The Working Daypart – A Key Part of the Consumer Journey Many Brands Are Missing.
Ad Age – March 22, 2018
Professionals are improving their work-life balance by successfully accomplishing personal and professional tasks during the workday. The hours spend at the office are otherwise known as the Working Daypart for media-centric minds. This is when most professionals now determine what they are going to buy and even complete those transactions at their desk online or at a physical location near their office.
People are more comfortable with putting in longer hours, in part, because of the convenience of completing personal duties during the day versus after work or over the weekend. As such, the Working Daypart has become a key component in the consumer journey. Many brands are not taking full advantage of the opportunity to reach this audience so close to the moment of consideration and/or purchase.