Is data abundance and too much transparency leading brands to discriminate between consumers? Are consumers paying a high price to curate their online selves?
Technology has allowed brands privy to information about the customer, which the brands have used effectively to their own advantage, in the guise of providing better and personalized services.
Not that consumers aren’t wary of this fact, which is why many now prefer to go incognito. Consumers want a fair deal. They demand the right to live free from social expectations.
Anonymity was always considered to be something sinister, especially in the web world. We have all been witness to anonymous or pseudonymous communication social platforms (Whisper, Snapchat and Yik Yak) plagued by abuse and harassment.
In 2017, we will see a major shift in mindset. Technology will make us believe that anonymity is a bliss. AI has developed several platforms that will enable us to weed out the negativities that surround anonymity. Eventually, it will empower the consumer. It will allow consumers to take control of how they express their identity online.
Emerging technologies will fuel the next revolution in this space, offering freedom, fairness and a new perspective laced with anonymity. Consumers will no longer be trapped in the world of algorithms. Enabling brands to unbiased slotting and segmentation, and offering purchase suggestions and prices pre-selected for them. For instance, Antipersona lets users see Twitter through the eyes of other users.
We will see consumers embrace tools and platforms that will liberate them from their ‘real’ identity, to discover the ideas, options and value that await them, and that are made possible by going INCOGNITO.
This trend isn’t about being invisible or about accepting age-old prejudices. Instead, it’s about empowering consumers to take control of how they express their identity online. Think about circumstances in which that control is most useful; see how the
Emerging technologies will fuel the next revolution in this space, offering freedom, fairness and a new perspective laced with anonymity.
interviewing.io platform and Blind social network are applying it to the world of work.
Brands will have to wake up to the fact that the identity of the consumer is no longer important and relevant, and everyone will have to be treated the same way.
It will be one price, one experience and one service for all consumers, and brands better oblige!