UNDERSTANDING USER NEEDS AND GOALS

Understanding user needs in multimedia content management involves analyzing the specific goals, challenges, and preferences of individuals or organizations when handling diverse types of media.

Content Goals

Understand why users manage multimedia content—e.g., marketing, education, entertainment, archiving, or communication.

End Users

Determine the target audience or stakeholders interacting with the content.

Formats

Images, videos, audio, documents, or mixed media.

Volume

Small-scale vs. large-scale content libraries.

Complexity

Simple media vs. highly edited or interactive assets.

Cultural Values and Language Preferences

Family is central to Filipino culture, influencing purchasing decisions and consumption patterns. Many transactions and consumption habits reflect a focus on benefiting the family as a unit rather than individual needs.

Over 70% of Filipinos prefer consuming content in Tagalog or local dialects rather than English, highlighting the need for localized and culturally relevant marketing approaches

Digital Behaviour

The Philippines has a vibrant digital presence, with an average of 8 social media platforms used per person monthly. Facebook is the most popular platform, followed by TikTok and Instagram.

Social media usage prioritizes maintaining familial connections (67.7%) and consuming entertainment or informative content. Influencer and celebrity culture also significantly affect consumer decisions.

E-commerce and Payment Preferences

Although digital payments like e-wallets are on the rise (used in 40% of transactions), cash remains dominant, with 82% of shoppers relying on it. This reflects a transitional phase in e commerce habits

Economic and Demographic Diversity

Regional and socioeconomic disparities require tailored marketing strategies. Simplified and accessible content tends to perform better, especially for less tech-savvy demographics.

Audience classification involves segmenting an audience into distinct groups based on shared characteristics or behaviors.

Demograhic Segmentation

Groups are defined by factors such as age, gender, income, education, or marital status. For example, targeting winter clothing ads in colder regions or offering senior discounts based on age demographics.

Behaviorual Segementation

This focuses on audience actions, such as website clicks, video views, or purchase history. For example, offering discounts to repeat buyers or tailoring ads to users based on their interaction with a specific product.

Psychographic Segmentation

Audiences are grouped by personality traits, values, interests, or lifestyles. For instance, a sportswear brand may target ads based on preferences for activities like running or cycling.

Geographic Segmentation

Divides audiences by location, such as country, city, or climate zone. This is commonly used in marketing campaigns tailored to regional differences.

Technographic Segmentation

Focuses on the technology users engage with, such as device type or software preferences, optimizing digital experiences for particular user groups.

Firmographic Segmentation (for B2B audiences)

Segments based on company characteristics like industry, size, or location. This is particularly relevant in business focused marketing strategies.