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

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The current challenges of digital marketing in the Philippines and why the future is bright despite and in spite of these obstacles.

A talk given at SM Sta Mesa for the Polytechnic University of the Philippines' Marketing Jays Productions: "Uprising of the Marketing Victors, Empowering Brands, Engage Customers, and Execute Big Ideas". February 5, 2013.

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

  1. 1. Against the Current Digital Marketing and Why It’s Tough for Brands and Tougher on Marketers@jsncruz
  2. 2. 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
  3. 3. And Why Not? 33 millionRoughly 1/3 of the Philippines are InternetusersNearly 1/3 are on Facebook alone 31 millionCrazy about online video 1 million hours PER DAY@jsncruz
  4. 4. IT SEEMS EASY ENOUGH TO REACH PEOPLE@jsncruz It’s Not
  5. 5. What’s the Hiccup?@jsncruz
  6. 6. 1. The NoiseIt’s so crowded that brands need to spend more and morejust to be seen. Even more just to be heard.@jsncruz
  7. 7. 2. The Audience 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.@jsncruz
  8. 8. 3. The TechnologySocial networking platforms, whilepopular, are ridiculously expensive. No guarantee of actual reach. And what about the “smaller guys”?@jsncruz
  9. 9. 4. The MetricsDigital marketing – especially on social mediaplatforms – is becoming a numbers game. More [insert metric here] than thou. Devalue the consumer and user.@jsncruz
  10. 10. IT’S NOT ALL DOOM AND GLOOM@jsncruz EITHER
  11. 11. Growing Philippine Economy 6.6% Growth in 2012 Possibly more jobs and higher productivity@jsncruz
  12. 12. Digitization Initiatives ePayment 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
  13. 13. 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
  14. 14. Takeaways Digital still has a long way to go before it catches traditional media BUT It WILL get there@jsncruz
  15. 15. For more on social media,please visit jsncruz.com • 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@jsncruz – Dr. Donald Lim. Private Conversation.

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