Consumer identity is a pattern of consumption that helps people define themselves. It is determined by certainty rather than assumption and is often expressed through brand preferences. Digital channels offer a wealth of data, signals, and digital identifiers that can help marketers get closer to the real identity of their customers. In this article, we will explore four types of consumer identities and discuss how people's self-perception influences brand choice.
The customer's true digital identity is resolved and is deterministic based on certainty rather than assumption. SDKs (Software Development Kits) allow users to authenticate their identity on mobile sites and applications with their existing Google or Facebook credentials. This document will also focus on consumers' brand preferences, as it is important to understand how people perceive brands as a way to improve their self-image. Traditionally, marketers have approached customer identity with standard “finite” data that incorporates the process of transferring data offline to an online environment to meet marketing needs.
Now these platforms, the main one being Facebook, house huge stores of identity data that they are willing to rent for a fee. Data ownership gives these brands the opportunity to work based on identity and, at the same time, develop personalized information about their own customers, rather than phantom profiles or likely customers. A total of 65 participants completed a survey on the consistency of their personal image, social identity and brand preferences. Creating an identity graphic that spans devices and platforms allows brands to have an ongoing conversation with customers instead of several similar fragmented conversations on digital channels.
Many forward-thinking brands have collected reserves of valuable data, such as email addresses, shopping habits, interests, preferences and demographic data, all of which are already linked to a real, individual identity. Therefore, as the use of brands to express and validate consumer identity becomes a central principle of consumer research, exploring the process by which brands achieve a symbolic promise has become increasingly interesting; in particular, how they achieve sufficient recognition to serve as a communicative representation of their own identity. Let's discuss more about how people's self-perception influences brand choice and the types of consumer identities you should consider. This is a trend that Tilds expects to reverse as more brands develop their own authentication tools to gain the identity of their customers.
There are many ways to approach and specify the identity of a person in the digital space.