BASED ON A PUBLICATION BY

RONALD ANICETO

In a continuously developing arena where a growing demand for new mediums in the midst of transition phase, the best possible means to effectively fit such a condition is through IMC (integrated marketing communications). IMC combines the best of traditional and digital components depending on product requirements, most suitable for Asian market conditions.

one of the very first IMC managers who crossed -over digital in 2006, I find it amusing for present-day entrepreneurs looking for digital managers who have more than 3 years experience when this discipline is at its infancy having taken off sometime in 2009.

Google fine-tuned its search engine ‘crawlers’, and social media officially grew round about the same time beyond the more basic form, i.e. links partnerships, banner ads, email and SMS blasts.

Today, I welcome web dev with “responsive” front –end that works on all three popular platforms: the mobile, PC, tablets....and mobile apps with effortless approach to a “focused marketing,” involving E to M-commerce components.

Furthermore, the new players in the social media platform has dramatically increased its traffic, interfaced SEM (search engine management) or PPC (pay-per-clicks) strategies genuinely effective.

Moreover, landing pages with “brands” or “content” derivative designs are picked up in the search engines ranked effectively for online retailers.

I realize younger digital managers in the Philippines today treat the new social medium as hybrid without delivering fundamentals of conceptual marketing campaigns, downsizing the trade as simple media buys or placements. This concept bypasses the opportunity of on-the-spot outright purchases. Probably the good figures at the analytics are all that matters to keep them at bay.

The decisive periods will come in the next 3-5 years wherein a good number of the huge traditional media businesses would eventually surface their digital into corporate mainstream strategies.

Would these transitions manage the different demographics in territories like Southeast Asia? Markets with higher purchasing power like Malaysia, Singapore, (or Hong Kong) are most likely to have increased benefit from 360 marketing.

Traditional media’s “broad spectrum” approach will most likely still benefit mass-based audiences or markets that are less likely to have deep internet penetration-Vietnam, Thailand, Cambodia.

The Philippines and Indonesia with its significant population have the best of both markets—a mass-based economy and growing mid-high income audience that are into a digital lifestyle.

However, countries like Vietnam and Thailand with significant average internet time at 26-29 hrs per day (do they ever sleep?) vs. 16-19 hrs per day for Filipinos makes a significant difference (double of what the western counterpart would spend time on).

Younger audience spend more time online, while older markets tend to spend time on mobile with the advent of cheaper smart phones (whether they are on android or iOS).

Then, factor in the larger payment gateways usage with the online purchase traffic and you got yourself a good deal.

I have witnessed SEO (search engine optimization) agents who promised products/brands on top of the ranks in a streak. The use of “black” software don’t have the benefit of real “buying” consumers who will purchase products/ services but bring about false traffic to gain a momentous spot at the SEO ranks. There is no substitute for genuine marketing. Modern social media administration create that “intimacy” between marketing managers through real engagement, resolutions with consumers thus creating a wider, long-term relationship each time.

But whatever happened to impulse buys?

Essentially, “Push-purchase” marketing is a blueprint with E/M-commerce through concerted IMC strategies based on social networking coupled with well-placed mobile apps. Specifically, it is for brand management (better off with “rich-media contents” management) allowing focused approach on niche markets that compel the urge to buy at certain times of the day considering the various demographics involved. Knowledge of products, its technical requirements, and the markets plays a major role in such campaigns. Managing rich-media contents is management of its availability, ever-increasing enthusiasm with the niche, and the opportunity for online purchase every time.