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Some marketers fear that remote working might affect brands

by WF- Enzo Administrator
31 replies


A 234-respondent survey in the UK found that 63% of marketers believed that their brands could be compromised due to the need to work remotely.

The survey was conducted by Marketing Week at large organisations. It found that 32% of the respondents believe remote working was rare until recently, when COVID-19 quarantine measures have been enforced. 92% meanwhile, believed that remote working will become common soon.

While marketers have genuine concerns about how their working teams will manage remote work during the quarantine, only 10% believe that their organisations would be compromised should everyone work remotely.

What about you? Are you part of an organisation that has been implementing remote working ever since? Chime in.
#affect #brands #fear #marketers #remote #working
  • Profile picture of the author Medon
    Remote working is certainly the new kid on the blog. Going forward will see more firms allow their nonessential tasks performed remotely. It saves on space and reduces expenses considerably.
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  • Profile picture of the author thefreedomchaser
    This will be well and truly proven/disproven over the next couple of months. Everyone in the world will be remote working for at least a few weeks, maybe more, it seems.



    It will be interesting to survey the leading brands in a few months time and collate their feedback. What do you guys think? I think brands breed culture, and if the brands are strong enough the tone permeates throughout all touchpoints, whether it's a blog post written from a desk in the office, a cafe down the road, or a diner on the other side of the world. Brands without a strong identity on the other hand, cannot replicate this for the long-term.
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    • Profile picture of the author prohrer
      In my company, that culture-breeding process has certainly been compromised. In the office, it was sustained by committees, occasional events and regular face-to-face meetings. Now, it's more of a crapshoot. It sort of depends on the conversations that happen naturally over the course of a week. It's easy to drift. However, I have already been told that as a marketing department, we will be working from home from now on. The company is looking at renting out our space to another company. Guess I'll be finding out firsthand how things are different over the next few years.
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  • Profile picture of the author Kay King
    234-respondent

    Extremely small sampling - and seems to be a rather shallow 'study'.
    The alternative is ....no one works at all. Is that going to help the 'brand'?


    My guess is many companies will discover they can effectively utilize more 'remote workers'...whether that will be good or bad for the careers of those workers remains to be seen.
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  • Profile picture of the author RuskinF
    Remote working may create a little loss for the businesses but they will give non-conventional workers and their employers a benefit.
    As the travel expenses and the space consumption at the traditional business would come down. So would other unnecessary costs.
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    • Profile picture of the author prohrer
      Our company is looking at the situation that way, but there are certainly going to be unforeseen tradeoffs. It definitely makes financial sense in theory, and at the moment, most people who have jobs are working hard to keep those jobs, regardless of whether it's in the office or at home. As it becomes routine though, that resolve to stay focused and go above and beyond to prove that working remotely is effective is sure to fade. If certain people have trouble staying off their personal devices at work, imagine what it will be like with them at home. The only way to measure productivity for many companies will be measuring volume of work being done, so speed could become the name of the game for many employees... rather than quality. I've already been noticing a drop off from agency partners and coworkers when it comes to quality.
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  • Profile picture of the author King Manu
    I don't think this will hold up strong after the covid-19 problems are over, especially if companies will see less productivity from their employees.

    Sure, now it's better than to have no work force, but I don't think companies were prepared for it, and therefore it will be a very inefficient way of working for many.

    In the best case, they will be more prepared for situations like this.
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  • Profile picture of the author myob
    This may seem like skewed sampling. We are seeing a major shift in the economy. For example, there is currently a boom in home business, affiliate marketing and particularly in major MLM companies. In my own business (MLM), I am getting record numbers of new distributors.
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  • Profile picture of the author smedia11
    I've seen a few studies floating around that show working from home is more productive for many factors.

    This article from hub spot has some very interesting statistics that show why:
    https://blog.hubspot.com/marketing/remote-work-stats

    I think businesses are afraid people won't actually do work - but it doesn't seem to be true at all.
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    • Profile picture of the author prohrer
      I think it depends on the person. That study is certainly true of some people, but not others. In my company, I have one coworker who "works remotely", and for some reason doesn't think anyone sees her Facebook posts throughout the day as she goes shopping, runs errands, hangs out with friends, etc. She's good at sounding productive and has a supervisor who doesn't really understand what she does. The reality is she is being paid full-time wages to do very little. She wasn't able to do this when working from the office.
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  • Profile picture of the author Florence Clark
    In the beginning taking quarantine measures and transitioning to working from home was a little unexpected for our company.
    Then We started using Worktime. With worktime we've been able to organize our work process . We also use platforms like Trello and BlueJeans to manage the entire work process.
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  • Profile picture of the author Medon
    Currently everyone apart those offering essential services are working remotely Thanks to the corona virus. I would love to look at the statistics at the end to see the gains.
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  • Profile picture of the author agmccall
    how the hell could someone working at home have any effect on a brand. They do the same damn thing

    al
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  • Profile picture of the author Princess Balestra
    If'n you Zoom rn, remote workin' prolly juicin' your brand till it squirts.
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  • Profile picture of the author Elvis Michael
    Just like most other drastic changes, it's all about adapting. Those who don't adapt to remote work should probably reassess the very industry they focus on.

    Remote work isn't suitable for every single market, but you'd be surprised with the amount of things one can accomplish while remote. Adapt.
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  • Profile picture of the author areawala
    Its not good for big brand, because people can't concentrate their work from home.

    Team work and team motivation concept hurt.

    But best part for employee point view.
    Save Travel cost and time.
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  • Profile picture of the author Perimeter 81
    The interesting thing is that we predicted remote working in most companies would begin in about 4-5 years.
    But the Coronavirus brought this trend closer. As with everything, there are two sides of a coin here. On the one hand, there are those who are more comfortable working from home and then it is more productive for them, on the other hand, there are those who have difficulties*because of the family. Also, on the one hand, companies save money on the offices rent, on the other hand, some of the work issues can be solved in small talks in the corridors.
    In general, I don't think it can harm the brand.
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    • Profile picture of the author Medon
      Originally Posted by Perimeter 81 View Post

      The interesting thing is that we predicted remote working in most companies would begin in about 4-5 years.
      But the Coronavirus brought this trend closer. As with everything, there are two sides of a coin here. On the one hand, there are those who are more comfortable working from home and then it is more productive for them, on the other hand, there are those who have difficulties*because of the family. Also, on the one hand, companies save money on the offices rent, on the other hand, some of the work issues can be solved in small talks in the corridors.
      In general, I don't think it can harm the brand.
      It is economical in terms of space, energy bills and many more but it is not capable of growing an employee.
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      • Profile picture of the author Perimeter 81
        Yeah. I absolutely agree with you if we're talking about 100% remote working.
        But if it's about 40-60% working from home then there is another story.
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        • Profile picture of the author Medon
          Originally Posted by Perimeter 81 View Post

          Yeah. I absolutely agree with you if we're talking about 100% remote working.
          But if it's about 40-60% working from home then there is another story.
          Having 100% working from home is not tenable. Somehow people must visit office and the production site.
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  • Profile picture of the author Odahh
    the nly real reason people working from home would negatively effect brands .. is the same thing that is threatening brands before the out break.. outside the home people google to search for product .. the 50 million people with amazon echos in their home ..tend to us that to search for products which tend to give amazon brands first
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  • Profile picture of the author Andrew S
    Actually this seems like a big opportunity for online marketers,
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  • Profile picture of the author samsabir
    Remote working does effect brands with less online presence as compared to the ones with active onlien presence. For brands and businesses like digiatl Marketing, the tools are the same but means of communication and spaces have changed. While it is convenient, it also leads to limitation of resources in some cases as well.
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  • Profile picture of the author mellisas
    Remote working is a common thing in the IT world, but it varies as per job roles, so it's definitely 50-50.
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    • Profile picture of the author Perimeter 81
      Absolutely. Very important to make it in a secure way.
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  • Profile picture of the author writeaway
    My prediction: More jobs from the US / Western EU / CAN / AU / NZ / Singapore will be OFFSHORED

    Why?

    If it turns out you can manage a team from all over your STATE/PROVINCE, nothing's stopping you from managing a team from all over the world....

    Especially if they cost 1/10 to 1/2 of your current costs.

    The shocking truth: "labor costs" in the US don't just involve WAGES but 'statutory' costs as well.
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    • Profile picture of the author Matthew Stanley
      Yep! The talent base for previously regionally-based jobs will become the whole world. Scary and liberating at the same time.
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  • Profile picture of the author Matthew Stanley
    http://www.cnbc.com/2020/07/27/googl...r&par=sharebar

    Related to this thread: Seems like this could be happening for more and more big companies (my background is one such company that's issuing very similar guidance)
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    • Profile picture of the author Perimeter 81
      It means that there is no*fear that remote working might affect brands
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      • Profile picture of the author Matthew Stanley
        For some companies, true, but just read this interview from Netflix's CEO that comes down pretty hard on remote. Interesting how different company cultures can be even among the uber-successful tech set.

        WSJ: What elements of the Netflix culture are tougher to maintain now that so many employees are working from home?

        Mr. Hastings: Debating ideas is harder now.

        WSJ: Have you seen benefits from people working at home?

        Mr. Hastings: No. I don't see any positives. Not being able to get together in person, particularly internationally, is a pure negative. I've been super impressed at people's sacrifices.

        WSJ: It's been anticipated that many companies will shift to a work-from-home approach for many employees even after the Covid-19 crisis. What do you think?

        Mr. Hastings: If I had to guess, the five-day workweek will become four days in the office while one day is virtual from home. I'd bet that's where a lot of companies end up.

        WSJ: Do you have a date in mind for when your workforce returns to the office?

        Mr. Hastings: Twelve hours after a vaccine is approved.
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