Online media and technology has been hailed as a powerful tool for brand building, marketing and public relations. It is fast, accessible, and cost-efficient. The internet alone has a wealth of information available to anyone with internet connection.
Internet usage in the Philippines has grown exponentially over the last decade. In Metro Manila and other urbanized cities like Cebu, Davao, Baguio, and Cagayan de Oro, internet cafes abound. This is good news for businesses that have learned how to work online media in promoting their products and services.

Yes, the internet is a great way for companies to disseminate information, engage customers, and gather feedback without spending a great deal. Statistics show that the Philippines have a 24.5 percent internet penetration. This means that out of 90 million Filipinos, around 25 million have accessed the internet at one time or another. In addition, a huge chunk of regular internet users are from the classes A, B and C.

While internet usage has shown vast potential for growth in the Philippines, these statistics show that majority of Filipinos do not use the internet yet as their primary source of information. What does this mean for businesses?

Entrepreneurs are encouraged to harness the limitless opportunities that the internet provides but they must also evaluate if internet marketing and communications are reaching their target audience. If your products and services are aimed towards the lower classes, it would be best to continue using traditional media such as radio, print, and TV to gain recognition and recall.

It is expected that internet usage will continue to grow in the country in a very fast pace. In the meantime, businesses can strengthen their brand through traditional means while continue building up their web presence. In this way, entrepreneurs can solidify their competitive edge by utilizing all possible media available.