The Digital Marketing Association of the Philippines (DMAP) concluded its 10th Digital Congress (DigiCon) in Pasay City, urging digital marketers to embrace responsible and holistic personalization guided by trust and ethics.
The country’s largest digital marketing conference, held at the Marriott Grand Ballroom, gathered over 2,000 participants from the marketing, advertising, business, academic and media sectors to discuss emerging trends and technologies.
DigiCon 2025 chair Alan Fontanilla said the widespread availability of personalization tools means marketers should proceed with caution.
“Everyone now has access to personalization tools once reserved for big brands. But just because we can personalize doesn’t mean we should,” Fontanilla said.
“Consent, privacy and respect are the new currencies of modern marketing,” he said.
The two-day event, themed “The Age of ‘i’: The Power of Personalization,” featured five program tracks—innovation, intelligence, immersive, impact, and integration. Sessions covered topics including hyper-personalized customer experiences, ethical artificial intelligence (AI), responsible data use, content curation, and brand building in an AI-driven era.
