The year 2020 was marked by huge changes for different industries around the world because of the COVID-19 pandemic.
Business resilience was a big theme for many companies. Many reorganized their teams to enable work from home. Dependence on Internet and mobile-based technologies rose to new heights for day-to-day business, education, e-commerce, and entertainment.
The biggest change of all was in the way people were forced to change their everyday consumption habits. Home-based consumers turned to digital to enable them to shop, organize their children’s schooling, get healthcare assistance, and make online payments for many of their needs.
Observable changes to the retail landscape in 2017-2018, affecting mostly businesses that did not evolve their services to include digital solutions, are now the norm. These changes are here to stay. In 2021, brands and businesses now navigate in more sophisticated, user-centric digital environments to promote their products and services.
They’re finding new “click and mortar” homes through e-commerce platforms such as Shopee, Lazada, or Zalora, while have others invested in Shopify websites or building their own mobile commerce applications. Service-based brands are also stepping up their presence on digital, whether it’s on owned channels (such as their own website), pay per click (PPC) advertising, or social media.
Legacy enterprises and companies in real estate, banking, and insurance, as well as construction and manufacturing, are adopting more comprehensive digital marketing campaigns, because this is the standard of the future.
SEO: Your Tool for Brand and Product Discovery
Digital marketing as a discipline comprises multiple aspects: from SEO and social media marketing, to content marketing, email marketing, and many other possible deployments. Applying all these in a coordinated fashion helps businesses build a strong online presence.
SEO is a series of on-page and off-page strategies designed to improve your website’s overall domain authority and search rankings on portals such as Google, Yahoo, and Bing. It entails writing content for your website with the right keywords and links to relevant pages, so you’ll be visible to potential customers when they search online.
Studies show that websites with well-written and relevant content are likely to rank higher on search engine results pages (SERPS). You’ll hear the same thing in SEO seminars that advocate this as well. This, in turn, translates into increased web traffic, which usually boosts visitor conversion and revenues for a business.
Leading users to your website enables you to expand your brand reach and create more brand loyalty. The goal, of course, is to create good content that is optimized for search engines and effectively informs consumers about your products and services. Think of it this way: if your website engages a customer and gives them the answer they’re looking for, they are less likely to go to your competitor.
There are sub-branches of SEO that you can use to capture and cultivate new business, like Local SEO, which helps your customers locate your brick-and-mortar stores. Conversely, there’s also e-commerce SEO, which is semantic-based and intuits what terms or phrases people are using to find what they need.
Then there’s technical SEO, which relates to website structure, web design, and website optimization. Good technical SEO improves your Google quality score, which in turn influences your overall website and webpage rankings.
Consider these statistics:
- The first Google desktop search result – Google’s search result in Position no. 1 – gets clicked on 32 times out of 100, or a 32 percent clickthrough rate.
- 81% of consumers aged 18-64 are searching online to research a product or service before buying and trusting a brand.
- 57 percent of B2B marketers are saying that SEO generates more leads than any other internet marketing effort.
As more B2B and B2C business leap toward the Internet, SEO is your chance to stand out in an increasingly crowded market.
Social Media Marketing: Building Communities, Providing Customer Support
Social media marketing is an essential tool in the digital marketer’s arsenal.
Local studies about online marketing in the Philippines show that there were 73.91 million Internet users in the Philippines as of January 2021.
The same study reported that social media users in the Philippines are equivalent to 80.7 percent of the country’s total population, and that the number of social media users increased 22 percent in 2021, adding 16 million more Filipinos using social media over the previous year.
Hootsuite and We Are Social’s 2021 annual study on social media usage shows Filipinos also spend an average of 4 hours and 15 minutes every day using social media, more than any other country in the world.
Filipinos are active community members, observers, and experimenters. They’re trying out platforms such as TikTok and Reddit; podcasting and social livestreaming; and getting into emerging social audio apps such as Clubhouse and Twitter Spaces.
Brands both big and small need to be on major social media platforms such as Facebook, Instagram, and Twitter. B2B also tap into LinkedIn to build their brand and expand professional networks, as well as promoting their products and services.
Social media is no longer just for awareness and brand-building. Social media advertising is blurring the lines between social media, pay per click advertising, and e-commerce, bringing consumers much closer to an online sale than ever before. It’s also an important for cultivating loyal customers and retaining their support with effective customer service.
Email Marketing (EDM): E-Commerce’s Ideal Partner
Increased e-commerce activity from online brands is also increasing the need for online communication. Mobile-forward e-commerce business are sending messages through their app to their customers.
However, email marketing communications remain essential to communicate steadily about transactions, product updates, and push content marketing activities that are of value to the customer.
E-mail marketing enables targeted communications for your various customer segments. It also enables you to implement mass customization for various customer actions. Done right, effective email marketing campaigns will help you lift product sales, encourage repeat business, and reinforce customer satisfaction.
Online Marketing in the Philippines: Twenty Years Ago vs. Today
Marketing primarily through digital media became a necessity in the early 2000s with the advent of smartphones and tablets. Since high-speed internet became available to most people, consumers of every industry and socio-economic group are now focusing their attention and buying power on products they see online.
How will Internet marketing help businesses in the Philippines, you might ask.
Digital is fast becoming the new marketing norm for most industries around the world – yet many companies in the Philippines are still lagging behind. This is because a surprising number of businesses in the country are still uninformed about digital marketing. They’re still seeking the right information and the right digital marketing partners to help them make the buy-in.
Employing digital marketing tactics in the Philippines offers companies a distinct advantage.
Employing digital marketing tactics in the Philippines offers companies a distinct advantage. Companies that deploy digital marketing techniques in the Philippines have typically seen more success, compared with companies that do not.
With plenty of new websites and mobile apps help them find their desired product or service, and a brand-new generation of Gen Z “digital natives” who are entering adulthood, we’ll see more and more Filipinos become dependent on digital media and digital-based services to operate their daily lives.
Digital marketing in the Philippines also provides deep insight into digital consumer behavior through user data and analytics.
Search, social, and email marketing can help you learn more about how customers research products and services, narrow down their choices, and then make their purchases. Companies who embrace digital are harnessing this evolution in market research to improve the way they communicate and serve their audiences.
Want to know more about digital marketing strategies for your company? Give us a call today.