Marketing to Dr Jekyll or Mr Hyde?: - why the new Digital Identity needs to be analyzed

Sammanfattning: The development regarding social and digital media has enabled people to socialize and act with new prerequisites. This is an explorative study that focuses on examining what this development has implied for the development of the identity. The Internet implies a whole new set of communication challenges for companies. Without insight of the recipients of communication, it is hard to address these challenges effectively. This study focuses on Internet Dating. It is a qualitative study, with quantitative elements, using the concept of triangulation. The qualitative study is based partly on a focus group with people familiar with the activity of Internet Dating, and partly on depth interviews with experts within the field. The quantitative study consists of a questionnaire. The findings show a shift in the identity: Identity 2.0. The Identity 2.0 is defined by being extrovert, selective and slightly cynical, with a need to search for information and getting involved in the process of brand and product building. The findings also involve a list of present communication challenges, which can only be handled effectively by getting an understating of the Identity 2.0. These challenges are; (1)The conflict between push and pull, (2)The continuous communication and relationship with customers, (3)Maintaining consistency, (4)Consumer urge to become “prosumers“, (5)The need for honesty, (6)Maintaining control and (7)Staying relevant and focusing on substance.