Mobile phones, the Internet, games: these are largely prevalent and successful media in a highly technological world that highlight the emergence of a totally new battle ground for capturing the attention of the consumer market.
Most call it “new media,” but many tag it as “digital marketing,” a relatively new but potent concept given the success of many people — and businesses — that tried to engage the consumers via this marketing sphere.
But is the Philippines, specifically the consumer retail market, ready for it?
Joey Singian, managing director of Adidas Philippines Inc. and chairman of the organizing committee of this year’s National Retail Conference and Expo (NRCE), believes there is great potential for digital marketing in the country, given the advancements in technology already available here and heightened awareness of it by many Filipinos, especially the youth.
“Though it (digital marketing) is still in the infancy stage here, we truly see a lot of potential,” says Singian.
There is no doubt, he says, that the concept has been embraced already by the industry. He believes that there is a high level of awareness although there is still a substantial amount of differentiation, especially those who believe in the traditional sense of marketing.
“Many are already aware of the impact and significance of digital marketing, although the mindset of many is still largely traditional when it comes to digital marketing like putting up a website, placing banner ads on certain online sites, etc. But it has to be more than that,” he adds.
The Internet, for example, according to Singian, is still largely a gray area among marketers and retailers. Though the Internet is the most basic source of information today, the fact remains that a certain level of annoyance exists whenever people see advertisements through banner ads on their favorite sites.
Online retailing and mobile phones, Singian says, are also very good marketing media although their penetration and acceptance in the country is still not that strong.
He mentions several online retailing concepts existing here but the problem is not too many people go online to buy products they want, so naturally, there are very few retailers — mostly foreign like Amazon and eBay.
There is still, he says, a prevailing sense of distrust among people who see products advertised in the digital media, given the prevalence of supposed product “scams,” whether they are advertised on the Internet, gaming sites or even mobile phones, which are largely treated as “spam” advertising.
“Many people, especially kids, now have different mindsets primarily because of the advent of technology. But most may not yet be appreciative of the change. They may still be bothered by ads they see on websites they visit often, which may affect perception of the product. The key to successful digital marketing, given this scenario of distrust, is subtlety,” he explains.
However, for Adidas, Singian says the gaming market is still the most effective sector for them since Adidas is a brand that focuses on a specific market.
“It is fully directed and focused, that’s why we treat it as a key market for the brand since we can relate to it and our market can relate to whatever we have to say about the brand,” he says.
He adds that the company is in a comfortable position in the retail market right now and the brand is able to leverage on the benefits of digital marketing.
A lot of untapped potential markets remain out there for Filipino retailers, Singian says, and they have to be on the lookout for these markets. To open windows of opportunity for Filipino retailers, the Philippine Retailers Association (PRA) is holding this month the 17th National Retail Conference and Expo, precisely to help retailers tap these markets.
The NRCE is a two-day conference and three-day exhibition sponsored by PLDT Business Solutions and SM on Aug. 13-15 at the Crowne Plaza Hotel in Ortigas Center.
The event will gather together more than 700 retail owners, top-level retail executives, and industry suppliers in an information-packed event.
It will feature presentations from both foreign and local industry experts on topics focusing on the needs of retailers, including digital marketing and excellent networking opportunities with industry leaders and suppliers.
The event is also sponsored by Ayala Center, Araneta Center, Robinsons Malls, Chronos, Memo, Philips Lighting, Celine, Eastwood Mall, Globe Business, L Time Studio, Rusty Lopez, Montanara, The Philippine STAR, Travel Club, Manel’s, Oracle, IBM, Powerplant Mall, Crossover 105.1, DZRH-TV, Globaltronics, Image One, Businessworld, The Enterprise magazine, NU 107, Wilcon Builders, Sodexho Pass, Direct Express, and My Perks.
For more information, contact the PRA at 687-4180/4181/4985, e-mail at philretailers@yahoo.com or ebbs@philretailers.com, or log on to www.philretailers.com.