If you’ve never heard the term, “gig work” is basically just a trendy way of describing an independent contract or part-time job, like driving for Uber or freelance copy-writing.
Millennial’s are the generation credited with disrupting everything from housing too marriage, including how they work, therefore are gravitating towards gig work for the promise of greater work-life balance. Boomers and other generations also have started to enter the gig economy because it brings in a little extra income without a major time commitment. And recent technologies like Skype, Slack, and Drop Box have made the gig life a reality, giving you maximum freedom, an ideal work-life balance, and the chance to pursue your passions.
Advertising supports the core principles that shaped our nation: free speech, competition, and democracy. Since colonial times, advertising has provided a source of vital information about our open, market-based economy. But how is the Gig Economy and Advertising doing and who benefits? Gig workers are flexible, Gig workers can be dispatched at a moment’s notice, receive notifications via mobile tech, and upload completed work. Therefore, they are stationary and moving at the same time. The downside to taking advantage of the gig economy is the danger of underpaying professionals who do the same work as their own hires. Therefore, leaving less money on the table for gig workers to spend and if advertising can’t reach them while they do have potential income, then there is another lost opportunity. The Gig economy is throwing traditional advertising for a loop.
As more workers opt toward the gig economy, it might be time for the advertising industry to rethink its employment model. While localized SEO and local advertising can drive steady streams of traffic and revenue no one should not discount social media as a good tool for marketing to the Gig worker. Social media platforms may have global reach, but they also allow you to go very granular with your marketing segmenting your target audience by interests. Geo tagging and targeting can be a resourceful option to reach the Gig worker always on the move. Consider all your option including newer technologies now that have specialized tools for social media listening and monitoring that are location-based. They can be utilized by entering keywords, and while there is the option of paid for advertising, I highly recommend staying away from it, and focus on Organic traffic (this is traffic that comes naturally – not paid for). Do you remember the old saying that one happy customer will tell a single friend, but one unhappy customer will tell everyone? This is still true, but now with technology we can ask our current satisfied customers to share their stories on their social media accounts and recommend our stores or brands to their friends and followers. Adding an incentive will provide an additional motivation for them to do just this – a solid discount, a freebie, etc. Because social media users tap into their personal network for recommendations and referrals, getting brand ambassadors on board can bring in solid leads that can then be nurtured.