Marketing in the Philippines: The Need to Connect   

As the world gets further into 2021, there is a lot of hope and enthusiasm that business will get back to normal. It's true that vaccinations are gaining speed, but the world is still a very uncertain place and a lot needs to happen before full confidence can be restored for both businesses and consumers. Marketers will need to try to connect and engage with their customers without going too far and creating an uncomfortable experience.  Trends in the Philippines are encouraging with marketers adapting to the ongoing reality.  

Rule number one: go with what’s working. During 2020, there was a lot of focus around trying new marketing strategies that had never been fully tested. This was to be expected in the middle of a mass pandemic that upended everything. But as we gradually reset and things start to recover, creating a plan and going with what will work is imperative. In other words, truly connecting with customers will be more important than ever. Going back to the basics seems now to overwhelming be the theme in the Philippines. Whether it be e-mail, advertising, blogging, podcasting, on-line events, social, etc., savvy companies are sticking with what works and going with that. 

Outside of going with what is creating results, the other solid trend is to build on what exists.  This type of retention marketing is to capitalize on current clients through up-selling, new services, and even cross-selling with other departments. It is far easier to sell a current client a service versus a prospect with no client history. Developing a plan to sell new services to current clients takes a good fit combined with a strong relationship, or in one word: trust. Often this is not a difficult proposition if the value is clearly there along with a connection created over time. Going out of one’s way to lift service to another level, creating a loyalty program, proposing new forms of education, and providing valuable information through surveys or feedback, are all ways to form a stronger relationship with the client. From there, selling an additional product or service will be that much easier.   

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