PewInternet.org The State of Digital Marketing in the Networked Age Mid-Atlantic Marketing Summit - Baltimore September 19, 2013 Lee Rainie: Director,

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Presentation 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

The new media ecosystem and the Navy Yard shootings

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%

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% Total U.S. population: 319 million 2012

Changes in smartphone ownership

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

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 Facebook69% Women, adults ages Use Google+31% Higher educated LinkedIn20% Adults ages 30-64, higher income, higher educated Use Twitter18% Adults ages 18-29, African-Americans, urban residents Use Pinterest15% Women, adults under 50, whites, those with some college education Use Instagram13% Adults ages 18-29, African-Americans, Latinos, women, urban residents Use Tumblr6% Adults ages reddit6% 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!