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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.

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.

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

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

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.

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.

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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Before Deciding Where Your Content Team Reports, Pay Attention to This

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Before Deciding Where Your Content Team Reports, Pay Attention to This

When a brand creates a new content marketing or content strategy team, they often ask, “What function or department should the content team report to?”

My answer? “Yes!”

Now, I’m not trying to be a smart aleck. (Well, I am a little bit, do you even know me?) But seriously, my yes comes from years of helping implement content teams in dozens of businesses. My affirmative response indicates the most important thing isn’t to whom content reports; it’s that content teams report to the business.

When it reports into a function, such as brand, marketing, sales enablement, demand gen, PR/comms, or even (yes, really in one case) finance, the business acknowledges content marketing is a real thing with real responsibilities, power, and capabilities to affect business outcomes.

“What outcomes?” you might ask.

Well, that depends on where content marketing reports.

Now you have the real conundrum.

You can’t figure out where content marketing and content strategy should report without knowing the expected business outcomes, and you can’t know the business outcomes until you know where they’re reporting.

The most important thing isn’t to whom #content reports; it’s that content teams report to the business, says @Robert_Rose via @CMIContent. Click To Tweet

It’s tricky.

Content’s pervasiveness creates the challenge

Content as a strategic function in business affects almost everything. That pervasiveness means nearly any function in the business could “own” content as a strategy.

For example, we recently worked with a company about a year into its enterprise-wide digital transformation strategy. They have a content team, and we were to help them assemble a governance and operational approach for their website content.

When we determined the right operational processes, we got into trouble. A content team leader asked, “What if someone proposed a new AI chatbot as part of this digital transformation for the website? Is it a content project with a technology component or a technology project with a content component?”

The question isn’t semantics. Instead, the answer determines the process for development, the team owning implementation, and the measurement by which it’s deemed successful.

Knowing where a #content project is assigned determines its development process, implementation owner, and success metric, says @Robert_Rose via @CMIContent. Click To Tweet

It’s not just a technology challenge, either. The company also wanted to create new brand content guidelines for the website. Is that a content team project informed by the brand team or a brand project in consultation with the content team?

Given content’s pervasiveness, you can argue it is part of any meaningful communications initiative the business takes on. But sales’ needs are different from marketing’s, and HR’s requirements are different from the demand-gen team’s. However, to achieve consistency in content and communication, it doesn’t make sense to let each function determine its content strategy.

To achieve the balance between an enterprise-wide content strategy and the unique needs of every function in the business, the leaders and practitioners must decide to whom content reports. Again, the agreement is important, not the where or what of the agreement.

3 key attributes to identify in the decision-making process

As you and the leadership ponder how to balance the enterprise content strategy and where it should sit, consider these three key attributes that play an essential role in success.

1. Develop a content operations backbone

I don’t care if you have two people and one blog and a website or a team of 50 who operate on 35 content platforms across multiple channels. A content operations infrastructure creates consistent success across your digital content experiences. Content operations is an enterprise-recognized set of integrated and shared systems (meaning technologies), standards, guidelines, playbooks, and processes to ensure reliable, consistent, scalable, and measurable content across the business.

Content operations acts as the backbone – the foundation – to ensure the content is created, managed, activated, and measured the same way across whatever audience and whichever channel the brand presents to.

2. Connect with the audience across platforms

You can no longer expect to create one optimal experience that makes up for a bunch of sub-optimal ones.No matter your size, it’s not good enough to have your blog subscribers separate from your marketing automation database and all that separated from your CRM system. This goes for all of your audiences – from new employees to external parties such as analysts, journalists, partners, vendors, etc.

In this approach, the goal is to engage, build, and develop relationships with audiences. Thus, connecting audience behavior with insights on how to communicate better is not a siloed functional need; it is an enterprise need.

3. Build an accountability framework

This attribute in one word? Standards (and a team to keep them.) In a truly fascinating way, one of the earliest activities in building a content strategy makes the biggest impact on larger businesses: Come to terms with what words around content strategy and marketing mean. What is a campaign? What is the difference between a campaign and an initiative? What is an e-book? What is an article vs. a blog post? How long should a white paper take to write? Most businesses assume these things or create meanings based on contextual needs.

At a recent client, one group expected the content team to produce white papers within a week of the request. Another group expected them to be delivered in six weeks at double the length that the other group thought.

An accountability framework – and its ongoing evolution – presents clear ownership and coordination of content standards (roles, responsibilities, processes, types) across the enterprise. This model should not detail the definitions and standards but identify how they will enforce them.

Start your content decisions by deciding together

Where should you begin?

Well, just like in the beginning, my answer is yes. Independent of where you start, the critical point happens in the deciding of the elements. To be clear, these are institutional decisions, not simply “what you think.” In other words, it doesn’t matter what you believe the definitions, roles, or processes should be if the other parts of the organization don’t know, believe, or care.

A great first step is to create that accountability framework and make people care about its existence. At first, it might create a language of content that everybody in your business understands. When someone says, “I’d like to do a campaign,” or, “I think we should write a white paper,” everyone understands what that means and what it takes to do it. Then, the benefits of an accountability framework will start to become clear.

It makes the case for a team assigned to lead this consistency easier. And that enables the team to connect those experiences and audiences in a way that makes sense for everyone.

In the end, you have found determining the where, how, and what of a content strategy implementation isn’t the most important. The act of deciding is.

It’s a strange combination. In isolation, the reason for deciding seems straightforward. So why wouldn’t anybody want a clear definition of what a campaign is or a single source of the truth when it comes to the tone of your content?

But stacked together, those decisions feel like they are bigger than the content team and really should involve the entire enterprise. (Spoiler alert: They do.)

If you want any desired consequence, you had better decide on all the things that would help create it.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes:

https://www.youtube.com/watch?v=videoseries

Watch previous episodes or read the lightly edited transcripts.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute

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