Digital & Social Trends

- Application of commercial technology to analysis, planning, execution and evaluation of programs which influence TA voluntary behaviour

- in order to improve their personal welfare and that of society.

Andreasen AR

• Shapes how we as individual think, feel & act in society
• Shapes how society operates
• This is as we move from tech age to another
• Essentially - how technology drives society nd influences culture.

• Cost of production & distribution falls (especially online) 
• Less need to lump consumer & products into 'one size fits all' box. 
• In era w/o constraints of physical shelf space/ other distributon bottlenecks
• Narrowly targeted goods can be as economically attractive as mainstream
• small businesses can capitalise on niche products.

• Swarm Intelligence / Crowdsourcing
• Individualism VS Collectivism
• Tech enables group conversations & community building

Keen

• "Most of us have strong opinions yet most of us are profoundly informed"    (2007) 
• "history has proven that the crowd isn't often very wise" 
• "Mass participation in ideas improve thier quality" 
• Everyone thinks their an expert 
• Enables Small Business to engage & capitalise 

• Understanding - "Social Media & Digital Marketing is about Psychology & Sociology, more so than Technology" - Brian Solis

• Where is the line for Digital Marketing? 

     - Online?

     - Offline? 

     - Or just digital? 

• Consumers are Changing - Kids spent 2x more time online than their parents think - Average start of internet use age  is 3. 

• Younger generation seen as talented tech users. 
• Access to digital tech is determined by socio-economic status, gender and class.
• Engagement is sporadic. 
• Digital tech use is blended with passive forms of media consumption.

• Home internet use is determined by country's economic development.
• Home internet use is shaped by socio-economic status and class.
• Home internet use is structured by family structure.
• Home internet use is determined by gender.