held August 8 at the Samsung Hall, SM Aura Premier, Taguig City.

 

Rooted in the reality that audience interests and preferences are constantly and rapidly changing, this year’s theme, “Audience Aware,” acknowledged the need to be aware of how and to whom brands should tell their stories. To help advertisers become audience-aware, speakers and panelists at the third Digital Summit revealed the secrets to creating compelling content and crafting extraordinary experiences for today’s digital audience by doing the following:

 

 

Define the brand’s purpose.

For Rob Logan, founder of the award-winning Australian content company 3rdspace Communications, rallying a brand’s audience behind a shared belief is vital to formulating its content strategy. Logan said, “Purpose defines why we do what we do. Customers choose us because they believe what we believe, not because of what we do.” He pointed out that brands must define their purpose first and then express it in a way that resonates with their audiences and adds value to their lives. 

 

 

Use data as a foundation.

Summit Media has become the country’s No. 1 digital lifestyle publisher by harnessing insights from audience data—but it doesn’t stop there.

 

“How do you turn data into actionable insights? Listen, test and measure,” said Amina Rillo, chief digital officer of Summit Media. Rillo revealed what Summit has learned from analyzing over 150,000 articles across its 15 channels.

 

 

Pay attention to how audiences listen.

As native advertising continues to grow and evolve rapidly, Ben Darr, co-founder of the branded-content curator Brandtale, convinced the crowd that its effectivity hinges on how it adapts to the shifting patterns of content consumption. “Native advertising is effective when it evolves side by side with the audience it’s intended to influence,” he said.

 

 

Rethink the brand’s company culture.

With change comes reluctance, but what should brands do if it comes from the top? Nicco Joselito Lopez Tan, vice president of Genting Malaysia Berhad, an integrated resort operator, offered some C-suite advice: “You must converse before you convert. Creating a culture of content within an organization is paramount to pursuing an effective content strategy.”

 

A panel discussion amplified the message of promoting a culture of content within companies. The panelists were clients and partners of Summit Media: Cristalle Belo-Pitt of Intelligent Skin Care, Inc., and Tatum Cruz and Pat Dizon of Huddle Room Media, Inc.; Raisa Ver Bibal and Rovy Rivera of Globe myBusiness, a subsidiary of Globe Telecom, Inc.; and Abhishek Gupta of Mindshare World Philippines.

ADVERTISEMENT - CONTINUE READING BELOW

 

 

Understand the power of video.

“Five years from now, ‘digital’ will mean ‘video.’ It is fast becoming the norm, and brands should challenge themselves to look beyond the usual formats,” said Christine Ko, deputy group publisher for video of Summit Media. She encouraged brands to deliver fresh concepts while still keeping storytelling at the core of their video strategy.

 

Effective storytelling remains at the heart of what Summit Media does. Now a digital-first and audience-aware company with a data-driven culture powering its portfolio of 15 brands, Summit Media delivers targeted media that fuels people’s passions as it informs, entertains and inspires them.

 

For more native advertising and content marketing takeaways from Summit Media’s 2017 Digital Summit, search for the hashtag #SummitAudienceAware on Facebook, Twitter and Instagram.

 

 

*****

 

 

This is a press release from Summit Media, the publisher of Entrepreneur Philippines. 

Latest Articles

Looking for a Career Change this 2018? Why Not Be a Google App Developer?

The numbers are looking good for SEA developers

byNicai de Guzman | January 21, 2018 09:00:00

Stop Calling Yourself the 'CEO' and Start Telling People What You Do

Whatever your fancy job title, you are what your company does

byGene Marks | January 21, 2018 08:00:00

4 Business Tips for Creating Millionaire Success

You need to believe in your idea if you're going to be successful

byTimothy Sykes | January 21, 2018 06:00:00

Apple Is Hiring, and You Can Work From Home

The Cupertino tech giant is currently looking to hire a number of full- and part-time At Home...

byAngela Moscaritolo | January 21, 2018 02:00:00

7 Surprising Traits That Make Millennials Excellent Employees

History's most technologically adept generation is perhaps also its most humane and collaborative

byDeep Patel | January 21, 2018 00:00:00

Hilarious Suggestions to QC's Order for Foreign-Named Businesses To Have Local Translations

Masayahing Bubuyog, anyone?

byKhatrina Bonagua for FHM.com.ph | January 20, 2018 11:00:00

What Are the Most Popular E-Commerce Platforms in the Philippines?

Study details the e-commerce sites with the most likes, most search inquiries and highest app store...

byLorenzo Kyle Subido | January 20, 2018 09:00:00

The Amazing Side Benefit of Writing a Daily To-Do List

Take five minutes to make your days and nights more smooth

byNina Zipkin | January 20, 2018 08:00:00

4 Business Practices That Will Improve Your Personal Life, Too

Here's how to apply business ideas to make those weight loss and exercise resolutions 'the new...

byDoug and Polly White | January 20, 2018 06:00:00

The Key to Achieving Goals: Consistent, Persistent Pursuit

Are you consistent and persistent in your pursuit of what you want?

byDavid Meltzer | January 20, 2018 02:00:00

11 Things Billionaires Don't Tell You About Their Money

These are their secrets to financial independence

byHannah Lazatin for TownandCountry.ph | January 20, 2018 00:00:00

Here's What You Need to Do to Avoid Becoming the Next Phishing and Spoofing Victim According to the BSP

Don't let fraudsters steal your money and data

byEntrepreneur Staff | January 19, 2018 18:00:00