Transcript
Online Marketing Overview
{COMPANY NAME} The Target ExperienceThe Integrated Marketing Model
Prepared by Linda Nawrocki, 4.14.08
Optiem Overview
First Contact – In Store
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Weekly Ad
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• Already shopping in store• Every Purchase gets one
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Why?
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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 IndexAge Heavy Medium Light Non-Readers18+ (Total Audience)
100 100 100 100
18-24 31 80 139 13825-34 51 87 106 12735-44 73 110 107 10945-54 116 123 90 7655-64 186 100 80 7165+ 296 60 49 37Source: comScore Plan Metrix, March 2008 Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.
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The Weekly Ad Website
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Two birds . . . One stone
• Geo-coded• Asks for email
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Ask again
• Second email sign up request
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Don’t Forget Dial-Up• 8.8 Million
people still use Dial-up
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Getting Target Through Google
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Hooking up the Right Technology
• Target is #1• Weekly Ad RSS website is #2
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Turning the Faucet On All the Way
•All five weekly ads were presented in the RSS feed
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Promote in Multiple Places
• Use all channels to communicate program changes
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How Many Ways Did Target Communicate?
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I got marketed to via
• In-store receipt• Online display ads• Website• Email marketing• Online search results • Newsgater RSS feed• Television commercial
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What Did Target Forget?
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No YouTube Channel
• Great TV commercials
• No central control of brand