The State of Digital Marketing in the Networked Age
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PewInternet .org The State of Digital Marketing in the Networked Age Mid-Atlantic Marketing Summit April 19, 2013 Lee Rainie: Director, Pew Internet Project Email: [email protected] Twitter: @Lrainie
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The State of Digital Marketing in the Networked Age. Mid-Atlantic Marketing Summit April 19, 2013 Lee Rainie: Director, Pew Internet Project Email: [email protected] Twitter: @ Lrainie. The new media ecosystem and the Boston bombing. - PowerPoint PPT Presentation
Transcript of The State of Digital Marketing in the Networked Age
PewInternet.org
The State of DigitalMarketing in the Networked Age
Mid-Atlantic Marketing SummitApril 19, 2013Lee Rainie: Director, Pew Internet ProjectEmail: [email protected]: @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!
