There are 60-70 million active Facebook users in the Philippines per month, which makes the social media platform one of the best sources to find out the buying behavior of Filipino consumers.
To tackle these insights and help business leaders, Globe Digital Ventures invited Industry Head of Facebook Philippines Chay Mondejar-Saputil in DV8: A Globe Digital Conference. The event was meant to help companies take the step into digitization by sharing trends, ideas, and solutions.
Of course, Chay Mondejar-Saputil did not disappoint, with nearly an hour of talk about how Filipinos interact with brands in Facebook.
Here’s what we learned:
Buy Now is the New Always on.
According to marketing 101, the first step is driving awareness. Chay Mondejar-Saputil argues that your consumers are already online. The Philippines is the top country worldwide for time spent on social media – 4 hours. Instead of driving awareness, businesses should go straight to driving sales by leveraging mobile.
For example, brick and mortar stores can build their own loyalty app with a white-label solution, augment revenue with online sales through E-commerce, or automate text campaigns with an SMS broadcasting tool.
Digital transformation doesn’t necessarily have to mean uprooting your entire business model and replacing it with an AI. Business automation is about streamlining your back-end operations to make it easier for you to engage shoppers, increase sales, and retain loyal customers.
Digital mobile devices have already redefined our purchase behavior.
Mobile devices have turned from a brick into a sleek gadget with the computing power of a laptop. You can get a date, find a job, book a flight, apply for a loan, pay your bills, and order food through mobile apps. Smartphones aren’t primarily used for calls anymore.
And this isn’t just because of businesses hopping into the market-to-millennials bandwagon. “It takes 2.5 seconds to absorb what you see on a desktop but only 1.7 seconds on a phone,” Chay Mondejar-Saputil reveals. Smartphones have forever changed the way consumers buy anything – whether it’s looking for information, asking for a second opinion, or purchasing something.
In China this has already happened – the free messaging service WeChat is also an E-commerce platform with an E-wallet service.
Omni-channel is not a buzzword.
Nearly everyone who has an opinion on marketing or business has been saying this word, but for good reason. According to Facebook data, people in rural areas are using multiple screens even while watching television. The surprising finding here is that people use it while simultaneously – not during commercials as one might assume – watching a show.
Mobile devices open up new ways to engage your customers and best of all, you don’t need to find them. The key is being present in all possible touchpoints. Even if you have the budget to get a billboard, it’s equally essential to have a mobile marketing strategy. The commuters inside those UV express vans are more likely to be on their phones rather than looking through a window.
Digital transformation can be daunting until you have the right partner. Chay Mondejar-Saputil advised businesses to start as soon as possible and use a trial and error method with a small focus group. Digital is not just a millennial thing, it’s a sign of the times.
If you’re still doing your text campaigns manually, it is definitely a sign that you need digital in your life. Get an all-in-one SMS solution and reach more people with less effort.