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- 2. mInteraction, WPP owned and part of GroupM Thailand, the nations largest digital agency in terms of billings and organization works alongside GroupM agencies (Maxus, MEC, MediaCom, Mindshare) to provide premium digital solutions under 150 digital specialists. Digital 3Sixty 2014 Trends Guidebook 4 5
- 3. TABLE OF CONTENTS 01 02 03 04 05 06 07 08 09 10 11 12 Moving forward Digital perspective Full advangtage of new communication technology The world is smaller Social news is new entrusted news The democratization of social media The Abdul era (The know it all world) A gateway to the mad mad world Fool-proof predictions Beyond the intelligence and indefinable The Internet of things Smart devices and more Unleasing new consumer behavior Empowerment through communication Digital + mobile screen The next big fad The rise of new idols Transforming from a nobody to somebody The You & Me generation Whatever we do is to show + share The health-activist boomer S(H)O(W)cial contribution 6 7
- 4. 01 Moving forward Digital perspective Inspired by the communication landscape, TV continues to dominate the market while bursting with alternative media in channels that are new and innovative. 2013 was an excellent year as online ad spending grew 34.2% (DAAT, 2013) whilst retail adverist-ing increased 1.28% (Nielsen, 2013) and Internet penetration was at 25%. As of January 2014, Thailand has 24M Facebook users, a quadruple digit growth of 1,100% from 2010 (2M). Despite the plethora of new media choices transforming interaction between brands and the consumer, mInter-action / strategy & public relations department see 2014 as the threshold year - from behind the typical traditional media, the on-slaught of new media forms and moving ahead, the digital engagement trends. Marketers have the edge to 2012 - 2014 Digital Spending (Billion THB) 2.783 4.248 5.863 2012 2013 2014 1 2
- 5. 02 Full advangtage of new communication technology The world is smaller 3G spirals into slow speed creating the one caveat for faster and transferable data to fur-ther satiate smartphone users. In 2013, leading mobile operation networks TrueMove and AIS began test-introducing 4G services within Bang-kok trimming borders between consumers and whichever information based on their curiosity to embrace this trend or not. The six degrees of seperation in reality is out and being virtu-ally connected with everyone means there are no barriers making the nation and the world go round bringing even strangers and friends together. 3 4
- 6. 03 Social news is new entrusted news The democratization of social media The democratization of the social network and instant messaging is changing consumers time consumption methods. The prolif-eration of individuals generated feeds, reports and opininos with all the massive buzz-worthy stories generated travel across the social landscape and induce immediate engagement withthin mere sec-onds. Case in point: the anti-gov-ernment protest and the great gi-raffe challenge, we know the drill. Such content creation and sharing ranges from photos, videos, and music. Influencers, celebrities, and branded products distributed throughout such cosicla channels via owned and earned media are valuable assets for marketers. Percent of Web Users Visiting a Social Networking Site March 2013 93.9% 5 6
- 7. 04 The Abdul era (The know it all world) A gateway to the mad mad world Google & Wikipedia is referred to as the holy grail of information. We are in an entirely different era and the information and knwoledge alone is accessible within just one click. As predicted and confussed, more than 75% of young Thai college students cite their most go-to entrusted source of information to be Google and Wikipedia out of convenience and has since become their standard (mInter-action intelligence 2014). There are copious amounts of search engines and infor-mation sharing sites that can offer services in more ways than one and unlike any other expence offline to oth-erwise heavy textbooks and backpacks. Growth in Unique Searchers 9.5 MM 10 MM +6% March 2012 Source: XXX March 2013 Searches per Searcher 119.7 122.1 143.3 Vietnam Thailand Worldwide Source: XXX 120.8 91.1 83.9 Malaysia Indonesia 97.3 Singapore Philippines 7 8
- 8. 05 Fool-proof predictions Beyond the intelligence and indefinable Based on search-related results of consumers past usage and behavior on the web, this has spurred develop-ers to invent fantastic applications that could predict the informative, elusive, and indefinable in the process such as a nearby recommended restaurant, the taxi trapper, bus/train time predictors. Not only that, new pop cultural trends and terminology are being created online such as memes and new words searched for on own their own literally such as Twerking. We can witness brand campaigns inventing new catch-phrases quickly to beomce a viral phenomenon like wildfire. 9 10
- 9. 06 The Internet of things Smart devices and more Disregard your carry-on heavy external drives or teensy thumb drives. The answer is new tech-nology software such as iCloud, fileapp or Dropbox, which are quikcly becoming a necessity over convenience. With zero electric chords, any created deck, file or information can be called through Internet waves - no matter where you are as long as you are connected. Camera, iPad, music docks, all technol-ogy have infinite possibilities. That along with programmed sensors not only enable infor-mation sharing but tracking the location of lost items (remote controls), adjust room tempera-tures, and drive smart cards. Vint Cerfs, the father of the Internet and chief evangelist at Google, has the worlds best wine cellar with a seri-ously cool thermometer. 11 12
- 10. 07 Unleashing new consumer behavior Empowerment through communication The SMS era is a graveyard. The new year in 2013 officially marked the end of SMS greetings as they dramatically disap-peared from the screen. In lieu of text messaging, free apps such as Whatsapp, LINE, and Facebook-chat are the spotted emerging trends. Rather than a tradtional text message, consumers are now engaging in more full-fledged customizable and unique content. This allows the developers to expand its customizable and unique content. This allows the developers to expand its products into the e-commerce arena with the likes of LINE Sticker, Games, or Pictures instead of being haunted by the past. This type of adaptive marketing is filling the overlooked niche for highly personalized and responsive brands that can create a whole new league of interaction with consumers. Expect to see an upgrade in the developers bags tools and tricks. LINE Users in Thailand Source: XXX 18 million users 13 14
- 11. 08 Digital + mobile screen The next big fad The stability of Internet changes the way people consume media; from traditional to mobile screens. YouTube or Internet TV became the latest craze for Thais to watch the latest drama at anywhere, anytime without an interruption from traidtional commercial. Plus, the availability of niche content provides room for consumer to catch up whatever they want to see - Hormones, Club Friday the Series, and so on. The multitude of video forms such as pre-roll, mid-roll, and post roll including the shift of con-sumers from watching televsion to the mobile screen has also increased lengthy full cips such as series, webisodes, and mob-isodes. Viral videos are here to stay with the rapid expansion of wide broadband Internet plus the growth of these types of digital/ mobile content and its development. 2. Hormones 13M YouTube views 3. Club Friday 1.7M 15 16
- 12. 09 The rise of new idols Transforming from a nobody to somebody Other than Baitoey and Ying Lii, known for their unconvet-ionally catchy music and dance moves, once the content went viral, many parodies and cover videos were made and posted digitally nationwide by fans. Also, its become the era for new net idols who are able to present themselves through the power of social media intentionally such as Jay the Rabbit. 1. Jay the Rabbit fans opened around April 2013 459,917 likes / 48,473 talk about this 17 18
- 13. 10 The You & Me generation Whatever we do is to show + share We live in a self-created content safari. Other than being the second most popular Instagram check-in city after New York, being unique is in the gene of the Bangkokian. We can see the big infiltration of self-phot enhancing applica-tions, turning a simple picture into stunning works of visual merchanding through Camera 360, the ideal Instagram filters, and Photowonder of Perfect 365 that capture the most beautiful photos. In addition, global trends from suc-cessful me-marketing campaigns can also be a good trial execution for the Thai market to borrow. Exhibition: Share a Coke and other selfie marketing campaigns that attract the me, me, me Millennial. Percent Reach of Photos Category Minutes Spent per Visitor on Photos Category 41.9% 8.9 Minutes Thailand Thailand Source: XXX Source: XXX 19 20
- 14. 11 The health-activist boomer Nobody can deny the signs from marathon events, selfie pictures of muscular meatheads at the front of fitness mirrors, to groups of cyclists in midnight around town, or even a group of friends having fun in a boxing room. Its clear that health and fitness activities have become the big trends of Thais and an ideal validation to show-off on their social networks. Other than RunKeeper, Nike+Running, FitBit or Fuelband, we foresee the flurry of smart wearable gad-gets to help monitor ones sleep, track daily activities, observe food intakes, or even record your own bowel movements, and translate those into shareable content (shar-ing is caring, right?). 21 22
- 15. 12 S(H)O(W)cial contribution One of the massive trends that Thai people are really into is to take part in the contribution of current affairs and issues that rock the nations core. From the colossal earthquake and typhoon hitting the Philippines and so on, many social net-work groups emerged to raise welcomed money and support (such as the creation of t-shirts for sale, online dontations, and so on) - on a local and global level. For Thais ourselves, in celebration of His Majes-ty King Bhumibols Birthday, #longlivetheking hashtag became the fad in all types of social networks, also relaying the mainstream snetiments to honor the death of His Holiness Somet Phra Nyansamyara, the highly Supreme Patriarch of Thailand where corporates and individ-uals displayed a condolence message as well as to cancle all events and entertainment parties to pay their respects and act responsibly. 23 24
- 16. Facing challenges of the digital age Conclusion mInteraction Ploenchit Centre, 1st Floor, 2 Sukhumvit Road, Klongtoey, Bangkok 10110, Thailand A WPP Company www.minteraction.com