The Filipinos have always welcomed the changes new technology brings to them. One would think that technology and new innovations would be scarce in the Philippines since it is still considered as a third world country. But that is where you are wrong, Filipino people love new technology. It is actually easy to own a smart phone in the Philippines because of the offers of the cell phone companies here. Also don’t be surprised to know that almost all of the Filipinos have access to the internet (and because of this, majority of the Filipinos have a Facebook account).
Although the internet speed in the Philippines is not really that great but it is very easy to access. Internet cafes can be found every 100 meters of walking on average. Malls, restaurants, hospitals and most establishments offer free wifi. Even the parks and buses in the Philippines give you free internet access.
So what does a typical Filipino do on the internet? According to Alexa, the top visited website in the Philippines is Facebook, followed by Google and then YouTube.
According to Yahoo Nielsen’s net index for 2011, the Filipinos’ social networking site activity has increased to 82% from 2010’s 53%.
Search activity has increased to 80% from 2010’s 76%.
What does this say?
It means that Filipinos spend more time online than before. The ease of accessing the internet and the advent of smart phones must have contributed to the increase on online activity.
As more and more Filipinos go online, one should expect that local brands in the Philippines will tap digital marketing agencies to advertise online.
But that is not the case. Most brands still choose traditional media such as television, bill boards, newspaper and magazines to promote their products. The impressions and the potential conversion of the online audience here in the Philippines are wasted.
The main reason on why most brands stay away from internet marketing is that most parts of this industry still do not have an accurate metric to measure success. They also do not have a standard cost on how much online impressions from should cost. It is also hard for local brands to get convinced on the effectiveness of online marketing campaigns such as search engine marketing and search engine optimization.
Although most of the brands have their very own Facebook fanpage, most of them still do not tap most of its potential.
Mobile marketing in the Philippines is also an untapped venture. Most products tend to shy away from it because of the very same reason that keeps internet marketing from being used; the metrics for this marketing is unreliable and not established.
Most brands here do not want risks. And even if they risk, they are not even sure if the risks are worth it.
There are only a few internet marketing companies and agencies here in the Philippines, this can also be the reason on why this field of advertising remains untapped.
Although internet is gaining popularity in the Philippines, internet marketing services still has a long way to go.
Dodong Canyon is a blogger and writes part time for Snapworx Digital.
Snapworx Digital is one of the leading internet marketing agencies in the Philippines, They offer search marketing services, social media marketing services and other online advertising needs.
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