They were once seen as exotic – young, rootless tech workers who would hop from country to country, working from Bali one month, Thailand the next, building their startup in the sun and benefitting from low living costs.
But, while it was already a growing tribe, pandemic disruption has now beckoned millions more remote workers into the flexible lifestyle of the “digital nomad“.
That is important for marketers to note because digital nomads are often young, tech-savvy and have a high disposable income – in a US survey of 500 digital nomads, 22% said they earned $50,000 to $99,999, with 18% making six figures or more.
So, how can brands connect with a group that is constantly on the move?
1. Find product-audience fit
Digital nomads are more likely to purchase products and services that align with their lifestyle and values – notably, travel, technology and personal development.
For example, GoPro’s “Be a Hero” campaign featured real people using their cameras to capture amazing experiences and adventures while traveling, resonating with the nomads’ desire to document and share experiences clocked-up in far-flung places.
2. Call on social influence
Digital nomads are highly active on social media, and are likely to be influenced by the content they see on platforms like Instagram and TikTok.
Brands can work with influencers who align with their values and can effectively communicate their message to the digital nomad audience. For example, AirBnB’s campaign “Live There” used influencers to showcase the unique experiences and local culture of various destinations, appealing to the wanderlust of digital nomads.
3. Focus on flexibility
Highlight the flexibility and freedom of your product or service – digital nomads value flexibility and freedom above all else.
For instance, Dropbox has used content marketing to showcase a photographer-filmmaker couple for whom remote storage enables a “truly global” work environment at “the crossroads of adventure and technology” – right on-message with the digital nomad segment.
4. Foster community
Despite not being firmly rooted, digital nomads value community, often seeking out like-minded individuals to connect with while traveling.
Brands can appeal to this by highlighting the ways in which their product or service can facilitate community.
For example, the travel app “Meetup” emphasizes the power of its platform to connect travelers with local groups and events, appealing to the sense of community and connection of digital nomads.