Have You Met Yourself?

How marketing ad shares have evolved in a decade:

2013
Traditional: 70%
Digital: 30%

2023:
Traditional: 30%
Digital: 70%

I have talked to 100+ CMOs/Media-planners across industry. The number one reason for this change is personalization.

While traditional media broadcasts the same content to everyone,
Digital media allows you to ‘change’ your content as per your TG. There is NO doubt that personalized marketing works better than one size fits all marketing.

If it’s THAT obvious in the business world, why not in real life?

People love to expect individuals to behave the same way with everyone.

“She is nice to one person but not nice to me! So fake!”

But that’s the thing. Human beings are complex machines. We are NOT supposed to have the response to different stimuli. Heck, even Google search results is customized for your context. Why not your behaviour?

Do yourself a favor — stop trying to please everyone. NO ONE in this world is universally loved. Even people like the late Dr. Kalam, Tom Hanks, Leoniel Messi and Serena Williams have haters.

It is OKAY to not be the SAME for everyone. It is tiring to keep up a charade. Instead, be your real self.

Nice to people who are nice to you. Allowed to be NOT nice to people who are not nice to you. If artificial intelligence can retain context, true human intelligence definitely can.

We have been seasoned to tolerate abuse as if it were routine. We have been conditioned to be ridiculed, mocked and laughed at, as if this were not even a pressing concern. We have been asked to shrug it off because who cares?

Well, we do. And we are here to change the narrative. It will be tough at first but it will be a gradual win. Let’s start off with learning the things that are abusive but are not categorized as them in the first place. Let us drop truth bombs, one day at a time and discover oneself.