Make Self-Service Advertising Platforms Work for You (not allowed to distribute handouts)
Speaker: Aileen Apolo, Country Consultant,

Self-managed Internet advertising campaign is one of the many things that entrepreneurs and businesses can undertake on their own today. This session will give an overview on the size of this market, what works, what doesn't, and new developments that should be learned and taken advantage of.

Going Beyond Clicks (handout)
Speaker: Carlo Ople, Global Digital Marketing Head,

While most online marketers tend to get obsessed with their clickthrough rates and other metrics, Carlo Ople reminds everyone not to forget the ad creative design process, its art, adventure, and follow-through to assure achievement of campaign goals.

The above topics were presented by Aileen Apolo and Carlo Ople during the DigitalFilipino E-Commerce Summit last November 13, 2009 at Hotel Intercontinental, Makati City.

Speaker Profile:

Aileen Apolo is the country consultant for the Philippines of Google Inc.

A long-time marketing practitioner, Aileen has been involved in marketing and business development of technology products for more than 11 years. She is an experienced marketing and sales manager skilled in developing and implementing marketing, communication and strategic business plans and campaigns that produce results and increase sales and profits. Skilled in product and brand development, training, sales management, business development, market research and profiling.

In 2001 she finished her Masters in Business Administration at De La Salle University (Professional Schools Inc., Graduate School of Business). After finishing her masters degree, she joined One Hundred Services Inc. as Product Manager of Global Trade Directory Philippines, a directory affiliated with the World Access Network of Directories (WAND Inc.) and later on was moved to become Marketing Manager of Non-Print Products (web and mobile) at the Directories Philippines Corporation. At DPC she was deeply involved in integrating the online yellow pages into the operations of the yellow pages publisher and later on successfully launched LUK4 and E-Yellowpages. Prior to joining Google in 2006, she also did consultancy work for Dream Satellite TV, ABC 5 and DMCI Homes.

Upon graduation in 1997 from De La Salle University with bachelor's degrees in AB-Political Science and BS-Legal Management she joined the largest mobile telecommunications company in the country, Smart Communications. Aileen was deeply involved in breaking in the newest product offerings to the market as part of the market development team. After leaving Smart in 1999, she moved on to become the Marketing and Finance Manager of Center Mart International, a manufacturer-exporter-retailer of marble inlaid furniture and houseware. Utilizing both traditional and new media marketing strategies which generated 79% export and 21% domestic sales.

In her spare time she loves to tinker with Web 2.0 applications and has a multitude of blogs which can be found at

Carlo Ople

  • Currently serves as the Global Digital Marketing Head for the leading social network in the Philippines, Friendster Inc.
  • Managing Director of Catalyst Interactive Inc., a digital marketing agency
  • Prior to Friendster, was with Level Up as the Marketing Head for Casual Games Division.
  • Board member of the BLas F. Ople Policy Center, an NGO that focuses on OFW aid and protection.