MANILA - Companies were urged to innovate in terms of digital marketing with the rise of new trends and technologies such as artificial intelligence or AI.

The Digital Marketing Association of the Philippines organized the 9th Digital Congress (DigiCon) attended by over a thousand participants in Pasay this week. 

DigiCon Co-Chairman Alan Fontanilla said brands must embrace change, but must also carefully plan how to respond to these emerging trends, particularly in digital marketing.

“How do you use this? How to be not afraid to actually experiment and embrace it? Kasi if you don’t, maiiwan ka ng kalaban mo,” he said.

Fontanilla said digital marketing now is no longer just placing ads on websites or even on Facebook. There are new trends in e-commerce, data science, and AI that can very well be integrated into these campaigns.

“Dati online, online, you just go to a web, an app, order and that’s it. Now may live-selling, ngayon may social commerce, ngayon kung ano ano na… You have AI happening here. You have digital transformation and all these things happening in organizations,” Fontanilla added.

Speakers at Digicon also stressed the importance of experimenting with new marketing trends. A ride-hailing app and food delivery app for example now have ads of other companies right on their app when consumers order food or book a ride. A bank also mentioned they are using AI so new customers can easily and securely open a bank account via the app.

Some speakers said that brands must also look beyond the product or service they are offering.

A Filipino fast food giant is also going beyond just food as it improves their technology in terms of new digital services, apps, social media engagements, and embracing new trends such as getting the trending PPop girl group BINI as its endorser.

“We have to be purposeful about using technology. We have to be clear about the why. For JFC, our why is about sparking joy,” Katrina Yu, JFC Chief Marketing Officer said.

Fontanilla added that there are many new things to expect in the digital marketing space in the coming months and years. He hopes that more companies will really study the use of AI and the new technologies to further help the brand and the customers as well.

DigiCon runs for two days where participants discussed ways to engage these new trends and create a roadmap for leveraging the rapid digital changes.