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Digital Marketing for SMEsYour Guide in Shifting Your Business into the Mobile and Digital Age

A compilation of valuable insights and pieces of advice from the industry experts

We are excited about digital, and the many great things it can do for your business so we’ve also organized many exclusive events and interactive forums this year where you can participate and take the opportunity to maximize your business’ potential.

On that note, I’d like to invite all of you to reach out to us anytime, if you’d like to consult about digital. We are on all major digital and social media platforms, and we have a dedicated team ready to help.

We’ve always believed that your success is our business, and we’re committed to embark on this digital journey with you.

We hope to hear from you soon!

Warm Regards,

Miko DavidMarketing Communications DirectorGlobe myBusiness

Need help to go digital? E-mailmybizkit@globe.com.ph

Sign-up to our newsletter:Globe myBizKit

ForewordI’d like to personally thank you for being a part of our Globe myBusiness Community.

Our goal at Globe myBusiness is to help businesses have a shot at the future, and we recognize that part of making that happen is getting a strong foothold in digital.

Along with recently concluded run of DIG.PH are key learnings from our partners and industry experts. We created this e-booklet to provide you with the latest trends and insights in the digital space. This e-booklet is a part of a curated set of learning tools, broken down into the program’s highlights, so you can easily refer back to it anytime you need to:

Getting Your Business Ready For Web 3.0 Donald Lim, ABS-CBN Chief Digital O�cer

Uncovering The Philippine SME Scene Today Barbie Dapul, Globe myBusiness VP

7 Ways To Leverage On Google Apps for Work Johnny Benitez, Google Solutions Engineer

5 Things To Consider Before Going Into E-Commerce Fabien Mouvet, Shopify Business Development Manager

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@GlobemyBusiness

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There are several factors to consider when developing content for your digital marketing campaign. Beyond telling a story, it has to be credible, unexpected, and emotional. Remember that you are working on a platform that has minimal human interaction – we have the barriers of our screens in front of us. It is important to make your content relevant to your audience.

You only have three to fiveseconds to engage your audience,make it count!

They definitely need your product or service. The collaborative economy can be used by businesses to become channels for people to share goods and services. Primarily, it shouldn’t be the core of your business but Lim says that there is no denying that the only way forward is a collaborative business.

Do not lose your core business in doing so

Venturing in a business in the collaborative economy sounds promising but it requires a lot of investments. Admittedly, access to investors and venture capitalists are still limited in the country and starting one with your own money, may be a deep hole to dig. However, that shouldn’t discourage us to start a business in this era. If, collectively, we can put ourselves on the map, this will encourage more investors to help businesses thrive.

While Web 3.0 seems lucrative,it still needs a lot of deep pockets

Lim shared three things to remember when shifting to a Web 3.0 application for your business:

Getting your business ready for Web 3.0All of us, whether producers or consumers, are now hopping on the train of Web 3.0 with little or no idea of where we are headed. The digital era is here and it’s changing every day; so, are we prepared for it? This was the question posed by Chief Digital O�cer of ABS-CBN Corporation, Donald Lim, at the recently concluded DIG.ph – a yearly summit of SMEs and thought-leaders in the digital industry.

According to Jeremiah Owyang, Founder of Crowd Companies, Web 3.0 or the collaborative economy era is a movement in which people are getting goods from one another or making them outright. In a society where Airbnb provides homes for travelers without owning a property, for instance, businesses like these have become a means of bridging people to others in order to share or obtain certain information, products, and services through crowdsourcing.

It is inevitable that people are seeking for the experiences of others, according to Lim. Before a customer makes a purchase, one goes through a flood of reviews and videos to convince them to head to the nearest store. Known as the zero moment of truth, brands should take advantage of this moment and maintain presence when consumers begin their search. However, while it is important for a business to consider having a digital stake in Web 3.0, one shouldn’t dive into it without a well-thought-out purpose.

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The digital era is here andit’s changing every day.

In today’s world, people require extra hands to keep their schedule and to manage their lives – whether for grabbing coffee, movie tickets, or cleaning perhaps. With a quick Google search, gone are the days of hiring, interviewing, and managing people. Technology has made it easier for both service-oriented enterprises and end-users to connect and maximize the transaction. Some examples of this idea are: condo cleaners, concierge/virtual assistant services, etc.

It’s nothing new for business to mix with community driven activities. But with the extra attention consumers pay to social enterprises these days, it has been expedient to make the most of this and incorporate it in the strategy (if not core of the business). This model benefits in two ways: it helps build the nation and it also earns a profit.

This refers to businesses completely making use of technology as their core – artificial intelligence, etc. – and using it to solve some of today’s biggest problems.

Remember the advent of Starbucks drink posts on Facebook? Or a photo of the newest iPhone during that launch season? Filipinos are known for a lot of things, and unattractive as it may seem, most are eager to prove their social standing. Hence, as an entrepreneur, might as well capitalize on this. One idea that takes advantage of this trend is the so-called “glamping” or glam-camping. It’s where posh meets adventure and people can “subtly” demonstrate their social standing.

Uncovering the Philippine SME Scene Today

Delving into the world of SMEs

and learning the current trends and

statistics from Barbie Dapul at DigPH

Small to medium enterprises (SME) play a vital role in a country’s growing economy. Albeit insignificant in terms of individual contributions, altogether as they comprise bulk of a country’s total enterprise, these businesses can compare to the country giants, and greatly influence the country’s trade and industry. They are an integral part of the state as minor as they may seem. All businesses start here anyway; the big companies of today were once meagre themselves.

With a scant presence in the Philippines, composed of a mere 9.7 percent (91,169 of 946,988) of the total businesses in the country based on a study done by the Philippine Statistics Authority in 2014, comparing the combined contributions of all SMEs to that of a big player is still a faraway dream.

In the Philippines’ case, there are ideas and potential floating in every nook and cranny, but the SME scene remains to be small due to a number of barriers.

First, due to high market entry rate. Most, if not all, industries in the Philippines has already been guarded and secured by the big corporations who has established their brand and made themselves known to the public, making it harder for new players to come around and compete. Even when they decide to do so, they are faced with high costs to support a plan and execution that will fare compared to the early entrants.

The Philippine government lacks policies and programs that will support and help incubate enterprises. Starting from the registration processes, people are more discouraged to push through than not. More so when business owners don’t exactly get anything in return for registering and they don’t know how to propagate their business – in reference to micro enterprises. As such, the sector remains stagnant.

Lastly, there is the challenge with investment. A lot remain to be micro enterprises (around 90.3% of all the establishments registered on the same study as above) instead of scaling up to the next tier due to lack in funds or expertise to consider the risk.

A mere 9.7 percent out of a hundred

The answer here is simple: leverage on technology. Technology allows people to take over barriers and bring products out in the market, in the most cost e�cient way possible. By harnessing the power of technology, people could reach their market with just a few clicks and little investment.

One of the most common avenues to leverage on technology is by doing e-commerce or online retail. E-commerce allows entrepreneurs to reach awider market and to earn - anytime and anywhere - at minimum costs.

How can the country overcome these challengesand impede the looming slump for the startup scene?

Barbie Dapul shares that aside from e-commerce, there are other evolving trendsfor startups capitalizing on the use of tech that aspiring entrepreneurs may consider.

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The Google Admin console is basically the throne the head honcho of any company can use to provide his or her employees with every tool they’d need to get their jobs done. It allows the leader of any company to grant certain employees access to the information pertinent to their functions within the company stored on Google Drive, distribute google apps to employees, manage any websites the company may be running, and monitor exactly who is using which Google services and what for. And the Google Admin console is compatible with most modern mobile devices.

Google Drive is an incredible cloud-computing tool for managing, storing, and sharing all the information – documents, spreadsheets, presentations, calendars, graphics, and even entire Google-hosted websites. The Google Drive admins can also manage who can access which files. And it stores everything online, meaning that everything is backed up on the net so no important files will be lost. It is also compatible with MS Office which has more powerful programs but less effective sharing. And Google Drive for Work provides unlimited storage space for all the files the company needs as well as 24/7 support from Google, including regular updates and bug fixes. It also encrypts them, preventing hackers and malware from getting into the company’s secrets.

Google Calendars lets everyone know exactly when anything is supposed to happen. It’s an excellent time-management service that is easy to use and syncs right up with multiple mobile devices. And it can host multiple calendars making coordination between groups clear and easily accessible. It also offers administrative control over who can edit calendars, effectively setting some dates in stone while also providing others the chance to re-schedule less pressing matters.

“Google Docs” is a bit of a misnomer since it not only allows multiple users to view, write, edit in real-time and discuss document files, but also presentations and spreadsheets. Google Docs is easily the best tool for quick and efficient collaboration among employees. It has multiple features and each of the files types it handles can be used on standalone apps for each of them.

Googling Yourself: 7 ways to leverage on Google Apps for Work

Seek these Google Apps features to e�ciently manage internal processes

Living in the digital era has brought about many changes in our lifestyle - even by the way we do business. Noting how mobile we have become thanks to our devices, working has become more efficient, collaborative,and instant.

Johnny Benitez, Google Asia Solutions Engineer, suggests that brands should consider growing into a digital business direction to bring your company from productivity to maximum velocity. By applying a digital business structure, members of an organization can connect and share information, generate creative ideas, and work faster; thus, leading to bigger results.

But growing a business is a question of effective management and using Google is one of best ways to effectively manage any growing endeavor. The huge range of service Google offers to both indie impresarios and powerhouse tycoons will provide their companies a clear, organized platform that can easily facilitate communication and maximize productivity.

Lead by Google Admin The Ship has come into theGoogle Docs

Google Sites is a web-hosting service that allows users to set up and design their own websites. It’s a pretty basic web-host compared to other web-hosting services like Wordpress. And setting up a website on it is a little more labor-intensive. But its greatest strength is that it allows for easy, immediate code from one website to be placed into another website. By subscribing to Google Apps for Work you can get up to 10 GB of storage.

The best way to get information your customer base or employees is to just ask them. And Google Forms allows you to do just that. It is an online survey app that can be used to take polls, gather personal information to give a clearer idea of who your customers are and what they want, and even to vote for which employees win semi-silly titles at office parties. And the best part is that it sorts through the data for you by inputting all the information gathered into pre-prepared spreadsheets.

We’re going Google Sites seeing

Get into your best Google Forms

Google Drive for Work worksfor you

Mark date night on Google Calendars

A single app provides SMS, instant messaging, voice and video calling features. Google Hangouts for work can accommodate up to 25 users in a video conference call. It’s the app for facilitating the flow of information through the company and keeping everyone just a keystroke or swipe away from each other.

Hey, let’s Google Hangout

Google offers companies clear and effective methods for organizing and systemizing their operations. And learning to effectively use the plethora of service they offer could spell the difference between building a business ready for growth and sitting in stagnation.

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First things first. It doesn't matter if one has all the resources needed—a website up, a warehouse, and tons and tons of inventory—if the product they're selling doesn't have a market. It's always best to run tests early in the beginning to determine product/market fit.

These tests can be conducted o�ine but its best to have an online presence early on. Register a domain and have it point to a single page  so potential customers get to know the brand early on. Give them the ability to sign up for newsletters in which updates about the website will be sent.

Marketing is tricky. There are some online businesses that became successful without doing or with very little marketing. Marketing is  the process of driving sales by raising awareness about an online store's brand and product o�erings.

Just like a brick-and-mortar, an online store needs to drive traffic to it. There are many ways to do this - Facebook and Google ads being two of the most prominent. To make sure your website stands out, it needs to be search engine friendly so it ends up on the top when customers search for it. Having a great social media presence is a definite plus!

Once on the website, the user or customer experience must also be seamless or it'll discourage customers from browsing or even buying. Fix this by making sure customers' feedback are taken into account and rolled into changes on the website.

Five Things To Consider Before Going Into E-commerce

E-commerce is starting to gaintraction in Southeast Asia. Whatare the things to consider tobecome successful in it?

Most people in the world  are  online these days and businesses should not be an exception. E-commerce, or electronic commerce, is the trading or facilitation of trading in products or servicesusing computer networks, such as the Internet or online social networks.

E-commerce may employ one of many things but online shopping websites for selling direct toconsumers is the more dominant use case.

It has never been easier to launch an e-commerce business. Both hardware and software needed in building one—which used to cost millions—can now be bought, or even rented for that matter, for a fraction. So what does it take to have a successful e-commerce business? Consider going through the list below if you're someone planning to launch one sometime soon.

Market Share MarketingOne cannot stress enough how important great customer service is in having a successful business online. With the rise of social media, word of mouth is more powerful than ever. Just as word of mouth can help a business, it can easily do it harm if negative comments aren't kept in check.

Another great thing of having a customer service presence is getting feedback from customers. If a business wants to deliver great on customer experience, they should always consider their customers' point of view. If customers think it's taking too long to get to their shopping carts, then a fix should already be in the works.

Customer Service

Which takes us to the next step: building a website. Whereas before, someone who wanted to have a website needed to know how to code, these days it's all about dragging and dropping. A website gives some sort of legitimacy to a business. It reflects a lot of things about a company so make sure it's not done haphazardly (i.e. do not use Comic Sans as a font).

A static website does little for someone who wants to transact business over the internet. To truly build an e-commerce business, the transaction must happen online as well.  For an online store  to process payments such as credit cards and PayPal, it needs to be integrated with a payment service provider.

Website

If these things sound  like too much work, there are service providers like Shopify who makes it easy to build your website without having to code,  think about integrations, or making it search engine friendly. Their service is designed to eliminate the grunt work in launching an e-commerce business.

In the end, it will ultimately depend on one's budget and timeline. Use the items in this list as a guide into building a successful e-commerce business.

They say logistics is never sexy but it's one of the most important parts in online retail. It's how a business gets their products to their customers.

In the beginning, a  small business might still survive doing everything themselves. From monitoring orders coming into the website, to picking the items and packing them  into boxes—which basically is fulfillment. They might even consider delivering packages to customers themselves. If storage isn't a problem early on, they can either rent a small space or use their house (if it's big enough) as their warehouse.

This is mostly the blue collar type of work involved in an online retail business. Once the orders start to pile up, it would be smart to get a warehouse, hire people to fulfill the orders, and outsource delivery to a third-party firm.

Logistics

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Three advertising takeaways from Dig.PH

Words of wisdom gathered from the experts in the field

It is inevitable that businesses today should invest in an e�cient online marketing strategy in order to reach the proper market. Granting that most of the buying economy own a smartphone and have access to data, businesses should take advantage of being present in the consumer’s lives in every way possible.

At a recent summit by AdSpark in cooperation with Globe myBusiness, Dig.PH gathered entrepreneurs and industry experts from all over the country to educate the attendees on digital and mobile marketing. Hence, they have invited guests to talk about social media and Google AdWords.

In line with the shift to mobile and the apparent use of social media, entrepreneurs should carefully consider their online marketing strategies and decisions. In every step, there must be a connection among these channels as to make sure that the audience will be reached.

A successful online marketing strategy begins with a goal. Identify what it is that you want to achieve and find ways to quantify this. From here, you will be able to create a scope, and plan how you can reach your goal – whether via social media, display ads or Google AdWords. Once a plan has been plotted out, the next step is to execute and to evaluate if you’re realizing your goal. The beauty of going digital is that it offers flexibility and gives you the capability to easily pivot from what doesn’t work and iterate what works for your product.

Google offers tools to help reach customers via search, display, and videos. They have advanced systems to help you target your audience, i.e. geotagging, location extension, multi-device extension, etc.

Online Marketing Game Plan

It’s no surprise to discover that people check their phones 150 times a day, spend approximately 4 hours browsing the internet and 40 percent of this is done through mobile. Every passing time nowadays is spent on mobile, these so-called micro-moments.

Alongside this change, business owners should also adapt the way they advertise and reach out to their audience. Mobile should be engrained within the strategies to be part of the initial touch point – “I want to” moment of users:

It’s important to know that the path to purchase today is by: mobile search, reading articles, research, visit, and finally conversion.

I want to know – 65% of online consumers look up more information online now versus a few years ago, while 66% of users use their smartphone to look up something they saw in a TV commercial.

I want to go - 82% use search engines when looking for local businesses, contributing to the 2x increase in near me searches.

I want to do - 91% of smartphone users turn to their phone for ideas

I want to buy - 82% of smartphone users consult their phones while in a store deciding what to buy, with the help of online reviewsas such.

In a world of Iphonesand Androids

Although word of mouth still plays an integral role in advertising, people’s secondary reference these days seem to be the online world. With a quick search, thousands to millions of pages appear with varying sentiments, from negative, neutral to positive.

With the power of social media, users were able to freely share their insights and remarks and contribute to the brand’s presence. Because of this, people have also become the driving force behind the business – to the point wherein they own the brand and direct its progress.

Thus, it becomes crucial for entrepreneurs to curate their social media presence and adapt from the behaviour of their audience. Listen to them and engage them, it’s only then that you’ll be able to really get their attention.

Social Media In Full View

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Globe myBusiness can help you with your online advertising requirements. Visit the Shopify Add-Ons page so our team of digital marketing experts and e-commerce specialists can get you started.

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