Marketing Strategies For Small Business In The Philippines – Talking about how the pandemic is changing the way we do things will soon get old. Even as you begin to adjust and learn about the post-COVID reality, you will be able to make even more significant changes, especially in business.
How much will the landscape change when we switch between open and negative locks? How will this affect the trajectory of small businesses? How will they spread before closing?
Marketing Strategies For Small Business In The Philippines
Last December at Startup Week Philippines 2021, citing data from Google, Temasek, Bain and Company, these key figures reported on the Philippine e-commerce landscape:
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But while these numbers show hope for Filipino MSM, they also point to challenges. Small businesses can hope to bounce back from the pandemic, but not without the right support.
For starters, there is growing concern about data privacy. In response to calls for better online data privacy protections, tech giants are gradually rolling out their own restrictions on data searches.
Apple, for example, released an iOS 14 security update earlier this year that introduced restrictions on user data tracking by App Store publishers. This has been welcomed by users looking to protect against data breaches as an additional security measure, so we may soon see similar updates released by other tech companies.
With this in mind, you should reevaluate how well your organization is equipped to protect the privacy of user data and how transparent you are with these practices. Remember: a customer who trusts you is likely to be a convert.
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Ultimately, protecting the privacy of your customers’ data is non-negotiable in digital marketing – even if it’s at the expense of reporting for your online marketing efforts. Ultimately, the solution to this problem is to optimize your advertising campaigns and find creative and relevant ways to reach your existing customers.
One of the biggest trends in online marketing is zero clicks or zero clicks. (Given Google’s latest algorithm update, called MUM, you can count on this trend.)
According to data from SimilarWeb, between January and December 2020, approximately 65% of Google searches were zero clicks. This means fewer links to search engine results pages to get the answers you need.
The reason for this is simple: the introduction of Google search features that provide results in alternative formats. This includes featured snippets, knowledge panels, and other alternative search engine results (SERP) features that click on a “blue link.”
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As these other features consume more space in the SERP, it can even cause the website links to lose visibility. Ultimately, this can lead to fewer chances of getting a conversion.
All of this means that you need to improve your search engine optimization (SEO) efforts in 2022. Look for technical SEO improvements to get feedback for your featured snippet or Knowledge Panel.
The flood of online content makes it important to deliver your brand equity as quickly as possible. If you can help it, your videos should be no longer than 60 seconds.
This is evident in the popularity of short video social platforms such as TikTok, Instagram Reels and YouTube Shorts. This encourages posting videos that are three minutes long – even better if you can post shorter ones.
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More specifically, data from video analytics platform Vidyard has shown that shorter videos are better at engaging viewers. Videos posted by brands are likely to keep the majority of viewers (58%) watching until the end, at least 60 seconds. The longer the video, the less people wait to finish and the faster they abandon it.
This trend in short videos is likely to continue as more people and brands publish content and compete for attention. The best way for your brand to cut through the noise is to grab attention quickly and, depending on the video’s purpose, inspire or educate your audience.
According to Nielsen’s Podcasting Today, which reports on key trends in the podcast market, podcasts are becoming a key tool for advertising opportunities.
Before you wonder if this applies to the Philippines, you may also want to note that the country ranks sixth in the podcast market. Spotify reports that podcast consumption in the country doubled from March 2020 to 2021 – and expects that to grow as they partner with more local creators.
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But this still begs the question, is corporate podcasting or podcast sponsorship outside of branding activities? Do they have a positive impact on hard metrics like sales? To do this, we analyzed data from Nielsen in terms of how audiences respond to podcast ads.
As shown in the figure above, among the types of podcast listeners, Heavy Users are more likely to inquire about and/or use a product or service featured in a podcast than Light Users. These statistics are good news for both sponsors and advertisers, whose audiences have grown distrustful of traditional online ads.
Close and harmonious collaboration between brand creators will be critical to achieving the desired brand and revenue results for podcasting and audio content. Whether you’re launching your own branded podcast or sponsoring an episode, make sure your values and goals are aligned so you can really reap the rewards.
As the economy returns to business as usual, online small business owners will soon face the benefits and devastation of customers.
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On the one hand, small businesses that thrive amid the pandemic are already equipped to serve larger customers. On the other hand, the resumption of economic activity offers competition with offline and online shopping experiences.
As counterintuitive as it sounds, the best way to really capture new customers in this case is through local SEO. Use local SEO to help your business rank higher for conversion-friendly queries.
Why do your customers go to the supermarket when the store is just around the corner?
Proper implementation of local SEO should ensure that your business’s geographic information and contact details are up-to-date. At the very least, update and fill out the required information in your Google My Business profile, or create one if you don’t have one.
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Your customers are always looking to reduce transaction steps, and so should you. That’s why mobile apps are becoming more and more popular.
In fact, App Annie reported in its Mobile 2021 review that, combined, there are more than 200 billion app downloads across iOS, Google Play and third-party Android in China. Even mobile app spending is on the rise, with app store spending expected to hit $143 billion in 2020.
And it makes sense because everyone basically does everything on their phone — from work, to payments, to shopping for groceries, to connecting with loved ones.
For business owners, you will need to carefully evaluate your business and, more importantly, whether your customers need an app. In the same App Annie report, you will see that many industries are investing more in mobile app development.
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Social commerce is becoming an important part of online marketing as it gives consumers the convenience of buying products directly from the platforms. For small businesses, operators can now market more cheaply and directly to customers rather than an e-commerce site or third-party merchant sites.
Before COVID, most of us shopped on Instagram and Facebook Marketplace. But today, with global adoption increasing, more platforms are adapting to consumer trends and needs.
Coming closer to Southeast Asia and the Philippines, iKala reported that the Philippines is among the top 15 countries in terms of social commerce usage and time spent. We’ll soon see WhatsApp Stores join the Viber Groups mix in terms of platforms. Ultimately, Twitter Commerce will grow to meet the trend, along with Pinterest, which is expanding its commerce power with partner platform Shopify.
However, like many new developments in digital platforms, it all gets off to a rough start. To effectively capitalize on this trend, efforts must be made to provide a frictionless shopping experience. In the same iKala report, you can see that social commerce stores mostly struggle with expensive shipping fees, return and exchange policies, and poor customer service.
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User Generated Content (UGC) is one of the most popular social media marketing tactics you can use to engage your audience. This is largely due to the fact that people love the feeling of being heard and heard – even more so by contributing to a brand they admire.
And user-generated content offers many benefits for brands that go beyond conversion. They’re also a great way to get people to know your brand and help new customers learn about it
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