How would you allocate a limited marketing budget across digital and traditional channels in the Philippine market?
RoleMarketing Lead
DifficultyDifficult
TopicTechnical
Asked at
Why This Is Asked
Budget-allocation questions test commercial judgment: can you reason about channel mix and ROI rather than just listing channels you like.
General Approach
Anchor your answer in the target audience and objective first (awareness vs. conversion, who you're reaching) before naming a specific split: a number without the reasoning behind it sounds arbitrary.
General Answer
Allocating a limited marketing budget across digital and traditional channels should start with the objective and the target audience, not with a default split. If the goal is broad awareness across a mass or multi-generational audience, channels like television or radio may still carry weight in the Philippines, particularly outside Metro Manila where digital penetration and data access are less uniform. If the goal is conversion or measurable performance among a more specific audience, digital channels such as social media and search typically offer better targeting, faster feedback, and clearer attribution. A practical approach is to anchor spend to where the target audience already spends its attention, weight the allocation toward whichever channels match the current funnel stage, whether awareness, consideration, or conversion, and hold back a smaller test-and-learn portion of the budget for channels or formats that have not yet been tried. The split should then be revisited on a regular cycle using actual performance data, such as reach, cost per result, and return on ad spend, rather than being fixed at the outset, since the right channel mix in Philippine media consumption also shifts over time.
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