A number of industry leaders recently shared their insights on how tech giant Google is helping marketers in the Philippines drive effectiveness and win consumers’ trust in the digital age.
During the roundtable discussion organized by adobo Magazine for Google Marketing Live, it was acknowledged that trust is the most important currency in the era of data-driven marketing.
According to Digs Dimagiba, chief marketing officer of Metrobank and president of the Internet and Mobile Marketing Association of the Philippines (IMMAP), consumers now are “more conscious about who they’re going to trust” with their information and this is why getting this trust and providing consumers with transparency on how their data is being used should be at the forefront of any marketing campaign or product push.
“[We need to] go back to the fundamentals and respecting and treating the customer as an equal partner. In order to do great business and grow the industry, we need to create an ecosystem of trust…[with] privacy as the most important currency,” he explained.
Trust is the heart of Google’s innovations. At the main Google Marketing Live online event, Scott Beaumont, President of Google Asia Pacific, said, “Even the most successful brands can only succeed when their customers trust them. And trust has to be earned.”
He added, “[At Google] we want to work with you to create privacy-safe digital marketing strategies, anchored in insights from your first-party data, given with people’s consent. Tools like Google Analytics for Firebase–our apps measurement solution–enable you to access those insights while upholding user privacy. They free you to focus on your unique strategic value—without worrying about the tactics. This is how we achieve responsible growth together.”
Optimizing audiences with the right tools
Aside from trust, Crisela Cervantes, head of marketing communications at Globe, said marketers must make use of existing data within the databases of companies “in a meaningful way for our business.”
During its recent broadband campaign, Globe used Google’s Performance Max that allowed them to find more leads effectively and bring cost per lead by 48%.
“Prior to this campaign, we relied heavily on existing targeting, which is more on interest and demographics. Using Performance Max, we found that we can really be more efficient if you leverage your first party audience signals right,” she added. “The opportunities are endless when it comes to data-driven marketing.”
Similarly, personal care brand Dove embarked on a marketing campaign for its hair care line that uses the data that they already have about their market and activates it on a larger scale.
Through Google’s Code-optimized Designer Audiences (CODA), Dove was able to access insights and segmented data from Google that when combined with data the brand has was able to “unlock amazing results.” One of the biggest discoveries was the correlation between Dove buyers and those who buy air conditioners. This led Dove to target those searching for air conditioners to push their hair care products.
Using YouTube to drive reach
Marketers also need to find that healthy mix of channels that will be able to reach their target audiences.
Cat de Leon-Vinuya, general manager of media agency Spark Foundry, said that TV viewership is dipping—even before the pandemic—and that in some audience segments, online has surpassed TV consumption.
Because of this, she said markets must leverage various channels such as YouTube “for us to do incremental reach.”
For the variety of brands handled by Spark Foundry that are trying to tap into the 18-25 years old age group, YouTube is always considered as a spot-on part of their marketing mix. By doing so, they are able to effectively extract 50% incremental reach.
Dennis Perez of Unilever shared, “Let us not put the Filipino in one box with 110 million people in it. Filipinos have so many facets and dimensions, and you can split that into a hundred boxes with a sizable amount of people–but you need to make sure that you give the content that really matches the audience that you’re talking to.”
To find out more, watch the panel on adobo magazine’s YouTube channel or below: