Against the Current - Digital Marketing's Challenges and Future in the Philippines
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![Page 1: Against the Current - Digital Marketing's Challenges and Future in the Philippines](https://reader035.fdocuments.net/reader035/viewer/2022070315/554f1396b4c9058b388b48a3/html5/thumbnails/1.jpg)
Against the Current
Digital Marketing and Why It’s Tough for Brands and Tougher on
Marketers
@jsncruz
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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
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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
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IT SEEMS EASY ENOUGH TO REACH PEOPLE
It’s Not@jsncruz
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What’s the Hiccup?
@jsncruz
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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
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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
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Social networking platforms, while popular, are ridiculously expensive.
And what about the “smaller guys”?
No guarantee of actual reach.
3. The Technology
@jsncruz
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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
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IT’S NOT ALL
DOOM AND GLOOM EITHER
@jsncruz
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Growing Philippine Economy
6.6% Growth in 2012
Possibly more jobs and higher productivity
@jsncruz
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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
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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
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TakeawaysDigital still has a long way to go before it catches traditional media
It WILL get there
BUT
@jsncruz
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• 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