The way people experience and fulfill their needs has fundamentally shifted as millions of quarantined people are now working, teaching, exercising, and shopping from home. A drastic slowdown of most activities outside of the home has increased the time we spend alone, with our loved ones, and in our own heads, writes Marie Gulin-Merle, global VP of ads marketing at Google. And as boredom, anxiety, and uncertainty set in, people are looking for new ways to stay occupied, productive, and composed.
While it's still unclear how long this "new normal" will last — and it may well be the case that quarantines and lockdowns ebb and flow on a rolling basis through the year — marketers who understand how consumer behavior is shifting will be better equipped to adapt. So we've taken deep dives into the trends we're watching as these new at-home consumer experiences with
time and space,
work and leisure,
self and others, and
consumption and expenditure evolve.
Together, these profound shifts in how people experience day-to-day life have created a dynamic reprioritization of the how, when, where, and why of consumption. Here are three questions Gulin-Merle and her teams are asking themselves as they work to pivot Google's marketing to meet the needs of at-home consumers.
- How are we providing help to consumers as their needs evolve?
- How are we adjusting to the new 24/7 consumption cycle?
- How are we embracing novelty to help consumers fight boredom?
The answers to these questions — and many others that will pop up along the way — can help all marketers adjust from marketing to the needs of consumers to marketing to the needs of at-home consumers.
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