PewInternet.org

The State of DigitalMarketing in the Networked Age

Mid-Atlantic Marketing SummitApril 19, 2013Lee Rainie: Director, Pew Internet ProjectEmail: Lrainie@pewinternet.orgTwitter: @Lrainie

The new media ecosystem and the Boston bombing

First news – 2:50 p.m. (minute after explosion)Twitter user: @Boston_to_a_T

Breaking the news

Live feeds from first responder scanners

“I’m fine” sites

People finder sites

Highlighting the kindness of strangers

Places to stay database

Real-time fundraising

Real-time fundraising and entrepreneurship (Emerson College students)

Crowdsourcing the investigation

On-the-fly norms debates

Does anyone remember Richard Jewell?

On-the-fly norms debates

Marketing horrors

The new arc of breaking news

Hong Ku – Visiting Fellow Nieman Journalism Lab working on an app to help journalists discover news on Twitter

How new media ecosystem applies to marketers

• Real time/just-in-time• Pervasively generated

and consumed• Personal• Participatory / social• Linked• Continually edited

• Multi-platformed• Timeless /

searchable• Shaped by social

networks and “algorithmic authority”

Networked individualism and the triple revolution

Digital Revolution 1: BroadbandInternet (85%)

3%

Networked creators and curators (among internet users)

• 69% are social networking site users• 59% share photos and videos

• 46% creators; 41% curators

• 37% contribute rankings and ratings• 33% create content tags • 30% share personal creations • 26% post comments on sites and blogs• 16% use Twitter • 14% are bloggers• 18% (of smartphone owners) share their locations;

74% get location info and do location sharing

Impact on marketing

• More volume, velocity, and variety of information

• New pathways to customers• Rise of “fifth estate” of civic and community

actors (including citizen “vigilantes”) – harder to control message

• More arguments• Collapsed contexts of messaging

Revolution 2: Mobile – 89% of adults51% smartphones / 31% tablets

321.7Total U.S. population:315.5 million

2012

Apps > 50% of adults

• Attention zones change– “Continuous partial attention”– Deep dives– Info snacking

• Real-time, just-in-time searches and availability change process of acquiring and using information– Spontaneous activities– Be “ready for your closeup”

• Augmented reality highlights the merger of data world and real world

Impact on marketing

Digital Revolution 3Social networking – 59% of all adults

% of internet users

• Composition and character of people’s social networks changes AND networks become important channels of …– learning – trust – influence

• Organizations can become media companies themselves …

• … and “helper nodes” in people’s networks

Impact on marketing

• More demands for transparency

Final thoughts

• More attempts at hacking, breaking and entering, and messing with you

Thank you!