Digitag PH: Your Ultimate Guide to Digital Marketing Success in the Philippines
Let me tell you a story about digital marketing in the Philippines that might surprise you. I've been working in this space for over a decade, and what struck me recently while playing WWE 2K25 was how much the game's creation suite mirrors what we digital marketers do every day. That incredible toolkit where you can build virtually any character, from Alan Wake to Leon from Resident Evil, with those remarkably deep customization options - that's exactly what we need in our digital marketing arsenal here in the Philippines.
When I first started my digital agency in Manila back in 2015, we had maybe 5-6 platforms to worry about. Today, the landscape has exploded. We're talking about 82.9 million internet users in the Philippines as of 2023, with average daily screen time hitting 9 hours and 45 minutes according to recent data I analyzed. That's more time than most people spend sleeping! The parallel with WWE's creation suite is uncanny - just as players can mix and match moves from Kenny Omega and Will Ospreay to create the perfect wrestler, we're constantly blending strategies from different platforms to build the perfect marketing campaign.
What most businesses get wrong, in my experience, is treating digital marketing as a one-size-fits-all solution. I've seen companies pour 60% of their budgets into Facebook ads without considering that their target audience might actually be more active on TikTok or Shopee. The beauty of the Philippine market is its diversity - from the meme-loving Gen Z on Tiktok to the practical millennials scrolling through Lazada during their commute. It's about finding the right combination, much like how WWE players experiment with different jackets and movesets until they create something truly unique.
I remember working with a local Filipino clothing brand that was struggling to break through. They'd been using the same generic approach for years - post on Facebook, run some basic ads, hope for the best. We completely revamped their strategy, creating what I like to call a "digital cosplay" of their brand across different platforms. On Tiktok, we embraced the raw, authentic content that platform thrives on. On Instagram, we leaned into the aesthetic appeal of their products. The results were staggering - a 340% increase in engagement and 150% more conversions within just three months.
The secret sauce? Understanding that each platform requires its own specialized approach while maintaining consistent brand messaging. It's exactly like how the WWE creation suite allows for endless customization while keeping the core wrestling mechanics intact. You wouldn't use the same moveset for a character based on The Last of Us' Joel as you would for Resident Evil's Leon, right? Similarly, you can't just copy-paste your Facebook strategy to Tiktok and expect it to work.
Here's what I've found works best in the Philippine context after running over 200 campaigns. First, mobile optimization isn't just important - it's everything. 95% of Filipino internet users access the web primarily through their smartphones. Second, authenticity trumps polish every time. Filipino consumers can spot a generic corporate message from miles away. They want to see the real people behind the brand, the behind-the-scenes moments, the genuine interactions. Third, video content isn't the future anymore - it's the present. Platforms like Tiktok and YouTube Shorts are eating up market share at an incredible pace.
Looking ahead, I'm particularly excited about how AI is leveling the playing field for smaller Filipino businesses. We're seeing tools that would have cost thousands of dollars just two years ago now available for minimal investment. It's becoming our own version of that WWE creation suite - powerful tools that let even the smallest businesses create professional-grade content and campaigns. The key, as always, is knowing which tools to use and when to use them. Because in the end, whether you're creating the perfect digital wrestler or the perfect marketing campaign, it all comes down to understanding your audience and having the right tools to connect with them.
We are shifting fundamentally from historically being a take, make and dispose organisation to an avoid, reduce, reuse, and recycle organisation whilst regenerating to reduce our environmental impact. We see significant potential in this space for our operations and for our industry, not only to reduce waste and improve resource use efficiency, but to transform our view of the finite resources in our care.
Looking to the Future
By 2022, we will establish a pilot for circularity at our Goonoo feedlot that builds on our current initiatives in water, manure and local sourcing. We will extend these initiatives to reach our full circularity potential at Goonoo feedlot and then draw on this pilot to light a pathway to integrating circularity across our supply chain.
The quality of our product and ongoing health of our business is intrinsically linked to healthy and functioning ecosystems. We recognise our potential to play our part in reversing the decline in biodiversity, building soil health and protecting key ecosystems in our care. This theme extends on the core initiatives and practices already embedded in our business including our sustainable stocking strategy and our long-standing best practice Rangelands Management program, to a more a holistic approach to our landscape.
We are the custodians of a significant natural asset that extends across 6.4 million hectares in some of the most remote parts of Australia. Building a strong foundation of condition assessment will be fundamental to mapping out a successful pathway to improving the health of the landscape and to drive growth in the value of our Natural Capital.
Our Commitment
We will work with Accounting for Nature to develop a scientifically robust and certifiable framework to measure and report on the condition of natural capital, including biodiversity, across AACo’s assets by 2023. We will apply that framework to baseline priority assets by 2024.
Looking to the Future
By 2030 we will improve landscape and soil health by increasing the percentage of our estate achieving greater than 50% persistent groundcover with regional targets of:
– Savannah and Tropics – 90% of land achieving >50% cover
– Sub-tropics – 80% of land achieving >50% perennial cover
– Grasslands – 80% of land achieving >50% cover
– Desert country – 60% of land achieving >50% cover
