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

1. Tuesday, March 6, 12

2. INVESTIGATING THE DIGITAL STRATEGY
OF THE TOP FASHION MAGAZINES
IN THE PHILIPPINES
Tuesday, March 6, 12

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6. (image credit: Style-Anywhere
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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. THE FILIPINO
INTERNET USER
Under 30s
Upscale Market
Prefer Lifestyle Content (20-29 year olds)
(sourceYahoo Net Index
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14. 93.3% PREFER DIGITAL OVER PRINT
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15. (image credit: http://showbiznest.blogspot.com)
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16. 18
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17. “PREVIEW IS
TRENDSETTING”
(DE SAGUN, 2012)
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18. (image credit: http://showbiznest.blogspot.com)
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20. “MEGA recognized the
fact that online is the
future of publishing,
and that we had to
either adapt or lag
behind”
(CASTILLO, 2012)
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21. 18
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23. how easy is it to find
information?
how current is it?
IS IT INTERACTIVE?
can the information be shared?
(Siemens, 2005)
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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 icons
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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.)
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27. ITS SUCCESS IS FEELS ALIENATED
LINKED TO ITS SITE’S FROM THE MEGA
READER
INTERACTIVITY
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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. 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)
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31. THE END
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