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: Lrainie@pewinternet.org

Twitter: @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: Broadband Internet (85%)

0%

10%

20%

30%

40%

50%

60%

70%

80%

June 2000

April 2001

March 2002

March 2003

April 2004

March 2005

March 2006

March 2007

April 2008

April 2009

May 2010

Aug 2011

Dec 2012

Broadband at home

Dial-up at home

68%

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 adults 51% smartphones / 31% tablets

321.7

Total U.S.

population:

315.5 million

2012

Apps > 50% of adults

22%

29%

38% 43%

0%

10%

20%

30%

40%

50%

Sept 2009 May 2010 August 2011 April 2012

% of cell owners who have downloaded apps

• 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

9%

49%

67%

76%

86% 87% 92%

7% 8%

25%

48%

61% 68% 73%

6% 4%

11%

25%

47%

49% 57%

1% 7%

13%

26%

29% 38%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008 2009 2010 2011 2012

18-29 30-49 50-64 65+

Digital Revolution 3 Social 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!