Thousands were gathered to explore trends, emerging technologies in customer engagement.
Amid the use of personal data and artificial intelligence, the Digital Marketing Association of the Philippines (DMAP) advocated for holistic, responsible personalization practices in the digital marketing landscape during its hosting of the 10th Digital Congress (DigiCon) last October 16 and 17 at the Marriott Grand Ballroom, Pasay City.
Themed The Age of ‘i’: The Power of Personalization, the biggest digital marketing conference in the Philippines gathered over 2,000 attendees from various sectors, including marketing, advertising, business, academia, and media, to explore the latest trends and emerging technologies in customer engagement.
During which, delegates gained valuable industry knowledge and experience through five focused tracks, namely Innovation (AI), Intelligence (Data Science), Immersive (Retail and Activations), Impact (Brand Building), and Integration (Business Transformation).
This edition of the DigiCon also featured a series of talks and discussions centered on the most relevant topics and issues in the digital landscape, including hyper-individualized customer experiences, responsible data practices and ethical AI use, content creation and curation, brand-building, and future-proofing businesses.
PERSONALIZATION AND EXPECTATIONS OF CONSUMERS
In today’s AI-driven world, about 71% of consumers expect personalization, while high-growth companies generate 40% more revenue from it.
Brands can leverage this opportunity to create engaging, relevant customer experiences by analyzing data and predicting behavior, underscoring its critical role in meeting expectations and driving growth.
In his keynote speech, global emerging technologies expert Dex Hunter-Torricke highlighted the fast-evolving digital landscape and how it’s pushing the industry to keep up with exponentially rising customer expectations.
“The next decade is going to be the most challenging moment in history. There are transformations now building on the last wave of technology that are far greater, faster, and more interconnected than ever that we are all installing right now,” said Hunter-Torricke, who served as a communications executive at Facebook and SpaceX.
He continued, “In fact, over time, many of the leaders in the biggest AI labs in the world believe that we’re going to end up in the future with so-called Artificial General Intelligence (AGI), a human-level intelligence in AI that is much, much cleverer and capable of far more applications than anything you see right now.
He also noted that the world is entering an era where AI gets “more and more intelligent,” which opens up the possibilities of hyper-personalization—something that is vastly more bespoke and customized to the needs of every single one of our customers, communities, and stakeholders.
The speaker further emphasized the crucial role of future-focused, holistic thinking in shaping the next wave of digital marketing.
“Everything in this age and all the history to come is about a world where everything is connected. Therefore, the things we will do in the next century will be vastly more interesting and transformative.“
Hunter-Torricke stressed, “So, it’s essential that you take the future seriously and think about how everything you do fits into the context of a much, much larger story. And if you do that, you will be exceptional marketers.”
Meanwhile, DigiCon 2025 Chair Alan Fontanilla noted the importance of trust and consent as primary currencies in building a respectful, value-driven customer experience.
“Personalization has been democratized. Everyone, from big brands to small businesses and entrepreneurs, now has access to tools once reserved for the few,” said Fontanilla.
However, he warned that not because businesses can personalize, doesn’t mean they always should.
“Consent, privacy, ethics, and trust are the currencies of modern marketing. People don’t just want relevance, but they want respect. Let’s use personalization not just because we can, but because it truly adds value,” he added.
This year, DigiCon 2025 delegates also had the opportunity to earn program certifications upon completing the program tracks in partnership with the Certified Digital Marketer (CDM).
This initiative, according to DMAP, aligns with its mission to future-proof the industry by providing crucial insights and skills, empowering marketers to stay ahead of the curve in the digital age amid evolving consumer behaviors and rapid technological shifts.
“The future is connected and powered by AI, but its success hinges on our collective commitment to responsible practices. DigiCon 2025 has not only charted the course toward hyper-personalization but has equipped our industry with the ethical compass needed to navigate it. The conversations started here will ensure DMAP and the whole digital marketing ecosystem remain at the forefront of digital excellence,” said DMAP President Miko David.
Founded in 2007, the Digital Marketing Association of the Philippines (DMAP), formerly IMMAP, currently has over 250 members, including enablers of brands, advertising agencies, and digital transformation advocates.