With the digital transformation in full swing, businesses need to re-evaluate the way they operate. Global enterprises are expanding their reach by establishing online markets in far-flung countries like the Philippines where purchasing decisions are often made on the web rather than in-person.

While the benefits of an online presence are endless, businesses need to understand the nuanced differences between online and offline marketing in the Philippines if they want to successfully integrate the two.

Here, we’ll explore the ins and outs of local studies on online marketing in the Philippines.

Why Study the Philippines?

First off, the Philippines is a fantastic place to study due to its relatively high number of online marketing courses and its expansive access to research material. The digital economy in the country is also worth noting, with the country’s GDP growing at a rate of 4.8 percent in the four years to 2018.

Given its status as a hub for business and digital transformation, it’s an ideal place to dive into local studies of online marketing.

What’s more is the Philippines is a relatively undiscovered market when compared to its neighbors like Indonesia and Thailand. These Southeast Asian countries are famed for their tourism, but relatively few people actually conduct research or business in the region.

The Differences Between Online And Offline Marketing

Before diving into the specifics, it’s important to note the key differences between online and offline marketing. Offline marketing is typically associated with traditional marketing methods like radio ads, billboards, and magazines whereas online marketing is more often than not digital-based. This means that marketing strategies and tactics used online are usually very different to those used in a traditional setting.

The main distinction is relevant audience. Offline marketing is typically directed at a specific audience while online marketing seeks to attract as many people as possible. This is because once a business establishes an online presence, they can capture the attention of anyone with an internet connection in the vicinity. The fact that so many people are connected online makes this an incredibly effective platform for advertising.

The second major difference between online and offline marketing relates to measurement. Thanks to online platforms like Google Analytics and Facebook’s new digital analytics section, businesses can now track the results of their online marketing strategies in real-time.

This level of precision is simply not possible with traditional measures. For example, if you’ve got an ad in a magazine, you can’t measure the exact number of people who’ve clicked on it or purchased the product it highlighted.

With real-time analytics, you can measure the success of your media strategy in a totally new way. You can identify which ads generate the most leads and sales, drill down into subscriber behavior, and track the lifetime value of each individual customer. This kind of information is only available through digital analytics platforms like Google Analytics and Facebook Digital Analytics.

The Four Phases Of Digital Marketing In The Philippines

Now that we’ve established the differences between online and offline marketing, let’s take a quick look at the four phases of digital marketing.

The first phase is digital marketing planning. Here, you’ll need to develop a clear picture of what you’re trying to achieve through your digital strategy. This entails compiling a detailed plan with goals and objectives for your marketing efforts over the course of 2018. You can use Google Analytics to create dashboards to track the results of your campaign. More importantly, you should use the insights you gain from the analytics to develop a clear picture of what content is working and what content isn’t. For example, maybe you notice your videos are performing well but your blog posts aren’t. You’ll need to determine the cause of this discrepancy before you can find a way to fix it.

The second phase is content creation. In reality, this can be split into two distinct sub-phases: content development and content curation. Content development is the process of creating new content that is tailored to suit the needs and desires of your audience. Content curation is the process of collecting and presenting content that already exists, either created by you or someone else, in a way that makes it digestible and appealing to your audience. If you’ve got a strong social media presence, you can use these platforms to develop a community around your content.

The third phase is digital marketing execution. This is where you’ll actually put your strategy into action, beginning with content creation and continuing through to marketing and conversion. You’ll need to set specific milestones and deadlines to ensure you stay on track and don’t get demotivated by the process. For example, you might want to set a target of 500 blog post ideas by the end of the year to keep your content fresh and to encourage innovation.

The final phase is reviewing the results. Just like any other form of marketing, you’ll need to track the results of your strategy to determine its effectiveness. As before, this entails compiling detailed reports using Google Analytics coupled with some of the tools described below.

Local Studies On Online Marketing: Major Players

Now that we’ve got the basics out of the way, it’s time to take a quick look at some of the major players in the Philippines’ online marketing space. First up is Google. Based in California, the U.S. search engine giant was actually founded in the Philippines in 1995. This makes it one of the longest-standing multinational companies in the country. Not only that, but Google currently offers 14 different courses in the Philippines, making it the country’s number one online education provider.

Next up is HP. This Florida-based multinational corporation offers a wide range of online marketing courses, most notably in digital advertising, e-commerce, and social media. As well as marketing, HP also offers web design and development courses in the country.

Last but not least, we’ve got Microsoft. This company, headquartered in Washington, also offers a range of online marketing courses, focusing on digital strategy, marketing analytics, and measurement. Like Google and HP, Microsoft’s origins can also be traced back to the Philippines. In fact, it’s the third-largest employer in the country after the government and the military. As well as offering classes, Microsoft has also set up a corporate research center in Manila, called the Microsoft Research Asia-Pacific (MSRA-Pilipinas). This is an important resource for businesses and those seeking to do some research in the country.

The list of major players above represents just a small fraction of the Philippines’ booming online marketing industry. If you’re looking to get started in the space, you’ve got plenty of companies to choose from. Just remember to compare prices and ensure you get a good deal.

The Pros And Cons Of Studying In The Country

Given the above, it’s clear to see that the Philippines offers a wealth of opportunities for students. However, there are a number of downsides to studying in the country. First off, the cost of living is high, with rent prices in particular reaching a whole other level. As a result, students may find it difficult to get a decent meal without spending a fortune. Transport is also difficult as most cities are spread out. This means getting to class can be a struggle for students living far away from the university.

Another drawback is the teaching quality. As we’ve established, the Philippines is a vibrant country with a lot of academic talent. However, many of its universities and colleges have been affected by decades of under-investment. As a result, the teaching standards are often low. This is something to keep in mind if you’re considering studying in the Philippines.

The good news is all of this is fixable. The first step would be for the Philippine government to step up investment in education, especially at a tertiary level. This could lead to a significant improvement in the teaching quality, thereby boosting the country’s already promising education sector. Besides, loans for university studies are available from a number of lenders at affordable rates. Finally, international students can enjoy the benefits of an international student visa, which makes traveling to other countries for study much easier. This visa is available to all. All it takes is an application, a digital signature, and a photograph.

What Next?

From here, you’ve got plenty of options. The Philippines is a hub for business and digital transformation, with thousands of companies operating within its borders. Those seeking to find a new challenge will find plenty to choose from. If you’d like, you could try your hand at freelancing for a well-known company or establish your own consultancy practice.

Whichever option you choose, just remember to enjoy the benefits of one of the most promising digital economies in the world.