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Target tries for last-minute mobile sales

By
December 18, 2012

Target is encouraging consumers to finalize their last-minute holiday shopping via a new advertising campaign that aims to drive sales from the company’s mobile site.

Target is running the mobile campaign within Pandora’s iPhone application. The company has relied on mobile advertising heavily in the past and is continuing to focus on the channel as a key revenue driver.

Holiday focus
Target is running full page and audio ads that offer exclusive products for a limited-time-only price.

The campaign encourages consumers to learn more about the products, as well as shop them via their mobile devices by tapping on the ad.

When consumers tap on the mobile ad they are redirected to the company’s mobile site where they are also enticed to download the Target iPhone app.

From there, consumers can shop holiday gift ideas, as well as filter their search by in-store and online products, price, category, brand and deals.

In addition to driving holiday sales, Target is also letting consumers browse its weekly ad, as well as daily deals.

Furthermore, consumers have the option of finding the nearest store location to browse the products in-person and view their account.

This time-sensitive campaign from Target is a great way to rev up those last-minute holiday sales.

Mobile is becoming a key ingredient in a brand’s overall marketing mix.

Additionally, mobile advertising is an ideal channel to capture that mobile sale right then and there.

Past efforts
Target is no stranger to mobile.

Earlier this year, the company put mobile at the core of its back-to-school campaign and encouraged consumers to use its mobile app to find helpful resources, promotions and design inspirations (see story).

Most recently, Target ramped up its holiday efforts with a QR code initiative that let consumers scan the mobile bar codes featured on several products in-store and buy the items via their smartphones (see story).

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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