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Traditionally, marketers have focused on connecting with customers everywhere except work. However, since the pandemic and the push to work from home, the boundaries between work and personal life have blurred. A new target market has formed for advertisers to market to, and they’re called the ‘Workday Consumer’.

Marketing to this new behaviour requires brands to better recognise and reach their consumer during the work day as they mix work and personal tasks. To effectively market to this demographic, brands must learn to “go where the consumers are,” which requires a deep understanding of their behaviour patterns and preferences.

Brands have yet to seize the opportunity around ‘Workday Consumers’

One of the most critical changes that brands need to consider is the mindset of the Workday Consumer if they want to stay relevant in the competitive online landscape. The Workday Consumer unapologetically switches between employee, personal, and consumer modes throughout the day. 

Why market to the Workday Consumer?

This new demographic not only has a higher buying power than the average internet user, but also spends 120% more time online. Workday Consumers are more likely to engage with advertising in order to discover new products, making them a prime audience for targeted marketing efforts. What’s more, they also have a greater propensity to purchase online, with Bing users on Windows being particularly more receptive to online shopping compared to Google users on Windows.

By targeting the Workday Consumer demographic, companies can tap into a lucrative market that is both tech-savvy and responsive to digital advertising, potentially driving significant growth in revenue and customer engagement.

Don’t put all your eggs in one basket

The past year has been turbulent, with rising energy prices, shipping costs, and a significant increase in Google’s cost per click across industries. This surge in marketing expenses has made it more expensive than ever to promote your business. To help tackle this, we recommend taking a multi-layered approach to marketing to help future-proof your business in a cost-effective and simple way.

While Google Ads has dominated the search engine market up to now, taking approximately 80% of the market share, Bing Ads still boasts a significant user base and may offer a more cost-effective way to reach certain demographics. Incorporating Google Ads & Microsoft Advertising, provides access to a much wider audience pool with a whole host of unique features. 

You can leverage existing high performing marketing campaigns from Google and replicate these campaigns into Microsoft to tap into a whole new audience base. Combined with the rise of Open A.I and its recent implementation into Bing’s search engine, we predict that Bing is going to be a much more fierce competitor with Google than it has been previously. 

3 key reasons to adopt a multi-layered strategy

  1. Relying on a single marketing channel means that any changes or disruptions to that channel could have a significant impact on your business.
  2. Your competitors are likely using multiple channels to reach potential customers, which means that they have a much broader reach than you do.
  3. If you’re only using one marketing channel, you’re likely missing out on a huge portion of your potential audience. Different people consume information in different ways, which means that you need to be using multiple channels to reach as many people as possible.

Leverage strategic partnerships to reach new heights

The best marketers know that new consumer behaviours give them a chance to build better strategies. At Mabo, we work closely with our clients to review individual campaigns across multiple platforms, identifying strengths and weaknesses to optimise overall results. We understand the importance of capitalising on the unique features within each platform, especially the powerful tools offered by Microsoft, which can help hone your digital strategy.

We don’t offer a ‘one size fits all’ approach – instead, we tailor our plans and strategies to each business’s individual needs. We take the time to understand our clients’ products and services and how their customers find and interact with them online. This understanding is key to running effective advertising campaigns to the Workday Consumer in today’s landscape.

Clients rely on us not only for our collective knowledge and experience but also our deep relationships with the platforms we operate on, including Google, Facebook, Microsoft, and more. With our guidance and expertise, businesses can capitalise on new opportunities and drive growth through effective marketing strategies.

PPC, Growth
Richard Graham
Post by Richard Graham
March 17, 2023