Shang Properties

Virna Cañete is a distinguished marketing manager with 16 years of experience in the industry. In her most recent position at GMA, she held the role of marketing manager. She was responsible for overseeing partnerships aimed at generating additional revenue for the department. Furthermore, she handled the analytics of GMA International's digital assets, focusing on strategies to enhance monetization opportunities for the various platforms. She recently transitioned to Shang Properties, Inc. (SPI) as the Digital Marketing Manager for multiple brands and developments under SPI.

In an exclusive interview with MarTech Outlook APAC, Cañete shared her valuable insights on the trends, challenges, and technological elements that are shaping the digital marketing space.

Could you give me a brief overview of your experience? Please tell us about your current role as Digital Marketing Manager.

Previously, I held a significant position at GMA Networks, one of the largest networks in the Philippines. I served as a TV producer, contributing to the production of various television programs. However, my career path changed when I shifted my focus to marketing, where I have worked as a marketing manager for the past seven years. I closely collaborated with pay TV partners during my tenure, specifically concerning GMA International. My role primarily involved overseeing marketing initiatives within this area. 

I am fully immersed in digital endeavours through my new venture at Shang Properties, a prominent luxury real estate developer specialising in building high-end residential properties. Additionally, we manage and operate commercial real estate assets, including malls, hotels, and office spaces.

What are some of the trends that you see in the digital marketing space?

In the dynamic digital landscape, the marketing industry is undergoing significant transformations driven by various factors. The aftermath of the pandemic and the disruptive innovations introduced by tech giants like Google have brought forth noteworthy trends in this domain. The ascent of artificial intelligence (AI) and machine learning (ML) has had a profound impact on marketing practices. This is evident in the widespread adoption of AI-powered chatbots like ChatGPT and Bard, which have revolutionised customer interactions and engagement.

A prominent example of the influence of AI in content marketing is Adobe's AI-driven Generative Fill. These cutting-edge technologies highlight the significant role of AI in shaping content creation and distribution strategies. As a result, the marketing landscape is experiencing rapid and transformative changes, demanding marketers to be adaptable and embrace integrating AI technologies into their strategies.

What, according to you, are some of the challenges that you see in the industry today?

Organisations encounter numerous challenges due to the abundance of marketing options in this ever-evolving market. One of the key challenges that marketers are currently grappling with is the impending disappearance of cookies, which will have profound implications for personalisation and hyper-personalisation strategies in the future. 

“In contrast to perceiving AI as a threat, we should embrace the possibilities it offers and explore how it can facilitate our endeavours”

Another concern revolves around crafting an optimal strategy that aligns with the organisation's unique needs while effectively capturing the target market's attention. The ultimate objective is not only to engage the audience but also to cultivate their loyalty and advocacy.

This formidable challenge is a common struggle for organisations across industries and requires meticulous consideration. How does one differentiate themselves from the competition? How can genuine engagement be fostered? How can customers be inspired to like the brand and become brand advocates? These fundamental questions lie at the heart of organisations' dilemmas in today's marketing landscape. Successfully addressing these challenges necessitates strategic thinking, innovative approaches, and an in-depth understanding of the target market's preferences and behaviours.

Is there any project that you have been working on lately? What are some of the technological elements that you leverage to make it successful?  

Within our organisation, the digital marketing aspect is still in its initial stages, presenting a valuable opportunity for me as a digital marketing professional to foster its growth. Currently, my focus is on streamlining operations and establishing essential processes from the ground up, forming the foundation of our overall digital strategy. While our brand is already widely recognised and associated with luxury within the industry, the challenge lies in adapting this reputation to the digital realm and expanding our reach to new and unfamiliar audiences. Spearheading this is a key responsibility that I have undertaken.

In addition to our overarching branding efforts, we are launching specific residential developments integral to our portfolio. While the Shang brand is renowned for its exceptional hotels, the awareness of our ventures into residential properties within the country is relatively low. As a result, my digital marketing initiatives are primarily focused on raising awareness and maximising sales for our diverse properties.

To ensure the success of these projects, I have leveraged various technological and process-oriented elements. Upon joining the organisation, one of my primary actions was to seek an integrated solution that could assist in executing our comprehensive digital strategy. Managing multiple accounts under one brand, overseeing nearly 20 social media accounts and six websites, and providing support for two additional websites, a cohesive solution is imperative. This integrated approach provides a holistic view of our operations, facilitating tracking and monitoring across various platforms. In the digital realm, having the right tools encompassing planning, execution, monitoring, and competitor analysis. I am actively setting up these essential elements to fortify our digital strategy within the company.

What are some of the technological trends that you are excited to see in the future?

Integrating AI technology to enhance marketing efforts stands out prominently when considering future trends. While there may be concerns about its potential threats, it is essential to acknowledge that humans will remain crucial in its operation. In contrast to perceiving it as a threat, we should embrace its possibilities and explore how it can facilitate our endeavours. 

Another captivating trend lies within content marketing, particularly with the rapid growth of Generative Fill. This advancement empowers marketers and content creators to generate content promptly, departing from the traditionally time-consuming nature of content development. In a world where audience attention spans are fleeting, the ability to deliver instant content is invaluable. Consequently, I find immense excitement in delving into these trends and harnessing their potential to effectively cut through the noise, ultimately reaching our target market.

What advice would you share with budding professionals in digital marketing?

My advice to marketers within the rapidly evolving digital space centres around maintaining a focused mindset amidst the constant developments and transformations. Understanding and empathising with your audience remains paramount. By placing yourself in their shoes, you can discern what truly holds value for them and what matters most. This empathetic approach continues to be the core of effective marketing, regardless of the ever-changing landscape.

Moreover, within your specific industry, the focus now lies on fostering community, establishing trust, and nurturing connections. Building a robust network becomes essential for enhancing efficiency and effectiveness. Collaborating and engaging with peers, customers, and partners can yield significant benefits in this interconnected digital era.

Making the most of the solutions readily available to you is also crucial. Embrace the power of technology to streamline processes, optimise campaigns, and gain valuable insights. Leverage the resources at your disposal, as they can greatly contribute to your marketing endeavours. Stay informed about the latest advancements and trends in marketing technology and implement them strategically to drive success.