Against the Current

Digital Marketing and Why It’s Tough for Brands and Tougher on

Marketers

@jsncruz

Ads are Everywhere

• First thing you see on Facebook• At the bottom of the YouTube video

you’re watching• Sponsored blog posts and articles

@jsncruz

And Why Not?

Roughly 1/3 of the Philippines are Internet users

Nearly 1/3 are on Facebook alone

Crazy about online video

33 million

31 million

1 million hoursPER DAY

@jsncruz

IT SEEMS EASY ENOUGH TO REACH PEOPLE

It’s Not@jsncruz

What’s the Hiccup?

@jsncruz

1. The Noise

It’s so crowded that brands need to spend more and more just to be seen.

Even more just to be heard.@jsncruz

Brands are still limited to those who actually do have Internet connectivity on a regular basis.

There is still the 2/3 who aren’t regularly connected.

2. The Audience

@jsncruz

Social networking platforms, while popular, are ridiculously expensive.

And what about the “smaller guys”?

No guarantee of actual reach.

3. The Technology

@jsncruz

Digital marketing – especially on social media platforms – is becoming a numbers game.

Devalue the consumer and user.

More [insert metric here] than thou.

4. The Metrics

@jsncruz

IT’S NOT ALL

DOOM AND GLOOM EITHER

@jsncruz

Growing Philippine Economy

6.6% Growth in 2012

Possibly more jobs and higher productivity

@jsncruz

Digitization InitiativesePayment facility for the Philippine Government

Electronic Procurement System (PhilGEPS)

Electronic pension payments for retired uniformed personnel

Electronic and mobile banking for beneficiaries of the Pantawid Pamilyang Pilipino Program (4Ps)

Familiarity with technology@jsncruz

Wider Access to the Internet

Google Free Zone – “…enabling the next billion users.”

Predicted to double by 2016, to 66 million Filipino Internet users.

Bigger market@jsncruz

TakeawaysDigital still has a long way to go before it catches traditional media

It WILL get there

BUT

@jsncruz

• Image References– Slide 1: http://ht.ly/hpYWR – Slide 2: http://ht.ly/hpXAh – Slide 3: http://ht.ly/hpXIl– Slide 5: http://ht.ly/hpYMx – Slide 10: http://ht.ly/hpZ3k – Slide 11: http://ht.ly/hpZmA – Slide 14: http://ht.ly/hq13S – Slide 15: http://ht.ly/hq1hg

• Information and Statistical References

– Google Philippines Launch. January 23, 2013– Sun Star Manila. http://ht.ly/hpZuI – Dr. Donald Lim. Private Conversation.@jsncruz

For more on social media, please visit jsncruz.com