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Against the Current - Digital Marketing's Challenges and Future in the Philippines
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Transcript of Against the Current - Digital Marketing's Challenges and Future in the Philippines
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