The open project Digital in the Round observes the diverse digital landscapes of growing economies that don’t use Facebook or Google, with the aim to understand the reality of the growing market.
As the world’s economies, communication and competition becomes increasingly digital, we are blind to assume that popular platforms such as Facebook, Twitter, Youtube and Google are the main contenders in terms of staying ahead of the game in global marketing. But, surprise surprise, this is foolish thinking.
The project, by the Italian based studio Young Digitals, aims to open our eyes to the reality of the current state of the global market, the possibilities and the need to study and expand our knowledge of the digital platforms available. Looking at China alone, Young Digitals highlight it as almost being an entirely independent digital ecosystem, with its range of social networks, video sharing sites and search engines. These Chinese platforms cater for over 550 million internet users and a mighty 1.1 billion mobile users, underlining it as a key digital landscape in today’s marketing.
Digital in the Round goes on to highlight other areas of interest and the online platforms that these places are using; East EU & Russia, Asia-Pacific, Continental Asia, Middle East, Africa and South & Central America. They give each area of interest a short synopsis, indicating the current state of the digital landscape and also the potential that each holds, for example:
‘Due to a series of cultural and infrastructural factors, the most popular social networks in Russia and Ukraine are the local ones.’
A simple statement but something that reveals the diversity that each area, the cultures within it and how they use them and WHY they use them. The fact that local based social networks in Russia and Ukraine are the more popular out the platforms available, it would indicate a different market need to that of the USA's, for example. What Digital in the Round is doing will benefit anyone who is trying to tap into unknown territory, helping them understand the way in which culture and tradition effects the way that these platforms have developed and how they could be utilised to great advantage in the global market.
The project is open to everyone showing an interest and who have had first hand experience of these digital landscapes, offering a blog space for each area for articles and talks can take place. Also, events are set up, bringing people together to share views with social media specialists from specific fields, which can be attended in person or viewed streaming on the main page.
Have something to say about all this? Have a keen interest in the various digital media markets that are out there? Then Digital in the Round is most definitely worth your attention.