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Blurring of line between work and home creates a new consumer persona

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Blurring of line between work and home creates a new consumer persona


Working from home has blurred the line between work and personal time, creating a new buyer persona, according to a new Microsoft report. They’re calling it the “workday consumer” and marketers say they’re still figuring out how to connect with them.

What behaviors have changed: 

  • 60% of consumers mix their work and personal to-do lists.
  • 59% consider work and personal tasks to be of equal importance during their work time. 
  • 63% spend more time on their work PC than pre-pandemic.
  • 56% use work tools (e.g., laptops and video conferencing software) for personal purposes.
  • 48% prefer not to switch devices when doing personal tasks during work time. 
  • 45% spend more time on personal tasks during work than previously.
  • 39% spend an hour or more on personal tasks during the work time.

The result. Nearly two-thirds (62%) of consumers say they regularly research or purchase products and services during work time. More than half (51%) are making more online purchases during this time since the start of the pandemic. Perhaps because they are in work mode, those purchases tend to be in high-consideration types like travel, finance, and home improvement tools and appliances.


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Marketers’ response. Because marketing depends on demographics, past behavior and purchasing histories, it is a challenge to respond to a new buyer persona. Of the 1,301 marketers surveyed, 67% said they weren’t confident about their organizations’ ability to develop in-depth target customer personas. Additionally, 57% felt the same about knowing what digital advertising tactics would connect with these personas.

“Many brand respondents said their company is unable to get what it needs from customer data to fuel online advertising strategies that are informed by insights,” the report says. “Brand respondents said driving decision-making with customer insights was the top challenge with online advertising. Many said their brand struggles to even gain any actionable insights from its customer data, such as what channels focus online ad spend to make the greatest impact with key personas.”

Why we care. “Go where your consumers are,” is a simple statement and a very complex challenge. In the “before times” marketing focused on connecting with customers everywhere but work. That all changes when work is potentially everywhere and anytime. It will take time to understand this. However, companies are already taking action. As the survey notes, while 58% of their company’s paid media budgets went to digital channels pre pandemic, that is expected to rise to 70% during the next 12 months.

Read next: How to enable greater personalization in a world of impersonal experiences

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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MARKETING

Daily SEO Fix: Competitive Link Research

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Daily SEO Fix: SEO Reporting — More Specific Use Cases

Link research is an essential pillar of an SEO strategy, but competitive link research can help you get a leg up. It’s vital for websites to not only know about their own link profile, but to also have an effective strategy in place to stay relevant against competitors.

Hopefully at this point, you know who your competitors are, and hey, that’s half the battle. If you still aren’t sure, check out our Competitive Research tool in Moz Pro. This tool can help you find out exactly who your competitors are, the keywords they rank for and what their top performing content is.

If you would like to understand our Competitive Research tool more, and learn how it can be used to your advantage, feel free to book a Moz Pro Kick Off Call with a member of Moz’s Onboarding Team below.

Book a Moz Pro Kick Off Call

So, why do we want to conduct “competitive link research”?

  • Learning how others are performing can help guide your own linking strategy, and you may discover tactics that you haven’t considered before.

  • There may be opportunities and gaps in your competitor’s link profile, which you can identify and slot yourself into.

  • You will know what types of content perform well, and from there can make your content 10x better than your competitors!

  • Your analysis will help you understand more about the audience you are trying to speak to.

  • A comprehensive backlink strategy can aid you in ranking higher on the SERP.

If you’re seeking guidance on how to build an SEO competitive analysis framework, check out Moz Academy’s SEO Competitive Analysis Certification. This coursework covers everything you need to know to confidently implement an effective strategy, and you’ll earn your Moz Certification, which you can display on your LinkedIn profile!

In the following videos, the Moz team will show you workflows and other tips and tricks within the Moz Pro tool set that will help you with your competitive link research analysis.

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Link Gap Analysis: Link Intersect

Link gap analysis is a popular tactic amongst SEOs. It involves comparing your own link profile to that of your competitors, and finding the gaps that exist. They could be getting backlinks from several websites that you aren’t receiving any from — this could be a golden opportunity — another way to compete with your top competitors.

In this video, Emilie will show you how to use Moz Pro’s Link Intersect tool to find out this information.

Discover Linking Domains with SERP Analysis

In the Moz Pro Keyword Research tool, there is a functionality where you can search a keyword, and the top ranking pages for that keyword will show. But, there is so much more to this function.

In this video, Varad will show you those ranking pages, as well as the domains that are linking to that particular page. Get ready to soar from there!

Use Page Optimization to Find Content Suggestions

Moz’s Page Optimization tool is primarily used to see what improvements may need to be made to a page, as well as keyword placement on a page. When you dive a bit deeper into this particular tool, you’ll find that Moz offers content suggestions to you, including URLs that are ranking for the keyword you first queried. Identifying these top ranking URLs is a great way to see what kind of content you should also be creating.

In this video, Rachel will show you what you can do with this new found information and how it can help your link research.

Find Backlinks to Competitor’s Broken Pages

Analyzing the backlinks on a competitor’s broken page is another tactic that SEOs are using, that you may not have been aware of. There are hidden opportunities within these broken pages that are just waiting to be discovered.

In this video, Arian will show you exactly how you can find those broken pages within Moz Pro’s Link Research tool.

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Discovered & Lost Backlinks

Another gem within the Moz Pro Link Research tools is the ‘Discovered & Lost’ section. This section will show you all of the new backlinks that Moz has found linking to your competitor in the last 60 days, as well as backlinks that have been lost. This can be insightful information when working on your own backlink building.

In this video, Eoin shows you how you can use this functionality to up your Link Research game.


If you’d like to continue learning about Competitive Research, check out our previous Daily SEO Fix on Competitive Keyword Research for some great insights into a competitive keyword research strategy.

Other additional resources for learning continuation:

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