Toral: Philippines digital marketing trends for 2024

Jannette Toral.
Jannette Toral.File

As 2024 unfolds, the Philippines’ digital marketing landscape is undergoing a significant transformation, driven by technological advancements and changing consumer behaviors.

Integration of artificial intelligence (AI) in marketing strategies

AI is revolutionizing digital marketing in the Philippines. AI is being used to analyze big data, providing insights into consumer behaviors and preferences that were previously inaccessible. This enables Filipino marketers to create highly targeted and personalized marketing campaigns. AI-driven chatbots and virtual assistants are becoming commonplace, offering real-time customer service and engagement. Furthermore, AI’s predictive capabilities are helping businesses anticipate market trends and consumer needs, allowing them to be proactive rather than reactive in their marketing strategies. This trend is pushing Filipino businesses towards more data-driven, customer-centric approaches.

Social media platforms evolving

TikTok and Facebook continue to dominate, especially among the younger demographics. TikTok’s focus on short, creative content appeals to the Filipino audience’s love for entertainment and storytelling. Meanwhile, Facebook remains a staple for community engagement and business promotion. Emerging platforms are on the rise, offering new opportunities for niche marketing and targeted audience engagement. Instagram Threads and LinkedIn are gaining traction in the Philippines. Instagram Threads, with its focus on text updates and public conversations, is becoming popular among Filipino users. LinkedIn’s shift towards more diverse content is engaging a broader audience, moving beyond just professional networking. These shifts indicate a diverse and evolving social media landscape, where brands need to be agile and adaptive in their strategies.

Emphasis on data privacy, sustainability

Data privacy concerns are growing among Filipino consumers. Brands are increasingly transparent about data usage and implementing stricter data protection measures. Additionally, sustainability is becoming a key factor in consumer decision-making, influencing how brands position themselves.

Evolving search engine optimization (SEO) and pay-per-click (PPC) strategies

SEO is evolving with a focus on user intent and AI-driven search engines. Google’s Search Generative Engine is expected to impact how content appears in search results. It will increasingly prioritize content that directly answers user queries conversationally.

As for PPC, while AI contributes to more efficient ad targeting and budget allocation, Filipino marketers are balancing technological advantages with human insights to ensure that campaigns retain a personal touch and align with user expectations.

Shift in consumer engagement metrics

The focus is shifting from engagement metrics like likes and shares to retention rates. Brands are creating content that engages and retains audiences, particularly on social media platforms. Moving forward, shares and user retention will matter more than likes.

Specialized skills for digital marketers

There is a growing demand for digital marketing professionals with specialized skills in the Philippines. As the digital landscape evolves, professionals who can navigate AI tools, data analytics, and evolving digital platforms are in high demand.


The digital marketing landscape in the Philippines in 2024 is dynamic and challenging. Brands and marketers need to adapt to these trends, focusing on technological integration, user-centric strategies, and sustainable practices. Understanding and leveraging these trends will be crucial for success in the ever-evolving digital marketplace of the Philippines.


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