Hi thereIt’s a good time now to look forward to how digital marketing will affect us in 2010, and what we should be planning for.
While there are all sorts of predictions coming out – my favourites being this US article from Millward Brown and this slide presentation from an Australian agency – I wanted to look specifically at Thailand and what we can expect in the digital marketing sphere in 2010. Here are my predictions:
1. Web Sites Go Visual: Web sites become a far more visual and engaging experience as rich media elements such as video (TV, viral, demos and interactive applications (transacting, shopping lists, games, maps,etc.) start to take over from static content and text. The Web objectives for Thai sites will become far more and about measuring interaction and less on page visits, because this is a market where simplicity and ease of use & enjoyment are so important.
2. Mobile Apps Beat Mobile Web, But… : For many companies in Thailand, beyond industries like banks and media, a mobile WAP is not yet an option in terms of the user experience. The change in app developments of late means mobile apps are easier to do, produce a better user experience and can be highly focused. But as connections get better (let’s not talk about 3G delays!) the WAP will start to rise as an option to hit the masses. Also watch out for the new Google Nexus (hopefully by end of the year) smart phone and its applications.
3. Gaming Continues to Rise: More and more companies will see gaming and gaming type applications as more than fun but educational, informative, and a better way to engage a wide range of customer audiences. Thai’s are the biggest gamers in Asia (18-29), so stay tuned for more Web site based games, Facebook games, mobile games, offline games, from some unexpected companies, and some older audiences too. Especially look out for more integration with social media platforms.
4. Online Advertising Will Limp Along : I know I know, many people say that now with Mobile Web we have so many more online display ad options but you know what, I just can’t see it. Clicks continue to fall in Thailand (and everywhere else) and the number of other digital marketing options continue to rise. Yes we can do so much more with engagement in online ads. Yes search advertising will retain a vital role. And yes video ads hold a lot of promise. But the interruption model of most online advertising campaigns needs a serious revamp.
5. Location Matters for Social Media: With social media being used far more on mobile, and with geo-location starting to become a feature of mobile, expect to see more Facebook and Twitter campaigns based around where you are right now. It especially makes sense for young Thais who are out and about. I think something like Four Square here by the end of the year.
6. Social Becomes Mainstream Marketing: It’s already starting to happen with most clients, the use of social media and integrating it with the rest of a marketing campaign. Not just a Facebook page, but integrating this with the advertising, PR, promotions events and web will be standard very soon. The explosion of FB and Twitter in Thailand, and across Asia, makes this a must.
7. Search Becomes Real: With FB and Twitter proving more real time updates Google & Co are including real time search here in Thailand to make their service more up to date then just searching via social media. Local search will also continue to become more popular as people want to know what is happening RIGHT HERE RIGHT NOW.
8. Data Awakening : The growth in digital in Thailand has seen an explosion of data, much of it either ignored or mis-used in my experience. This year I have seen already a trend of looking to the data for more understanding and insight of what matters in marketing and CRM campaigns. The refinement of digital measurement and data analysis, and the cost efficiencies it brings, is important in a market still keeping its belt tight.
9. Digital Ideas Lead: While traditional media will still dominate in Thailand, expect to see the continuing trend of campaign ideas that require consumer interaction, which will mean digital ideas will start to take a lead role in many campaigns. Yes, yes I’m biased I know but the trend is entrenched in most overseas markets and the early signs here are that online is where the core of the idea is starting to emerge. It will not, and should not, stay there though. Overall integration has never been more important.
10. The Un-Scared Thai: This is how a colleague recently described there experience with young Thais starting to experiment online with film, mobile, gaming and generally participating without fear online. The growth in social networking has meant people have to participate to be heard. That means they are far less afraid to try anything new or different, as engagement and sharing is now the norm. They won’t do anything to crazy of course – but mainstream campaigns getting people to jump in and do something more the enter a competition will continue to evolve here. Expect a lot more consumer created content this year in Thailand.
Cheers, Rob
Feel free to add comments below, or for further questions or advice contact me at rob.h@th.arcww.com
