Part 1: The Epidemic
Starting with Photoshoppers who possess the tools to make any individual appear as though they’ve scaled the Everest, to Snapchat’s animal filters that encourage even the less tech-savvy to look like Peter Rabbit, we’ve come a long way from the days of studio shots.
There have been multiple studies conducted that look into the presumed narcissistic behaviour of individuals and their smartphones and a lot of them have concluded that an alternate version of themselves is now a staple. In a nutshell, we’ve got a new marketing tool – Individualization. I’ve always reiterated that we’re storytellers. This doesn’t stem from my bookworm tendencies but from the fact that we are constantly telling tales of glory for those we represent. Now we must accept the invite to an ironically personalized web space, which means we’re now in the era of individualized marketing to a mass audience.
Gone are the days of business models led by Kotler. We’ve evolved and while we are inspired by those theories, it’s time to personalize the customer experiences through smartphones. With the availability of multiple data-gathering platforms, we’ve established sources and now it’s about relevant implementation. There’s a radical change to the business models we have all known and implemented.
Riya Vatnani is Account Manager at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me