The Digital Marketing Landscape in the Philippines

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Digital Marketing in the Philippines changes rapidly, the rise of e-commerce and the still growing power of social media marketing and digital marketing solutions for businesses is now a necessity for a business’ success.

According to a new data, there are 76 million internet users in the country, this proves the rapidly growing digital marketing landscape in the Philippines. This also shows the reliance of Filipinos on their devices. Ad spending in the country is also continuously increasing, with an annual growth rate of 9.7 percent. According to experts, the state of e-commerce in the Philippines is expected to be worth $10 billion by 2025.

With online shopping now being the norm, a lot of Filipinos have purchased a product or service online. About 57.4% of shoppers checked a brand’s website before buying. This shows that digital marketing is important in a business, may it be big or small.

Influencer marketing also continues on being relevant. Data shows that 70% of Filipino shoppers decided to buy a product or avail a service after being endorsed by an influencer. As a result, user-generated content is one of the most preferred materials in digital marketing in the country.



Digital Marketing Channels

  • Search Engine Optimization (SEO)
    SEO is the process of improving a website’s ranking in search engine results pages (SERPs). This can be done by optimizing the website’s content, titles, and meta descriptions. SEO is a long-term strategy, but it can be very effective in driving traffic to a website. Trillions of searches are conducted every year and search is often the main source of traffic for websites, making user experience essential on any platform where people can search for your brand or business. It means that improving your visibility, and ranking higher in search results than your competition, can positively impact your bottom line.
  • Pay-Per-Click (PPC) advertising
    PPC advertising is a form of online advertising where businesses pay a fee each time someone clicks on their ad. This is a popular way to reach a targeted audience quickly. PPC ads can be displayed on search engine results pages (SERPs) or on social media platforms. PPC advertising works by allowing advertisers to bid on specific keywords or phrases that they want their ads to appear for in search engine results. When a user searches for one of those keywords or phrases, the advertiser’s ad will appear among the top results.
  • Social Media Marketing
    Social media marketing is the use of social media platforms to promote a business. This can be done by creating and sharing content, running social media ads, and engaging with followers. Social media marketing is a great way to connect with customers and build relationships. Social media marketing also has purpose-built data analytics that allow marketers to track the success of their efforts and identify even more ways to engage.
  • Email Marketing
    Email marketing is a great way to stay in touch with customers and promote new products or services. Businesses can collect email addresses through lead magnets, such as free e-books or webinars. Email marketing is a personal and effective way to reach customers. It can also play an important role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.


Top Digital Marketing Trends in the Philippines in 2023

  • Influencer Marketing
    Influencer marketing is a form of marketing where businesses partner with social media influencers to promote their products or services. This is a popular way to reach a large and engaged audience. Influencers have a following of people who trust their recommendations, so they can be a powerful way to promote a product or service. In 2022, an analysis of more than 2,000 influencer marketing posts found that the strategy does yield a positive ROI for brands. Influencer marketing works because of the high amount of trust that social influencers have built up with their following. And recommendations from them serve as a form of social proof to your brand’s potential customer
  • Live Streaming
    Video live streaming is the act of transmitting live footage over the internet to an active target audience. Live streaming is becoming increasingly popular in the Philippines. Businesses can use live streaming to connect with customers in real time and promote their products or services. Live streaming is a great way to build relationships with customers and show them the human side of your business.
  • Video Marketing
    Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience. Video marketing is a powerful way to tell a story and connect with customers. Businesses can use video to promote their products or services, educate customers, or simply share their brand story. Video marketing is a great way to engage customers and drive sales.
  • Chatbots
    Chatbot marketing is a marketing tactic that leverages conversational automation to achieve common marketing goals such as lead generation, qualification, conversion, customer engagement, and, of course, support. Chatbots are becoming increasingly popular in the Philippines.  Chatbots are a great way to provide 24/7 customer service and answer customer questions quickly.


What’s in it for the Philippines?

  • Social Commerce
    Social commerce is an integration of online shopping on social media platforms. With the impact of social media, consumers are now looking for more integrated experience which lets them easily shop without using other platforms.
  • Varied Search
    More people are now using varied search to learn more about the brand. In this process, users utilize a variation of platforms select data by other methods. Businesses must optimize their presence not only for humans but also for web crawlers, and content will be more relevant if it comes in different formats.
  • Artificial Intelligence
    AI has a hold on digital marketing solutions, not only for small businesses but also for big companies, it helps on fulfilling the need for doing tasks. AI supports different processed and makes it easier for businesses to come up with different content.
  • Personalization
    Personalization of products and services remain effective in digital marketing. As more audiences use the internet, the market also grows increasingly more expectant of customized user experience.
  • Humanizing Brands
    Corporate social responsibilities and strong branding remain important; however, people expect more humane things from the brands they follow. Brand advocacy can help bring a new side to businesses and have a stronger following. Most brands use hero content to present their advocacy to its audience.


Digital Marketing in the Philippines is expected to evolve in the upcoming years. Businesses should put an effort into keeping up with changes to have a winning chance in today’s digital landscape. As it is constantly evolving, there are also a number of channels that businesses can use to reach their target audience. These channels include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing. Businesses should also stay up-to-date on the latest digital marketing trends, such as influencer marketing, live streaming, video marketing, and chatbots. By doing so, businesses can reach their target audience and grow their business in the Philippines.


Golden Arrow Digital Solution is a digital marketing agency that can help businesses in the Philippines grow their reach, increase their sales, and improve their brand reputation. We have a team of experienced professionals who can develop and execute effective digital marketing campaigns across a variety of channels, including social media, search engine optimization, and pay-per-click advertising. Golden Arrow Digital Solution can also help businesses create high-quality websites and content that will engage their target audience. Using our expertise, we will be able to help you with your digital growth.

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