The State of Digital Marketing in the Networked Age

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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.

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The State of Digital Marketing in the Networked Age

  1. 1. PewInternet.orgThe State of DigitalMarketing in the Networked AgeMid-Atlantic Marketing SummitApril 19, 2013Lee Rainie: Director, Pew Internet ProjectEmail: Lrainie@pewinternet.orgTwitter: @Lrainie
  2. 2. The new media ecosystem and theBoston bombing
  3. 3. First news – 2:50 p.m. (minute after explosion)Twitter user: @Boston_to_a_T
  4. 4. Breaking the news
  5. 5. Live feeds from first responder scanners
  6. 6. “I’m fine” sites
  7. 7. People finder sites
  8. 8. Highlighting the kindness of strangers
  9. 9. Places to stay database
  10. 10. Real-time fundraising
  11. 11. Real-time fundraising andentrepreneurship (Emerson College students)
  12. 12. Crowdsourcing the investigation
  13. 13. On-the-fly norms debatesDoes anyone remember Richard Jewell?
  14. 14. On-the-fly norms debates
  15. 15. Marketing horrors
  16. 16. The new arc of breaking newsHong Ku – Visiting Fellow Nieman Journalism Lab working on anapp to help journalists discover news on Twitter
  17. 17. How new media ecosystem applies tomarketers• Real time/just-in-time• Pervasively generatedand consumed• Personal• Participatory / social• Linked• Continually edited• Multi-platformed• Timeless /searchable• Shaped by socialnetworks and“algorithmicauthority”
  18. 18. Networked individualism and thetriple revolution
  19. 19. Digital Revolution 1: BroadbandInternet (85%)0%10%20%30%40%50%60%70%80%June2000April2001March2002March2003April2004March2005March2006March2007April2008April2009May2010Aug2011Dec2012Broadbandat homeDial-upat home68%3%
  20. 20. 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
  21. 21. Impact on marketing• More volume, velocity, and variety ofinformation• New pathways to customers• Rise of “fifth estate” of civic and communityactors (including citizen “vigilantes”) – harderto control message• More arguments• Collapsed contexts of messaging
  22. 22. Revolution 2: Mobile – 89% of adults51% smartphones / 31% tablets321.7Total U.S.population:315.5 million2012
  23. 23. Apps > 50% of adults22%29%38%43%0%10%20%30%40%50%Sept 2009 May 2010 August 2011 April 2012% of cell owners who havedownloaded apps
  24. 24. • Attention zones change– “Continuous partial attention”– Deep dives– Info snacking• Real-time, just-in-time searches and availabilitychange process of acquiring and usinginformation– Spontaneous activities– Be “ready for your closeup”• Augmented reality highlights the merger of dataworld and real worldImpact on marketing
  25. 25. 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 201218-29 30-49 50-64 65+Digital Revolution 3Social networking – 59% of all adults% of internet users
  26. 26. • Composition and character of people’s socialnetworks changes AND networks becomeimportant channels of …– learning– trust– influence• Organizations can become media companiesthemselves …• … and “helper nodes” in people’s networksImpact on marketing
  27. 27. • More demands fortransparencyFinal thoughts• More attempts athacking, breakingand entering, andmessing with you
  28. 28. Thank you!

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