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The State of Digital Marketing in the Networked Age

The State of Digital Marketing in the Networked Age

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The State of Digital Marketing in the Networked Age

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  1. The State of DigitalMarketing 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: BroadbandInternet (85%) 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 adults51% smartphones / 31% tablets 321.7 Total U.S. population: 315.5 million 2012

  23. Apps > 50% of adults

  24. Impact on marketing • 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

  25. Digital Revolution 3Social networking – 59% of all adults % of internet users

  26. Impact on marketing • 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

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

  28. Thank you!