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Create campaign impact by reaching the Workday Consumer

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Create campaign impact by reaching the Workday Consumer

There’s a rise of the Workday Consumer who, due to changes stemming from the pandemic, unapologetically switches between employee, personal and consumer mode throughout the day. This behavior stands to have a significant impact on how your advertising engages them.

Microsoft Advertising recently partnered with Forrester Consulting on research outlining how work and shopping behaviors have changed for people who work remotely. We take a deeper look at the behaviors of these consumers, the nuances of their shopping and work behavior, and how advertisers should think about reaching them.

The Workday Consumer mindset

To be more effective in reaching the Workday Consumer, we must consider that nearly 62% surveyed said they spend time shifting between various mindsets during work hours. During this time, they research or purchase products and services, sometimes putting those tasks ahead of browsing social media and consuming entertainment.1

While mobile is still a part of the decision journey, many consumers use their PCs to research and purchase high consideration items across categories.

Data from the Forrester Consulting Workday Consumer survey showing devices used for research and purchases

In fact, nearly two-thirds of respondents (63%) said they spent more time on their work PC than before the pandemic, and 56% said they use work laptops and videoconferencing software for personal purposes. Almost half (48%) said they prefer not to switch devices when doing personal tasks during work time.1

When targeting Workday Consumers, it’s important to consider their mindset, which influences the types of tasks, such as purchases, they’re undertaking.

Three ways to reach the Workday Consumer

As you reevaluate your methods to reach Workday Consumers, here are a few ideas that you can use for campaign planning.

1. Consider working mode

The Workday Consumer’s time and place of work has shifted dramatically. They may be hybrid, desk-based or frontline, office-based or remote. In each of these situations their mindset will be different.

Having a deep understanding of your audience will make a difference in reaching and engaging them. Employ methods such as self-reported studies, observational studies, location tracking and time-of-day data.

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Just as Workday Consumers have shifted their mindset, advertisers must also shift targeting strategies. Use products that employ automation to understand audience behavior and adapt in real-time to adjust to their search desires. Consider using:  

  • Responsive Search Ads to optimize ad copy and refine messaging to home in on audience mindset when they’re searching.

2. Engage Workday Consumers throughout the funnel

To attract, convert and retain Workday Consumers, it’s important to craft messaging, content and ads optimized for PC, search and native. This is especially important for upper-funnel campaigns because Workday Consumers actively research products and services in between work tasks.

Once they continue their search, you’ll need to prepare to target them across their online purchasing journey. Engage partners that enable targeting based on signals such as opted-in digital consumer tracking panels, contextual insights, time-of-day data, and others to predict audiences and performance.

  • Smart Campaigns use automation to learn and adapt throughout the customer decision journey in real-time.
  • Dynamic Remarketing lists are a mid-funnel ad type to show searchers ads based on what they’ve looked at, considered, or already purchased on your website.
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3. Use the verticals they’re researching

It isn’t just one vertical that’s affected, this is relevant to all advertisers.

The top 10 categories researched (in order) are travel, clothing, tools, sporting goods, electronics, financial products and services, health and personal care, household appliances, media/entertainment, and cars.

When working, people are in a productive mindset, and they view researching and purchasing with efficiency in mind. This mindset has evolved the consumer journey, and much of this research is done on their work PC.

  • Vertical ads are a good option when trying to reach the Workday Consumer at the bottom of the funnel.

Vertical ads are different for each category or industry. They focus on information that a specific consumer is looking for and provide it in an engaging, easy-to-read format (pre-click) and with images. Vertical ads for travel, financial services and automotive industries, with more coming soon.

Example of vertical ads

The Workday Consumer and niche personas

Consumers’ attention spans have been famously likened to that of goldfish for years. Now you must also consider short attention spans and distracted and fragmented browsing as they shift more frequently between work and personal tasks. Therefore, knowing your audience thoroughly is more important than ever.

For example, we took a deep dive into our data and found our new attitudes and behaviors causing a change in how we reach and engage customers across industries. They are:

  • Digital Nomads
  • Empowered Activists
  • Luxury Shoppers
  • Self-Care Enthusiasts

Download the booklet for a wealth of information on these attitudes.

The Workday Consumer behavior shows up across all these personas, as well as others you may have developed yourself. Read on for tips on how we applied the Workday Consumer mindset to the four new personas for ideas on how you might apply the thinking to your own personas.

Luxury Shopper

We already know the Workday Consumer is working remotely while researching, purchasing products and services, performing personal tasks, chores, managing finances, and consuming entertainment. They have a few additional characteristics if they’re also a Luxury Shopper.

Woman looks at colorful luxury garments

The online Luxury Shopper seeks to elevate everyday experiences with the finer things and is comfortable purchasing online. They’re browsing online, researching, and looking at the large variety of luxury goods online instead of in-store.2

See also  How to Measure the Impact of Content Based on Intent

They can be found across multiple search engines, with 51% of them researching vacations, and 43% searching for business-related topics.3 

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Because Workday Consumer Luxury Shoppers research before purchasing and are quick to switching tasks, consider features that grab their limited attention. Remind them to revisit sites and put them closer to making a purchase decision before they even click.

  • Multimedia Ads are exclusive to Microsoft Advertising and drive quicker engagement by combining text and images for the look and feel of social media ads. For people with limited time, these can earn their attention quickly.
  • Ad extensions make ads more effective and attract relevant customers by grabbing attention and positioning your message pre-click. For shoppers with limited time, this puts what they need front and center.
  • On the Microsoft Audience Network you can target and reengage with audiences while they’re browsing and researching websites such as MSN, Microsoft Edge, and Outlook.com, as well as CBS Sports, Fox News and more. Your ads meet consumers where they are, and reminds them to reengage with your brand.
  • In-market Audiences are curated lists of users who are in-market for a specific purchase category. Using these lists helps you cut through the noise and get in front of those most likely interested, so they don’t have to waste time searching. 

Empowered Activist

The Empowered Activist is the consumer who makes purchasing decisions by spending money on brands that align with their own values. They seek eco-friendly, inclusive, ethical small business-oriented brands, and they vote with their wallet.

Empowered Activists on Microsoft Advertising are 33% more likely to purchase online if they know the product or company is environmentally friendly.4

Three women at a table looking at a tablet computer

They use multiple devices throughout their day to shop and to research products and company or brand values. On the Microsoft Search Network, we saw a 141% year-over-year (YoY) increase in beauty searches for black-owned and minority-owned related terms.5

  • Try using business attributes, which are text additions that can be added to search ads to showcase the mutual values between your brand and your customers. Examples include carbon-neutral, minority-owned, and wheelchair accessible, among others.

Self-Care Enthusiasts

Self-Care Enthusiasts are interested in spending time where it matters most, whether with family, on mental health, or fitness. They seek brands that enhance their physical and mental well-being. This audience works hard across all aspects of life. Their time is stretched throughout the day, so time management is top of mind.

Senior woman seated on a yoga mat in a living room, looking at a tablet computer

This group consistently multitasks between work, school, life and leisure activities.

  • Use In-market Audiences to find curated lists of users for a specific purchase category to ensure you’re targeting the right groups at the right time.
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Digital Nomads

Digital Nomads are location-independent people who value flexibility and make a living working online. Because they work 100% remotely, they can travel constantly and move from place to place as long as there’s an internet connection.

Woman in a vehicle on a tablet computer

Digital Nomads are the ultimate Workday Consumer, as they’re searching for housing, transportation, and all the needs, services and amenities that accompany daily life in new locations. Consider using:

  • Property Promotion Ads to inspire travelers early in the planning process and provide you with an opportunity to influence their decision.
  • Hotel Price Ads showcase rates alongside photos, directions, availability, reviews, and more while providing engaging information at the decision point.

Reaching the Workday Consumer requires targeting based on a robust first-party data strategy, signals like opted-in consumer tracking panels and contextual insights to predict audiences and performance behavior. While some aspects of the pandemic such as virtual happy hour have come and gone, the integration of work and life is here to stay. Make sure your brand is there when the Workday Consumer is making decisions.

Stay informed

Sign up for the weekly Microsoft Advertising Insider newsletter for additional Workday Consumer topics and insights, product news, tips and tricks, thought leadership, customer success stories and resources.

Sources

1. A commissioned study conducted by Forrester Consulting on behalf of Microsoft, November 2021. The global online survey included 5,329 employed consumers. They were 18 or older and had made an online purchase via their PC during the previous six months. Another survey of 1,301 marketing and advertising decision-makers are directors, VPs, or heads of brands.

2. Microsoft Advertising Luxury Shopping Study, 2021.

3. GlobalWebIndex, U.S., June 2020-June 2021.

4. GlobalWebIndex, U.S., Q1-Q4 2021.

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5. Microsoft internal data, U.S., May 2019-August 2021 and May-December YoY figures.


About The Author

Microsoft Advertising connects you with more than a billion people at the right moments across work and life. The Microsoft ecosystem provides access to an audience that has higher buying power, spends more online and is more likely to engage with ads to try new offers. Whether you are creating a branding or performance campaign, we offer advertising solutions that run the entire marketing funnel, including search, native, display and video – powered by the Microsoft Advertising ad platform and DSP, SSP and Curate advertising technology. Reach people across Microsoft properties including Bing, MSN, Microsoft News, Microsoft Edge and Outlook.com, partner sites like AOL, Yahoo, and DuckDuckGo, or the open web with Xandr.
Microsoft Advertising. Great relationships start here.

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MARKETING

How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

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It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

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Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

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The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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