the state of digitalmarketing in the networked age
DESCRIPTION
Lee Rainie, Director of the Pew Research Center’s Internet Project, discusses the Project’s latest research about internet use, mobile connectivity, and social media, and what the findings mean for marketers. He will explore how "networked information" has very different characteristics from "industrial era media" and why this has profound implications for the way marketers gain attention for their messages and interact with their audiences.TRANSCRIPT
PewInternet.org
The State of Digital Marketing in the Networked Age
Mid-Atlantic Marketing Summit - Baltimore
September 19, 2013
Lee Rainie: Director, Pew Internet Project
Email: [email protected]
Twitter: @Lrainie
The new media ecosystem and the Navy Yard shootings
9.16.13
Tweets start: 8:21 a.m.
Multiple Hashtags created: 8:42 a.m.
Pictures start emerging: 9:00 a.m.
…. And videos with commentary
Personal tweets give way to news media tweets: Late morning
Live feeds from first responder scanners
“I’m fine” sites
People finder sites get used
Crowdsourcing the investigation …
… but it was shut down this time
Large amount of personal testimony and reaction
Memorials arise
The new arc of breaking news
Hong Ku – Visiting Fellow Nieman Journalism Lab working on an
app to help journalists discover news on Twitter
Networked individualism and the triple revolution
Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85%
3%
70%
0%
20%
40%
60%
80%
100%
June 2000
April 2001
March 2002
March 2003
April 2004
March 2005
March 2006
March 2007
April 2008
April 2009
May 2010
Aug 2011
April 2012
May 2013
Dial-up Broadband
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
Digital Revolution 2 Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012
Changes in smartphone ownership
35%
48%
17%
46% 41%
12%
56%
35%
9%
0%
20%
40%
60%
80%
100%
Smartphone Other cell phone No cell phone
May 2011 February 2012 May 2013
• 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 & localized information highlight the merger of data world and real world
Impact on marketing
Digital Revolution 3 Social networking – 61% of all adults
% of internet users
9%
89%
7%
78%
6%
60%
1%
43%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013
18-29 30-49 50-64 65+
The Landscape of Social Media Users (among adults)
% of internet
users who…. The service is especially appealing to
Use Any Social
Networking Site 72% Adults ages 18-29, women
Use Facebook 69% Women, adults ages 18-29
Use Google+ 31% Higher educated
LinkedIn 20% Adults ages 30-64, higher income,
higher educated
Use Twitter 18% Adults ages 18-29, African-Americans,
urban residents
Use Pinterest 15% Women, adults under 50, whites,
those with some college education
Use Instagram 13% Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 6% Adults ages 18-29
reddit 6% Men ages 18-29
• Composition and character of people’s social networks changes AND networks become important channels of … – discovery & 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!