Old Navy's Mobile Marketing Campaign
Over the last several years, there has been a shift in consumer tastes. This is because the overall demographic is changing with more of a younger audience becoming the largest segment. To reach out to this new audience, requires changing the basic strategy that is being used during this process. This means that traditional approaches are no longer valid. Instead, there must be an emphasis on using alternative tools to reach out to customers. The most effective approach is to concentrate on mobile applications and online tools. ("Digital Marketing Works Better for Millennials than TV," 2012)
In the case of Old Navy, the firm must be able to redefine itself. This is because the parent company, (i.e. Gap) has been facing challenges associated with reaching out to consumers. Moreover, the recession and slow recovery have made this more challenging for the company. As a result, Old Navy has been asked to redo their basic marketing strategy. To fully understand how the firm can achieve these objectives requires focusing on: the choice of young adult males as the target audience, the assumptions / recommendations and the creative strategy for this campaign. Together, these different elements will offer specific insights as to how the company is redesigning their approach in order to reach out to new demographics of consumers. ("Gap Inc. Names Global Brand President," 2012)
Evaluate the choice of young adult males as a target for an Old Navy promotion.
The choice of young adult males is logical for Old Navy. This is because traditional advertising efforts were concentrating on this demographic indirectly through: their mother, sister, wife or girlfriend. Moreover, male consumers have been shown to have tremendous amounts of buying power. Evidence of this can be seen by looking at the below table (which is showing the total amounts of spending for different demographics...
Advertising Old Navy has gone through many evolutions of marketing campaigns in the last decade. The mannequin approach needs to be retired in exchange for something more fresh and exciting; especially for the target demographic of young males. It is recommended that smartphone advertising be utilized as the delivery platform to reach this demographic. The common idea about men is that they do not like to shop. However, this isn't quite the
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