4 key customer personas SMBs need to reach

Author: Kelli Kemery , Senior Market Research Marketer at Microsoft Advertising. Listen to this LinkedIn article on Spotify below:

Summary: This article gives an overview of the four new growing consumer personas that Microsoft Advertising has identified to inspire brands to adapt their strategy and plans. The article also gives key recommendations on how to reach each of these personas through tips and Microsoft products designed to help SMBs cater their advertising to the right customers.

Introduction

Consumer research makes it clear that spending habits after the pandemic have likely changed permanently with 62% of consumers now researching or buying personal products or services during their workday, according to a commissioned study conducted by Forrester Consulting on behalf of Microsoft Advertising*.

But not every business’s advertising strategy has adapted yet to this new reality, though. Nimble SMBs (small to medium-sized businesses) have an opportunity to quickly target and cater to the new “Workday Consumer,” who conducts personal tasks during work hours.

The Workday Consumer is very broad, and brands have an opportunity to drill down and identify what their evolving consumer looks like. Microsoft Advertising has identified four new growing consumer personas to inspire brands to adapt their strategy and plans.

What are those personas? While they all have a productivity mindset in common, there are some key differences and unique characteristics among them that can help businesses change their advertising strategies to better reach them.

1. The Luxury Shopper

Luxury Shoppers care about elevating the?everyday, browsing through a large?variety of luxury goods online across categories, including jewelry and?watches, handbags, and more.

When they use multiple search engines, they spend 32% to 105% more on luxury goods**. Luxury Shoppers on Microsoft Advertising are***:

• 70% more likely to be planning to purchase a desktop PC
• 45% more likely to purchase groceries online
• 15% more likely to be researching vacations?online

2. The Empowered Activist

The Empowered Activist is a consumer who makes purchasing?decisions by?spending money on brands that align with their own values.?They seek brands?that are eco-friendly, inclusive, ethical, and small-business oriented and vote with their wallet.? For example, Microsoft Search Network saw a?141% year-over-year (YoY) increase in beauty searches for black-owned?and minority-owned related terms****.

Empowered Activists on Microsoft Advertising are***:

• 33% more likely to purchase?online if they know the?product or company is?environmentally friendly
• 30% more likely to plan and purchase?a vacation abroad
• 24% more likely to be?researching health?issues ?

3. The Self-Care Enthusiast

Self-Care Enthusiasts are interested in spending time where it matters?most,?whether that be with family, on mental health or in 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.? They are consistently multitasking between work, school,?life and leisure activities.?

Self-Care Enthusiasts on Microsoft Advertising are***:

• 30% more likely to be?planning to purchase?home exercise?equipment
• 17% more likely to?purchase online if?the checkout process?is quick and easy
• 36% more likely to use 5+?devices to get online

4. Digital Nomad

Digital Nomads are location-independent people who value flexibility and make a living working?online. Because they work 100%?remotely,?they’re?able to travel?constantly and move from place to place?as?long as?there’s an internet connection.?

On a recurring basis, they're?searching for housing, transportation, and all?the needs, services, and amenities that accompany daily?life in new?locations.

Digital Nomads on Microsoft Advertising are***:

• 33% more likely to be?planning to purchase a?laptop
• 27% more likely to?purchase online if?there is next day?delivery
• 62% more likely to be doing?business-related?networking online

Key recommendations for advertising to the Workday Consumer

How do you improve how you reach each kind of consumer persona? Here are a few tips and Microsoft products designed to help SMBs cater their advertising to the right customers:

• Appeal to shoppers and travelers with our vertical-specific advertising products,?Shopping?Campaigns,? and?Travel ads such as Hotel Price ads
• Let your brand shine with innovative text and image?Multimedia Ads ?that attract high-value?shoppers with colorful details other ads can’t provide
• Leverage?Marketing with Purpose Business Attributes? to highlight if your business is?carbon neutral, minority-owned, wheelchair accessible and other attention-getting highlights.

• Time management is top of mind for workday consumers, so use?Callout Extensions? to?highlight?time savings and conveniences your products and services can?provide.
• Refine target consumer?personas to account for?working mode and mindset. A Digital Nomad, for example, is likely often working in places other than their personal home-like airports and hotels.
• Rethink targeting strategies?to balance personalization?and privacy requirements. Consider what obstacles there might be to your target customer shopping your business products during work hours and try to reduce or eliminate them.
• Optimize content and ads for?search and native campaigns on?PC.
• Prepare to target new and?emerging personas across their?online purchasing journey by?using partner-provided insights.
• Optimize content and ads for?search and native campaigns on?PC.

Stay informed?

Get the full workday consumer study at:?MicrosoftAdvertising.com/WorkdayConsumer

Learn more about the?Four Emerging Personas? and how other clients?have found success with Microsoft Advertising

Sources:

* A commissioned study conducted by Forrester Consulting on behalf of Microsoft, The Workday Consumer Has Logged In, February 2022.

**?2021 Luxury Shopping Study, US, Microsoft Advertising,?J Randolph

***?Global Web Index, Global, Q1-Q4 2021

**** Microsoft Internal U.S. Data | May 2019 – August 2021 May-Dec YoY figures