Targetexperience

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Targetexperience

  1. 1. The Target Experience The Integrated Marketing Model Prepared by Linda Nawrocki, 4. 14 .08
  2. 2. First Contact – In Store
  3. 3. Weekly Ad Optiem Overview <ul><li>Already shopping in store </li></ul><ul><li>Every Purchase gets one </li></ul>
  4. 4. Why?
  5. 5. Younger Online News Consumers are Not Newspaper Readers Demographic Profile of Print Newspaper Reader Segments (Summer 2007 Total U.S. Persons 18+, Home/Work Locations)   Composition Index Age Heavy Medium Light   Non-Readers 18+ (Total Audience) 100 100 100          100 18-24 31 80 139 138 25-34 51 87 106 127 35-44 73 110 107 109 45-54 116 123 90  76 55-64 186 100 80  71 65+ 296 60 49 37 Source: comScore Plan Metrix, March 2008 Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.
  6. 6. The Weekly Ad Website
  7. 7. Two birds . . . One stone <ul><li>Geo-coded </li></ul><ul><li>Asks for email </li></ul>
  8. 8. Ask again <ul><li>Second email sign up request </li></ul>
  9. 9. Don’t Forget Dial-Up <ul><li>8.8 Million people still use Dial-up </li></ul>
  10. 10. Getting Target Through Google
  11. 11. Hooking up the Right Technology <ul><li>Target is #1 </li></ul><ul><li>Weekly Ad RSS website is #2 </li></ul>
  12. 12. Turning the Faucet On All the Way <ul><li>All five weekly ads were presented in the RSS feed </li></ul>
  13. 13. Promote in Multiple Places <ul><li>Use all channels to communicate program changes </li></ul>
  14. 14. How Many Ways Did Target Communicate?
  15. 15. I got marketed to via <ul><li>In-store receipt </li></ul><ul><li>Online display ads </li></ul><ul><li>Website </li></ul><ul><li>Email marketing </li></ul><ul><li>Online search results </li></ul><ul><li>Newsgater RSS feed </li></ul><ul><li>Television commercial </li></ul>
  16. 16. What Did Target Forget?
  17. 17. No YouTube Channel <ul><li>Great TV commercials </li></ul><ul><li>No central control of brand </li></ul>

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