SPONSORED: Adapt Your Digital Marketing Strategy to Post-Pandemic Consumer Behaviors from MSFTAdvertising
Not long ago, from Monday to Friday, many consumers went to offices where they completed “work life” activities. Then they went home, where they immersed themselves in “personal life” activities. On weekends, they did chores and went shopping.
Although the blending of work and personal lives has changed the consumer journey, many brands risk being caught on autopilot with their digital marketing.found that the Workday Consumer unapologetically switches among employee, personal, and consumer modes throughout the day, with 59% considering their work and personal tasks equally important during their work time.
“Digital marketing must operate at the intersection of work and life. No longer can marketers continue using demographic targeting the way it’s used today—they must now incorporate consumers’ mindsets into the advertising strategy,” John Cosley, senior director at Microsoft Advertising, says. “It’s a case of throwing out the playbook and no longer running on digital marketing autopilot.
Savvy marketers know that consideration of new consumer mindsets and behaviors prompts better strategies, but many marketers have yet to seize this opportunity. Many brands still rely on traditional customer personas that use demographics and purchase histories but rarely consider more nuanced cues—and these brands struggle to convert customer data into actionable insight.
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