As a marketer, I pay attention to how corporations are leveraging the latest digital marketing channels to promote their brands. For example, I recently enjoyed reading this post, “Five examples of brands that are nailing Pinterest.”
I’m just as, and maybe more so, interested in how individuals are using digital channels, like Pinterest, to promote their individual selves today. In some cases, individuals on Pinterest are giving corporate brands a run for the money in terms of their number of account Followers – for example, one individual, Joy Cho, has more than 15 million people who follow her Pinterest account.
The majority of digital channels today make it easy for individuals to convey and share their preferences related to a multitude of subjects. For example, Pinterest provides almost a literal picture of the interests and preferences of its users.
Other digital channels, like Facebook, LinkedIn and Google+, also make it easy for individuals to indicate and share their preferences (on Facebook and on LinkedIn, you can hit the “Like” button to indicate that you like certain content, while on Google+, you can hit the +1 button to indicate your preferences).
Have you ever asked yourself why the latest digital channels include functionality that so strongly promotes individual preference sharing? As I’ve stated in a prior post, online behavior is being tracked more and more often by companies who want to identify and target more individuals as potential buyers of their products. New digital channels providers are capturing and making the preference data of their individual subscribers available to those companies, usually at a some cost.
Also, many companies today are using software solutions to collect online data, mine the data, model the data, and then create visual representations of that data – all in an effort to gain new insights and knowledge that their organizations can use to propel their businesses forward.
Speaking of data visualization, I enjoy seeing different data visualization examples on the Information is Beautiful site. What about you? Have you ever stopped to think about what kind of model all of your personal, historical online data would create if summarily captured?
Would your online behavioral data present a Kate Moss–Kurt Cobain-waif-like image, or would it reveal a more robust Kate Upton-like visualization? What trends or secrets of your life would be revealed? Which of your data points would surface as uniquely beautiful, like the mole over Cindy Crawford’s lip or the gap in Lauren Hutton’s front teeth?
When I was a young girl, I dreamt of being a model. I had no idea that I would actually fulfill that dream to the extent that I, like you no doubt, have become a data point in someone else’s data model.