Digital Predictions for Thailand and Southeast Asia in 2015

Instagram ads will be hugely popular in Thailand and the region - this is just one of several predictions columnist Nick Annetts is making going into 2015.

Sitting here stroking my crystal ball, and flicking at my tarot cards, I realize this predicting the digital future business may not be as easy as I thought. But let’s see. Here are my digital predictions for 2015:

Facebook Will Make Us Yawn

Let’s start with the “daddy” of all platforms. We’ve all done it, used an app to find out what type of shoe we are? What our gangster name might be, created beautiful 3-D walk-through galleries of our most treasured friends, photos, and moments. Yes, we’ve all used less than productive Facebook “apps.” And let’s face it, some were fun, and riotous, but some were just downright silly.

But the thing they all had in common was they drew us in, they made us engage. Now, Facebook is telling us these apps are bad. But wait! As a brand, if we don’t do apps that entertain and ENGAGE our fans, what should we do?

Well, Facebook advises us to promote posts, and spend money on ads, because organic fan reach has all but disappeared. So this brings me to my first prediction; Facebook, in becoming a giant, very clever ad serving platform will become, less frivolous, more businesslike, and above all, LESS FUN.

Emails Will Bounce Back

Yes, our boring, un-sexy, long-time overlooked communication buddy will re-emerge, particularly in the business-to-consumer (B2C) sector as social media channels become over crowded, expensive, and less welcoming to brands.

2015 will be the year to re-visit digital marketing 101, and get blasting, (and of course managing), those email lists.

Coconuts Will Rule the Region

Not the hard nutty type, but the rather cheeky Southeast Asian local news site, and Facebook page. With local editions across the region (Bangkok, Singapore, Jakarta, Hong Kong, Manila, and Jakarta), Coconuts delivers cheeky, edgy, city relevant news and insightful tips, to English speaking and expat populations across the region.

It’s the kind of content you won’t see on mainstream sites, but will be equally as appealing to a chief executive as it is to a stay at home housewife or hubby. It’s gossipy, and I like it.

Not only that, it’s dripping with opportunities for brands.

The Curse of the Digi-Kids Will Hit Hard

If you have a child above the age of three, you are probably already aware that in some areas your kid is far more at home online than you are.

I can follow my 5-year-old daughter’s musings on her blog; these include video and photo posts. Comments are open to other students and she is taught how to make appropriate comments, and deal with potential disagreements or criticism.

So it’s obvious, that way before the age of 13, (the current Facebook age limit), that kids will stray into digital brand space. Brands might not want it, and responsible brands will do everything possible to avoid it.

But in 2015 and onward we’ll see increasing under age consumption of corporate digital messaging, possibly with expensive, unforeseen law suits to follow.

YouTube, the iTunes Slayer

YouTube already has plans to launch a music service, if it’s anywhere near decent, it will get my vote (as long as Taylor Swift is on board!)

Instagram Ads Will Be a Big Hit

If we get them, Instagram ads will be a big hit here in Southeast Asia, particularly here where I sit, in Thailand. Instagram will no doubt skillfully mine our “posting,” “like,” and “follower” data to squeeze in tantalizing photo ads of..err, celebrities and food.

I look forward to it.

Hackers Will Have Us All Scrambling to Change Passwords, Again!

The onslaught of business and personal hacked data, photos, and videos will continue.

Be prepared to change your passwords at least three times, lose your laptop for that IT security upgrade for a week or two, and still sweat, every time you read a new hacker story.

Consolidation, Consolidation, Consolidation

If it’s any good, or just vaguely good, but very cool, it’s going to get snapped up by Google, Facebook, Apple, or even Alibaba. But keep an eye on the European Union antitrust guys, and how they deal with these big boys. Remember, nobody likes a bully!

So these are my predictions. I was going to do 10, but my fortune teller told me to stop at eight – apparently it’s lucky!

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