The Web: Killer Marketing App At Work

I can’t understand why I haven’t read more about the Web’s uniqueness as a media channel to reach people at work. Many employees in offices all over the country are expected to be on the computer throughout the day. And at many offices, being on the computer means having access to broadband Internet. Not surprisingly, many workers spend a great deal of time on the Web for both work-related and personal reasons. A new comScore research report provides a revealing glimpse of where people spend their time online when they are on the job.

If employees were reading the paper at work, perusing a magazine or watching TV, people might assume they are on a break or slacking off, yet many at work are expected to be glued to the computer screen throughout the day. The comScore study shows that people use the Web productively to help in their jobs, but it also shows people spend some time online checking email, using search engines, accessing news and entertainment sites, shopping and engaging in many other personal activities. This gives marketers a unique advantage to use the Web to access working people that are often difficult to reach with more traditional forms of media. This is also what makes the Web an ideal tool for reaching B2B decision makers.

Exclusivity is a precious commodity in marketing nowadays, and in many cases, the Web has it when it comes to reaching key audiences in an active business environment.