Homer Nievera, a digital transformation expert and consultant, stated that the year 2022 is important for Philippine businesses to completely embrace digital transformation – and digital marketing transformation – or else face a slow demise.
"Many organizations have been hesitant to change their businesses into agile ones through the simplest digital and technology platforms such as having a functional website," he observed. "This bodes disaster for them."
According to Nievera, Philippine businesses have yet to fully realize the benefits of being linked via wi-fi and cellular technology, and as a result, traffic has become a constant issue for employees. Business owners and staff in Hong Kong, he claimed, have been able to cope with their uncertain situation caused by enormous street protests that have paralyzed transit, as well as the global pandemic since 2020.
"Despite Hong Kong's past and present problems, businesses have not entirely halted because people can still work from home thanks to their fast Internet access," Nievera remarked.
He stated that all especially in the United States, Filipino-owned businesses, large or small, were able to adapt to the crisis brought about by Covid 19 due to technological advances. He said that the Philippines can do the same.
Here are some digital marketing transformation ideas from Nievera that small and big firms should be aware of in order to prepare for 2022:
#1 Having a mobile-friendly and functional website
A company's website is the most valuable digital asset that it has and can use. Social media assets, according to Nievera, are only second in importance when it comes to managing clients online or digitally.
"Remember, the company does not own Facebook, Instagram, or Twitter; it only uses their services. Your social account may disappear at any time, sometimes without warning, and you will have no recourse but to file an appeal. But your website, you own and control it. Command and control is important in any business," Nievera emphasized.
Nievera, one of the Philippines' Internet pioneers and digital marketing transformation gurus, explains that having a functional website simply means having a combination of compelling information and ways for customers to communicate with them. He claims that a small business can compete with larger corporations just by having a mobile-friendly UI.
"The appearance and feel of a company's website alone can make the difference in getting clients," Nievera says, "particularly if you're targeting the moneyed millennials and the next generation of centennials."
#2 Content marketing reigns supreme.
Consumers value content, according to Homer Nievera, whereas organizations value customers.
Articles, video, podcasts, infographics, and more are all examples of content. Being able to captivate the hearts and minds of your consumers and potential customers requires exposure to a variety of information.
According to a 2016 survey by Demand Generation Report, 47% of buyers watched 3-5 pieces of material before engaging with a sales rep.
"These days, visual content works as a standalone or in combination with text or audio content," explains Nievera.
According to a Hubspot survey published in 2019, 51% of B2B marketers prioritize developing visual assets as part of their content marketing strategy. B2C marketers believe that visual content is the most significant sort of content, with 45 percent believing that it is the most important type of content. (Information from the Content Marketing Institute, 2017)
Homer Nievera, a digital transformation expert who also runs a content writing company, assists businesses in developing content strategies that improve their websites' search engine optimization, or SEO. He claims that his involvement with this organization has allowed him to tap into a pool of Filipino content writers that are fluent in English. As a result, he is able to increase the earning opportunities for the writers.
#3 Search Engine Optimization
If you haven't heard of SEO yet, you're way behind the curve when it comes to basic digital transformation. SEO stands for search engine optimization, and it basically implies that when people are looking for anything online, they utilize search engines like Google. So, if your items or services aren't included in their search results, you're in danger.
There are organizations in the Philippines, such as Top Rank SEO Philippines, that specialize in helping small businesses go ahead in the search game.
"SEO helps your website to work harder and longer than social media," adds Nievera, "since visitors get to your website (or landing page) better by optimizing key words and key phrases onshore and offshore."
Because search engines use bots to explore the internet in order to assist people find answers to their questions, a smart SEO plan enhances your chances of being found. Small firms will profit from this because they will be able to outperform large organizations just by being found faster. This is why many startups engage SEO experts and companies to assist them.
Digital magazines with high domain authority or DA sites for business content, such as WorldExecutivesDigest.com, ExecutiveChronicles.com, TradeTravelJournal.com, and Negosentro.com, have seen a boom in demand for content and article uploads and contribution during the last five years. Companies, such as digital agencies and SEO firms, have used these high DA sites because of their search engine trustworthiness, which makes it easier to rank content.
"SEO is a long-tail marketing approach that any firm should be aware of and employ to the fullest extent possible if they want to win in 2022," Nievera continues.
#4 AI (Artificial Intelligence)
Alan Turing, a mathematician, was able to construct the first computer, which was a rudimentary version of today's artificial intelligence, during World War II. Its purpose was to decipher Nazi codes generated by a machine known as Enigma.
Artificial intelligence (AI) is being applied in a wide range of computer science applications. It's still focused on creating intelligent machines that can accomplish activities that would normally require human intelligence. Its application in machine learning and deep learning, as a multidisciplinary science, is causing a paradigm shift in practically every sector of the computer industry.
You may have come across AI in the form of chat bots, which are extensively utilized in social media accounts and websites. However, in some industries, such as BPOs and contact centers, AI is already performing duties that were previously assumed to be only performed by people, with remarkable results!
Handwriting recognition, speech recognition, and facial recognition are all examples of functionalities that are already in use. Smart personal assistants like Siri, Cortana, and Google Now are well-known AI examples.
"In my opinion, AI is best appreciated when it is employed by any firm for process automation, sales and business forecasting," Nievera said.
As a result, researching into a variety of AI applications for your firm in 2020 is critical. When it comes to artificial intelligence, one of the most important factors to consider is competitiveness.
#5 Blockchain technology
Blockchain is a technology that can be used to establish a permanent, public, and transparent ledger system for compiling data. It was initially recognized in Bitcoin. By definition, blockchains are secure databases. Satoshi Nakamoto first proposed the idea in 2008, and it was executed for the first time in 2009 as part of the digital bitcoin money. For all bitcoin transactions, it acted as the public ledger.
As a result, blockchain reduces transaction costs in financial transactions by allowing peer-to-peer and business-to-business transactions to be performed without the need for a third party, such as a bank.
However, because blockchain technology may be employed in decentralization, immutability, security, and transparency, it may be used in areas other than finance. Supply chain, smart appliances and IoT, insurance, asset management, mobile phones, and even music are some of the industries that employ blockchain in various forms.
When digital transformation is integrated into a firm's overall strategy, the year 2020 has a lot of promise for a Philippine company. There are other other factors to consider, including digital payments and banking, digital privacy, healthcare technologies, and so forth. The most crucial thing to remember is that you must act quickly or risk being left behind.
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