Array
Tips and Guides

Getting Design Ideas and Inspiration Is Easier in the Digital Age

International and local experts in digital content marketing and native advertising reveal their best practices in making an impact on audiences

Shares
Photography: 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 on 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.

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.

More on Realliving.com.ph

Summit Digital Appoints Myrza Sison as Group Editorial Director

Summit Media Launches New Logo

5 Must-Follow Instagram Accounts For Design Inspiration

Shares

Latest Stories

An Extreme Makeover of a Pasay Studio Unit for Four

This major overhaul of 29sqm condo reveals a fantastic kitchen, living-dining area, and two private bedrooms!

Do This And You'll Have An Odor-Free Shower Forever

This hack won't take five seconds of your time!

Bridge Linking QC and Pasig to be Built by Real Estate Developers

A bridge that is being built over the Marikina River is part of this P53 billion development

Important Tips For Working With Color From An Interior Designer

Who says bright hues should be reserved for play areas?

What Amenities Do Millennials Look for in Condos?

Listen up, folks! In these interviews, Millennials dish on their condo non-negotiables.

8 Ways To Use The Color Ultra Violet At Home

Pantone's Color of the Year for 2018 is surprisingly versatile—you can use it as an accent, or as an overall hue

5 Ways To Decorate Your Home Without Spending Anything

Working with a tight budget? These ideas won't cost you a single peso.

5 Tips For Taking Care of A Family Home

Maintaining a mid-century property can be easy with this handy guide

A Cozy Industrial Style Condo Unit You’d Love To Come Home To

This 96sqm home features a balance between homey and edgy, with handpicked details and travel finds making it extra special and personal

A Feng Shui Guide for Every Room in Your House

As we approach the Year of the Dog, it’s time to clear your space and balance out your energies at home

Easy Small Space Tricks From An Interior Designer

Solve your tiny floor area woes with these ideas

Manila's Historic Houses Are Grand and Beautiful

Let's take a trip down memory lane and have a look at the stately mansions from Manila's bygone era of grandeur
Load More Stories

Get inspiring design ideas and handy hints.
Subscribe to our newsletter now!