Take this one step further. Many of the potential buyers we need to influence don’t get in their car and drive to an office to work anymore. They work out of their home offices or while traveling. They alternate between work mode and home mode multiple times per day. As a consequence getting targeted messages to them is difficult.
“People in an at-work state of mind, today, are exposed to a constant, multi-point flow of communications from not just customers, suppliers and coworkers but also from family, friends, would-be friends and network members. They are not only engaged in considering brand messages while at work, they also champion them to their social networks,” Segal said. “They are constantly toggling between working and ‘home-ing’ through longer hours of the day and more days of the week, making decisions professional and personal.”
At the end of the day, we market to people even if they are in a business.
What’s your at-work state of mind?