How small businesses can survive in the digital age

Published May 16, 2018, 12:05 AM


By Karen Pacia


Traditional media has lost its grip on the dominance it once had as social media marketing has moved full throttle. Gone are the days when it’s all about the eyeballs; now it’s all about communication and experience.

And where do people LOVE to communicate and share their experience? ONLINE.

Case in Point: as of January 2018, Filipinos spend the most time on Social Media, averaging at 3 hours and 57 minutes per day!

Social Media Marketing is now the KEY to survival especially for small businesses. Let me show you the numbers.

As reported on Digital in 2018 released by Hootsuite and We Are Social, 42% of the world’s current population is on Social Media. If you are currently a business with a physical store but no online presence at all (no responsive website, no Facebook, no Instagram, etc) — I’m telling you now that your business will be drowned by those who have, especially if you are based in the Philippines.  WHY?

On average, Filipinos spend 9 hours and 29 minutes a day online. That is a huge chunk of their day (and I’m pretty sure this is due to the heavy traffic as online users peak around 5pm-10pm daily).

Care to guess what is the TOP reason they go online? They visit their Social Media Accounts (to be exact it’s 62 million Filipinos navigating online via their smart phones).

And what do they do on Social Media? This is kind of a given but let me list it down anyway.

01 They talk to other people – family, friends, romantic partners, colleagues, etc.

02They check on the statuses of other people (this is what the crazy traffic does to you)

03They browse for products online

Here’s more:

According to Ambassador (,

  • 71% of social media users purchase products from brands / businesses they follow online on social media websites.
  • 7 out of 10 consumers prefer a business with a social media presence.
  • 50% of shoppers have made a purchase based on a recommendation through a social media network.

These all boil down to my earlier point — SOCIAL MEDIA MARKETING is really the key to survival. It is the fastest way to amplify your content (think of it as networking on steroids).  It offers frictionless sharing (it’s much easier to spread the word when you have an upcoming sale or promo by posting it online versus having someone stand in front of your store and give away flyers).

Through online publishing of great content and then promoting and marketing, you can accelerate your business and brand visibility through becoming the obvious thought leader in your industry.

Moreover, being mentioned by others in Social Media, especially by REAL customers/clients builds credibility and trust. SOCIAL PROOF (User Generated Content) is very important. With the power of the internet at their fingertips, customers can know an immense amount of information about your business before ever speaking with a salesperson. In my case, even if I’m already at the store, I still search for product reviews (plus there are instances when the salesperson isn’t well-trained and practically knows nothing about what he or she is selling…)

And of course, the greatest benefit that Social Media Marketing offers businesses is that it is much more cost-effective than any other approaches (technically, it can even be FREE as time is your major investment).

Social Media platforms are excellent tools that can help you market your business, but unless you know how to use it to generate tangible ROI for your business, you’re only setting yourself up to waste time and money. And the truth is that social media strategy is a lot more complicated and involved than you probably think. It’s not just about posting on Facebook (what if your target market isn’t on Facebook? What if your target market isn’t online at the time you are posting? what if your content seriously sucks and won’t gain any traction?)


Momtessori PH Founder. Digital Marketing Director and Co-founder of “WE ENGAGE”, an Integrated Media, Digital Marketing and PR Company. Blogger & Momfluencer. Digital Marketing Technology Mentor for Business. Go Negosyo Mentor. Shopify Partner. Foodie. Travel Junkie.

Education and continuous improvement are a passion of hers, which is why Karen continuously creates and shares infographics plus research for her audience to be cognizant of current and emerging digital marketing technologies, including social media, email, web and analytics, and marketing automation. She participates in numerous forums and conferences on Digital Marketing Technologies and Trends.