Convos with Marketing Pros, Episode 3: Jonas de los Reyes of Metrobank outlines the keys to great campaigns that connect with a digitally savvy generation
We’re back with awesome new insights for episode three of Convos with Marketing Pros!
In this episode, we are featuring Jonas de los Reyes, head of digital marketing at Metrobank. Jonas’ 20 years of expertise shows a depth of insight into how marketing strategies and campaigns must adapt and evolve to a world that continues to experience change – technologically and behaviorally.
Tell us more about your company and what’s keeping you busy these days.
“I am currently the head of digital marketing and omnichannel at Metrobank, the second-largest bank in the country. Aside from work, what keeps me busy is spending quality time with my family, finding time for my hobby – which is to improve my tactical shooting skills, and some side projects with industry colleagues in the artificial intelligence and fintech (financial technology) space.”
You've had over 20 years of marketing experience in the finance and tech space. How do you stay updated? How has your approach evolved over the years?
“My career has always been in the intersection of technology and the customer, which is constantly evolving. This means there is a constant need to know and understand changing technologies, business landscapes, and consumer behaviors.
“I stay updated with industry trends through engagement of content from select publishers and industry leaders/influencers. I find time to attend industry events to listen to and network with other professionals. I’ve also had the privilege to be invited to speak in events. Preparing for these and interacting with attendees keep me sharp and allow me to understand different points of view.
“Over the years, my approach to learning has evolved. It began with self-help only via what’s online – because at that time, it was the early days of the internet and digital marketing – to learning by doing through mentorship of key bosses in the industry. Then I became a subject matter expert, teaching and giving talks, which leads me to present day where, aside from self-learning, mentorship, and teaching, I now have regular catchups with industry friends and colleagues in which we talk about all things related to fintech, marketing technology, and customer-centric strategies.
What have you observed are the key elements that make a marketing campaign truly stand out in today’s competitive landscape where everyone’s attention span is so short?
“First, personalization is becoming increasingly important. Customers expect tailored messages and experiences that reflect their individual needs and preferences by leveraging data and behavioral insights to deliver personalized interactions.
“Secondly, omnichannel engagement is critical. Customers want a seamless campaign experience across all channels, whether they’re seeing your messaging online via mobile or laptop, or offline through a branch or a billboard. This requires a cohesive strategy that integrates digital and physical touchpoints.
“Lastly, creative storytelling: Crafting a narrative based on insight that connects emotionally with the audience while delivering the brand’s unique value proposition – this remains a strategic imperative, especially today.
“I believe a marketing campaign that integrates these elements while being authentic and visually compelling can stand out in today’s cluttered and attention-challenged landscape.”
With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?
“The rise and eventual ubiquity of the internet has challenged marketers to adapt content strategies that are native to the new platform that is most engaging to the current generation. It happened in the early days of Friendster and later with Facebook and Twitter, and we still see it with Instagram and Tiktok. What has helped me adapt is this simple outline that I learned from my boss in Yahoo:
P for People. Before diving into any platform, it's crucial to understand who your audience is, in this case the younger generation. Know how they think, what motivates them, what influences them, what captures their attention, etc.
O for Objective. Clearly define what you want your marketing efforts to accomplish. Are you looking to build brand awareness, drive traffic, generate leads, or improve customer loyalty? Your objective will guide the type of content and campaigns you create.
S for Strategy. Your strategy should outline the type of content to create, the tone and style to use, and the key activities for success. It’s also important to decide how you’ll measure success (KPIs).
T for Technology. Technology comes last. Identify and understand the platform. Like Instagram or TikTok, each platform has unique features, content formats, algorithms, and audience expectations.
What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?
“First, always be curious. Stay updated on industry trends, emerging platforms, and customer behavior shifts. Invest in continuous learning since information is generally free. Don’t be afraid to test innovative ideas or explore new channels.
“Second, be data-driven. Learn to understand and utilize data analytics. The ability to interpret data is essential for crafting insightful, effective, and measurable marketing campaigns.
“Third, connect with a community. Build your personal network and surround yourself with like-minded professionals who can teach and inspire you, challenge your thinking, and motivate you to always improve, learn and adapt.”
Remember, folks, social media success requires a depth of understanding – of your audience, your goals, your approach, and your platforms. This is the only way you can make campaigns that are both personal and personalized to your target market.
Dive deeper into the 2025 shift towards personalization by downloading Near’s newest e-book here. Interested to work with us? Message us via sales@nearcreative.co!
