The Technical Side of Digital Marketing
Marketing succeeds when brands are able to tap into culture and communicate stories that resonate with the market. Yes, this lends a lot to the credibility and importance of creativity and storytelling in the marketing field, but without the technical side of Digital Marketing in play, these stories will not even see the light of day, or at least, reach its intended audiences.
I have, and I suppose hundreds of other digital marketers, seen that digital marketing has always been about the creative and the technical. A lot of the renowned digital marketers in the Philippines have come from the creative fields, taking advantage of the digital revolution and maximizing the benefits of digital marketing to amplifying their reach.
The technical side of Digital Marketing is really all about ensuring that platforms play well so that your stories are well-told, to the audiences you intended to reach. From planning for which platforms and channels to begin with, what kind of audiences you have that consumes content on those platforms and how to effectively target them, to identifying the format, character limits, danger zones of videos, optimal durations, and other nitty-gritty specifications that determine whether the algorithm will decide to show your story to more people (or to less, as we encounter more often).
Having both in your marketing team is crucial, as digital marketing campaigns cannot just be on a post-and-go basis. You cannot expect all video posts to turn into viral sensations and propel your brands to top-of-mind. Succeeding in digital marketing means that someone is leading on the creative front, and another is overseeing whether all systems are operational.
James Michael Chiong is a digital marketing strategist, and a consultant who helps small and medium businesses in the Philippines grow through SEO, Meta Ads, Google Ads, and data-driven marketing strategy. With 10+ years of experience across agencies, in-house, and consulting roles, James has led digital campaigns for brands in real estate, publishing, education, BPO, retail, and professional services. He previously served as Digital Services Director at TeamAsia and as a Senior Manager for Talent Acquisition at Alorica Philippines. James is based in Bacoor, Cavite and writes about SEO, AI in marketing, and digital strategy for Philippine businesses at jcdigital.xyz.
