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Remote Working Trends Are Changing Media Budget Priorities for Marketing

More people are working from home these days than was ever the case in the past because of the fact that this is the sort of thing that could potentially end up protecting them from things like the coronavirus. The pandemic is starting to recede, but in spite of the fact that this is the case people are still sticking with work from home options since they manage to get just as much work done whilst avoiding lengthy commutes and various wastes of time that occur at offices.

The rise in remote working is having a wider impact on many fields, including that of digital marketing. With all of that having been said and now out of the way, it is important to note that the lack of distinction between work and home lives for remote workers is driving a big shift in media budget allocations, with 60% of brands focusing more on search engines. 88% of these brands think that search engines are so effective that they are spreading their budgets across at least three of them instead of just focusing on Google.

Someone that’s working from a home office would be more likely to suddenly remember something else that they needed in a more personal capacity. That means that they might stumble across ads more often with all things having been considered and taken into account. Based on a survey of well over 5,000 consumers, the most popular thing that they search for during the work week is the financial product category.

81% of brands feel that social media is now a much more important marketing tool due to this shifting behavioral pattern among consumers. In spite of the fact that this is the case, that is actually the smallest increase because social media was already a popular resource for such brands. The biggest increase was seen in digital out of home tactics which saw a 21 point boost in the brands that think it is now important due to trends that they have taken note of, and digital audio such as podcasts is becoming a higher priority too.


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