MANILA, Philippines - The Internet and Mobile Marketing Association of the Philippines (IMMAP) recently appointed its executive officers and board directors for 2012.

The induction of IMMAP’s new directors was led by Tourism  Secretary Mon Jimenez.

Manny Fernando, president and CEO of Inquirer Group's subsidiary MyMegamobile, was named as the IMMAP president. IMMAP is now on its sixth year representing the digital marketing industry.

Leo Burnett/Arc Worldwide’s Chief Digital Officer Paul John Peña was named as the IMMAP vice president; while Roshan Nandwani of BBDO Proximity Philippines was named  secretary, and Norelyn Babiera, VP of Fiera de Manila, as treasurer.

Other directors include Arlene Amarante, Country Ambassador and Sales Director of Yahoo! Philippines; Coni Cruz, Program Design and Management Head of BlueBlade Technologies; Lea Besa-Jimenez, General Manager of NetBooster Asia; Melissa Limcaoco, Digital Group Head of Smart Communications; Jack Madrid, Country Manager of Multiply Philippines; Eduardo Mapa, Jr., President and CEO of Media Contacts/Havas Digital; Mike Palacios, General Manager of Havoc Digital; Carlos Palma, Country Manager of NuffNang Philippines; TJ Parpan, General Manager of DensuINDIO; Paolo Pineda, Business Development Head of ABS-CBN; and JV Rufino, Director for Mobile of the Inquirer Group of Publications.

Fernando said the organization's newly ratified vision is to be "the center of excellence and innovation in the Philippines entrusted by the advertising industry to shape the future of digital marketing."

The IMMAP unveiled the year's key industry initiatives which help further shape the strategic role of digital marketing in not only the business sector but also in society.

Programs include the annual IMMAP Interactive Summit and Boomerang Awards, a series of Open Mic Nights, a digital marketing expo in the fourth quarter, executive roundtable sessions, the expansion of the organization’s successful Certified Digital Marketer Program (CDMP) outside Metro Manila, participation in the advertising industry’s joint committee that will establish and define a common measurement currency for digital marketing initiatives, and the creation of an updated Code of Ethics and Regulation Guidelines.

"Digital marketing is no longer a specialization as it now permeates and underpins almost every marketing discipline in today’s business landscape," Fernando said.

Several trends are expected to continue influencing digital marketing in the Philippines.

"Wireless data will continue to grow as access rates become more consumer-friendly coupled with how smartphones and other connected devices become more affordable for more Filipinos," Fernando said.

The IMMAP president predicts trends such as the emergence of Android as a computing platform, the maturity of group and social commerce site, SoLoMo (Social, Local, Mobile) convergence, and the "gamification" of brands, will happen this year.

"Digital marketing has come of age and continues to grow as people, technology and businesses evolve. It is only a matter of time until we see how digital will truly and profoundly support most if not all aspects of business and our society at large. Together, we will varve digital marketing’s place in today’s and the future’s business landscape," Fernando said.