How brands can engage budget-conscious Filipino consumers

Data, personalised marketing, and flexible payment solutions engage price-sensitive Filipino consumers.

Filipino consumers are adjusting their spending habits as economic shifts continue to reshape priorities, with affordability becoming a top concern. To help brands navigate this landscape, Ian Monsod, General Manager of MarTech at GCash, shared key strategies for effectively engaging budget-conscious consumers.

“It’s always about knowing the consumer, understanding consumer behavior,” he said. He pointed out that brands should focus on two main strategies: compelling products and personalised marketing.

“You have to have a compelling product with a unique and very understood proposition,” he said. Once a product meets consumer needs, the next step is marketing it effectively. Brands must ensure they deliver the right message to the right audience.

At GCash, personalised targeting is made possible through advanced technology that uses transaction signals and verified KYC registrants to create tailored marketing campaigns. Monsod explained that instead of casting a wide net, brands can focus on reaching the most relevant audience with messaging that speaks directly to their needs, optimising marketing spend for maximum effectiveness.

Monsod also highlighted the importance of aligning with purpose-driven initiatives, which resonate strongly with Filipino consumers. “People don’t buy what you sell; they believe what you believe,” he said, pointing to GCash’s green initiatives, such as tree planting programs.