Convincing Clients to Go Digital

I'm hoping that a lot of brands start to look at the digital space as one of their main avenues of marketing. Based on a talk I attended at the first IMMAP membership meeting digital marketing expenses for brands in the Philippines are just about 1% of the total adpsend.

Just like any new trend it will take a lot of convincing for marketing managers to embrace this new medium. From my experience, it's easier to convince the young brand managers to embrace it but it's their bosses which we really need to convince. At this point my goal really is to make a lot of actual case studies to convince marketing bosses to go digital. 

Here's a snippet from an article from Adage.com:

What is a Global Marketing Organization? 

by Freddie Laker

Click here to view the full article.

Digital, once deemed complex and expensive by the rest of the advertising world, actually offers the ability to produce re-usable libraries of common tools that can be shared across markets and brands, empowering them to focus their budgets on brilliant creative ideas instead of unnecessary technology that had been used multiples times in the last year by other agencies and brand teams.

Social media monitoring tools can be set up for enterprise businesses and deliver intelligence to multiple brands across multiple markets at reduced costs while facilitating a deeper understanding of the consumer. Web based collaboration tools are helping to produce better ideas, faster, with equal input from brand agencies, digital agencies, and media agencies.