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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, head for content strategy and development, 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.
What're you up to today? Submit your OOTD, fanfic, essay, school project, org event, a pic of your latest hobby, or anything you want to be posted on the Candy Bulletin page!
Here we are — with rough hands entwined, damned hearts at peace, broken souls resting with ease —savoring each passing moment before we part ways...hoping things will turn out to be okay. Here we are — standing still, keeping our earnest desire and ardent passion for each other at bay — hoping the Universe will finally grant us of the day that we no longer have to pretend... that things will no longer have to end.
Here we are — with crooked smiles, lingering touch that will last for a while -- gathering all the remaining courage to set each other free. Wishing for the day that our hearts will no longer have to worry. Here we are letting each other go. Even though we both know that the future is uncertain. Even though we're unsure if our paths will cross once again.
My name is Vin Kolby Ty, I am 17 years old and I am 5'9 Feet tall, I live in Cebu City Philippines and I'm currently studying in a public school at Bulacao Community High School (BCHS) taking TVL track 'Bread and Pastry Production', I am also a freelance photographer based in Cebu City, I also love dancing and i even joined a dancing crew at our school and won our first dancing competition last November 2019 at an event of Titus Ph in Gaisano Grand Mall Cebu City. Being an Actor and a Model had always been my dream ever since i was a kid and I will try hard to achieve my dreams.
Hi, my sister sent me this link :)
I would like my vlog to be featured in Candy! I believe that if my vlog gets featured in Candy, I will be able to help more aspiring med students! I made this a Youtube vlog just like three weeks ago. So far, I have been receiving messages that they find my med school videos informative! My vlog focuses on med school tips :) So far, these are my content:
Check out the Med School Interview tips I have for UPCM, St. Luke’s, UERM, and ASMPH here: https://youtu.be/lnxqhIktcIM
Check out what’s in my Med Kit for ward works here: https://youtu.be/FbiyerNMkJ4
If you haven’t watched Hospital Playlist, let us tell you why you should watch it here: https://youtu.be/mDOcM-Jd1e8
Do you have any Med School Worries? Watch this! Candy Cutie Eljohn Yee might have answered it:
Wanna know more about UPCM Intarmed? Click here: https://youtu.be/XnKtPxQYIkg
Thank you! Hope we can both work together to inspire med students :)
To the Person Who Does Not Know Any 1D Song
By: CJ Reyno
Never in my wildest dream I imagined to meet someone who does not know a single One Direction song or who does not even know, Harry Styles, Louis Tomlinson, Liam Payne, Niall Horan, and err… Zayn Malik. How did you spend your teenagehood without listening to their songs? The disrespect to my #StyPayHorLikSon. My initial reaction, Vas Happenin’?
Since I was 12 years old, that was way back on 2012, One Direction songs have been my official life soundtrip, my go-to songs whenever I feel happy, sad, mad, excited, and etch. I can still remember how people went crazy just to attend their concert here in the Philippines. I must admit, I was one of those. LOL. The group was also dubbed as, “The Biggest Boyband in the World”. They were an era. You really left me in awe when you told me that you do not know a single One Direction song. Their songs are gold. But I was a little hopeful when a new messaged popped up on our conversation, “Hey I know one, Make You Beautiful”.
You do not know how my world collapsed after reading your message. I would like to say that I appreciate the effort, thanks, but they do not have a song entitled, Make You Beautiful, because it is, What Makes You Beautiful. I tried to explain but you said that they are just the same. (Tip: Never fight with a Directioner when it comes to this because we will not let our guards down). No! They are not the same. How can you make this big mistake? LOL. What Makes You Beautiful is One Direction’s debut song. Almost everyone knows this, “you’re insecure, don’t know what for,” ring a bell? The music video of this surpassed 1 billion views on Youtube. On my 21 years of existence, you are the very first person who told me this “I-Thought-It-Was-A-Joke-But-You-Are-Serious” statement.
As a persuasive fangirl, I thought to myself that I should make you appreciate their music, that you should know that it is What Makes You Beautiful, not Make You Beautiful. The group may be in hiatus but their music is and will always remain superior. You are hard-headed lad. We even when to the point where you challenged me to treat so I can make you watch their music video. Am I even surprised that I agreed to this? HAHA. I feel like an agent trying to persuade her customer to buy a property on our company. You do not know how happy I was when you sent me your video listening to What Makes You Beautiful. I felt like I successfully closed a deal with my client. Not to exaggerate but I really jumped because of happiness after watching your video. It was the first message I checked that morning. Thank you for your effort, so much appreciated. Funny how our conversation starts with your innocence on One Direction until it goes deeper and last longer. Up All Nigh conversations which turned to almost Midnight Memories. Ironic how a Directioner had developed an admiration on someone who dislikes her favorite boys? Just like One Direction’s song, Change My Mind, “Never felt like this before. Are we friends or are we more?” I guess, like Liam’s line on Love You Goodbye, “It's inevitable everything that's good comes to an end. It's impossible to know if after this we can still be friends.”
I was happy that I made you listen to One Direction. At least I made you appreciate and made you aware that there is a song called, What Makes You Beautiful, not Make You Beautiful. I am happy that you already found your Girl Almighty. Wish me luck on finding my Summer Love. xoxo, Your Directioner friend