INVESTIGATING THE DIGITAL STRATEGY OF THE TOP FASHION MAGAZINES IN THE PHILIPPINES

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INVESTIGATING THE DIGITAL STRATEGY
OF THE TOP FASHION MAGAZINES
IN THE PHILIPPINES

Published in: Lifestyle, Business, Technology
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INVESTIGATING THE DIGITAL STRATEGY OF THE TOP FASHION MAGAZINES IN THE PHILIPPINES

  1. 1. Tuesday, March 6, 12
  2. 2. INVESTIGATING THE DIGITAL STRATEGY OF THE TOP FASHION MAGAZINES IN THE PHILIPPINESTuesday, March 6, 12
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  6. 6. (image credit: Style-AnywhereTuesday, March 6, 12
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  12. 12. 33% INTERNET PENETRATION out of 99M 21.5 HOURS ONLINE 65.5% INTERACT WITH BRANDS VIA WEBSITE/SOCIAL MEDIA (source: Nielsen Southeast Asia Digital Report)Tuesday, March 6, 12
  13. 13. THE FILIPINO INTERNET USER Under 30s Upscale Market Prefer Lifestyle Content (20-29 year olds) (sourceYahoo Net IndexTuesday, March 6, 12
  14. 14. 93.3% PREFER DIGITAL OVER PRINTTuesday, March 6, 12
  15. 15. (image credit: http://showbiznest.blogspot.com)Tuesday, March 6, 12
  16. 16. 18Tuesday, March 6, 12
  17. 17. “PREVIEW IS TRENDSETTING” (DE SAGUN, 2012)Tuesday, March 6, 12
  18. 18. (image credit: http://showbiznest.blogspot.com)Tuesday, March 6, 12
  19. 19. Tuesday, March 6, 12
  20. 20. “MEGA recognized the fact that online is the future of publishing, and that we had to either adapt or lag behind” (CASTILLO, 2012)Tuesday, March 6, 12
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  23. 23. how easy is it to find information? how current is it? IS IT INTERACTIVE? can the information be shared? (Siemens, 2005)Tuesday, March 6, 12
  24. 24. Tuesday, March 6, 12
  25. 25. black & white with focus on content black & white with focus on content dynamic images dynamic images use of feeds / most views two column layout multi-column layout banner/skyscraper advertising (2) banner/skyscraper advertising (5) MegaTV, Magazine, MyStyle, On The List, Wardrobe, Gallery The Mall sponsorship and coverage of events social networking made use of key industry figures MEGA events ad placements ad placements advertorials twitter feed tumblr and Facebook twitter feed social media icons social media iconsTuesday, March 6, 12
  26. 26. strong identity identity crisis visual complex layout in the shadow of StyleBible’s high user engagement and interaction success good connectivity through social user friendly layout media lacks original content revenue generation due to high traffic low presence in digital sphere strong offline marketing through relies on one revenue stream: ad event and establishment placements sponsorships more immediate response from print consumers (what they like, what they want to see,etc.)Tuesday, March 6, 12
  27. 27. ITS SUCCESS IS FEELS ALIENATED LINKED TO ITS SITE’S FROM THE MEGA READER INTERACTIVITYTuesday, March 6, 12
  28. 28. Tuesday, March 6, 12
  29. 29. clearly define brand identity redevelop and simplify site develop How To and List content add an e-commerce element to TheMall increase online visiblity through Tumblr / Pinterest develop MyStyle into a Filipino fashion community / add more incentives to site social network create co-creative element (ie. Filipino Fashion Social Network)Tuesday, March 6, 12
  30. 30. Digital magazine through subscription additional ad revenues, linkage encourages purchases STRONGER INTEGRATION WITH PRINT use of QR codes and augmented reality Use of rich media ads raises brand awareness and favourability (Cole, Fayer and Spalding,2009) MOBILE FRIENDLY 64% access the internet through the mobile phone! 54% being women (Yahoo Net Indiex, Neilsens 2011)Tuesday, March 6, 12
  31. 31. THE ENDTuesday, March 6, 12

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