Philippines Digital & Content Marketing Landscape 2018
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The Philippines Digital Landscape 2018: With a lot of help from WeAreSocial, Simon Kemp and Hootsuite Team and DigitalMarketingPH. Increasing social media focus, but where's the strategy? Brand awareness/engagement highlights, but stuck with traditional brand-mindset?
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Philippines Digital & Content Marketing Landscape 2018
- 12. DIGITAL CHANNELS SOCIAL MEDIA continues to dominate, but content marketing, influencer marketing, and sponsored content are on the rise. Brands view social media—both paid and organic — as the most effective digital channel for marketing, due to the high number of active users, the enormous amount of time users spend using the channel, and cost efficiency. Social media in the Philippines are used for searching and purchasing products or services by nearly a third of the population, with Facebook as the priority medium.
- 13. POWER OF VIDEOS VIDEOS lead the way in content marketing as Filipinos spend more time on social media and watch videos from mobile screens. Global Webb index reports YouTube as the second most active media platform at 56 percent, topped only by Facebook. Content marketing is mostly used for awareness. Eventually, this will shift and the goal of content marketing will be more for influencing consideration and evaluation, because this is where its strengths lie.
- 14. WHERE BRANDS SPEND Marketers spend 21.5 percent of their budget on digital. The drivers behind this growth are mostly demographic: increasing consumerism, an emerging middle class, and rapid mobile youth penetration. Digital marketing will be buoyed by improved technological infrastructure, internet penetration and broadband speed.
- 15. BRANDS' MAIN GOALS Marketers are putting priority on how customers experience their brands throughout the customer journey. Content marketing enhances customer experience, and is critical in either strengthening or weakening purchasing intent, engagement, brand loyalty and brand advocacy. NOTABLE is the decreased focus on SEO and Web traffic initiatives.
- 17. HOW BRANDS TACKLE CONTENT MARKETING Most brands do content marketing in- house. The benefits of running content marketing in- house are obvious: It gives brands maximum control, limits back-and-forth movement within the team, and provides employees with opportunities to continuously learn. BUT THERE ARE CHALLENGES...
- 18. DIGITAL CHALLENGES Skills and resources gaps are top content marketing challenges. Crafting quality content consistently requires not just the right mix of resources but also strategic planning. What many fail to realize is that content marketing is a long-term commitment to build brand reputation, trust, loyalty, and so forth. And to build this, the costs are not cheap. And besides funding, they lack skills and resources, proper tracking or measurements methods, and digital marketing tools. As there is no one-size-fits-all formula for return on investment (ROI), marketers often struggle to justify their budget requests.