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The power of Google Search in decoding decisions

March 17, 2022 3:46 p.m.

In the era of information overload, decision-making is not as simple as it was before. In fact, 80% of consumers today are facing difficulty making decisions because of too much information or too many options. This has impacted the path to purchase, creating what is called the “messy middle”.

The messy middle is a noisy space between triggers and purchase, where consumers are won and lost. This complex and emotional journey begins when they look for more details about a product or service which can be overwhelming given the abundance of available information. This is where people lean on Google Search to decode their decision-making process.

In the recently held Decoding Decisions event,Google looked into the research and discussed insights and best practices that can inspire brands to use Search to help and win consumers.

“In a world where decision-making is more difficult than ever before, people are searching for answers. That’s why we are humbled that billions of consumers turn to Google to search for answers every single day. This pushes us to continuously improve to provide people with the most relevant and helpful information from the most trustworthy and authoritative sources to help them make better decisions,” said Sapna Chadha, Vice President for Marketing – Google India, Southeast Asia, and South Asia.

Throughout the messy middle, Google Search is the trusted place for consumers. It plays a crucial role in the exploration and evaluation phases, helping people streamline information as they search for the most relevant, accurate, and trustworthy options. Seventy-three percent (73%) of people say Google Search is their number one most preferred touchpoint when looking for relevant information across all categories.

In 2020, Nestle’s Maggi, a line known for its seasonings and is one of the leading brands in the culinary market, embarked on a project to improve the functionality, recipe service, and total user experience of its website.

“Search was at the heart of our plan because it’s an integral part of our consumers’ cooking journey as they plan their meals. We used cross-platform audience lists to drive video viewers of the Maggi Philippines’ YouTube channel to the website,” said Seaneen Arcilla, Service Pillar Lead, Food and Dairy Culinary Business Unit, Nestlé.

The campaign is effective in driving results. Metrics show that the cross platform approach of re-engaging video viewers on Search resulted in seven times higher click-through rate and 3.5 times higher conversion rate. In addition, 40% of website traffic comes from remarketing lists–a much higher percentage than they expected.

  “Getting real time consumer insights from our website and turning consumer actions to marketing initiatives to drive business growth for Maggi enabled us to decode how consumers make purchasing decisions. This was pivotal to make our approach more personalized and data-inspired,” Arcilla concluded.

  To learn more, visit g.co/DecodingDecisions_PH.

NEWS

DITO delivers superior network performance, turning digital aspirations into possibilities

8:11 p.m. August 28, 2025

DITO Telecommunity showcased how superior connectivity transforms Filipino digital aspirations into achievable realities during the successful media launch of the telco’s latest campaign, Kaya DITO, held at Manila House, Bonifacio Global City, Taguig. 

Built on True 5G standalone technology and as validated by a global leader in mobile analytics and insights, Opensignal, as the Philippines’ Fastest Mobile Network, DITO’s ecosystem proves that the Filipino telecommunity’s demand for seamless network connectivity, value-driven services and unified digital experience aren’t distant possibilities, but today’s basic expectations—this challenges what the telco industry has long normalized.

“For too long, outages, dropped calls, and overpriced data have been treated as normal. Let us say it bluntly: It is not normal. Every Filipino has limitless potential when equipped with the right tools, and the game is now changing since DITO has joined the fray and taken up the cause to disrupt the status quo—to deliver inclusive, next-gen technology to the  Filipino people. “Kaya DITO!” is our battle cry to symbolically break that cycle, because we truly believe that Filipinos deserve better,” shared by DITO Telecommunity President Eric Alberto in the event.

The Telco that Truly Takes Care of its Users 

DITO’s prepaid solutions eliminate the frustration of wasted data through Level-Up Packs with ViLTE technology, making DITO the primary telco offering unlimited DITO-to-DITO HD video calls and unli mobile calls. Combined with Viber and Prime Video inclusions and flexible data packages with longer validity periods, users can now maximize their every peso without worrying about abruptly expiring data allocations.

The Telco that Offers Value-Packed Postpaid Plans

DITOFlexPlan 888 redefines what postpaid should offer—comprehensive inclusions and generous data at prices that make sense for Filipino budgets. Whether you choose SIM-only or device bundles, these plans prove that premium network performance doesn’t have to break the bank, empowering users to pursue their goals without connectivity compromises.

The Telco that Brings True 5G Home Internet Convenience 

DITO WoWFi Pro 365 makes home connectivity effortless with a year-long unlimited connection that works when you need it. Families enjoy the convenience of reliable internet for work, study, and entertainment without the inconvenience of data top-ups and complicated installations; just network performance that simplifies your digital life at home.  Just ask any of your relatives and friends who have already ditched ordinary WiFi and jumped onto WoWFi— they will tell you what you’ve been missing out on.

The Telco that Built Everything You Need in One App

The DITO App represents one of the industry’s most comprehensive digital platforms, built from the ground up to handle the entire customer journey. From SIM and load purchase to account management and a wide range of OTT apps, users enjoy complete digital control with custom special offers, DITO Rewards points, and 24/7 customer support—managing everything while earning exclusive benefits.

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NEWS

Pay with GCash and turn daily payments into big wins

11:39 a.m. August 27, 2025

GCash, the country’s leading finance super app, is making everyday payments more rewarding with “Pay It, Win It”, where every ₱50 spent on GCash builds your chances to win over ₱20 million worth of exciting rewards.

With “Pay It, Win It”, everyday payments turn into extraordinary wins with prizes designed to match the passion and lifestyle of all GCash users. Every two weeks, new and bigger rewards drop, bringing you closer to the life upgrade you’ve been dreaming of.
GCash takes it further by listening to what its users truly value and showing up where they are. Whether it’s in the daily grind, their fandoms, or their passions, rewards don’t just excite, but they resonate in everyday life.

Upgrade Your Everyday
Every peso spent gives users a chance to win must-have prizes that can upgrade their everyday lives– from driving home a brand-new BYD Seal 5 DM-i Dynamic or zipping through the city on a Yamaha NMAX, to bringing homea Samsung Smart TV.

A Trip to the K-Land 
For all dedicated and passionate K-pop fans, you can turn your bills and shopping receipts into plane tickets, taking you a step closer to your bias.  Win a trip for two to Seoul or Busan and make your ultimate K-dream a reality.

Level Up Your Play
For PC and console gamers, leveling up has never been this thrilling. Win the latest gaming console (PlayStation™ 5), a high-performance gaming laptop (ASUS ROG Strix G16), and the ultimate gaming phone (ASUS ROG Phone 9 Pro), because every gamer knows that better gear leads to better performance.

Joining is simple; just head over to the “Pay It, Win It” page by clicking the “Tap for Promos” banner on your GCash app and choosing a prize to register. Every ₱50 spent instantly counts as a raffle entry.

Pay any way you like, whether it’s scanning or generating a QR code, paying with your GCash Card, paying online, buying load or paying bills inside the GCash app, paying with GCash Tap to Pay, or generating a QR with your Huawei Watch. No extra forms, no fuss, just keep using GCash everyday.

Winners are drawn weekly and announced every Friday through the official social media channels of GCash and in-app promo page. All winners will be notified via email, and in-app alerts.

With “Pay It, Win It,” GCash proves that every payment isn’t just a flow of funds from users’ wallets; it’s a step toward progress, a connection to your passion, and a chance to unlock rewards that truly matter.  For more information about GCash, visit www.new.gcash.com.

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‘Gender dimension’ will make urban spaces more inclusive, useful — expert

11:12 a.m. August 26, 2025

Urban planners must consider the “gender dimension” to make public spaces more inclusive and allow better use of infrastructures designed to make users move comfortably, according to a US-based expert supporting movements for greater public mobility.

Benjie de la Peña, CEO of the Shared-Use Mobility Center (SUMC) and chair of the Global Network for Popular Transportation, said buildings, walkways or sidewalks, and transport terminals should not be mere infrastructures as they must be public spaces where people should be able to move comfortably.

Engineers tend to think of efficiency and movement alone and they don’t think about the waiting part, right? … It’s always about the moving and not about the waiting. But in a good system, you think about how it is to wait and dwell,” De la Peña told participants of the Philippine Mobility Series 2025’s “Mobility Chat” recently.

For instance, De la Peña said, women and caregivers have different trip patterns from men and regular office workers, hence, the significance to create mobility hubs for women, as well as caregivers.

In their analysis, De la Peña noted that in most cities, available public transport services go to the employment areas and serves particular times, but that’s not how women and caregivers move. 

“They sometimes have to stop over at school to drop off the kids, or on the way home, stop over and pick up a grocery, or if they’re caring for someone older, they have to take them to the doctor or to the pharmacy. And so, none of the public transportation systems are particularly friendly to that,” said the Filipino urban transport expert.

“This is precisely why Grab in the Philippines is supporting the Philippine Mobility Series 2025. We need to hear more civilian voices. We need a platform to allow exchanges of ideas to flow in order to improve mobility in the country,” according to Booey Bonifacio of Grab.

After interviewing 100 women aged 11 to 95 on their transportation needs and challenges, De la Peña noted how the framework they designed had radically changed when gender dimension was added.

If we design for the people with the most challenges, it works better for everyone else,” De la Peña told the “Mobility Chat” organized by AltMobility PH and co-presented by the Department of Transportation (DOTr) and in partnership with Grab and the Move As One Coalition.

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