Araneta City empowers lessees to harness digital tools in exclusive seminar

City of Firsts holds learning session on digital marketing for tenants

In this day and age, where more and more people are online and living a large part of their lives on the internet, knowledge of digital marketing tools and techniques is imperative for any entrepreneur aiming to reach out to the right audience. With this in mind, Araneta City held an insightful seminar on digital marketing for its lessees last July 29. 

The City of Firsts invited Rochefel Rivera, Chairperson of the Filipino Online Professional Service Cooperative (FOPSCo) and Head of Business Development of Professional VAs, to discuss with the lessees the various tools that entrepreneurs can use to expand their reach online. From search engine optimization (SEO) to app-based marketing, she gave the attendees relevant tips that would help them stand out in today’s digital marketplace. 

“Knowledge of digital marketing and the tools that we can use to harness it should be mandatory for all entrepreneurs. With digital marketing, you can increase your audience exponentially with minimal effort and cost when compared to more traditional marketing methods,” Rivera said. 

She also reminded attendees not to be discouraged by the learning curve they may encounter as they learn the ropes of digital marketing. Rivera added that anyone who is venturing into a new landscape such as digital marketing will invariably face some challenges, but she encouraged them to power through all these challenges and emerge much more knowledgeable and ready to address the demands of an ever-changing digital sphere. 

Rivera also stressed that any digital marketer should have an understanding of three concepts: content creation, their audience, and the message they want to convey. 

“It is important that we have the knowledge to create content that is resonant with the needs and demands of our customers. With that said, it is imperative that we know who we are talking to. We need to know our audience, what they need, and what their idiosyncrasies are. Lastly, having a grasp and command of what we want to say and how we want to say it should also be a primary concern. If we align all these, then we are assured success in the digital space,” she adds. 

The growing importance of artificial intelligence in our lives is also something that entrepreneurs should keep an eye on, Rivera pointed out. She said that we will inevitably see AI and generative AI programs play a larger role in planning and executing marketing strategies–a boon for entrepreneurs who juggle a lot of responsibilities. However she reminded those using AI, “it’s important to step in and read what AI is producing. We need to ensure that our content always responds to the needs of our customers and will offer them something useful.”

In closing, Rivera gave an important tip to the lessees who attended the seminar especially for those delving into digital marketing for the first time. 

“There’s a lot of noise out there, including misinformation and disinformation. To ensure your message cuts through all of that, you need to have a clear and firm message so your audience can see, hear, and respond to it,” Rivera concluded.

Additionally, Araneta City’s Senior Digital Marketing Manager, Madel Cervantes, shared a few updates about the company's loyalty mobile application and invited lessees to take part in its rewards program.

“We developed our first-ever loyalty app to create a more inviting Araneta City community. It aims to keep all netizens updated on our promos and events, and facilitate transactions for purchases and services. Also, it will reward customers with points for everything they do here at the City of Firsts, with points redeemable for exciting rewards from our partner brands. With this app, we’re fostering an exciting experience in Araneta City, and we want our lessees to be part of it,” Cervantes said.

Held at Cinema 17 of Gateway Cineplex 18 at Gateway Mall 2, the event is part of a series of seminars aimed at equipping and informing Araneta City lessees about new trends and techniques to keep their businesses in tip-top shape.

“As we celebrate this year the 70th anniversary of the City of Firsts, this seminar serves as a gift to all our partners and lessees. This effort aims to equip our entrepreneur partners with the knowledge that will help them in their campaigns and marketing activities. This is also a great way for us in Araneta City to meet our lessees and strengthen our relationship with them,” Marjorie Go, Araneta City’s Vice President for Marketing, said.