the state of digitalmarketing in the networked age
DESCRIPTION
Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project, will discuss the Project’s latest research into internet trends, mobile connectivity, and use of social media and what they mean for marketers. He will also look ahead at some of the big questions about the next stages of technology.TRANSCRIPT
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!