• by Laurie Sullivan , Staff Writer @lauriesullivan, November 3, 2021

Too often, ads target people who see them anyway, so finding consumers and turning them into customers could help to reduce budgets and increase conversions.

Microsoft Advertising used it first-party data and advanced analytics to study web-browsing activity and identify emerging attitudes and behaviors. As it turns out, there are four.

Shifts in consumer behavior and privacy expectations create permanent changes in how people engage with brands.

Microsoft Advertising used its first-party data and advanced analytics to study web-browsing activity and identify emerging attitudes and behaviors. Luxury shoppers, digital nomads, empowered activists, and self-care enthusiasts are four new groups that are driving change.

Shopping and searching have changes during the past 18 months, especially for these four new groups. Luxury shoppers shifted from in-store preferences to almost entirely online overnight. Travelers -- the digital nomad -- emerged as people were freed from their offices.

Activism took on a new meaning as people stood up for civil rights and began voting with their wallets. Cultural and social changes shaping these new attitudes impact everything.

As Microsoft also learned, wellness took on greater significance, from simple acts of personal kindness to sweeping health choices.

Finding ways to relate to consumers about the things that are important to them is crucial. When marketers can predict behaviors, it provides many more opportunities to reach potential customers.

Here are some new behavioral insights for marketers looking to connect with these shoppers. The data takes an early look at these four new attitudes detailed in an upcoming ebook from Microsoft Advertising to help marketers better understand and reach these consumers.

Microsoft suggests that luxury shoppers primarily shopped in physical stores, but that has since changed. The data shows that online luxury shoppers grew in numbers at the start of the pandemic, during a time when many brick-and-mortar stores were closed.

I can relate to this shopper, which values quality over quantity, and personalized shopping experience in-store or online. This shopper conducts extensive research using multiple queries and search engines to find brands that meet their expectations.

The digital nomad rose, mostly due to the growth of remote work. People work online while traveling. Digital nomads use online research across verticals as much or more than any other consumer group. They search for housing and transportation, continually, and all the needs, services, and amenities that accompany daily life in new locations.

A look at their daily search history might include travel products, transportation, housing, grocery and dining and entertainment and more. Their use of mobile devices, changing locations, and various search terms make them a viable target for multiple verticals and business types.

The empowered activist votes with their wallet by purchasing only from brands that align with their values -- such as eco-friendly, minority-focused, and small-business brands. This consumer is likely to search for companies that match their environmental, political, and social issues.

The self-care enthusiast emerged during the first months of the COVID-19 pandemic. This shopper values spending time and connecting with people in their lives and focusing on mental and physical health. They often look for new diet tips, fitness ideas, and ways to manage work, school, life, and leisure activities in their hybrid work-life reality.