target digital marketing final presentation
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TARGET
TARGET Digital Marketing StrategyLiz Jorgensen
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
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
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.
Facebook Strategy - Optimize content. - Spotlight expanded produce & grocery department. - Promote new and featured products. -Encourage participation in Customer Loyalty program. Pinterest
Engage with consumers. Follow fans pins and offer pins related to new TARGET product releases, fashion, DIY crafts and home décor ideas.
Social Media
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.
Blog: Highlight featured & New products. Announce Annual Sales & Discounts. Feature product designers as Guest Bloggers.
YouTube Channel: Keep weekly Video Blogs featuring Health & Beauty and DIY tutorials.
Google Adwords Campaign
Mobile Applications-Retail Locator-Scan to Check-In feature
-Social Shopping GuideUses 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.
Invest in a long term Google Adwords Campaignto maximize Search Engine Rankings.
Suggested Items From
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.
Timeline Overview
Jan-March
April-June
July-Sept
Oct - Dec
Google Adwords
Social Media
Mobile Applications
Shopping Guide App
Metrics 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.
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