Post-Pandemic consumer behavior can be affected by your digital marketing strategy.
Consumers used to go to offices on Mondays to Fridays to complete their work life activities. They spent their time at home in their personal life activities. They did chores on the weekends.
Advertisers could count on this behavior being the same for the rest of their lives. Many people started to work from home. Life became blurry as hybrid work became the norm. Many tasks that used to be done at the office started to be done at home. This change has caused a fundamental shift in how we spend time online and created the "Workday Consumer."
Many brands are at risk of being caught on autopilot with their digital marketing because of the blend of work and personal lives.
According to a study commissioned by Microsoft Advertising, Workday consumers switch between personal, employee, and consumer modes throughout the day and consider their work and personal tasks equally important. The number one
The number of online purchases made during work time has gone up since the beginning of the Pandemic. More than two-thirds of people regularly research or purchase products and services at work. 42% of people expect to increase their purchases in the next year. The number one
More than half of Workday consumers use their work tools for personal tasks. Financial products, vacations, appliances, and luxury goods are some of the items that appear to be top of mind at work.
The research shows the full extent of the shift in consumer behavior and how it affects employers and marketers. Advertisers are at risk of missing out. The shift must prompt a reevaluation of their platforms, personas, and budget allocations.
The intersection of work and life is where digital marketing should operate. According to John Cosley, senior director at Microsoft Advertising, demographic targeting can no longer be used the way it is used today. It is a case of throwing out the old way of doing things and starting over. Have you noticed that your customers have moved on?
There is a boom in the PC.
The shift in consumer behavior gives advertisers a competitive advantage as consumers spend more time on their PCs and complete more tasks on them.
The PC market has grown the most since the beginning of the Pandemic. Canalys reports that global PC shipments have increased by more than 300 million in the last two years. Microsoft Windows, the largest PC operating system by market share, powers over one billion active devices a month, with time spend up 10% above pre-pandemic levels. Almost half of online retail sales are predicted to occur via PC in the year 2024. There are four
The consumers are where they are.
The more advertisers are able to understand customer mindset, the more likely they are to reach them.
Many marketers have yet to seize the chance to consider new consumer mindsets and behaviors. Many brands still rely on traditional customer personas that use demographic information but rarely consider more nuanced cues, and they struggle to convert customer data into actionable insight. More than 70% of respondents to the Forrester study rated their organizations as intermediates or novices when it came to developing in-depth target personas.
If marketers don't address the change in consumer behavior, they'll be left behind. The new Workday Consumer mindset needs to be accounted for.
It's more important than ever for brands to communicate using a platform and tools that connect them with millions of monthly unique PC searchers who consume native advertising on brand-safe experiences.
The Workday Consumer has higher buying power, spends more time and money online, and is more likely to engage with ads. If marketers choose to continue on autopilot, they will be missing out on an audience.
How to attract, convert, and retain the Workday Consumer can be found here.
A commissioned study was conducted on behalf of Microsoft.
There is a new era of the PC.
According to Canalys, global PC shipments are set to be even stronger in the years to come.
Forrester Analytics: Search Marketing Forecast will be published in 2020.
The buying power index was reported by comScore.
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