4th Digital Filipino Ecommerce Summit 2013

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There is no other fitting way to introduce our company Hashtag Digital than being one of the speakers in the annual and now 4th E-Commerce Summit sponsored and organized by Digital Filipino Club.


This years’ e-commerce summit is much different than the previous ones. I was fortunate and honored to be one of the featured speakers of the 1st e-Commerce summit back in 2010. The gathering was grandeur with all of the DotCom and Digital players converge in Manila Intercontinental Hotel for a gathering and sharing of experience. I discussed then the problems encountered with online fraud and how we were able to arrest them as a measure I did when I was still the General Manager of AyosDito.ph.

Four years thereafter, i was invited again to grace the now 4th e-commerce summit. How time flies really. After successfully launching and getting AyosDito.ph to the top, I have squeezed all juices to somehow dis-spell the notion that a full blown e-commerce site won’t make it in the Philippines. Lazada is a story of a well oiled marketing machine that I helped push online and is now a brand to recon with not only in the Philippines but as a whole in South East Asia.

So much for the prelude :) … This time around, I prepared and condensed my presentation Lessons in e-commerce marketing which talks about the best practices I have implemented that made those two online brands a force. Also, Janette, the owner of Digital Filipino, requested for me to talk about what strategies will work for this highly competitive year of 2013. The event was broken down into different locations to accommodate more local participation and to give more time to sharing and socials among digipeeps. Manila and Cebu was my block. Two of the most well attended venues I have always attended since my college days. Split by a month and a day, The Manila event was held in Unilabs Bayanihan Center in Mandaluyong last February 22, 2013 while the Cebu leg was held in Diamond Suites Hotel in Cebu City last March 23, 2013.


At first, I was a bit wary on the tall order of the topic thrown my way. Though admittedly, I have one of the biggest online marketing experience in the Philippines with several successful brands on my laurel cap, but I still do not feel myself that big as an authority to forecast and share “what strategies might work” for the year. Hence, the organizers convinced me to share my knowledge and experience and angle it from there.

Good friend Donald Patrick Lim started the talk with a situationer. He discussed stats and presented figures where the Philippines then 4 years ago until today and did a rough projection where we could be given the progressive data at hand. Indeed, its digital is the future. My idol, Professor Nick Fontanilla followed suit to discuss the the changing landscape of marketing paradigms and presented some analytical tools and metrics on how we can effectively measure e-commerce penetration, efficiency and projections. Then I proceeded to take the stage after lunch. I don’t know if it’s intentional or by chance, but whenever I am invited to speak I always end up taking the unholy hour ha ha ha. Shiela Lina the lady behind Shopinas who before starting her presentation gave away some goodies with a brief game that went with it. Then followed by good buddy Ralph Manalo Wunch the phenomenal founder of Metro Deal. Indeed a good selection of speakers and proud to be one of them in this annual event. Too bad I have to rush back to office and have to finish some work and though I would still love to hear what the rest of the speakers would have to share, my time would just not allow me too. Will have to catch up with them in Cebu for the Visayas leg of this event…


The Cebu leg just got better. I don’t know with Manila, but more often than not, regional participants has always been more engaging since I was in college.

Since our good friend Jack Madrid, General Manager of Multiply was caught by delayed flight, the canny Ralph Wunch just pushed me to go first on stage. We were all met with interesting questions from the participants and most were just as witty in nature.

I was glad to have met new friends and shook hands with some of virtual followers. I never really thought how really big the impression we have left behind in terms of how almost synonymously pushed online both AyosDito and Lazada until most digital people have acclaimed us for its magnificent success in delivering its message across the cyber space. I would normally get questions of how and how much and the ooohs and ahhhhs. I guess it will always boil down to what I kept telling people especially my peers and colleagues about that it was the passion in internet and continuous learning that will push everyone to achieve its goals.

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