Get ready to uncover tomorrow’s trends, today.
Boomerang into the Future (BitF) gathers thought leaders and influencers to share their perspectives on emerging trends and technologies, and to make their best bets for digital marketing in 2024.
On its second year, BitF presents four thought-provoking discussions and a thorough trend analysis report, from storytelling and social media, the fusion of physical and digital experiences, the best use of data, commerce, direct marketing, CRM, and the future-proofing of brands and businesses.
Key Trends Shaping Digital Marketing: Boomerang Awards 2023
The annual Boomerang Awards are renowned
for revealing fresh industry strategies.
This year, a closer look at the winning
entries uncovers three major trends that
foreshadow the future of digital
marketing.
- Social
- Entertainment (Including Music, Films, Live Streaming, Events)
- Creator & Influencer
- Branded Experience
- Digital Media
- Omnichannel
- Emerging Channels & Experiences - New for 2023
- Digital Production - New for 2023
- Small Budget
- The Orange Boomerang Powered by Hyper Island for Digital Leaders
- The White Boomerang for Pivotal Transformation
- Applied Innovation in Traditional Media - New for 2023
- Commerce
- Data (Including Customer Care & Analytics)
- The Purple Boomerang for Diversity, Equality, Inclusivity (DEI)
- The Crystal Boomerang Powered by Google Ads for AI
- User Experience & User Interface
- Direct Marketing & CRM
- The Blue Boomerang Powered by Meta Philippines for Reels
- Gaming - New for 2023
- The Green Boomerang Powered by Grabads for Retail Media Network (RMI)
- Search
TREND 1
MASTERY IN
STORYTELLING
& SOCIAL
MEDIA
Filipino digital marketers have
demonstrated an exceptional command of
storytelling and social media in the
ever-changing realm of digital marketing.
Despite rapid technological advancements,
the essence of storytelling remains
constant, and Filipino marketers excel by
blending traditional wisdom with
cutting-edge technology.
Advertising
must be
entertaining
to reach
markets.
BADONG ABESAMIS
Founding Officer &
Chief Creative Officer
Gigil
Simple
insights,
simple
truths,
simple
execution.
CARL URGINO
Head of Art
Leo Burnett Manila
Disrupting the
algorithm of a
content creator
with a strong
following can
negatively
impact the brand
and the online
environment.
ISSANG CEBALLOS
Client Solutions
Manager & Video Lead
Meta
It's time
we build
our own
style and
export
that style.
JAKO DE LEON
President
Creator & Influencer Council
of the Philippines
The essense of
storytelling
remains the
same despite
shifts in
channels and
technology.
YANA DALISAY
Digital Director
Spark Foundry
KEY TAKEAWAYS
- 1Storytelling Mastery
- 2Generational Shift in the Digital Industry
- 3Entertainment as a Business Driver
- 4Global Recognition of Filipino Creativity
Filipino digital marketers have mastered storytelling in the modern age by seamlessly weaving the joy of “kwentuhan” with advanced digital technologies, creating campaigns that resonate across generations.
Advertisers recognize the need to adapt to the changing behaviors of Generations X, Y, and Z, emphasizing the importance of navigating diverse platforms to engage and connect with different audiences.
Ads on social media are evolving. Instead of directly pushing products, creators turn them into fun experiences. It's entertainment that builds trust and sells, a win-win for brands and viewers.
Filipino digital marketers aim for local recognition, and to build and export their unique creative style globally.
1Storytelling Mastery
Filipino digital marketers have mastered storytelling in the modern age by seamlessly weaving the joy of “kwentuhan” with advanced digital technologies, creating campaigns that resonate across generations.
2Generational Shift in the Digital Industry
Advertisers recognize the need to adapt to the changing behaviors of Generations X, Y, and Z, emphasizing the importance of navigating diverse platforms to engage and connect with different audiences.
3Entertainment as a Business Driver
Ads on social media are evolving. Instead of directly pushing products, creators turn them into fun experiences. It's entertainment that builds trust and sells, a win-win for brands and viewers.
4Global Recognition of Filipino Creativity
Filipino digital marketers aim for local recognition, and to build and export their unique creative style globally.
TREND 2
PERFECTING
THE PHYGITAL
EXPERIENCE
A revolution is taking place as innovators
strive to seamlessly incorporate
technology into real-world experiences.
KEY TAKEAWAYS
- 1Seamless Connection of Physical
and Digital Experiences is now an Expectation - 2Accelerated Tech Adoption, Post-Pandemic
- 3Scalability of Innovative Ideas
- 4Digital Space Opportunities and Cost Efficiency
Evolving preferences and new technologies have resulted in consumers who look forward to a blend of physical and digital experiences.
The COVID-19 pandemic was a catalyst for accelerating technology adoption and innovation in the digital marketing industry to meet brand demands.
Successful marketing campaigns in this space bring scale to innovative ideas, paving the way for reapplication to other brands and businesses.
The digital space offers exciting opportunities for experimentation. Tech tools prove to be affordable, cutting costs up to 40% compared to traditional methods. This makes it a no-brainer for businesses to add tech to their budget and boost their efforts.
1Seamless Connection of Physical
and Digital Experiences is now an Expectation
Evolving preferences and new technologies have resulted in consumers who look forward to a blend of physical and digital experiences.
2Accelerated Tech Adoption, Post-Pandemic
Advertisers recognize the need to adapt to the changing behaviors of Generations X, Y, and Z, emphasizing the importance of navigating diverse platforms to engage and connect with different audiences.
3Scalability of Innovative Ideas
Successful marketing campaigns in this space bring scale to innovative ideas, paving the way for reapplication to other brands and businesses.
4Digital Space Opportunities and Cost Efficiency
The digital space offers exciting opportunities for experimentation. Tech tools prove to be affordable, cutting costs up to 40% compared to traditional methods. This makes it a no-brainer for businesses to add tech to their budget and boost their efforts.
TREND 3
ELEVATING THE
USE OF DATA,
COMMERCE,
DM & CRM
Philippine digital marketers
are already making significant
progress in utilizing data,
commerce, direct marketing (DM),
and customer relationship
management (CRM)
Data usage has hit a new baseline,
but it has even more room to grow.
JIMSON GOW
Performance Lead, Search & Display Business
Google
Translate data into different
directions as part of the
marketing strategy.
KARLO CLETO
Data Director
Propel Manila
Take data and turn
it into something
delightful.
KAT GOMEZ-LIMCHOC
Executive Creative Director
Blackpencil Manila
KEY TAKEAWAYS
- 1Challenges in Data Collection Mindset
- 2Foundation-building for Groundbreaking Campaigns
- 3AI's Transformative Role in Marketing
- 4Future Focus on Diversity and Integration
Marketers need to move beyond collecting data for proof of success and to recognize it as a powerful driver for achieving strategic goals.
Marketers diligently build their brands by aligning offline and digital processes, linking CRM with media platforms and analytics.
Great campaigns prove that AI is key to smart bidding and better results. In ideation, data scientists and marketers must team up to regularly arm creative teams with powerful insights.
In the future, AI will drive efficiency, and data will guide every strategy. A new generation of experts will blend data science and marketing, bringing diversity and innovation to the game.
1Challenges in Data Collection Mindset
Marketers need to move beyond collecting data for proof of success and to recognize it as a powerful driver for achieving strategic goals.
2Foundation-building for Groundbreaking Campaigns
Marketers diligently build their brands by aligning offline and digital processes, linking CRM with media platforms and analytics.
3AI's Transformative Role in Marketing
Great campaigns prove that AI is key to smart bidding and better results. In ideation, data scientists and marketers must team up to regularly arm creative teams with powerful insights.
4Future Focus on Diversity and Integration
In the future, AI will drive efficiency, and data will guide every strategy. A new generation of experts will blend data science and marketing, bringing diversity and innovation to the game.
HOW DO WE
FUTURE-PROOF
BRANDS AND
BUSINESSES?
In a world shaped by rapid technological evolution, successful brands and businesses rely on visionary leadership that embraces–and thrives in—change. While transformational leaders take unique paths to success, they all adapt to and foster faster-paced marketing cultures. Embracing risk and acquiring new skills are common yet crucial components of their journeys.
Digital is
a mindset.
Digital is a
culture.
Digital is people,
and understanding
how digital
empowers people to
do good things.
GEMMA ALCANTARA
Chief Executive Officer
Hakuhodo/BCI Group
It's important
to find
leadership
that's really
aligned
with you.
JOSE ANTON "PEPE" TORRES
Group Chief Marketing Officer
Maya
Once you have
less resources,
you become more
creative as an
individual.
JOSHUA ARVIN LAT
Chief Technology Officer
Nuworks Interactive Labs, Inc.
Transformation
requires the
support of
clients and
colleagues.
SHAYNE MADAMBA
Chief Digital Officer
Hvas Media Ortega
Meta skills are
transcended skills.
PEACHY PACQUING
Managing Director
Hyper Island
Preparing brands and businesses for the future through leadership involves a multi-faceted approach. From adapting to change and embracing diversity to aligning values and empowering individuals, the journey towards transformation is as diverse as the leaders charting the course.
Download the
Boomerang
into the future
report.
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