Have you ever searched for a product online and then suddenly seen advertisements for it everywhere? Many Filipinos experience this every day while browsing Facebook, TikTok, YouTube, Instagram, Shopee, Lazada, or even Google. A simple search for shoes, gadgets, skincare products, or food deliveries can quickly turn into a flood of personalized advertisements across multiple platforms. This experience may feel convenient because consumers discover products related to their interests, but it also reveals how modern marketing depends heavily on personal data. In today’s digital environment, companies no longer simply advertise to broad audiences. Instead, they study consumer behavior, collect digital information, and create targeted campaigns designed for specific individuals. This shift has transformed Integrated Marketing Communication (IMC) in the Philippines and raised important questions about privacy, ethics, and consumer awareness.
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