It is essential to emphasize the significance of customer identity and how a Customer Data Platform (CDP) can empower marketers by providing a more comprehensive view of the customer.
Identity resolution
links customer behavior and interactions with your business across all touchpoints, channels, or platforms to a single, unified customer profile. Every consumer in the market has a social identity that affects their preferences and reactions to a certain product. Social identity is heavily influenced by the community to which a person belongs. Every consumer and potential buyer has a social identity that affects how they perceive themselves and, as a result, their response to services and products.Social identity greatly influences the community to which they belong. This theory holds an important place in the world of marketing, as it explains consumer behavior and how organizations can use it. Social identities are not supported by a single behavior, but by a set of behaviors (or a playlist, so to speak).Once you make that change, it will be easier to recognize what identities the consumer might be selecting at the moment they encounter a brand. Different social identities can be activated relatively easily and quickly, as demonstrated by an unexpected experiment.
Social identities are important to marketers because they guide people's behavior at any given time. It turned out that the reason was that saving time and effort in this way clashed with the identity of most women, who during that decade felt pressured to be perfect housewives for working husbands. Answering questions as part of a consumer study could have generated an identity of a “market research” respondent in people, which made them try to judge the proposed service dispassionately and with an open mind (behavior appropriate to that identity). Previous research on gender identity and consumer behavior suggests that gender identity plays a role in consumer behavior and in the construction of consumer identity. Consumers who are more connected to their social identity and community are more likely to associate with a brand that they believe represents their image to others.
The idea that all members of consumer societies are more willing to acquire the lifestyle and identity they want risks painting an imaginary world made of equal opportunities and free self-realization. And if that's the case, by participating in the adjustment process on a daily basis and offering new identities, marketers can clarify and adjust those communications, for the benefit of both customers and companies. One of the most noteworthy characteristics of the modern era is the rise of consumerism, which was made possible by the emergence of a significant middle class and the availability of different types of merchandise in an open market. As we'll show below, companies can subtly influence the social identities that customers will use and can even foster new identities with very little effort. From collecting data to preparing a strategy to sell the product, social identity and the context in which it operates play an important role.
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