Expert talks about top 10 marketing trends for 2025

The Manila Times

Expert talks about top 10 marketing trends for 2025  Jay Bautista, managing director of Kantar Media and a part-time professor at the University of Asia and the Pacific, brings decades of experience in market research and media insights, as he shares his take on the Top 10 Market Trends for 2025 that every entrepreneur needs to know. He will cover game-changing topics like: The Voyage to Total Video, Social Media Needs to UP its Game, Safety First  Generative AI has to assure marketers, Sustainability and marketing must merge, Brands Tap Into Creator Communities, Woke and definitely not broke: The Inclusion imperative, The puzzle of slowing population growth, Stretching the limits of innovation, Retail Media networks are evolving and Livestreaming: alive and kicking  Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe   Visit our website at https://www.manilatimes.net   Subscribe to Business Franchise Guru: https://www.youtube.com/@BusinessFranchiseGuru   Follow us:  Facebook - https://tmt.ph/facebook  Instagram - https://tmt.ph/instagram  Twitter - https://tmt.ph/twitter  DailyMotion - https://tmt.ph/dailymotion    Subscribe to our Digital Edition - https://tmt.ph/digital  Sign up to our newsletters: https://tmt.ph/newsletters  Check out our Podcasts:  Spotify - https://tmt.ph/spotify  Apple Podcasts - https://tmt.ph/applepodcasts  Amazon Music - https://tmt.ph/amazonmusic  Deezer: https://tmt.ph/deezer  Stitcher: https://tmt.ph/stitcher Tune In: https://tmt.ph/tunein   #themanilatimes  #philippines #entrepreneur

Transcript

00:00:00Thank you very much for all the communities out there,

00:00:28both in the Philippines as well as global.

00:00:31You know, we've been reaching a lot of audience in New Zealand, Australia,

00:00:35even the United States, and even London.

00:00:37I was so surprised because I got a lot of feedback.

00:00:40But nevertheless, today we're going to talk about market trends for 2025.

00:00:46And you know today, I was so privileged to have this guest,

00:00:50who was our guest keynote speaker as well, one of the three,

00:00:55to talk during our general membership meeting of the PCCI Quezon City recently in Novotel.

00:01:04And I was so struck because of his trend.

00:01:07And in fact, I did apply what I learned immediately.

00:01:11And voila, you know, I got some, some,

00:01:15parang, ano ba nangyari?

00:01:16Biglang nang karoon ng miracle.

00:01:18Not parting of the Red Sea though.

00:01:20But anyway, let's not stop this man who is a professor, by the way,

00:01:27a part-time professor of University of Asia and the Pacific,

00:01:31who has been in consumer research for a long, long time.

00:01:35And let's now hear Mr. Jay Bautista.

00:01:38Jay, thank you very much for allowing us to catch you during this time.

00:01:44Good morning, Sir Butch, and to all your followers and communities all over the world.

00:01:50Ganda umaga po.

00:01:51I'm very happy to be part of this episode.

00:01:54More, more to come.

00:01:55More with the trends, Jay.

00:01:57Jay, tell us about Cantar.

00:02:00Ganong katagal na ba ang Cantar?

00:02:03At ano ba ang ginagawa ng Cantar?

00:02:06So Cantar is a market research company.

00:02:09We operate in more than 60 countries around the world.

00:02:12Our home base is in the United Kingdom.

00:02:16There are several business units in Cantar.

00:02:19I'm with the media company of Cantar.

00:02:24And I oversee the Philippine market.

00:02:27So we do a lot of research among consumers, marketers.

00:02:32And in my, and we also focus on media trends, what's happening in terms of how people consume media nowadays, particularly in the era of digital.

00:02:47We also look at differences among generations.

00:02:50Now, how do boomers consume media versus Gen Z and millennials?

00:02:56So it's a very exciting field.

00:02:59I've been here for the last 30 years or more.

00:03:03And I think, you know, it's something that I'd like to do until I retire, probably.

00:03:13Yeah, but Jay, that's true.

00:03:15I agree.

00:03:16It's an exciting job that you have, you know.

00:03:18It's more like, you know, seeing the environment, the changes of environment, both in different aspects or layers of the society, you know.

00:03:27So, in your years of experience, how do you see now the 2025 buy?

00:03:33Is it really new or is it going to be new from the year 2000 to year 2025?

00:03:42Well, the most drastic changes happen actually after COVID.

00:03:47So the last five years have accelerated a number of trends which we will be discussing during this blog.

00:03:56So, particularly in the media area, the COVID event actually accelerated a lot of digital transformation around the world, affecting marketers, consumers.

00:04:11The Philippines in particular, noong nagkaroon ng pandemic, and nag-shift bigla overnight to work from home and e-learning.

00:04:21A lot of Filipinos had to struggle, particularly our countrymen sa probinsya, rural areas.

00:04:26We saw the news, Master Giante had to climb trees, go up mountains to get signal, and really get into the classrooms.

00:04:38There was a mad dash to get connectivity.

00:04:41People were fighting over internet connection.

00:04:43There was a change in the TV landscape when ABS-CBN had to shift from traditional broadcast to digital.

00:04:53So, it's been a very fast and furious last five years.

00:04:59The last five years, talaga.

00:05:01Fast and furious, I would say, I would agree with that.

00:05:04Talagang, parang bumilis ng takbo, you know.

00:05:07Parang gulong ng palad ay bumilis ng bumilis, no.

00:05:09Ano bang, ano bang kabuluhan talaga, chain, ng market trend, when you talk about market trend?

00:05:15So, within Kantar, all the divisions, our consumer, our retail and media division,

00:05:21every year, we sit down, we collate all the research across the different countries in the world,

00:05:28and we look at commonalities, and we look at trends,

00:05:31and we try to at least provide an outlook to our stakeholders of what to expect in the coming year.

00:05:38So, and then we publish this in a white paper, like the one we're showing on screen.

00:05:44So, for this year, we identified 10 marketing trends that will impact marketers and consumers around the world.

00:05:52Okay.

00:05:53So, let's go to the number one.

00:05:55Yan, yan yung sinasabi mo, eh, no?

00:05:57The voyage to total video.

00:05:59So, why number one?

00:06:02Why is this so number one, the total video that you're saying now, you know,

00:06:06planning to increase their investment on TV streaming?

00:06:10Bakit nagkagano?

00:06:11For the longest time, all over the world, people were in love with their television set.

00:06:16So, we've actually developed habits na, you know,

00:06:22I go home at certain time to watch my favorite show, et cetera, or even record it.

00:06:28Again, with the pandemic and the increase in connectivity,

00:06:33we've seen a shift from traditional broadcast TV to streaming.

00:06:37So, we've seen how companies like Netflix, YouTube, et cetera, have increased their subscriber base in the last three to five years.

00:06:47And that's affected how marketers are distributing or employing their communication strategies.

00:06:54And in our study last year, 2024, we saw that marketers were planning or were saying that, you know,

00:07:02given the value of video as a touchpoint to consumers, 55% of global marketers said that they were planning to increase investment in streaming platforms in 2025.

00:07:15So, in other words, Jay, they would want to have more and more streaming rather than posters, pictures, or...

00:07:24So, para bang nangyayari ngayon dito, hindi na yung regular time na by 7 o'clock I have to be home because I have to watch this TV.

00:07:32Program, but now, with the live streaming, para bang it's all at the flick of the finger of the consumer.

00:07:39Ganun ba yun?

00:07:40Yeah, it's now an on-demand culture where people watch what they want when they watch it.

00:07:47And the marketers are actually, they have a slogan, let's follow the audience.

00:07:52So, wherever the audience is, whether they're on their mobile phone, laptop, tablet, or even traditional TV,

00:07:58which is still very popular among the older generation,

00:08:04they need to make sure that their communication strategies align with how consumers are behaving when it comes to video content.

00:08:15So, again, that's the reason why we keep seeing a lot of streaming videos nowadays.

00:08:20Social media needs to up its game.

00:08:24Totoo ba ito na talaga ngayon eh, para bang the social media is now the main source talaga ng, you know, of everyone?

00:08:33Well, yeah, especially for the younger generations.

00:08:37If you talk to Gen Zs and Millennial, they spend more than 5 hours a day glued to their screens on average.

00:08:44So, there are some kids I know, you know, almost 10 hours or more.

00:08:50So, definitely the attraction to the mobile screen and social media is very apparent among the younger generation.

00:09:00Even Gen X and boomers are also glued to the screens.

00:09:05But what's happening is while consumption is increasing, the attention deficit is also increasing.

00:09:12The study that we had last year showed a remarkable decrease.

00:09:17About 10%, more than 10% of consumers say that, you know, the ads online don't capture their attention that much anymore.

00:09:26So, there's now a strategy among marketers to look at other strategies.

00:09:32And one strategy is the use of video.

00:09:34If you use video as a stimulus with your communication, mas mataas yung chance that the consumers will pay attention.

00:09:43But not just video, the study found out that if you want to catch the attention of Gen X and boomers, video communication has to have humor.

00:09:53Pag walang humor, yung Gen X and boomers will not pay attention.

00:09:57Pag dating naman sa younger generation, the Gen X in particular, they need to have music as part of the video communication.

00:10:06So, marketers need to be very innovative nowadays when it comes to social media advertising to make sure that they have the right execution to get the attention of consumers.

00:10:19So, basically, well, you said adding humor, creative, music.

00:10:27So, it's really getting to know who your audience, your targeting, ganun ba yun?

00:10:32Tama kayo, sir.

00:10:33Hindi nasapat yung basta algorithm lang ang sinusunod.

00:10:37Na, for na, ano, porke nag-search ako na isang product, papadalan mo na ako ng ads.

00:10:42You need to understand the different aspects ng consumers, what are their interests, what are their values, behavior, et cetera.

00:10:51And look at all that in totality before you engage them with your marketing communication.

00:10:58Otherwise, they'll just push the skip button, the close button, or totally ignore your advertising.

00:11:04Or just keep on scrolling, scrolling up, scrolling up, or just, you know, they don't get...

00:11:11But, you know, it's a span of attention.

00:11:13You know, a lot of people are saying the span of attention is now getting shorter and shorter.

00:11:18Ano ba nakikita mo ngayon?

00:11:19How long or how short, as we say, is the attention ngayon ng mga viewers?

00:11:26YouTube and Facebook have reported, no, based on their data.

00:11:33YouTube, I think, is saying na average of attention span lang for ads is six seconds.

00:11:39Six seconds.

00:11:40Six seconds.

00:11:41And then sa Facebook, they're saying three seconds lang.

00:11:44So, if you don't catch their attention at the first few seconds, yun, tama kayo, sir.

00:11:49Magsa-scroll na lang yung tao, magsiskip, or ikoclose na yung ads.

00:11:53So, that's how low the attention of consumers are nowadays when it comes to social media advertising.

00:12:04But, in your experience, Jay, years ago, in the past, okay, recalling the historical, how long was it before?

00:12:10Was it...

00:12:11The thing that is, as a television, when I started my career, it has 60 seconds yung attention span of consumers

00:12:19when you talk about television commercials or radio commercials.

00:12:23That thing, and I'm sure you can relate, when people watch boxing shows, di ba?

00:12:29Mas mahabaw pa yung commercials versus the round.

00:12:32Three-minute round, and you'll have 15 minutes of commercials in between.

00:12:36But people were paying attention.

00:12:38Yeah, yeah, correct.

00:12:40But nowadays, it's changed, no?

00:12:43The consumers know that they have the power to scroll, to skip, to close an ad.

00:12:49And that has made it more difficult.

00:12:52Is it more of the instant gratification that the consumers are looking for?

00:12:57That, I want this.

00:12:59You can satisfy me the few seconds out, you know?

00:13:03Or I'll stay with you.

00:13:04Ganun ba yan?

00:13:04Yeah, yes, sir.

00:13:05We have anecdotal research where there are two mindsets when people are online.

00:13:10So, one mindset is what we call a lean-back mentality, meaning you're relaxed, chill ka lang, you're browsing.

00:13:18Pag naka-lean back yung consumer, mas open sila to getting marketing communication messages.

00:13:27And then there's the mentality of lean forward.

00:13:30That means I'm working, I'm doing research, I'm focused, I want to do something, I'm looking for a particular information.

00:13:36Pag naka-lean forward ako, I look at advertising as intrusive.

00:13:41So, nakakainis, it's just disturbing me.

00:13:44So, you need to understand when the consumer is leaning back and open to advertising, which is what we have pag nanonood ka ng TV or naikinig ka madyo, you're relaxed.

00:13:54So, mas accepting ka.

00:13:55Pero when I'm leaning forward, I'm doing something, and you intrude, sisingit ka, then that's when the attention span becomes very short.

00:14:06Wow, the audience behavior, no?

00:14:09Okay, so yan ha, tandaan natin ha.

00:14:11Nakuk, six seconds.

00:14:13It must be challenging for people who are in marketing, people who have agencies.

00:14:19You know, they must be cracking their heads, you know.

00:14:22How do I give that message in six seconds to reach the target market?

00:14:28Ganon ba yun?

00:14:29Yes, sir.

00:14:30Kaya video is becoming a popular plot, a medium, and then the use of humor and music to really grasp the attention initially para hindi na bumitaw yung audience sa iyo.

00:14:42Wow, it must be challenging in our age now, Jay.

00:14:47I can imagine the creative agencies really stressed out.

00:14:54Totoo yan, it must be stressful for a creative agency.

00:14:57But then, you know, you come up with the juices of creativity and people managing creative agencies.

00:15:03They must really be churning out a lot of brainstorming, ah?

00:15:07I mean, in order to be competitive, di ba?

00:15:11Ganon mangyari yan, di ba?

00:15:13Totoo yan, sir.

00:15:14Which is why we still see a lot of ads being placed online.

00:15:17So, you know, the creatives are really trying to understand the consumers and are able to innovate.

00:15:22Of course, the other strategy of marketers, which is also debatable, is the use of unskippable ads.

00:15:30So, you cannot skip that.

00:15:32So, you're literally forced to watch the 15 seconds or the 30 seconds.

00:15:39Oh, yun yung nga naalata ako sa mga television niyan, eh, no?

00:15:43Para bang biglang, pak!

00:15:45You cannot skip.

00:15:48You cannot skip that.

00:15:48Sorry ka na lang.

00:15:49But again, some social platforms are now offering premium, you know?

00:15:56Yes, sir.

00:15:56Which you pay.

00:15:58You pay for that, right?

00:16:00So, that's the other consequence of too many ads online.

00:16:07Maraming tao na yun nagpapwiling to pay to have no ads.

00:16:12Or mayroong tinatawag na ad blocker software, which you install and it actually makes sure na hindi nakakapasok yung advertising while you're online.

00:16:22So, for some people, if they have the resources, magbabayad na lang ako so that I don't see ads.

00:16:28I noticed also, Jay, like when I opened in the morning, you know, the news.

00:16:34Habang binabasa mo, biglang, puk!

00:16:36Meron gumagano, no?

00:16:37Ang dami.

00:16:38Hindi mo na alam kung ano yung binabasa mo.

00:16:40And all of a sudden, you realize you're being transferred to another advertising gimmick.

00:16:46You know?

00:16:47Para bang, oh, ano ito?

00:16:48Pakit pumasok?

00:16:49Hindi ba?

00:16:49So, ang daming advertisement talaga ngayon.

00:16:52Talagang pinagkaka, para bang sinasaksak lahat ang advertisement doon, no?

00:16:57So, yun ang ano natin doon.

00:16:59So, again, the third one is actually, but how can Kantar help ba talaga on this?

00:17:04Like, you know, if I'm in a creative agency, you know, this thing, does your outfit really help in terms of an entrepreneur needing your assistance?

00:17:17For example, in this data.

00:17:20Yes, sir.

00:17:20So, we have, you know, our consumer division have services that allow you to do studies about your target market so that you can understand their behavior.

00:17:31And then, if you have advertising, we can test your ads before you actually pay the platforms and execute them so that you have an understanding.

00:17:42Makiklik ba to?

00:17:43Will it get attention on the audience?

00:17:45So, we have several consumer research products that allow clients, whether SMEs or big companies, to really understand and prepare.

00:17:58So, kasi you're trying to, you know, minimize the trial and error.

00:18:02I mean, medyo mahal na if you do it and then you realize you don't have anybody like Kantar assisting you, you know?

00:18:08I mean, like guiding you along the way, especially in the airwaves, you know, the social media game.

00:18:15So, that's how Kantar helped.

00:18:17Now, eto yun, nako, generative AI.

00:18:20Nako, paano ito?

00:18:22Jay, everybody's afraid.

00:18:24Everybody's talking about it.

00:18:26Yeah.

00:18:26So, AI has become the buzzword over the last few years, no?

00:18:31And according to our research last year, a lot of consumers say that they don't like to be exposed to ads that are AI generated.

00:18:44So, that's one study.

00:18:46On the other hand, if you talk to marketers, well, almost 40% of them said that they're missing skills to really maximize the benefits of AI.

00:18:57So, there's that conversation happening.

00:19:01How fast do we adapt to AI?

00:19:04Is it really the right way?

00:19:05And how do we make sure that, you know, privacy and transparency is kept so that consumers do not lose trust sa brand pag gumagamit na ng AI ating sa advertising.

00:19:22So, it's really still an evolving trend.

00:19:26We still don't see the real path to how AI can really be maximized when it comes to marketing.

00:19:33But, you know, people are really looking at it and really finding ways on how to best deploy AI in terms of the marketing arena.

00:19:44So, you're now seeing probably in the next few years, you can see the generative AI being able to study the trends and, you know, focus on what the consumers want.

00:19:55Ganun ba yung mangyari?

00:19:57Yes, sir.

00:19:58So, that's correct.

00:19:59So, while AI is beneficial in terms of crunching data and providing you a lot of insights, when it comes to being reliable and trustworthy, may questions pa yung mga consumers.

00:20:15So, marketers need to still find a way of maximizing AI so that consumers will still trust.

00:20:23So, there's still value pala when you do, you know, a person-to-person survey, consumer survey, talagang tao, no?

00:20:33Hindi yung, hindi generative AI, ganun ba yun?

00:20:36Para bang, you're still looking at the balance of making survey on consumers, real consumers, di ba?

00:20:43Ganun ba yun?

00:20:44That's correct.

00:20:45Yes, sir.

00:20:45So, yun ang nangyayari.

00:20:48So, should we be afraid of generative AI or this can be something that can be of, you know, being collaboration to help more mangyayari?

00:21:01So long as we adhere, I think, to sort of what you're saying, responsible use of AI, I don't think we should be afraid.

00:21:13So, huwag lang ma-abuse.

00:21:16Oo nga, kasi regardless, still AI and humans are still humans na para ganun.

00:21:22So, yun.

00:21:24And then, the next one is actually yan, sustaining, sustainability and marketing must merge.

00:21:31How is this so, Jay?

00:21:32So, yeah.

00:21:34So, results from a lot of our studies say that consumers, nine out of every ten consumers are saying,

00:21:43if walang sustainability strategy yung brand or company, mahihirapan kami to support them moving forward.

00:21:53So, what do we mean by sustainability?

00:21:56You know, being earth-friendly, being conscious of the use of resources, not using illegal labor, for example, in manufacturing, et cetera.

00:22:07So, all of these factors are very important to the consumers nowadays, particularly yung tinatawin nilang woke generation, Gen Z, millennials.

00:22:19They're very careful when before using or trusting a brand, they check a new sustainability strategies or policies.

00:22:33So, that's important.

00:22:35Why is that important to marketers?

00:22:37According to our studies, the value of sustainability contributes about $193 billion globally.

00:22:45Wow.

00:22:46So, it helps brands increase their value if they have a very, very good, sustainable strategy.

00:22:55But, tama, you know, because nowadays people are saying, is this something that has helped a lot of the community, especially our environment?

00:23:05Yes.

00:23:06Are they, you know, like fair trade, you know, fair trade?

00:23:10Are they paying the right minimum wage, you know?

00:23:13Like, for example, I know of a coffee shop or in, they say, we use fair trade.

00:23:18And they really, they really show that as a proof, no?

00:23:21Kasi mga tao ngayon, para bang, bibili ako ng product, but I want my product to be able to contribute.

00:23:28Ganun ba yun?

00:23:29Correct.

00:23:29Para bang, hindi lang ako bibili ng sabon.

00:23:32Pag gusto ko yung sabon na pinibili ko, ay nakakatulong sa mga ibang communities.

00:23:37Para bang, so, attached now, no?

00:23:40So, before myself, I like to look at my community, ganun?

00:23:44Yes, sir.

00:23:44So, they're not just looking at their personal needs.

00:23:47They're also looking at, you know, how my consumption impacts other stakeholders.

00:23:53So, and we've seen that, you know, if brands do not follow that in the news, no, without naming names,

00:23:57we've seen brands, no, malaman ng mga consumers na yung product pala na is being produced by child labor,

00:24:05they really withdraw support.

00:24:08So, it affects, you know, the future of brands.

00:24:11Or if, you know, if the jewelry is made from illegal mining,

00:24:17or whatever, if it is used by deforestation.

00:24:24So, mga ganun factors.

00:24:26And if it doesn't pay the communities right,

00:24:29it actually affects how consumers support or don't support a brand.

00:24:35Pero that's a far cry from years ago, di ba?

00:24:37Nung araw, wala akong pakailang.

00:24:39You know, I like this.

00:24:40I like it for myself.

00:24:41It makes me beautiful.

00:24:42It makes me feel good.

00:24:43But now, talagang magka-connect, no, talagang ito bang product na ito ay sustainable in terms of,

00:24:53ay, pag nagbabaha at pag nakita yung mga product nila nasa baha,

00:24:58di ba, that affects, right?

00:24:59I mean, nakita ko yan sa anong, remember, the past year, di ba?

00:25:04Ang daming plastic.

00:25:05Ang daming plastic sa bay.

00:25:07I mean, imagine mo, if I'm the owner, and na-focus yung brand ko,

00:25:14at maraming plastic, delikado yan, no?

00:25:18Parang ganun.

00:25:19Kaya yung aming prediction, or at least the trend is,

00:25:23kailangan yung sustainability and marketing have to go hand in hand.

00:25:26Cannot be separate anymore.

00:25:30Exactly.

00:25:30Parang, ano na ngayon, ha?

00:25:32Iba na talaga ang trend natin ngayon talaga.

00:25:36Kaya, brands, top creator communities, yan.

00:25:39Ano ba ito?

00:25:40Talagang, they're now not looking at influencers or celebrity,

00:25:45but they're looking at content creators?

00:25:48Ganito ba yun?

00:25:49Yes, sir.

00:25:49So, nagkaroon na rin ng shift.

00:25:51Dati, basta kilalang tao yung na-associate sa brand,

00:25:56tataas yung consumption.

00:25:57Maraming bibili.

00:25:58Kaya lang, napansin nila,

00:25:59a lot of influencers and celebrities

00:26:02pinagkahakitaan yung association with the brands.

00:26:06Not to generalize,

00:26:09but maraming sila nakita,

00:26:10hindi naman pala totoo,

00:26:12binabayaran pala yan,

00:26:13or they make money,

00:26:15but they're not really supporting this brand,

00:26:17or really using this brand,

00:26:18or they don't even believe in this cause.

00:26:21So, nag-shift ngayon yung trend

00:26:23towards what they call content creators.

00:26:25So, these content creators are seen as more trustworthy,

00:26:30as more authentic,

00:26:32as more real to the consumer.

00:26:34And slowly, they began to create their own communities.

00:26:38Like yourself, sir.

00:26:39I know you have more than 50,000

00:26:41within your community alone.

00:26:43So, you're an example of a content creator,

00:26:46and you have your own community.

00:26:48So, the trend now is brands are seeing the power

00:26:50of these communities to help them

00:26:53grow their footprint globally.

00:26:57And, in fact,

00:26:58a company called Goldman and Sachs in the US,

00:27:02they put a value,

00:27:03the value of this industry is now

00:27:05$250 billion a year.

00:27:08And it will grow by double

00:27:10within the next three years.

00:27:11So, it's a real,

00:27:13you know, opportunity

00:27:15for brands

00:27:17and for the creator communities

00:27:19to also benefit.

00:27:20because it's an opportunity

00:27:22to really provide information

00:27:24and provide consumers

00:27:26with trustworthy

00:27:28and reliable information about brands.

00:27:33And recently,

00:27:34as an example,

00:27:35Gordon Ramsay came.

00:27:37Yeah.

00:27:38Yeah.

00:27:38Gordon Ramsay.

00:27:39Yeah.

00:27:40Right.

00:27:40And he wants to,

00:27:42he sees the opportunity

00:27:43in the Philippines

00:27:43to open more restaurants.

00:27:46What did he do?

00:27:47So that,

00:27:48makilala siya lalo,

00:27:49nag-partner siya

00:27:50with local content creators,

00:27:51si Nino Rai,

00:27:52si Judai,

00:27:53et cetera,

00:27:55and collaborated

00:27:56with some activities.

00:27:58So,

00:27:59that,

00:27:59naging viral tuloy

00:28:01si Gordon Ramsay

00:28:02sa Philippines.

00:28:03Yung mga,

00:28:04yung mga hindi siya kilala,

00:28:05biglang na-curious,

00:28:06yung mga to si Gordon Ramsay.

00:28:07So,

00:28:08by the time he opens

00:28:09new restaurants,

00:28:09he's sure na marami

00:28:10ng potential customers.

00:28:12So,

00:28:12the value

00:28:13of

00:28:14partnering

00:28:16with content creators

00:28:17like yourselves

00:28:18is five times more

00:28:19versus

00:28:20the brand

00:28:21just doing

00:28:21their own

00:28:22activities.

00:28:24So,

00:28:25yung,

00:28:25the key word

00:28:26is collaboration,

00:28:27no?

00:28:27Kung baga,

00:28:28you're not an island

00:28:29by yourself,

00:28:30but

00:28:31you have to collaborate

00:28:33and knowing

00:28:33who to collaborate,

00:28:35you know?

00:28:35Para bang,

00:28:36you're,

00:28:37your branding

00:28:38must collaborate

00:28:39with somebody

00:28:40who really has

00:28:41that same value,

00:28:43no?

00:28:43I remember years ago,

00:28:45there was a big

00:28:46hula-baloo

00:28:47in the,

00:28:47in the media,

00:28:48you know,

00:28:49radio,

00:28:49television,

00:28:50panong araw,

00:28:51about the basketball

00:28:52team

00:28:52wherein it was

00:28:54being engaged

00:28:55by another

00:28:55food company,

00:28:57but one of the players

00:28:59apparently

00:29:00was seen

00:29:01in another competitor,

00:29:03you know?

00:29:04At,

00:29:04it was really

00:29:05a big,

00:29:06big,

00:29:07sort of like

00:29:08a scandal

00:29:09wherein,

00:29:10ay,

00:29:10bakit yan nun?

00:29:11Di ba member yan

00:29:11ng basketball team?

00:29:13Bakit siya kumakain

00:29:14doon sa

00:29:14kabilang chain?

00:29:16You know?

00:29:16So that it affected

00:29:18a lot of,

00:29:19you know,

00:29:20the marketers,

00:29:21the advertising

00:29:22agency,

00:29:22kasi,

00:29:24ano yun eh,

00:29:24when you have a team

00:29:25and you are endorsing

00:29:26a product,

00:29:28one team kayo,

00:29:28hindi pwedeng

00:29:29aalis ka doon

00:29:31kasi you're a member

00:29:32of the team,

00:29:32di ba?

00:29:33Ganon nangyayari diyan.

00:29:34So,

00:29:34is this something

00:29:36that we are now

00:29:38asking a lot of people

00:29:39watching us

00:29:40that you can be

00:29:42a creator,

00:29:42you know?

00:29:43I mean,

00:29:43you can start

00:29:44that career.

00:29:45It's never too late,

00:29:46di ba, Jay?

00:29:47That's,

00:29:47totoo, sir.

00:29:48So,

00:29:49digital platforms

00:29:50have democratized

00:29:52or made it

00:29:53an equal opportunity

00:29:55environment nowadays.

00:29:57Hindi na kailangan

00:29:58meron kang

00:29:58special equipment,

00:30:00may studio ka,

00:30:01et cetera.

00:30:03So,

00:30:03as long as you have

00:30:04the right content

00:30:05and it's authentic

00:30:07to the community

00:30:08and your audience,

00:30:10then you have a chance

00:30:11to really,

00:30:12ano,

00:30:13make a difference.

00:30:15Correct,

00:30:15correct.

00:30:16That's true.

00:30:16So,

00:30:17ayan,

00:30:17ladies and gentlemen,

00:30:18hindi na,

00:30:19hindi na importe.

00:30:20Ay,

00:30:20artista siya,

00:30:21hindi.

00:30:21Meron pa rin chance.

00:30:23Talagang opportunity nga,

00:30:25sabi natin,

00:30:26there's always a room

00:30:26for opportunity

00:30:27if you just pay

00:30:29attention,

00:30:29di ba?

00:30:30So,

00:30:30ayan,

00:30:31eto yun,

00:30:32naku,

00:30:32wake up

00:30:32and definitely not.

00:30:35Ito,

00:30:35number six,

00:30:36talagang,

00:30:37eto,

00:30:38ayan.

00:30:38This one is also

00:30:39controversial,

00:30:40especially with,

00:30:41ano,

00:30:42the happenings

00:30:43in the United States

00:30:45right now.

00:30:45But,

00:30:46you know,

00:30:46our studies

00:30:47across countries

00:30:48are saying,

00:30:48mahalaga

00:30:50sa mga

00:30:51consumers

00:30:52na

00:30:53mayroong

00:30:54inclusivity

00:30:55strategy

00:30:56and brands.

00:30:57So,

00:30:57ano'y ba

00:30:57ibig sabihin

00:30:58at inclusivity?

00:30:59That means,

00:31:00conscious ka na,

00:31:01you know,

00:31:01people have

00:31:02differences,

00:31:03we have

00:31:03different races,

00:31:05different languages,

00:31:06different

00:31:06gender,

00:31:08ano,

00:31:09et cetera.

00:31:10So,

00:31:10that has

00:31:11to be

00:31:11taken

00:31:11into

00:31:11consideration

00:31:12when you

00:31:12do your

00:31:13marketing

00:31:14initiatives

00:31:15moving

00:31:15forward

00:31:16because,

00:31:17you know,

00:31:17today's

00:31:18generations,

00:31:19particularly

00:31:19the Gen Cs,

00:31:20the Millennials,

00:31:21the LGBT

00:31:23communities,

00:31:24all of these

00:31:24communities

00:31:24are looking

00:31:25at the

00:31:26brands

00:31:26to make

00:31:26sure na,

00:31:27I will

00:31:28not associate

00:31:29myself

00:31:29with you,

00:31:30I will

00:31:30not support

00:31:31you,

00:31:31if you

00:31:32go against

00:31:32our

00:31:33community,

00:31:34if you

00:31:34don't include

00:31:35my community,

00:31:36that includes

00:31:36people with

00:31:37disabilities,

00:31:38people with

00:31:38special needs,

00:31:39and then

00:31:40one study

00:31:41by the

00:31:42United Nations

00:31:42says,

00:31:43you know,

00:31:44in the

00:31:44year 2050,

00:31:45one out

00:31:46of every

00:31:46four

00:31:46humans

00:31:48in the

00:31:48earth

00:31:48will be

00:31:49of

00:31:49African

00:31:50descent,

00:31:51so that's

00:31:51the developing

00:31:52market,

00:31:54Africa,

00:31:54that's what

00:31:55they're

00:31:55looking at

00:31:55now,

00:31:56Asia,

00:31:57now it's

00:31:57shifting

00:31:58slowly to

00:31:58Africa,

00:31:59so imagine

00:32:00that if

00:32:00you're not,

00:32:01if you're

00:32:01a marketer,

00:32:02you're not

00:32:02sensitive to

00:32:03inclusivity,

00:32:05whether it's

00:32:05race,

00:32:06age,

00:32:06or whatever,

00:32:07you will

00:32:08suffer in

00:32:09the future,

00:32:10because people

00:32:11will not

00:32:12feel aligned

00:32:14with your

00:32:14values,

00:32:15so inclusivity

00:32:16is another

00:32:17strategy that

00:32:20needs to be

00:32:21included in

00:32:22marketing

00:32:22communications,

00:32:23so in other

00:32:25words,

00:32:25Jay,

00:32:25para bang

00:32:26pag

00:32:26nagkaroon

00:32:26ka ng

00:32:27content,

00:32:28make sure

00:32:29na walang

00:32:29tatamaan,

00:32:30di ba,

00:32:30para bang

00:32:31it will

00:32:31not be

00:32:32misconstrued

00:32:33by

00:32:33certain

00:32:34group,

00:32:35or even

00:32:37the words,

00:32:38you know,

00:32:38marami tayong

00:32:39mga

00:32:39celebrities

00:32:40na tinamaan

00:32:41dyan,

00:32:41na hit

00:32:43agad

00:32:43sila

00:32:43ng mga,

00:32:44oh,

00:32:44are you

00:32:44going to,

00:32:45are you

00:32:45against this,

00:32:46are you

00:32:46against this

00:32:47certain

00:32:47race,

00:32:48di ba,

00:32:49masyadong

00:32:49sensitive,

00:32:50no,

00:32:50para bang,

00:32:50it's so

00:32:54sensitive

00:32:54that you

00:32:55cannot just

00:32:56use any

00:32:56word,

00:32:57or even

00:32:58a joke,

00:32:59the joke

00:32:59can turn

00:33:00around,

00:33:01can flip

00:33:02your brand,

00:33:04yung mga

00:33:04ganun,

00:33:05di ba,

00:33:05can happen

00:33:07overnight,

00:33:07so that's

00:33:08the,

00:33:09the key word

00:33:10is sensitivity,

00:33:11so we need

00:33:12marketers,

00:33:13and anyone

00:33:14else,

00:33:15actually content

00:33:15creators,

00:33:16need to be

00:33:17very sensitive

00:33:18about how

00:33:19they speak,

00:33:20what content

00:33:21they produce,

00:33:22et cetera,

00:33:23otherwise you

00:33:23face the

00:33:24risk of

00:33:25backlash.

00:33:26Oh,

00:33:27just to give

00:33:28you a personal

00:33:28experience,

00:33:29I was,

00:33:29I was reading

00:33:30a comment,

00:33:31you know,

00:33:31one of my

00:33:32interviews,

00:33:33and I so

00:33:34appreciate

00:33:35one of the

00:33:35viewers'

00:33:36comment and

00:33:37said,

00:33:37you know,

00:33:38the host

00:33:39keeps talking

00:33:40too much.

00:33:44Aray,

00:33:45you know,

00:33:45but again,

00:33:46alam mo,

00:33:46it gets,

00:33:47you also

00:33:48learn,

00:33:48di ba,

00:33:49parang,

00:33:49di ba ganun,

00:33:50kasi sabi niya,

00:33:52you know,

00:33:52the person

00:33:53being interviewed

00:33:54wants to say

00:33:55more,

00:33:55but the host

00:33:56keeps talking,

00:33:57so ngayon,

00:33:58teka,

00:33:58oh,

00:33:58I learned

00:33:59something,

00:34:00di ba,

00:34:02ganun pala ka

00:34:03talagang

00:34:04ang ating

00:34:05mundo ngayon,

00:34:06di ba,

00:34:06so yun,

00:34:07so again,

00:34:08siguro,

00:34:08Jade,

00:34:09importante,

00:34:09you know,

00:34:10you consider

00:34:10all this,

00:34:11and the

00:34:11Africanization

00:34:12that you are

00:34:13now looking

00:34:13at the

00:34:14United Nations,

00:34:15so,

00:34:16iba-iba na,

00:34:17no,

00:34:17iba-iba na yung

00:34:17ating nangyayari,

00:34:19yung mga

00:34:19segments,

00:34:20no,

00:34:20correct,

00:34:21so again,

00:34:21I can imagine

00:34:23the stress levels

00:34:24and the challenges

00:34:25among marketers

00:34:26nowadays,

00:34:27it's no longer

00:34:28a one-size-fits-all

00:34:29strategy,

00:34:30and like before,

00:34:31you talk about

00:34:32mass audience

00:34:33and mass

00:34:34communication,

00:34:35gone are the days,

00:34:36so lalo na yung

00:34:38mga disability,

00:34:39no,

00:34:39like something

00:34:40that you cannot

00:34:41play around,

00:34:42like for example,

00:34:43you know,

00:34:44people used to

00:34:45joke nung araw,

00:34:45yung mga pipilay-pilay,

00:34:47yung mga ganun,

00:34:48hindi,

00:34:48hindi na pwede ngayon

00:34:49because people

00:34:50are sensitive

00:34:51to that,

00:34:52it's sort of like,

00:34:53it dehumanizes

00:34:55them,

00:34:55di ba,

00:34:56para nangyayaring

00:34:56ganun,

00:34:57so,

00:34:58so this is

00:34:59something that

00:34:59the marketers

00:35:01should learn,

00:35:01and also the trend

00:35:03that we now see,

00:35:04the puzzle of

00:35:05slowing growth,

00:35:06of,

00:35:07anit,

00:35:08talagang,

00:35:09eto ba nangyayari na

00:35:10talaga,

00:35:11na,

00:35:11the puzzle of

00:35:12slowing growth

00:35:13populations,

00:35:14population growth.

00:35:16So, dati-dati,

00:35:17narivinigling natin,

00:35:18so,

00:35:18piling mga bansa,

00:35:20like Japan,

00:35:21we say,

00:35:21tumatanda na yung

00:35:23mga Japanese

00:35:23or Koreans,

00:35:25but,

00:35:25the last few years,

00:35:27globally,

00:35:29the United Nations

00:35:30have seen,

00:35:31for the first time

00:35:32in 50,

00:35:3460 years,

00:35:35bumaba to less

00:35:36than 1%

00:35:37yung population growth.

00:35:38So,

00:35:38that's,

00:35:38that's actually

00:35:39a,

00:35:40a significant trend

00:35:42because,

00:35:43that means that

00:35:44it's not just

00:35:45isolated to a

00:35:46particular country,

00:35:47mas,

00:35:48mas,

00:35:50broad na yung effect

00:35:51ng population growth.

00:35:53While the Philippines

00:35:54is not yet

00:35:55in an immediate

00:35:56decline,

00:35:57we're also,

00:35:58we're already seeing

00:35:58acceleration.

00:36:00Ang sabi ng PSA,

00:36:02the Philippine Statistics

00:36:03Authority,

00:36:04in,

00:36:04in the next

00:36:05six years,

00:36:07magma more than

00:36:0710% na of the

00:36:08Philippine population

00:36:09above 60 years old.

00:36:12So,

00:36:13what's the effect

00:36:13of an aging population

00:36:15sa brands

00:36:15or marketing?

00:36:17As a population

00:36:18agent,

00:36:19lumiliit yung

00:36:20new consumers,

00:36:21na dumadating,

00:36:22which means

00:36:23your growth

00:36:24as a brand

00:36:25or as a product

00:36:26will also slow down

00:36:27as the population

00:36:29declines.

00:36:30So,

00:36:31that means

00:36:31you need to,

00:36:32again,

00:36:32think of more ways.

00:36:34How do I

00:36:34make sure that,

00:36:35you know,

00:36:36my brand

00:36:36can grow

00:36:38and exist

00:36:39moving forward

00:36:40when

00:36:41people are

00:36:43marrying later,

00:36:44people are having

00:36:45less children,

00:36:47and then

00:36:48yung purchasing power

00:36:50is shifting

00:36:50from the young

00:36:51to the

00:36:52senior population,

00:36:53meaning mas maliit na yung

00:36:54purchasing

00:36:55capabilities.

00:36:57So,

00:36:57all of these factors

00:36:58need to be considered

00:36:59in the next few years

00:37:01so that brands

00:37:02can sustain

00:37:02their growth.

00:37:04So,

00:37:04a lot of people

00:37:05talk about

00:37:06things like

00:37:07looking for

00:37:08underserved

00:37:09segments.

00:37:10So,

00:37:10ano ba yung mga

00:37:11consumers

00:37:11na hindi pa

00:37:12nasiserved,

00:37:13let's target them

00:37:14or people

00:37:15look at

00:37:16how more,

00:37:17how new

00:37:17sets of products

00:37:19can I

00:37:19develop.

00:37:21So,

00:37:22minsan nag-expand

00:37:23yung dating,

00:37:25for example,

00:37:26Oreo

00:37:27dati,

00:37:28cookies lang yan,

00:37:29now they're

00:37:29moving into

00:37:29ice cream

00:37:30to expand

00:37:32their

00:37:33product use

00:37:34again,

00:37:35to maintain

00:37:36their growth.

00:37:36So,

00:37:36all of these

00:37:37strategies

00:37:38need to be

00:37:39looked at

00:37:40in order to

00:37:41address the

00:37:42slowing

00:37:43population growth

00:37:44globally.

00:37:45So,

00:37:46in other words,

00:37:46if your brand

00:37:47is actually

00:37:48meant for

00:37:48the young,

00:37:50eh,

00:37:50dapat pag-aralan

00:37:51natin,

00:37:51you know,

00:37:52the unserved

00:37:53population,

00:37:55no?

00:37:55Kasi like,

00:37:56if you notice,

00:37:56a lot of

00:37:57powdered

00:37:57drinks now

00:37:59are really

00:38:00focused on

00:38:00the slow,

00:38:01the senior,

00:38:02the,

00:38:03ano,

00:38:03no?

00:38:04Yung older,

00:38:05older generation,

00:38:07no?

00:38:07Nakikita ko

00:38:08ngayon,

00:38:08no?

00:38:08Para bang

00:38:08lahat

00:38:09nakafocus sila

00:38:10ngayon

00:38:10towards that

00:38:11because

00:38:11what,

00:38:12what the,

00:38:13what the older

00:38:14generation wants

00:38:15is to get back

00:38:16their energy,

00:38:16no?

00:38:17Para bang,

00:38:18eh,

00:38:18kailangan ko na

00:38:19energy as

00:38:19when I was

00:38:2016,

00:38:21you know?

00:38:22Para bang,

00:38:22eh,

00:38:23kaya yun ang

00:38:24inahanap ng mga

00:38:24tao ngayon.

00:38:26I don't want

00:38:27to have wrinkles.

00:38:28That's why a lot

00:38:28of,

00:38:29a lot of ads

00:38:30right now

00:38:30are focused

00:38:31on anti-aging,

00:38:33di ba?

00:38:33Parang ganon.

00:38:34And reachable.

00:38:36Hindi lang,

00:38:36hindi lang yung

00:38:37those who can

00:38:38afford,

00:38:39but anybody

00:38:39can afford.

00:38:40Para bang,

00:38:41para bang ngayon,

00:38:42eh,

00:38:43the marketers

00:38:43are trying to

00:38:44reach out

00:38:45and say,

00:38:45hindi naman

00:38:45pang mayamang to,

00:38:47pang kalahatan to,

00:38:49di ba?

00:38:49So,

00:38:50yun ang nangyayari,

00:38:51no?

00:38:51Yun ang trend

00:38:51pala nangyayari

00:38:52ngayon.

00:38:53Kaya,

00:38:53nakikita natin

00:38:54itong mga

00:38:54ads ngayon

00:38:55na lumalabas,

00:38:56no?

00:38:56And then,

00:38:57they also use

00:38:58influencers

00:38:58who are also

00:38:59of middle age.

00:39:01Correct,

00:39:01yes.

00:39:01Tama?

00:39:02Tama?

00:39:03So,

00:39:03they make sure

00:39:04na nakaka-identify

00:39:05yung consumer segment

00:39:06nila.

00:39:07Oo.

00:39:08So,

00:39:09hindi na yung

00:39:09mga batang-bata

00:39:10na ngayon.

00:39:11So,

00:39:11nakaka-identify sila,

00:39:13nakaka-relate,

00:39:14no?

00:39:14Nag-resonate,

00:39:16yun ang ano doon.

00:39:17Stretching the limits

00:39:18of innovation.

00:39:20Yeah.

00:39:21So,

00:39:21how is this?

00:39:22That two times

00:39:23chance of growth

00:39:26if you can find

00:39:26uses for your range?

00:39:28Ganun ba?

00:39:28Ano ba nangyayari?

00:39:29So,

00:39:29going back to your

00:39:31example, sir,

00:39:32milk powder,

00:39:33if they did not

00:39:34develop a milk powder

00:39:36for seniors,

00:39:37yung income nila,

00:39:39it would just be

00:39:40limited to the

00:39:41young,

00:39:41to the babies

00:39:43or to the kids.

00:39:44But now that they

00:39:45extended the product

00:39:46by innovating,

00:39:47so,

00:39:48mayro na milk

00:39:48for diabetics,

00:39:50may milk for

00:39:51those with

00:39:52hypertension,

00:39:53and those who

00:39:54want to gain

00:39:56their vigor,

00:39:57may wellness milk.

00:39:58So,

00:39:58by innovating

00:39:59and expanding

00:40:00their product range,

00:40:01they have the ability

00:40:02now to increase

00:40:04or double

00:40:05their business.

00:40:06So,

00:40:07that's where

00:40:07the innovation trend

00:40:08comes in.

00:40:09And again,

00:40:10I go back to the

00:40:10earlier example,

00:40:11Oreo and Ferrero,

00:40:13the chocolate company,

00:40:15have expanded

00:40:16into ice cream.

00:40:17Again,

00:40:18the goal is to

00:40:18really maximize

00:40:20the opportunities

00:40:21to grow their brand.

00:40:22So,

00:40:23that's your

00:40:24examples earlier

00:40:25are ideal

00:40:27to illustrate

00:40:28and actually

00:40:30amplify

00:40:31this particular

00:40:32trend.

00:40:33Without innovation,

00:40:34brands will either

00:40:35stagnate

00:40:36or worse,

00:40:37decline

00:40:37moving forward

00:40:38because of

00:40:40one,

00:40:40competition,

00:40:41and two,

00:40:42emerging new

00:40:43needs

00:40:44and requirements

00:40:45of consumers.

00:40:46Oh,

00:40:47parang

00:40:48nakikita ko

00:40:49yun,

00:40:49parang

00:40:49tama,

00:40:50if you don't

00:40:51innovate,

00:40:52you're either

00:40:52a sitting duck

00:40:53or just

00:40:55let things

00:40:55pass

00:40:56or you join

00:40:57the race.

00:40:58Parang

00:40:58wala kang choice

00:40:59eh,

00:41:00you cannot

00:41:00be status quo,

00:41:01di ba?

00:41:03I've seen

00:41:04one eatery

00:41:05for the longest,

00:41:05longest time,

00:41:06sabi ko,

00:41:08bakit hindi

00:41:09nag-innovate?

00:41:10Hanggang dun lang siya,

00:41:11pero

00:41:11contented na yung

00:41:12may-ari,

00:41:13pero

00:41:14naglalampas-lampasa

00:41:15na siya.

00:41:16And

00:41:16again,

00:41:17we have,

00:41:18for example,

00:41:19we have a member

00:41:21in PCCQI,

00:41:22most of them

00:41:22are really

00:41:23parang

00:41:24natsa-challenge

00:41:25eh,

00:41:26itong present

00:41:26mo ngayon dito eh,

00:41:28the limits

00:41:28of innovation,

00:41:29no?

00:41:30Kung baga,

00:41:31wala namang

00:41:31problema,

00:41:32wala namang

00:41:33nagbabawal

00:41:34na to innovate,

00:41:35you know?

00:41:36Yeah.

00:41:36So,

00:41:37you're saying

00:41:38don't fix it

00:41:39if it ain't broke

00:41:40does not apply

00:41:41to...

00:41:42Doesn't apply now,

00:41:43yeah.

00:41:44In other words,

00:41:44the question

00:41:46there,

00:41:46Jay,

00:41:46is what

00:41:47can I do?

00:41:48Why not?

00:41:49Di ba?

00:41:50So,

00:41:50your imagination

00:41:52needs to be

00:41:52always active

00:41:54para

00:41:55mag-saccess.

00:41:57Mahirap

00:41:57maging entrepreneur

00:41:58these days,

00:41:59Jay,

00:41:59no?

00:41:59Para bang,

00:42:00you know,

00:42:01you're still sleeping

00:42:02and your mind

00:42:03is still working

00:42:04already 24-7.

00:42:07But,

00:42:07you know,

00:42:08in the beginning

00:42:08in our experience,

00:42:09kasi there are people,

00:42:10entrepreneurs who say,

00:42:11I'm being laughed

00:42:12at eh,

00:42:13butch eh,

00:42:13being laughed

00:42:14at,

00:42:14crazy daw ko.

00:42:15Sabi ko,

00:42:16it's okay,

00:42:17people can call

00:42:17you crazy,

00:42:18but who will be

00:42:19the last one

00:42:19to go to the bank?

00:42:21Ikaw yung tatawa,

00:42:22you know?

00:42:23This is something

00:42:24that,

00:42:25kasi takot ang taor.

00:42:26I think that's normal

00:42:27to Jay,

00:42:28yung bang,

00:42:29ay,

00:42:29yung ko kasi,

00:42:30baka kumpang tawanan.

00:42:32Di ba?

00:42:33Yes.

00:42:33Actually,

00:42:34the challenge is,

00:42:35yung comfort zone,

00:42:36means that we're too,

00:42:39I don't know,

00:42:39we feel too secure

00:42:41in our comfort zone,

00:42:42we don't want to risk

00:42:43anything,

00:42:44but that goes against us

00:42:45in the long run.

00:42:46So,

00:42:46we've seen this

00:42:47in global companies,

00:42:48you know,

00:42:49Kodak is an example.

00:42:51Kodak used to be

00:42:52one of the biggest

00:42:53companies in the world,

00:42:54but they failed

00:42:55to innovate.

00:42:55They dismissed

00:42:57digital cameras

00:42:58and they did not,

00:43:00they didn't see that

00:43:02as the way of the future.

00:43:04So,

00:43:05what happened,

00:43:05almost overnight,

00:43:06they disappeared

00:43:08as a brand.

00:43:10Kaya,

00:43:11o,

00:43:11ang dami natin nakita na,

00:43:13yung dating kilalang kilala,

00:43:14biglang nawala.

00:43:15You know,

00:43:16cell phones,

00:43:16for example,

00:43:17eh bakit parang kilala natin

00:43:18si Nokia,

00:43:19di ba?

00:43:19Pag sinabi,

00:43:20Nokia,

00:43:21Nokia,

00:43:23eh biglang,

00:43:23whoop!

00:43:24You know,

00:43:25all of a sudden,

00:43:26the Korean,

00:43:26the Japanese phone,

00:43:27the Chinese phone

00:43:28came up,

00:43:29but again,

00:43:30bumabalik na yan

00:43:31si Nokia.

00:43:32Yeah,

00:43:32because I think

00:43:33they learned

00:43:33the lesson

00:43:34of not innovating.

00:43:36So,

00:43:36they know that,

00:43:37you know,

00:43:37innovation is a

00:43:38continuous process.

00:43:40Otherwise,

00:43:41you know,

00:43:42you're gonna

00:43:43experience a lot

00:43:44of difficulties.

00:43:46Yeah,

00:43:46so even the way

00:43:47of teaching,

00:43:48di ba,

00:43:48Jay?

00:43:49Dati,

00:43:49nung araw,

00:43:50face-to-face,

00:43:51ngayon,

00:43:51merong online,

00:43:52may hybrid.

00:43:52Correct.

00:43:53Minsan,

00:43:54di mo na alam

00:43:54kung ano

00:43:54nangyayari na ngayon,

00:43:55no?

00:43:56Kung mga

00:43:56estudyante ba

00:43:57nakakapag-aral,

00:43:58o?

00:43:59And even

00:44:00in face-to-face,

00:44:01you know,

00:44:01the attention deficit

00:44:02is a challenge

00:44:03to learners

00:44:05nowadays,

00:44:05di ba,

00:44:06sir?

00:44:06Dati,

00:44:07pag pumasok ka

00:44:08sa classroom,

00:44:09lahat pays attention

00:44:10to you,

00:44:10even if you lecture

00:44:11for an hour.

00:44:12Ngayon,

00:44:1310 minutes ka pa

00:44:14nagsasalita,

00:44:15everyone's already

00:44:15uneasy,

00:44:16you see their body

00:44:17language,

00:44:17so the challenge,

00:44:18how do I maintain

00:44:19their attention,

00:44:20and that,

00:44:22so that,

00:44:23those things,

00:44:23so even teaching

00:44:24needs to have

00:44:25innovation.

00:44:26Yeah,

00:44:27I know,

00:44:27you're a part-time

00:44:28teacher,

00:44:29new AP,

00:44:30how do you keep

00:44:31your students

00:44:32glued to you?

00:44:34I mean,

00:44:34the first...

00:44:35Yes, sir,

00:44:36so I actually

00:44:36teach a 3-hour

00:44:38class,

00:44:38so imagine

00:44:38the challenge.

00:44:40Wow!

00:44:41And I have

00:44:43Gen C students,

00:44:44so you need

00:44:45to be both

00:44:45a comedian,

00:44:47an actor,

00:44:48a lecturer,

00:44:49et cetera,

00:44:50have a lot

00:44:50of activities,

00:44:51make them

00:44:52moving around,

00:44:53and you can't

00:44:54just do lecture

00:44:55for 3 hours.

00:44:57So it's really

00:44:57a challenge

00:44:58to innovate.

00:44:59So ngayon,

00:45:00pagiging teacher

00:45:00pala ngayon,

00:45:01hindi lang

00:45:02lesson plan.

00:45:03Di ba,

00:45:04yung lesson plan

00:45:05na ginasabit mo,

00:45:06but you also

00:45:07have to think,

00:45:08how do I look

00:45:08before my students?

00:45:11What kind of

00:45:12crack and jokes?

00:45:13Di ba?

00:45:13Yung mga ganon.

00:45:14Even us,

00:45:15when we give seminars,

00:45:17the first few minutes,

00:45:18we have to capture

00:45:19the audience,

00:45:20or else,

00:45:21the audience,

00:45:21lalo ngayon,

00:45:22ang hilig ng tao

00:45:23ngayon gumamit talaga

00:45:24yung nagsasalita ka,

00:45:26pero mga nakayuko,

00:45:28yung mga gumamit

00:45:29ng cellphone,

00:45:30yung mga nakayuko,

00:45:31parang frustrating

00:45:33for a speaker,

00:45:35but you cannot

00:45:36stop them.

00:45:37You know,

00:45:37di ba?

00:45:39Yun ang nakikita

00:45:40ko ngayon.

00:45:41So,

00:45:42wow,

00:45:42fantastic.

00:45:43Again,

00:45:44innovation is the

00:45:45must word.

00:45:46Yun ang importante,

00:45:47importante ngayon.

00:45:48Yan,

00:45:49retail media.

00:45:50Yan,

00:45:50ako.

00:45:52Nagbabago na ngayon,

00:45:53no,

00:45:53Jay?

00:45:53Retail media networks.

00:45:55Yeah.

00:45:56Yes, sir.

00:45:56So,

00:45:57again,

00:45:58a lot of our studies show

00:45:59na hindi na sapat

00:46:01na basta ka lang

00:46:02sa traditional media platforms

00:46:05magkocommunicate

00:46:05sa consumer.

00:46:07Dati kasi,

00:46:08pag may TV ad ka,

00:46:09okay na yan,

00:46:09may radio ad ka

00:46:10o nasa jaryo ka.

00:46:12Nowadays,

00:46:12you know,

00:46:13the emerging trend is

00:46:14even the retailers,

00:46:16so when I talk about retailers,

00:46:18I mean,

00:46:18supermarkets,

00:46:19groceries,

00:46:21shops,

00:46:23et cetera,

00:46:24fast food companies,

00:46:27they're now also becoming

00:46:28what they call touch points.

00:46:29So,

00:46:30they are becoming

00:46:31communication platforms

00:46:32on themselves.

00:46:33And the trend is,

00:46:36in the US,

00:46:37at least about 25%

00:46:38of advertising budgets

00:46:40are now expected

00:46:41to be invested

00:46:43in retail media.

00:46:45And this year,

00:46:4741% of marketers

00:46:48globally say,

00:46:49I will put my money

00:46:51and make sure

00:46:52I have advertising

00:46:54in retail media outlets.

00:46:55So,

00:46:56this includes

00:46:56not just

00:46:57yung mga

00:46:58natatandaan natin,

00:46:59yung mga

00:46:59what we call

00:47:00POS,

00:47:01yung mga posters

00:47:02at the supermarket,

00:47:03gondola,

00:47:05et cetera.

00:47:05Nowadays,

00:47:06medyo meron na tayo

00:47:07nakikita TV screens

00:47:08sa mga supermarkets

00:47:10or retail outlets.

00:47:12They now have

00:47:12their own apps

00:47:13and then they also

00:47:15have the power

00:47:16to use your database,

00:47:17yung mga rewards

00:47:18or loyalty

00:47:19membership cards nila.

00:47:21They now see

00:47:21the value of,

00:47:22you know,

00:47:23targeting you

00:47:24with messages,

00:47:25whether SMS

00:47:26or whatever

00:47:28to offer you.

00:47:29Oh,

00:47:29we have a discount,

00:47:30we have a sale

00:47:31or there's a new product

00:47:33and then they have

00:47:34e-commerce sites.

00:47:35So,

00:47:35even Lazada

00:47:36and shopping

00:47:37became very powerful

00:47:38nowadays

00:47:39in terms of

00:47:40advertising platforms.

00:47:42So,

00:47:42that's another trend.

00:47:44Again,

00:47:44marketers need

00:47:45to consider

00:47:46having a retail

00:47:48media strategy

00:47:49to keep abreast

00:47:50with competition

00:47:51and to also

00:47:52keep pace

00:47:52with,

00:47:52you know,

00:47:53evolving consumers

00:47:54kasi,

00:47:55yun yung kinatawin nila

00:47:56the last mile

00:47:57and the consumer

00:47:57is about to purchase it.

00:48:00Correct.

00:48:00You need to have

00:48:00a chance to

00:48:01influence them

00:48:02and the retail media

00:48:03is a way

00:48:04of influencing

00:48:05consumers.

00:48:07Tsaka yung brand,

00:48:08I mean,

00:48:08yung brand loyalty

00:48:09ngayon,

00:48:09hirap hawa ka,

00:48:10no?

00:48:10Para bang,

00:48:11bibili ka na lang

00:48:12ng product na yun

00:48:13tapos bigla

00:48:14kang may,

00:48:14yung mata mo

00:48:15makikita mo

00:48:16din sa isang

00:48:16product shelf

00:48:17na mas maganda ito

00:48:19o mas amura ito.

00:48:21You know,

00:48:22they compare.

00:48:22Like the US,

00:48:23they're very,

00:48:24very,

00:48:24kumbaga,

00:48:25blunt sila,

00:48:26mag-comparison sila.

00:48:27Ito,

00:48:27brand A,

00:48:28brand B,

00:48:29you know,

00:48:29talagang

00:48:30mas value for money,

00:48:32mas endorse nito.

00:48:34Para bang,

00:48:35by the time you

00:48:36touch that product,

00:48:37misa magbabalik,

00:48:38you know,

00:48:39mag-ibang,

00:48:40ay,

00:48:40balik ko muna ito,

00:48:41mas mura ata.

00:48:42Di ba?

00:48:43May mga consumer

00:48:44ako nakikita

00:48:45na supermarket,

00:48:46no?

00:48:47Pagbiling ganon,

00:48:48ay,

00:48:48ayoko,

00:48:49gusto ko ata dito.

00:48:50Hanggang hindi

00:48:51nakakalabas ng cashier,

00:48:52hindi ka sigurado.

00:48:55Correct,

00:48:55correct.

00:48:56Di ba?

00:48:56So,

00:48:57this is something na,

00:48:58hindi lang yung

00:48:59hahabulin ka ng mga

00:49:00promodisers,

00:49:01no?

00:49:01Pero,

00:49:02in fact,

00:49:02ito,

00:49:02challenging ito ngayon,

00:49:04Jay,

00:49:04sa atin,

00:49:04no?

00:49:05Yung promodisers

00:49:06are the ones

00:49:07who should be

00:49:08telling people,

00:49:09di ba?

00:49:10This is very important,

00:49:11ha?

00:49:12Yes.

00:49:12They're not just there

00:49:13to stand

00:49:13and say,

00:49:15ano ang gusto nyo,

00:49:16ano ang bibili nyo,

00:49:17iba na,

00:49:17iba na yung mga

00:49:19script nila.

00:49:21Yes,

00:49:21because tama kayo,

00:49:22sir,

00:49:22yung brand loyalty

00:49:23is now becoming

00:49:25a challenge

00:49:25to maintain

00:49:26among consumers

00:49:28kasi,

00:49:29yun,

00:49:30until they get

00:49:30to the checkout

00:49:31counter,

00:49:32every other

00:49:33competitor has

00:49:34an opportunity

00:49:34to steal them

00:49:35from you.

00:49:36Oo,

00:49:37kung baga,

00:49:37you're in the

00:49:38sea of

00:49:39consumer marketing.

00:49:42Pag lumabas ka

00:49:42na sa checkout,

00:49:44sino winner?

00:49:44Para bang,

00:49:45it's a race,

00:49:46no?

00:49:46It's a race.

00:49:47Talagang importante.

00:49:49Kaya nga,

00:49:49packaging,

00:49:50value for money,

00:49:52ang dami talaga

00:49:53ikukonsider,

00:49:54no?

00:49:54Yes.

00:49:54Even the food

00:49:55courts nowadays,

00:49:57they also have

00:49:58a very,

00:49:59very strategic way

00:50:00of catching people,

00:50:01and more on online.

00:50:04Di ba?

00:50:04Kaya nga,

00:50:05nagkita natin

00:50:05yung mga online sellers,

00:50:07halos nagiging,

00:50:08nagkakaroon sila

00:50:09ng comedy,

00:50:10but again,

00:50:11they focus on the product,

00:50:12you know,

00:50:13yun ang importante doon.

00:50:14Live streaming,

00:50:15alive and kicking,

00:50:17ayan.

00:50:20So,

00:50:20ano-ano

00:50:21ang nakikita natin yan?

00:50:22Ang dami talaga

00:50:22nagla-live streaming na,

00:50:24no?

00:50:24Yung mga ganon.

00:50:25Small and medium

00:50:26brands are really

00:50:27kicking it up.

00:50:28So,

00:50:28this is something

00:50:29that probably

00:50:29we need to talk about,

00:50:31you know,

00:50:31the live streaming.

00:50:33A lot of people

00:50:34are now doing

00:50:35a lot of live streaming,

00:50:37no?

00:50:37Yes, sir.

00:50:38Yes, sir.

00:50:39So,

00:50:39particularly in China,

00:50:42which is a case study

00:50:43that we made last year,

00:50:45it's quite a very big industry

00:50:49already,

00:50:50and it's now becoming

00:50:54an influence to other markets,

00:50:57yung strategy of live streaming.

00:50:59Sa atin nataw,

00:51:00natin live selling,

00:51:01you know,

00:51:02people go on Facebook

00:51:03or on YouTube

00:51:04and sell

00:51:07by doing a live video.

00:51:09So,

00:51:10it's becoming

00:51:12such an important

00:51:14part of e-commerce

00:51:15that our studies say,

00:51:18you know,

00:51:18it can actually

00:51:19provide incremental growth

00:51:21up to 15%

00:51:22sales to a brand

00:51:25and also drive interest

00:51:28and it's also an equalizer.

00:51:30Again,

00:51:30in discussion atin earlier

00:51:32about being a content creator,

00:51:34now,

00:51:34even if you're a small entrepreneur,

00:51:36I'm just selling peanut butter

00:51:38or I'm selling

00:51:39bread

00:51:41or I have a

00:51:43in-home bake shop,

00:51:45live streaming

00:51:45can help you

00:51:46increase your sales

00:51:48without

00:51:49requiring a lot

00:51:52of investment

00:51:52at the start.

00:51:53So,

00:51:54it's democratizing

00:51:55how we

00:51:57sell

00:51:59nowadays.

00:52:00So,

00:52:00it's quite a very

00:52:02interesting trend.

00:52:04Pero,

00:52:04ang important dito,

00:52:05yung training,

00:52:06yung banga

00:52:07the ability

00:52:08to have that

00:52:09personality

00:52:10kasi iba

00:52:11nahiya,

00:52:11humarap sa camera,

00:52:13pero sabi ko nga,

00:52:14if you don't have

00:52:15confidence,

00:52:15how can you sell

00:52:16your product?

00:52:18If I'm selling

00:52:19a franchise,

00:52:20how can I sell

00:52:20my franchise

00:52:21if I leave it

00:52:22to a staff

00:52:23to do?

00:52:24Kasi,

00:52:24entrepreneurs

00:52:25nowadays

00:52:25have to be

00:52:26personalized.

00:52:27Yun ang nakikita

00:52:28akong trend

00:52:29na people

00:52:30who are

00:52:31owners,

00:52:32when they

00:52:32approach people,

00:52:33sigurado sure

00:52:34sale yan.

00:52:36People who

00:52:36are employees,

00:52:38who are probably

00:52:39selling,

00:52:40they don't sell

00:52:41with much gusto eh.

00:52:43Di ba?

00:52:43Kasi,

00:52:44ang thinking ko

00:52:46ngayon,

00:52:46Jay,

00:52:47is that

00:52:47people want

00:52:48to see

00:52:48sino ba si

00:52:50Jay as an

00:52:50entrepreneur?

00:52:51Ano ba yung

00:52:51mga challenges

00:52:52niya?

00:52:54Bakit siya

00:52:54nagtayo

00:52:54ng ganitong

00:52:55business?

00:52:56Yung

00:52:56they're able

00:52:57to relate,

00:52:58no?

00:52:58The values.

00:53:00So,

00:53:01iba na

00:53:01ang mundo

00:53:01natin yun.

00:53:02Hindi na pwedeng

00:53:02advertisement

00:53:03na one full

00:53:03page.

00:53:04No,

00:53:04no,

00:53:05no.

00:53:06You need

00:53:07to really

00:53:07understand

00:53:08how the

00:53:09consumers

00:53:10behave

00:53:11and align

00:53:12with them

00:53:13otherwise

00:53:13ma-iwanan ka

00:53:14talaga.

00:53:15So,

00:53:15yeah,

00:53:15going to

00:53:16your point,

00:53:16there's this

00:53:17celebrity,

00:53:18si Marika

00:53:18Reyes,

00:53:19she set

00:53:20up a

00:53:21baking

00:53:21business

00:53:23but what

00:53:24she does

00:53:24is,

00:53:24as you

00:53:25mentioned,

00:53:25she actually

00:53:26personally

00:53:26delivers

00:53:27from time

00:53:28to time

00:53:29her products

00:53:29to her

00:53:30customer.

00:53:31So,

00:53:32imagine

00:53:32when I

00:53:32bought a

00:53:33cake

00:53:33and then

00:53:33Marika

00:53:35Reyes,

00:53:36a celebrity

00:53:37delivering

00:53:38the cake

00:53:38to you

00:53:38in person.

00:53:39So,

00:53:40that says

00:53:41a lot

00:53:41about

00:53:41the

00:53:41credibility

00:53:42of her

00:53:42products.

00:53:44Oh,

00:53:44it's like

00:53:45starstruck.

00:53:46Correct.

00:53:47I think,

00:53:47right?

00:53:47It's like

00:53:48the person

00:53:50himself

00:53:51or herself

00:53:52is going

00:53:53there.

00:53:54It's like

00:53:54word of

00:53:56mouth.

00:53:56I get

00:53:57the power

00:53:57of the

00:53:58word of

00:53:58mouth.

00:53:59It's

00:53:59still

00:54:00great.

00:54:00Yeah,

00:54:00definitely.

00:54:02Actually,

00:54:02in terms

00:54:02of trust

00:54:03based on

00:54:04our studies,

00:54:05word of

00:54:05mouth

00:54:05is still

00:54:06number

00:54:06one

00:54:06among

00:54:07consumers

00:54:07when it

00:54:07comes

00:54:08to

00:54:09trusting

00:54:10about

00:54:11information

00:54:12about

00:54:12any

00:54:12product

00:54:13or

00:54:13service.

00:54:13If it

00:54:14comes

00:54:14from a

00:54:14family

00:54:15or

00:54:15friend

00:54:15information,

00:54:16the

00:54:17level of

00:54:19trust is

00:54:19high.

00:54:21So,

00:54:21Jay,

00:54:23wow,

00:54:24so,

00:54:24ang dami

00:54:24natin

00:54:25pinag-uusapan

00:54:25ngayon

00:54:26ng

00:54:26thread.

00:54:27But,

00:54:27give us

00:54:28three points

00:54:29na lang

00:54:29na,

00:54:29for example,

00:54:30people

00:54:30who are

00:54:31now

00:54:31watching,

00:54:32how will

00:54:33they now

00:54:34approach,

00:54:35like,

00:54:35okay,

00:54:37approaching

00:54:38Kantar

00:54:39to bring

00:54:40my,

00:54:41you know,

00:54:42to boost

00:54:42my growth,

00:54:43my company,

00:54:45and people

00:54:46who are now

00:54:47looking at

00:54:47creating their

00:54:48own business

00:54:49from a

00:54:50corporate.

00:54:50What are

00:54:51you

00:54:52with this

00:54:53trend

00:54:54that we

00:54:54are now

00:54:54seeing?

00:54:55Yeah,

00:54:55well,

00:54:56the first

00:54:56thing,

00:54:57I think,

00:54:57as you

00:54:59mentioned

00:55:00earlier,

00:55:01if you're

00:55:02a business

00:55:02owner,

00:55:03whether small,

00:55:03medium,

00:55:04or large,

00:55:04your confidence

00:55:05and your

00:55:06time that

00:55:11you spend

00:55:11on the

00:55:12business is

00:55:13important.

00:55:14That's

00:55:14what one.

00:55:15The second

00:55:15is you need

00:55:16to understand

00:55:16your consumer

00:55:17on all

00:55:18aspects.

00:55:19You can

00:55:20one-sided

00:55:20not just

00:55:22the demographics,

00:55:23not just

00:55:24their,

00:55:26you need

00:55:26to understand

00:55:27their personality,

00:55:28the future

00:55:28of consumers

00:55:29so that

00:55:31you know

00:55:31their needs,

00:55:32their pain

00:55:32points,

00:55:33and you can

00:55:33address them

00:55:34well,

00:55:36and they will

00:55:36then gravitate

00:55:37towards you.

00:55:37And then

00:55:38for the third,

00:55:39have confidence

00:55:40in yourself

00:55:41and your

00:55:41product,

00:55:42understand

00:55:43your consumer,

00:55:44and don't

00:55:45be afraid

00:55:45to seek

00:55:46help.

00:55:46Whether

00:55:46in Kantar

00:55:47we have

00:55:48socialized

00:55:49services,

00:55:50we can

00:55:50cater to

00:55:51a small

00:55:51business,

00:55:52up to

00:55:53a large

00:55:53company.

00:55:55But just

00:55:56you're in

00:55:56the three

00:55:56things,

00:55:57believe in

00:55:57yourself,

00:55:58understand

00:55:59your consumer,

00:55:59and have

00:56:00all the

00:56:00necessary

00:56:01information

00:56:01to help

00:56:02your business

00:56:03or your

00:56:04brand.

00:56:05Jay, one

00:56:06last thing,

00:56:07how can

00:56:07people get

00:56:08in touch

00:56:08with you

00:56:09if they

00:56:09want to

00:56:11have queries,

00:56:12they want

00:56:13to connect

00:56:14with you,

00:56:15how can

00:56:15they get

00:56:15in touch?

00:56:16Yeah,

00:56:17I'm on

00:56:17LinkedIn,

00:56:18so if

00:56:18you're

00:56:18on

00:56:19LinkedIn,

00:56:19you can

00:56:19just

00:56:20search

00:56:20for me,

00:56:21jdbautista.

00:56:22Kantar.

00:56:23On a

00:56:24social media,

00:56:24I'm also

00:56:25there,

00:56:26Facebook,

00:56:27Instagram,

00:56:28X,

00:56:29Trends,

00:56:29et cetera.

00:56:31Just Google,

00:56:32I'm sure

00:56:32you'll be able

00:56:33to find

00:56:34me.

00:56:36Yeah,

00:56:36one last

00:56:36thing,

00:56:37you mentioned

00:56:37about being

00:56:38in different

00:56:39social,

00:56:39may mga

00:56:40entrepreneurs

00:56:40na,

00:56:41ay,

00:56:41gusto ko

00:56:41lang ganito,

00:56:42gusto

00:56:42lang Facebook,

00:56:43but anong

00:56:45nakikita mo

00:56:46in order

00:56:46to boost

00:56:47the business?

00:56:48Should they

00:56:48be in

00:56:48all media

00:56:49platforms

00:56:50or should

00:56:51they say

00:56:51one fits

00:56:52a size,

00:56:53one size

00:56:53fits all?

00:56:54Gano ba yun?

00:56:56Well,

00:56:56gano are

00:56:57the days

00:56:57that,

00:56:58you know,

00:56:58one size

00:56:58fits all.

00:56:59We also

00:57:00have,

00:57:00thank you

00:57:01for bringing

00:57:02that up.

00:57:03Our study

00:57:03showed that

00:57:03depending

00:57:04on the

00:57:04generation

00:57:05or the

00:57:05consumer

00:57:06segment

00:57:06that you

00:57:06want to

00:57:07engage,

00:57:08iba-iba

00:57:08yung media

00:57:09platforms.

00:57:10So,

00:57:11if you

00:57:11want to

00:57:12talk to

00:57:12Gen Z,

00:57:13TikTok.

00:57:15TikTok,

00:57:15yeah,

00:57:15TikTok.

00:57:17It's not

00:57:17going to

00:57:18go away,

00:57:18it's not

00:57:18going to

00:57:19America.

00:57:20Oh,

00:57:20correct.

00:57:21There's a lot

00:57:22of controversy.

00:57:23If you

00:57:23want to

00:57:24talk to

00:57:24millennials,

00:57:25they're

00:57:25still on

00:57:26Facebook

00:57:26and TikTok.

00:57:28If you

00:57:28want to

00:57:29talk to

00:57:29Gen X,

00:57:31X,

00:57:32or

00:57:32threads,

00:57:33it's part

00:57:33of that.

00:57:34Facebook

00:57:35is a

00:57:35catch-all,

00:57:36but more

00:57:37of the

00:57:37boomers

00:57:38nasa

00:57:39Facebook

00:57:41nowadays.

00:57:42again,

00:57:44you need

00:57:44to

00:57:44understand

00:57:45where

00:57:45your

00:57:46consumers

00:57:46are

00:57:46at

00:57:47so

00:57:47that

00:57:48you

00:57:48can

00:57:49communicate

00:57:49with

00:57:50them.

00:57:50How

00:57:50about

00:57:51LinkedIn?

00:57:51LinkedIn,

00:57:52most

00:57:52professionals,

00:57:53the

00:57:54small

00:57:54medium

00:57:54enterprises

00:57:55are on

00:57:56LinkedIn

00:57:57and also

00:57:57on

00:57:57Facebook

00:57:58and

00:57:58TikTok.

00:57:59fantastic.

00:58:02There's

00:58:02another

00:58:02one,

00:58:03Blue

00:58:03Sky.

00:58:04Yeah,

00:58:04Blue

00:58:05Sky is

00:58:05becoming

00:58:05an

00:58:06alternative

00:58:06to

00:58:07Facebook.

00:58:08I think

00:58:08it's

00:58:08gaining

00:58:08popularity

00:58:09in the

00:58:10US

00:58:10because

00:58:11of the

00:58:12policies,

00:58:12the

00:58:12recent

00:58:13policies

00:58:14that

00:58:14Meta

00:58:15has

00:58:15introduced.

00:58:17And

00:58:17how about

00:58:18YouTube?

00:58:19YouTube

00:58:19kasi

00:58:19people

00:58:20say

00:58:20ayoko

00:58:21na maglagay

00:58:21sa

00:58:21YouTube

00:58:22ng videos

00:58:22just

00:58:23reels

00:58:23or

00:58:24shorts.

00:58:24short

00:58:29form

00:58:29and

00:58:29long

00:58:30form.

00:58:30So

00:58:31YouTube

00:58:32is also

00:58:33very

00:58:33important

00:58:34platform

00:58:35especially

00:58:35for

00:58:36those

00:58:36who

00:58:36are

00:58:37into

00:58:38content

00:58:39like

00:58:40those

00:58:40who

00:58:40watch

00:58:41catch-up

00:58:42sa news,

00:58:42catch-up

00:58:43sa telenovela,

00:58:44study

00:58:46a particular

00:58:46topic,

00:58:47food,

00:58:47travel.

00:58:48So

00:58:49important

00:58:49pa rin.

00:58:49It's

00:58:50not just

00:58:50about

00:58:50reels.

00:58:51It's

00:58:51really

00:58:52understanding

00:58:53what

00:58:53content

00:58:54people

00:58:54are

00:58:54consuming

00:58:55and

00:58:56aligning

00:58:56with

00:58:56that.

00:58:57Fantastic.

00:58:58The world

00:58:59is

00:58:59ever

00:59:00evolving.

00:59:00No

00:59:00time

00:59:01for

00:59:01boring

00:59:01moments,

00:59:02right,

00:59:02Jay?

00:59:03Para

00:59:03bang

00:59:04lahat

00:59:05nag-e-evolve

00:59:06pa rati.

00:59:07So

00:59:07yun,

00:59:08yun ang

00:59:08ating

00:59:08nangyayari

00:59:09ngayon.

00:59:10So

00:59:10yeah,

00:59:11let's

00:59:12thank

00:59:12Jay

00:59:12Bautista

00:59:13for

00:59:14having

00:59:15us

00:59:15this

00:59:15kind

00:59:16of

00:59:16moments,

00:59:17this

00:59:17conversation.

00:59:19You

00:59:19know,

00:59:20Jay

00:59:20has

00:59:20provided

00:59:21a lot

00:59:22for

00:59:23our

00:59:23viewers

00:59:25in this

00:59:26business

00:59:26mentor

00:59:27talk.

00:59:28Jay,

00:59:28thank

00:59:29you

00:59:29very

00:59:29much

00:59:29for

00:59:31bringing

00:59:31us

00:59:31to

00:59:32for

00:59:32this

00:59:332025.

00:59:34I'm

00:59:34sure

00:59:34with

00:59:34this

00:59:352025

00:59:35trends,

00:59:36entrepreneurs

00:59:37will

00:59:37really be

00:59:38gung-ho.

00:59:39But

00:59:39don't

00:59:39sit

00:59:40back

00:59:40and

00:59:41let

00:59:41things

00:59:41pass

00:59:42by.

00:59:44Opportunities

00:59:45never

00:59:45come

00:59:45back.

00:59:46right?

00:59:46That's

00:59:46correct.

00:59:47Yes,

00:59:47yes,

00:59:47that's

00:59:48correct.

00:59:48I agree

00:59:49100%.

00:59:50Thank

00:59:50you very

00:59:50much for

00:59:51allowing me

00:59:52this

00:59:52opportunity

00:59:53to share

00:59:54Kantar

00:59:54media and

00:59:55Kantar's

00:59:56trends for

00:59:572025.

00:59:58I wish

00:59:59all the

00:59:59entrepreneurs

01:00:00and the

01:00:00brand owners

01:00:01who are

01:00:02watching

01:00:02good luck

01:00:03on all

01:00:05of your

01:00:05endeavors.

01:00:07Okay,

01:00:07thank you,

01:00:08thank you,

01:00:08thank you very

01:00:08much.

01:00:10Thank you,

01:00:10thank you.

01:00:10Thank you,

01:00:10thank you,

01:00:10thank you.

Category

Transcript

Recommended