Don’t forecast 10 years ahead

tarot-991041_640An article on Medium written at the end of 2015 tries to predict how we will be living in 2025. The problem with predicting so far out, and ten years is far out, is that we cannot possibly know how things we haven’t even thought about will dramatically impact our lives.  It got me thinking what someone in January 2006 would have missed when predicting how we would be living in 2016. Continue reading


International social networks

For many people in the developed world, and in some developing countries like South Africa, the overwhelming social network is Facebook. That was my view until I spent some time in Odessa, Ukraine. Then I was introduced to a different world where Facebook, and others like Google, are not the preferred social network. From a marketing point of view this creates a challenge as it makes the selection of channels more difficult.

In the Russian speaking world the common Internet applications that are the equivalent of Facebook and Google search are vKontakte (English version here)  and Yandex (English version here). In a post about social business around the world, Dion Hinchcliffe mentioned the challenge of “social balkanization” that different social networks are creating. The Economist also has an analysis of the Internet business in Russia.

World map of social networks


Dion Hinchcliffe reminded his western readers:

… the Asia and Eastern European world of social networking looks quite different than it does here in the United States.

Companies that aspire to be global have to recognise that not only must they deal with the proliferation of western Internet channels – Facebook, Twitter, LinkedIn, Google Plus – but also different channels that predominate in other parts of the world.

Welcome to marketing in the 21st century. Please share your experiences if you have used the non-western social networks, particularly for marketing.