With the entry of Ber months, the longest Christmas season in the world begins in the Philippines.Understanding the importance of the months ahead, leading mobile wallet GCash organized another session of its Insider event series. Dubbed “GCash Insider:
Mega Holiday”, the fintech giant once again proved that it is more than just an e-wallet but also an enabler of business success as it discussed the latest trends, insights, and marketing strategies under its Partner Solutions Suite which businesses can utilize to expand their market reach.
The latest GCash Insider in Xylo BGC became an avenue for industry experts, thought leaders, and business enthusiasts to discuss best practices and exclusive tips on using technology to grow brands and businesses.
“The festivities in the Philippines begin as early as September so businesses should already start gearing up as early as now. Filipinos go all out during these months so strategizing is key to connecting with your customers,” said Winsley Bangit, GCash Vice President for New Businesses.
E-commerce in the Philippines
Even though it may still be far off before the long-awaited 13th-month pay arrives, Filipinos are already looking for products and services to purchase.
Technology plays an important role as 70% of shoppers in the country are inclined to explore and purchase products through their smartphones.
“The use of mobile phones has been integrated into our day-to-day lives which has paved the way for the rise of e-commerce in the Philippines. More brands are now exploring online platforms, making their products and services easily available to the market,” said Bangit as he shared data-driven insights on the mega campaign phenomenon.
During the event, GCash Leaders – Chief Data Officer Sara Venturina; Head of Insights, Analytics, & Globe Synergies Claude Gomez; Innovations & AdTech Head Carlos Bauza; and B2B Marketing Head for New Businesses Katrina Ronquillo, also gave the attendees an exclusive peek at Filipino spending habits, zeroing in on mega spenders, mobility, and affinities that are relevant this season.
Campaign Optimization with AI technology
Harnessing the power of AI, GCash allows businesses to hyper-personalize ad campaigns to meet the unique natural preferences of target audiences.
Equipped with an innovative set of capabilities such as uniformed reinforcement learning, featurized action catalog, wide reach of personalization, and customer 360, HYPER AI ADS (beta) identify the best campaign offers that are perfect for every customer.
“The influence of AI on society is very evident. This cutting-edge technology is very useful in creating communication campaigns for your audience as it uses data to come up with logical and sound decisions that will boost brand visibility, improve activation, increase usage, and grow retention rates.
This AI-enabled feature will now easily answer which offer is right for this GCash user,” said Gomez.
Hyper-local pushes with real-time geotagging
Apart from preferences, proximity plays a crucial role in executing marketing strategies. GCash takes geotagging a step further by improving its location feature for its GEO-TARGET ADS.
Users within a targeted radius as close as 100 meters can get real-time updates and alerts through hyperlocal push notifications of their favorite restaurants, establishments, and brands within their vicinity.
“With geo-target ads, brands can banner new offers, advertise in-store promotions, and drive foot traffic to physical stores by leveraging our efficient targeting for a more curated audience,” said Bauza.
Exploring a wide range of affinities
The daily transactions of GCash’s millions of active users have allowed the super app to curate over 50 unique customer profiles, which businesses can choose from when blasting out their brand messages with its solution, AFFINITY TARGETING.
Through data analysis, consumers were categorized into persona sets such as K-fans, foodies, eco-warriors, pro gamers, medicine buyers, parents, and more.
“Businesses must be present and support the passion points and causes close to the heart of your customers to drive brand preference and loyalty. Affinity data can be used to explore new targeting parameters,” said Venturina.
Vouchers and ads rolled into one
Customers always seek ways to get maximum savings for their budols. Vouchers and promos are great tactics in gifting customers with discounts and incentives.
GCash enhances the overall promo experience by enabling businesses to conveniently roll out discounts and freebies with the introduction of VOUCHER ADS.
Through this merged customizable disbursement solution, users can click on ads and instantly claim vouchers that they can use to make the most of their purchases.
Specialized and seamless biz solutions
Empowering brands and businesses in the country, GCash offers an array of bundled innovative solutions that will help them grow and thrive. Attendees of the Insider event got first dibs on these special solutions that are uniquely tailored for the Filipino market this season.
With millions of active users, GCash continues to provide convenient, safe, and secure financial services to consumers and businesses alike.
