I often daydream about strangers (let me explain!). Simply in my day-to-day during my commute, taking a stroll for a cup of coffee, or merely at my leisure wherever I may be, the curiosity of what contributes to type of car someone drives, the selection of adornments across its bumper, or the intent of their personal style is something that continually intrigues me. I wonder at individuality. Styles may follow trends but they’re still personally tailored with an individual’s charm. From the preparation of a Starbucks order –scribbled ever so uniquely along the side, to the custom NIKEiD kicks with a matching iPhone case, I’m intrigued by the way consumption is customized to best represent one’s individuality. It’s a mark of one’s lifestyle. Daydreaming aside (as creepy as that may be), I’ve realized this originality is no longer limited to the consumer.
Google’s Affinity Audiences now allows businesses to enhance themselves with select consumer groups specific to their purpose. Depending on a particular product, a marketing initiative tailored to a particular season, or the peculiarity of select consumers, businesses can now select and customize an audience. Much like a distinctive consumer lifestyle, Affinity Audiences serves as a corporate wardrobe essentially, creating the possibility for a business to personify their organization with an audience that best resembles its brand (or sub-brands).
Similar to the individuality that consumers uniquely express, companies can now tactfully connect and develop a trademark character via the consumers in which they market. Rather than only the customer identifying themselves with the products they consume, companies can now further define themselves through the customized market(s) in which they do business.