The Researcher interviewed selected past and present presidents of organizations from the Philippine Marketing Association and the Association of Marketing Educators. She asked them, “How do you re-define marketing in the new normal?” In the diagnostic discovery, the Researcher found out that the majority believe marketing in the new will be re-defined by digital transformation (the use of Omni Channels). Purpose driven companies or brands will take care of people and the environment, and will be mindful on the changes in consumer behavior. We observed a shift in marketing strategies, policies, and from off-line to on-line marketing.

The use of Omni Channels is the strategy of using multiple marketing channels integrated in a way which affords the end-user a seamless front-end experience. Customers interact with brands through a wide variety of sales and marketing channels: websites, mobile browsers, native apps, physical retail, social media, email, and more. The researcher had a listening exercise, for her research validation, when she attended the 51st National Marketing Conference organized by the Philippine Marketing Association with the title Re-Imagineering the Future of Marketing. The speakers

and mentors, shared that modern marketing strategy is a combination of touch (human spirit) + technology (digital).