Why regional marketing matters

The Philippines is an archipelagic country made up of 7,641 islands split into 82 provinces, with over 187 languages spoken by over 182 ethnolinguistic groups. For marketers, dealing with such a diverse market can be a challenge. There’s never any one easy way to speak to all Filipino audiences at once. And this doesn’t even cover other market fragmentations such as economic disparity or gender preference.?

This is where regional marketing steps in. In the article below, we’ll go over why regional marketing is so important—especially for any business looking to scale across the country.

Geography: infrastructure shapes access

Having a country split into over 7,000+ different islands means more than just endless beach trips and island hopping. It also means different parts of the country will have access to different infrastructure, even including varying access to the internet and cellphone signal. Logically, no two islands are the same. One will have different needs than the other—and in eTap Solutions’ case, it means having to discern where locals most urgently need access to basic financial services and where banks cannot reach them.

Different languages, dialects, customs, and traditions mean unique preferences

The country’s different islands all have their own culture, customs, and traditions. In some cases, the local vernacular might be something entirely different from what’s spoken on an island just a boat ride away!

Even Filipino companies acknowledge the need to adapt ads, website, and product packaging to local languages and dialects, on top of other strategies such as incorporating culturally relevant visuals and messaging.

Growing economic growth in regions is a marketing opportunity

Finally, there’s the fact that different regions throughout the Philippines are experiencing noticeable economic growth. Recently, President Ferdinand ‘Bongbong’ Marcos Jr. announced that Central Visayas has emerged as the fastest-growing region in the country. The region registered a 7.3% growth rate in 2023.

Higher economic growth logically means more purchasing power. This presents a valuable opportunity for businesses to tailor their marketing strategies to the specific needs and preferences of these growing regional markets. By understanding local consumer behavior, brands can resonate with local consumers better, and build a loyal customer base.

How eTap Implements Regional Marketing

For eTap Solutions, regional marketing is a core component of its expansion strategy. Users across Visayas and Mindanao depend on eTap for essential financial services, from e-wallet top-ups to bill payments.

To ensure relevance in each community, eTap’s regional marketing initiatives include:

? Localized messaging – Incorporating greetings in local dialects and referencing regional customs.

? Event-based engagement – Aligning campaigns with major local festivals to increase consumer awareness.

? Hyper-local presence – Clearly directing customers to the nearest eTap kiosk locations.

How does your company approach regional marketing? Let us know in the comments below!

Article by Pancho Dizon

Thumbnail by Brennan Cahilig