Isn’t it funny to think how feedback and comments sent from a customer to a company used to be a maybe; it used to be a possibility? Nowadays, it is a definite. If you are a company, you can bet that you will hear back from a disgruntled customer. If you’re lucky, you will even get some comments from a happy customer.
Communication has become more interactive and circular – the company can communicate with the customer, and the customer can communicate with the company. This major change has had a ripple effect – now communication is concerned with grabbing the attention of consumers (or pulling them into your message), rather than pushing the message on to them. This can be seen when consumers are encouraged to like a brand on social media to receive information. Rather than Kim Kardashian having television ads about herself and her ‘Selfish’ book, she advertised it to those who would be most likely to purchase it – her followers. Kim Kardashian pulled, or lured, her customers in to purchasing her book by providing them with sneak peaks of its content. Her marketing team easily, and correctly identified the correct target audience for her product, which has been identified as the first important step in creating a successful marketing campaign. Who else is really going to buy 448 pages of Kim Kardashian’s selfies? These captured the interests of her followers, who lined up to purchase the book on its release date. This avenue also allowed many people to voice their opinions about the celebrity making money from selling a book containing only pictures of herself, and this highlights the potential backlash from this type of communication. However, maybe this was the intention. It’s not usual for the Kardashians to shy away from a little controversy, and social media definitely added a splash of argument and stimulated discussion surrounding the book.
Reviews and public feedback adds to the idea that marketing has shifted from only business to consumer to consumer to consumer. One commenter suggesting that all people who buy ‘Selfish’ are dumb, may act as a disincentive to someone who was considering purchasing the book. On the other hand, consumers are more likely to listen to other consumers, instead of the brand or company itself, when taking reviews into consideration. This means that there is a positive and a negative that has resulted from this communication shift.
There are many different ways to advertise in the ‘new age,’ especially since the adoption of Web 2.0. As much as I hate to say it, Kim Kardashian utilised it perfectly to generate interest in a book of selfies…however, it didn’t sell too well.
Goodreads. (2016). Kim Kardashian West: Selfish. Retrieved 10 May, 2016 from https://www.goodreads.com/
(2014). 7 Ways to Create a Successful Integrated Marketing Campaign. Retrieved 10 May, 2016, from http://www.cio.com/article/2377257/online-marketing/7-ways-to-create-a-successful-integrated-marketing-campaign.html.
Ooyuz. (2015). Kim Kardashian’s selfie book ‘Selfish’ didn’t sell. Retrieved 10 May, 2016, from http://www.ooyuz.com/geturl?aid=7785660