Mediaboss Marketing

A white paper on the State of Digital Marketing in the Philippines was presented by GetCRaft, Southeast Asias premier content marketing network last July 26 in Square One, Bonifacio Technological Center, BGC. The market inquiry brings together data and insights culled from a survey conducted in 2017 of marketers across major cities in the Philippines, involving 150 respondents managers, directors, vice presidents and C-level marketers from brands and agencies representing various industries. The report seeks to deliver impartial digital and content marketing industry snapshots and ideas on pushing these findings forward. The goal is to inform readers about the current state of digital and content marketing in the Philippines, identify pain points among marketers, and explore solutions. Here are the highlights of the study:

The total Philippine population is 104 million, 69 million of whom are Internet users, and 69 million are active social media users. Mobile subscriptions number 129.4 million, while active mobile social users are 59 million. On device usage: 88 percent use any type of mobile phone; 61 percent utilize smart phones; 39 percent and 25 percent avail of laptop or computer and tablet, respectively. Average daily use: 9 hours on the Internet via personal computer or tablet; 3 hours and 36 minutes on the Internet via mobile phone; 4 hours and 17 minutes on social media using any device; and 2 hours and 30 minutes on television.

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.

Shayne Garcia, managing director of iProspect, shares, No one can underestimate the power of social media in the Philippines; this is where we interact with customers, respond to their inquiries and even get real-time feedback about product quality. As consumers are deepening more and more their footprint on social, so should marketers.

Three channels content marketing, influencer marketing, and sponsored content are not far behind social media on marketers priority lists. Companies and brands that want to succeed in social media marketing should understand that one of its critical pillars is content. Pao Pena, chief experience officer at Dentsu Jayme Syfu, believes, Many brands are jumping on influencers as a source of content, primarily because we are selling them as paid media and sometimes without proper guidance on whether they truly add value to the marketing mix.

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. Increase in knowledge will also positively impact growth. As marketers better understand the models that allow them to best hit their targets, digital channels will increasingly be viewed as more cost-effective, encouraging brands and agencies to spend more on digital.

Lifestyle Feature ( Article MRec ), pagematch: 1, sectionmatch:

Mobile marketing is expected to reign, with content marketing and customer experience as the next promising areas. Marketers are putting priority on how customers experience their brands throughout the customer journey. Rightly so, as customer experience is critical in either strengthening or weakening purchasing intent, engagement, brand loyalty and brand advocacy. There are many ways for marketers to improve customer experience, including using automation tools, data-powered customization, and prioritizing mobile.

The growing audience of mobile makes it an ideal platform for brands to engage customers through intensified content marketing and enhanced customer experience. But consuming content is only one of three digital behaviors active mobile users engage in. They are also content creators and curators, which presents an opportunity for brands to co-create content with their customers. Emphasis on content places the onus on marketers to ensure high-quality material that targets the right audiences in the right spots. This highlights the need for personalization or the ability of brands and messages to adapt to consumers. Such ability is crucial not only in creating and publishing content but also in improving customer experience.

Budget restraint is a top digital challenge. Even as the value of digital marketing in the Philippines grows, nearly three out of five marketers say they have difficulty in getting financing for their digital campaigns. 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. This issue highlights the need to solidify key performance indicators. Without ROI tracking, no ROI can be demonstrated, and without ROI, no budget request is justified. Budget restraints prevent companies from hiring the right people and, therefore, from getting strategies right. Skills shortfall is aggravated by the fact that innovation is at a pace unmatched by learning curves and skills available in the market. Carlo Ople, vice president for digital marketing strategy of PLDT-Smart, states, To unlock digital spend, marketers need to stop pushing campaign budgets, and instead propose new analytics-driven business.

Fifty-seven percent of marketers are unsure about how digital marketing drives business objectives. Lack of clarity about the role digital marketing plays in a business highlights the need to intensify education and training among brands. These efforts must involve not only those in the boardroom but the entire marketing team and other teams they work with. Difficulties in gauging digital performance could mean that marketers are measuring too many, too few, or incorrect metrics. Business transformation is key in adapting to the changes of today. However, many are still grappling due to the lack of a seamless strategic view, says Eduardo Mapa Jr., founder of Castle by the River.

Videos lead the way in content marketing. As Filipinos spend more time on social media than on watching television, they are also increasingly watching videos from mobile screens. Global Webb index reports YouTube as the second most active media platform at 56 percent, topped only by Facebook. Of all Filipino netizens, 28 percent watch videos online daily, 21 percent weekly and 19 percent monthly. A clear factor driving online video consumption growth is the rise of mobile in the Philippines with 57 percent of the population watching videos online using mobile phones.

Content marketing is mostly used for awareness. Jonass de los Reyes says, This awareness measure on content marketing is clearly an indicator of the changing mindsets of marketers today who are slowly maturing and understanding the role of digital and content marketing in their overall strategy and marketing plans. He believes this will eventually shift and the goal of content marketing will be more for influencing consideration and evaluation, because this is where its strengths lie.

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, says Patrick Searle, group CEO and co-founder at GetCRAFT.

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.

* * *

Email bongosorio@gmail.com for comments, questions or suggestions. Thank you for communicating.

More here:
Where are we in digital marketing? - Philippine Star

Years ago, promoting businesses through billboards or newspaper ads were among the only ways to advertise.

That was expensive and if you couldnt afford it, you couldnt advertise and grow your business, said Miche Traina, founder of The Elements Group in Fort Worth.

Traina said now, businesses and organizations have access to free marketing through social media, but most dont know how to take advantage of it.

He discussed the transition of marketing and offered tips to business owners at the Alvarado Chamber of Commerce luncheon on Thursday.

Since 2008, Traina has helped numerous organizations develop successful growth strategies to more effectively reach their target audience.

We are all in the same boat when we are entrepreneurs and have businesses or work on a team, he said. We are looking to grow and expand.

Traina said he often runs into businesses that do not know how to get their own message out.

I thought if there could be a way for them to understand how to articulate their message to get it out, their business would be full, he said. Often times we really overstep some important factors. If you think about how to grow a businesses and get to the step, we a lot of times go with what we already know.

Traina challenges businesses to sit down and figure out their purpose.

Most of the time, people will immediately jump to the product they deliver as oppose to the genuine purpose that they have, he said. Often times people are so interested in jumping ahead, they overlook the on ramp of developing relationships.

Russ Weaver, pastor of Shepherds Valley Cowboy Church, gets it, Traina said.

Pastor Russ is a mentor of mine, and he doesnt even know it, he said. The things he is doing in his community are incredible; I know his character and I know his heart. And when I see somebody who wants to go into the community and affect change, I see that it is about communicating. Not necessarily about who Jesus is, but a place where you can put on your boots and come as you are. Speaking through that as it translates into your own world is the most effective way to communicate.

Traina said so much is happening in Alvarado and hopes businesses are ready for a lot of people to come.

I live in Fort Worth and everything I hear is, Man, can you believe this is coming to Alvarado? he said. In the next five to seven years, there are some amazing things coming. Is your team ready? Are your facilities ready? Is your marketing ready? Are you ready to receive growth?

Traina and his team help businesses come up with a social media calender of comprehensive content and executes it for them.

Alvarado City Manager Clint Davis said Trainas expertise in marketing is valuable to the city.

What a great amount of information he has given us, he said. I was sitting there, going through my own inventory.

Is your team ready?

Go here to see the original:
Digital marketing pro preps Alvarado for growth - Cleburne Times-Review

When it comes to social network advertising, Facebook and Instagram are leading the pack, accounting for 68 percent of social network revenue in 2016 (a whopping $22 billion). But social marketing is always in flux, so its vital that fundraisers engage strategically and dynamically.

At the 2017 Bridge To Integrated Marketing and Fundraising Conference, Ashley Reed, director of social media at agency BKV, Madeline Ruffin-Thomas, Non-Profit Group account director at BKV and Robert Field, director of digital marketing at March of Dimes, discussed how to effectively implement Facebooks plethora of targeting options and ad types, as well as tips to use organic social insights and social listening to fuel your non-profits paid social strategy.

Take advantage of the multitude of custom audiences that can be built from the Facebook pixel, such as retargeting website visitors who have not donated recently, or building prospecting targets of users who look similar to your current donors. Typically, BKV sees custom audiences as our top performers.

Read more from the original source:
Paid Social: Blowing Up The Basics - The NonProfit Times

Want to learn more about using social media and other digital marketing methods to promote your small business? If so, theres a new weekly livestream show that could be of interest.

The show is called #CoffeeWithCoal and its hosted by Pennsylvania-based digital marketing company Coal Creative. (The whole coal thing comes from the fact that the company is based in and works primarily with companies from Pennsylvanias anthracite coal region.) The show airs every Monday morning at 10 a.m. Eastern on Facebook Live and is simulcast on YouTube and Periscope.

The first episode aired on July 17. Each episode focuses on a different topic. For instance, the first one discusses Facebook cover videos and maintaining a consistent image across social media. You can also catch up on past episodes on Facebook, YouTube and Periscope.

But the hosts also accept audience questions and participation during the show. So if youre able to tune in on Facebook Live, you can get answers to your questions and interact with the team. And since the episodes air on Monday mornings, the team also shares a social media prompt to help viewers get their week off to a great start.

One of Coal Creatives most popular services is assistance with video marketing. For that reason, the company has the equipment and know-how to make really professional looking livestreams. And the ability to showcase that while also sharing helpful tips and information is one of the main motivations behind starting the show in the first place.

Gerard Durling, founder of Coal Creative, said in a phone interview with Small Business Trends, The whole point is to talk about some of the stuff we do on a daily basis like social media and internet marketing while also showcasing some of the services were capable of providing like livestreaming and video marketing.

In addition, the company is using the show as an opportunity to connect with potential customers in other parts of the country. Located in Wilkes-Barre, Pennsylvania, most of the companys clients to this point have been located nearby. But as a digital marketing company that provides services like video marketing, branding design and social media, the company has the capacity to help small businesses in any location through its content and services.

Image: Coal Creative

Here is the original post:
PA Marketing Company Launches Livestreaming Social Media Talk Show - Small Business Trends

Mobile technology has revolutionised the way people travel. Now, more than ever before, people are using mobile devices to plan every aspect of their trip, creating an incredibly flexible and powerful marketing platform for the hospitality sector.

A survey by eMarketer found 51.8% are using their devices to complete travel bookings - a figure expected to rise to 86.4% by 2019 while ThinkWithGoogle reports 49% of all hotel searches take place through mobile phones.

Working hand in hand with the fact that booking companies and travel industries are becoming even more mobile-focussed is the notion that consumers are now looking for a complete travel experience. Its not enough to simply sell the service using traditional strategies anymore.

This is thanks to the increase in brand popularity across social media platforms. Consumers, in particular Millennials, are focusing on the bigger picture when it comes to planning a trip or holiday. Decisions are now based on what they will get out of the trip as a whole and if they are being offered a fully immersive experience.

Thats why building up your brand via mobile is key.

Develop a strong strategy

First and foremost, we recommend doing this through a tailored social media strategy. Using Twitter, Instagram, Facebook etc. not only gives you a variety of platforms to reach out to consumers but encourages guests to share their experiences firsthand.

New figures show 97% of millennials share photos and videos of their travels online with 89% planning their travel activities based on content posted by their peers online.

People are inspired by others opinions of where to visit, stay and what activities they should try thanks to the power of social media and its ability to pinpoint locations through user check-ins, the immediacy of published material and hash-tagging.

With 73% of travelers using a mobile device to research a trip in 2016, a good social media presence is more important that ever before.

Social media also comes with another vital USP. It gives the brand the chance to reach out directly to consumers and offers a platform for reputation management if any complaints are launched. Its a more intimate and personal direct channel for brands to interact with consumers.

Finally, when it comes to picture sharing, there really is no reason your brand shouldnt be showing of its finest features via Instagram - which boasts 700 million active monthly users.

Video is vital

It may seem like a given to include a good video marketing strategy but many companies are missing out on its true potential when it comes to implementation across social media channels.

In 2017, video content will represent 74% of all internet traffic(hubspot)

In its most basic form, social media videos give you an unrivalled platform to showcase your property, hotel or service as well as the surrounding area, local events, restaurants and bars.

According to Googles Travellers Road to Decision report, 66% of people watch travel-related content while thinking about taking a trip.

Its figures like these which show brands can no longer afford to be absent from social media.

Going above and beyond, developments in video, such as the new live platforms offer scope for experimentation in the hospitality sector. Live video is growing ever more popular. Its more natural and organic and reaches out to consumers in a direct and intimate way. As its still relatively new its important to experiment with live video to see which approaches can really work for your brand.

These developments should be maximised on to stay well ahead when it comes to both digital and social media marketing across the sector.

Its all about content

As social media users are constantly sharing their holiday experiences its facilitating the way branded travel content is making its way across the web.

Mobile content is an excellent way of encouraging consumers to make bookings but its important to have a clear idea of audience and each platforms strengths beforehand.

Stepping up your content in the form of blogs and long form copy raises awareness about events and activities in surrounding areas. Innovative and interesting city and travel guides are incredibly useful in generating continuous conversations and increasing interaction between consumers and the brand in an unforced manner.

With people doing more searches than ever before prior to booking, inspiring organic destination marketing is particularly useful in upping brand visibility through successful SEO and keyword implementation, incorporating a subtle call to action.

Jennifer Kennedy is marketing manager at Cuckoo

Read the original here:
Why social media matters more than ever to hospitality marketing - The Drum