That the Philippines is one the world’s largest social networking markets has opened a whole new world for marketers, i.e., the local and global advertising industry who are after converting their advertisements of just about any product under the sun into sales.
And for companies that have yet failed to jump into the social media bandwagon to promote and sell their goods and services, they are missing a lot of opportunities in reaching out to a new market that could make or break their future.
Recent surveys have shown Filipinos to be consistently affixed to their smartphones, exhibiting extreme fluency and skill in using the Internet and popular social networks such as Facebook, Google+, YouTube, and Twitter.
These days, the young and even the not so young will take pictures of the food they just ordered in a restaurant, and successively post on Facebook to share with friends and family. For businesses, this represents a free and, more often, unbiased and credible form of advertising.
Advertising advantage
For many marketers, this high popularity of social media sites is an ideal channel to keep in touch with their target markets. For example, Procter & Gamble products Pantene, Head & Shoulders, and Olay are mainstays of Yahoo! Philippines’ OMG!, Style Factor.
And as more people feel inclined to browse social media sites or open their mails, public areas such as malls, shopping complexes, restaurants and coffee shops offer, free WiFi which is becoming a must for these businesses to attract foot traffic and keep customers loyal.
Today, almost half of mobile phone users use their handhelds to do more than just texting or making calls – they answer e-mails, post pictures or comment on Facebook entries, even do work on document software adapted to smartphones.
Even mobile telecommunication companies are keeping abreast by making data access more affordable and accessible to both pre-paid and post-paid subscribers. Businesses of all forms are hurrying to keep pace with this social revolution.
Gadgets galore
All the exploding data about social networking is fueled by advances in gadgets. Nowadays, it is not uncommon for the man on the street to aspire to buy a smartphone to replace his “idiot†text-and-call phone – one that has Internet access, touch screen, and a camera that can take videos, please.
Desktop personal computers (PCs) are being threatened into obsolescence by laptops that claim to have the same and even better firepower. And laptops are competing against the new tablets that have become computers, much more than just the original entertainment gadget.
There’s almost an electronic device that will fit one’s desires when it comes to design, size, computing power, display, speed, responsiveness, networking ease, etc. Heck, the only feature that seems to remain unanswered is the device’s battery life. But I guess this problem will soon find a solution too.
Keeping connected
From a marketing point of view, there is no option for sales and advertising executives but to keep up and stay ahead. If this is how consumers are behaving, then they have to keep on innovating and experimenting to be able to remain connected.
For people, though, on a social context, the web and technology changes have brought about social network sites, apps, electronic gadgets, and even lifestyle shifts – both good and bad.
It’s not unusual to see nowadays people walking while engrossed with their smartphones. Or seated around the table but flipping through pages of their tablets. They’re connected with virtual people, but not connected with the persons nearest them.
We’re not saying that all these technology change is not good, or all good for that matter. Perhaps this is all a passing fancy of the human whim, and one which will lose its appeal faster than its attractiveness. Perhaps some new craze will replace what is now in vogue.
We just have to watch, keep vigilant, and above all, vow to never lose our humanity.
Readers on corruption, pork barrel
Lawyer Deo Contreras of Quezon City sent his reaction to one reader’s views featured last month. Here goes: “Mr. Yglopaz hit it right on the head. Anyway, our expectations as citizens of this country are to stop the pervasive corruption in our governance master-minded by high government officials.
“Pinoy’s main role in government is to go after them, nothing more and nothing less.
“A final and true patriotic act is for the President to go after all the perpetrators involved in the PDAF scam (PDAF being the reason why Filipinos want to be Congressmen and Senators since Congress was invented) who are all in the halls of Congress and maybe, even in the Executive.â€
From Marlon Edison Carpo: “Once upon a time, I was a cop assigned at Camp Crame. Once in a while, we received letters from NGOs soliciting funds with endorsement from some government offices. My boss reaction is to immediately order a background check on the NGO and its members, and lo and behold, they are really a sham.
“Now, with all the budgets of these Senators and Congressmen, why did they not bother to investigate the Napoles NGOs? And with their high position [in government], they could easily order the PNP or NBI to verify whether these NGOs are legitimate or not.â€
“Some have been caught with their pants down … and they should suffer the consequence.â€
Collegiate basketball ongoings
At CESAFI-Cebu, it’s again Southwestern University Cobras versus University of Visayas Green Lancers for the championship in a best of five-game series. Both automatically got a seat in the Sweet 16 step-ladder phase of the Champions League (PCCL) 2013 National Collegiate Championship.
University of San Carlos Warriors and University of San Jose-Recoletos Jaguars will dispute the last seat allocated to CESAFI-Cebu in the Sweet 16 phase.
Already in the elite group of 16 are UAAP teams National University Bulldogs, De La Salle University Green Archers, FEU Tamaraws and the UST Growling Tigers.
Facebook and Twitter
We are actively using two social networking websites to reach out more often and even interact with and engage our readers, friends and colleagues in the various areas of interest that I tackle in my column. Please like us at www.facebook.com and follow us at www.twitter.com/ReyGamboa.
Should you wish to share any insights, write me at Link Edge, 25th Floor, 139 Corporate Center, Valero Street, Salcedo Village, 1227 Makati City. Or e-mail me at reydgamboa@yahoo.com. For a compilation of previous articles, visit www.BizlinksPhilippines.net.