The goal of any given company is quite simple: to achieve the highest level of success possible. As the marketing industry has evolved over time, strategies have changed to address the growing needs of potential customers. Personalization can be defined as interacting with customers through content or software in a way that makes them feel that their interests are being taken into account.
The introduction of social media into society has enabled individuals the ability to communicate quickly to a unique audience. While social media has typically focused on self-promotion and advertising, people now have the ability to share their ideas and beliefs. Influential figures, such as celebrities, often take a break from glamorizing their lifestyle to raise awareness toward issues that are important to them.