Old Navy's Mobile Marketing Campaign Over the Essay

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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 This means that traditional approaches are no longer valid.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 of males).

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Spending Power of Male Consumers

Age Group

Spending Power

25 -- 34

27%

35 -- 44

26%

45 -- 54

20%

55 -- 64

16%

These figures are illustrating how the 25 to 44-year-old segments will spend the most amounts of money. As a result, the company's strategy to focus on these individuals is prudent. ("Listener Profile," 2010)

In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target? Do you believe these assumptions are valid? What would you recommend regarding this choice?

The basic assumption is that traditional forms of advertising (i.e. TV, radio and print) are ineffective. This is because these younger demographics are entertained through different online sources (such as: social networking, You Tube videos and mobile technology). The combination of these factors means, that Old Navy must use a strategy that will focus on a medium that is most popular with these two groups. As a result, there is an emphasis on posting different ads on You Tube. Inside them, is the use of humor, which helps to make them more controversial and stylish. This is from these two groups having a lower attention span. Yet, they will retain the ideas and images from advertisements better in comparison with older generations. ("Digital Marketing Works Better for Millennials than TV," 2012)

The assumptions are valid. The reason why is because there has been a shift in how all firms are reaching out to consumers (with many using online and mobile technology). If Old Navy wants to be able to compete, they will need to use similar strategies that will help them to reach out to this segment. Over the….....

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