Online Marketing Overview

{COMPANY NAME} The Target ExperienceThe Integrated Marketing Model

Prepared by Linda Nawrocki, 4.14.08

Optiem Overview

First Contact – In Store

Optiem Overview

Weekly Ad

Optiem Overview

• Already shopping in store• Every Purchase gets one

Optiem Overview

Why?

Optiem Overview

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.

Optiem Overview

The Weekly Ad Website

Optiem Overview

Two birds . . . One stone

• Geo-coded• Asks for email

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Ask again

• Second email sign up request

Optiem Overview

Don’t Forget Dial-Up• 8.8 Million

people still use Dial-up

Optiem Overview

Getting Target Through Google

Optiem Overview

Hooking up the Right Technology

• Target is #1• Weekly Ad RSS website is #2

Optiem Overview

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

Optiem Overview

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

Optiem Overview

What Did Target Forget?

Optiem Overview

No YouTube Channel

• Great TV commercials

• No central control of brand