The document discusses the evolution of digital marketing through new media ecosystems, particularly in relation to real-time events like the Boston bombing. Key themes include the rise of mobile and social networking, which have transformed information consumption and marketing strategies. It highlights the complexities of communication in the digital age, including the impact of networked individualism and the challenges marketers face in controlling their messages.

1. 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

2. The new media ecosystem and the
Boston bombing

3. First news – 2:50 p.m. (minute after explosion)
Twitter user: @Boston_to_a_T

4. Breaking the news

5. Live feeds from first responder scanners

6. “I’m fine” sites

7. People finder sites

8. Highlighting the kindness of strangers

9. Places to stay database

10. Real-time fundraising

11. Real-time fundraising and
entrepreneurship (Emerson College students)

12. Crowdsourcing the investigation

13. On-the-fly norms debates
Does anyone remember Richard Jewell?

14. On-the-fly norms debates

15. Marketing horrors

16. The new arc of breaking news
Hong Ku – Visiting Fellow Nieman Journalism Lab working on an
app to help journalists discover news on Twitter

17. 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”

18. Networked individualism and the
triple revolution

19. 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%

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. 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

22. Revolution 2: Mobile – 89% of adults
51% smartphones / 31% tablets
321.7
Total U.S.
population:
315.5 million
2012

23. 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

24. • 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

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 2012
18-29 30-49 50-64 65+
Digital Revolution 3
Social networking – 59% of all adults
% of internet users

26. • 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

27. • More demands for
transparency
Final thoughts
• More attempts at
hacking, breaking
and entering, and
messing with you

28. Thank you!