“Men have become the tools of their tools”
Henry David Thoreau
Walking down the road you might see someone wearing a Manchester United t-shirt, taking sips from their Starbucks cup while face timing on their iPhone. An onlooker might conclude that this person is an avid football (more precisely Man United) fan with a strong taste for coffee who loves the innovative side of Apple.
In a second scenario you come across various social media accounts of a successful manager where all of these accounts portray her differently. For example, she is a party goer on Facebook, twitter shows her a well-informed individual, snapchat indicates her crazy stories, Instagram shows her photographer side (and hence the attached picture) whereas LinkedIn has her all achievements listed.
By going through these two scenarios it can be easily inferred that almost everybody is living two lives these days, an online vibrant life and an offline real life.
Whether or not these people know that by consuming certain products offline (the first scenario) or online (the second) they are creating their persona about who they are, what they are like and what they enjoy the most depending on their situations. These personas lead to certain labels attached to these people which can be also termed their identities and these impact their decisions including consumption.
Thus consumption provides a chance to the consumers to build and express their self-image and identities through their product/service choices not only to themselves but to the people around them.
Consumer identity might not have been as relevant a topic before but now due to the explosion of social media, mobile technology and big data; it impacts on everyday aspects of life.
This whole scenario has changed marketing communications throughout the globe and hence the ways companies interact with the consumers.
A significant difference is evident between the interaction methods used by the companies currently and ten years ago. There is a revolution in the way organisations are developing their marketing messages knowing what consumers stand for and the labels they attach to themselves. Consumer identity is also referred to as the core of customer relation management that means attracting the customers on the basis of congruence between them and the company. For example the Lloyds tag line and their TVC appeals the customers on the basis of trust and security which assures the consumers that the bank will always be with them regardless of their life situation. In another example, a person who considers him/herself environment friendly (green) would rather opt for an e cigarettes than traditional tobacco.
With examples like these, it can be concluded that incorporating consumer identities in marketing messages can be a way forward for companies to succeed in the global market place.