Meet the new marketing persona who’s not afraid to shop during work hours
A new breed of Workday Consumers aren’t afraid to shop during work hours, and flit between personal and work tasks with ease. This is not a temporary evolution that will fade along with the pandemic. Is your brand adjusting its marketing to fit?
Once a strict 9-6 allocation of in-office hours, the definition of ‘workday’ has transformed to laptops on kitchen counters, guest rooms used as makeshift workspaces, and conference calls taken during a walk with the dog.
Online, these boundaries have blurred even further. People switch back and forth between employee and consumer modes throughout the day, hopping onto calls, followed by a quick browse through their favourite online stores.
In today’s era of anywhere-work, consumers have forged new habits and preferences that aren’t going anywhere. In order to analyse and understand this shift, Microsoft commissioned Forrester Consulting to evaluate the consumer behaviours at the heart of this work/life collision and dig into the rise of the Workday Consumer. The research uncovered how well brands have adapted their online advertising strategies, and how PCs have a part to play in the puzzle.
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. Regardless of 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 advertising. Reach people across Microsoft properties including Bing, MSN, Microsoft News, Microsoft Edge and Outlook.com or partner sites like AOL, Yahoo, CBS Interactive, Wall Street Journal, and Forbes.
