Target aims to increase consumer engagement through a digital marketing strategy focused on social media, mobile applications, and Google Adwords. Key goals include developing a social shopping mobile app and establishing an engaging brand voice across social platforms like Pinterest, YouTube, blogs and Facebook. The proposed $2 million budget would fund these initiatives over two years, with success measured by engagement metrics and Google Analytics reports.

1. TARGET Digital Marketing Strategy
Liz Jorgensen

2. Company History & Overview:
-1902, the Dayton Dry Goods Company, today known as TARGET was
founded.
-1960, The company takes first steps towards a new mass-marketed
discount store targeting value-oriented shoppers.
-1975, First Target Ad appears in Sunday Paper
High Quality  On-Trend  Affordable Prices
Target Market:
 Women Age 18-35
 College Students
 Trendy Shoppers
 Young families with children

3. Goals:
Increase consumer engagement &
establish an engaging and approachable voice to
build ads and create a culture of consumers around.
Develop a mobile application for shopping that
incorporates likes an interest from various layers of
social media.
Competitors: Wal-mart & Meijer

4. Digital Marketing & Social Media Campaign
for TARGET Corporation .
Promote conversation and curiosity around Target retail
stores through a multi layer social media and digital
campaign to establish and promote the culture of high
quality and latest trends at low prices.

5. Pinterest
Engage with consumers.
Follow fans pins and offer
pins related to new TARGET
product releases, fashion,
DIY crafts and home décor ideas.

6. YouTube Channel: Keep weekly Video
Blogs featuring Health & Beauty and DIY tutorials.
Social Media Monitoring: use to follow conversation about TARGET
brand, recognize audience and to identify time of day most users are
utilizing each platform to produce content at peak times.

7. Invest in a long term Google Adwords Campaign
to maximize Search Engine Rankings.
Mobile Applications
-Retail Locator
-Scan to Check-In feature
-Social Shopping Guide
Uses multiple social media content from public likes and interest to pins on
Pinterest, Google Trends , +1 on Google friends and circles to compile interest lists, which
offer ideas for products to buy for yourself, friends and family members.
Suggested Items From

8. Budget Proposal Amount $
Facebook Social Media $200,000
YouTube/ V-Blog Social Media $500,000
Blog Social Media $100,000
Web Applications $900,000
Google Adwords Campaign $250,000
Future Development $50,000
Google Analytics Free Service Metrics of Success $0
Total: 2Million
Increase consumer engagement through developing Social Media,
community relations and enacting a Google Adwords campaign. A
portion of the budget will be saved for future opportunities or the
modification and further development of current campaigns.

9. Jan-March April-June July-Sept Oct - Dec
Google
Adwords
Social Media
Mobile
Applications
Shopping
Guide App

10. Measure Succes by tracking:
-Mobile App Traffic
-Pins on Pinterst
-Shared Facebook Content
-Twitter Followers
-Use Google Anayltics to monitor and
generate monthly reports of all social
media account traffic.