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.

1. Against the Current
Digital Marketing and Why It’s Tough
for Brands and Tougher on Marketers
@jsncruz

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. And Why Not?
33 million
Roughly 1/3 of the Philippines are Internet
users
Nearly 1/3 are on Facebook alone
31 million
Crazy about online video 1 million hours
PER DAY
@jsncruz

4. IT SEEMS EASY ENOUGH TO
REACH PEOPLE
@jsncruz
It’s Not

5. What’s the Hiccup?
@jsncruz

6. 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

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. 3. The Technology
Social networking platforms, while
popular, are ridiculously expensive.
No guarantee of actual reach. And what about the “smaller guys”?
@jsncruz

9. 4. The Metrics
Digital marketing – especially on social media
platforms – is becoming a numbers game.
More [insert metric here] than thou.
Devalue the consumer and user.
@jsncruz

10. IT’S NOT ALL
DOOM AND GLOOM
@jsncruz
EITHER

11. Growing Philippine
Economy
6.6% Growth in 2012
Possibly more jobs and higher productivity
@jsncruz

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. 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. Takeaways
Digital still has a long way to go before it catches traditional media
BUT
It WILL get there
@jsncruz

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.