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
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!
