We all wish we could be a little selfish

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/

Lonoff Schiff, J. (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


4 thoughts on “We all wish we could be a little selfish

  1. disneymonashcollege says:

    I like the example you give about kim. Absolutely, as we said who can make the news, it is kim and his husband kanye. She definitely knows her strength on social media and any digital channels like the every single member of family of kardashian know how to make news. Thats why they get so many followers on twitter or instagram. Your post is just so punch the point about how can Kim utilise digital channels to sell her selfish magazine. She clearly knows who is her audience and the economic situation of their followers. Even if other people will address that those followers are insane, Kim know how to promote that. The successful IMC she made gives a example for us is about understanding of your audience is just so important.
    BTW, love the example you give, its awesome.


    • Jacqueline's Law says:

      Thankyou so much for your lovely feedback! The Kardashians seriously know how to use social media to their advantage to generate interest in their brand, and even make some pictures or topics go viral.
      There’s rarely a day where we don’t hear something about the Kardashians – this one released a lip kit, this one is pregnant, this one broke the internet with her magazine cover. I think it is interesting to consider that there is a family who has created millions based off, essentially, making things go viral and generating interest on the internet. If we lived in a different time, the Kardashians would struggle to have the empire they have today.
      As you said, even the haters comment on Kim Kardashian’s posts, which makes her even more successful.


  2. catherinenlien says:

    Alot of people have been using the Karadashian’s as examples of viral communication. Kim has such a strong social media presence, and that comes of big importance in the marketing world. Social media is the reason for viral marketing! This definitely relates to my blog as well, as i mentioned Ellen Degeneres and her twitter photo that went viral because or her strong social media presence as well. Celebrities have such a large impact on viral marketing.

    Your blog was great! I enjoyed reading it! And look forward to reading your final one!

    Catherine xx


    • Jacqueline's Law says:

      It’s really easy to use the Kardashians as examples of digital marketing! They have definitely dominated all forms of social media and there’s hardly a day that goes by that we don’t hear about them.
      Celebrities are an extremely useful tool for a variety of brands, and when there online presence is as big as the Kardashians, companies need to seriously consider capitalising on this opportunity.


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