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Target aims to increase sales via timely mobile ad campaignBy
The company is running the mobile ad campaign within Pandora’s iPhone app. The three-day sale starts on Dec. 8 and runs through Dec. 10.
“Adding a limited time offer element to mobile marketing is smart, since the linked mobile commerce call to action fuels instant purchases whenever and wherever the consumer is at the time they receive the offer,” said Wilson Kerr, Boston-based mobile marketing consultant.
Mr. Kerr is not affiliated with Target. He commented based on his expertise on the subject.
Target did not respond to press inquiries.
The Target mobile ad readers “3-day Sale. Peek at the great gifts now. Prices valid Dec. 8 – Dec. 10.
When consumes tap on the ad they are redirected to a mobile landing page where they have the option of downloading the Target iPhone app.
Consumers can browse products via the ad
Additionally, consumers can select Target’s circulars – a three-day preview or the company’s weekly ad.
Users are prompted to enter their ZIP code to find the nearest Target location.
Then, they can view either the 3-day preview ad or the weekly ad.
Consumers can enter their ZIP code to view Target’s circular
Additionally, consumers can browse different categories via the mobile ad such as home, men, sports and outdoors, toys and women.
Right on target
Running a targeted mobile ad such as this works in Target’s favor.
Consumers always have their mobile device on hand and when they are served an ad that features and incentive, they are more inclined to tap on that ad.
“Groupon and Living Social have proven that this is a powerful way to get consumers to act,” he said. “After all, your smartphone not only knows where you are – near a Target, but, if the ad is served within an app like Pandora, relevant demographic inferences can be used to shape the offer in realtime.
“For example, if you are listening to Classic Rock in Connecticut, you might have a very different product offering attached to the time-sensitive mobile offer from Target than someone listing to Motown in Memphis,” Mr. Kerr said.
Rimma Kats is staff reporter on Mobile Commerce Daily, New York
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