With nearly 30 million Internet users in the Philippines, the advertising landscape has changed in the sense that marketing products and services are no longer confined to e-mail blasts and banner ads.
Of the 28-million Philippine online community, 83 percent are into social networking, 90 percent produce blogs and 98.6 percent watch videos, Yehey.com CEO Donald Partrick Lim said.
If 1 percent of the 10 million Filipino workers overseas would transact online that would already be a sizable captured market, he said.
He noted the rise of viewers watching digital television not just on normal TV sets but also online on their computers and cell phones that by the end of 2010 he estimated that the 500 million digital ads will grow by 100 percent to 1 billion.
In terms of business models, outsourcing is lucrative when it comes to demand for online delivery of professional services.
Outsourcing specialist John Jonas said opportunities could be found on the Internet by linking to sites that advertise jobs overseas, as well as Web hosting, online wholesalers and retailers and marketing write ups.
Pay-per-click marketing or Search Engine Optimization refers to Web pages that receive high ranking among search engines for maximum visibility and reach for online visitors. "Search engines are keyword driven. Response is immediate with traffic generation that is cost-effective, widely exposed, controlled and measurable," said Fabian Lim, chief executive of Asia Internet Academy.com.
Liam recommended uploading effective ads with consistent marketing messages and simple page designs. "It is better to create several ads for the split test and tracking of viewers."
For Singapore's list building master Jaz Lai, e-mail marketing could be the best tool in expanding the effectiveness of existing database. In the absence of a list, Lai said post a page offering free products and other benefits to be given away after accomplishing the registration form. "This must be equipped with an auto-responder to complete the process."
Bigger traffic on the page creates a bigger database. A single article can generate attention and traffic when the database can be accessed through sent e-mails, audio files for podcast, video uploaded on YouTube as well as blogs and social networking sites.
Products and services could also generate a great number of responses by writing e-mail messages with a personal and friendly tone of voice. "Instead of thinking how you can earn, think of how the audience can benefit from it," said Lai.
With the right revenue models, social networking sites could be developed to sell products and services. "You can create online presence by building on social networks," said Simon Leung, a Google optimization insider. "Blog your way to your own personal branding, put up a fan page, or develop massive exposure using micro-blogs like Tweeter. Encourage a community of loyal followers by sharing videos, your favorite photos, and book-marking your favorite sites."
FireballOnline.com CEO Ian del Carmen said there is more to the Internet than trading, getting jobs, selling advertising space and being known. Through membership sites, one could earn extra income from member registrations, subsequent visits to the page and use of its contents.
To generate traffic, put up contents like articles, reports, e-books, e-zines, newsletters, or manuals, according to Del Carmen.
When it comes to branding "invest in your Web sites," said Lloyd Luna of Lloydluna Communications. Your company's Web site must be sleek, logical, reflecting the image of the company.
You involve your market by asking for recommendations from visitors and having an auto responder. Aside from carrying the domain name, company e-mails should be short, easy to remember, understandable and uniform, Luna said.
Published on Manila Standard Today on April 10, 2010. First posted on May 26, 2010.
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