Target increased its social media marketing budget by 30% from last year, and is planning to communicate with holiday shoppers through Facebook, Instagram, Snapchat, and other social media apps. In particular, Target is trying out geo-filters overlays in Snapchat that can only be accessed in certain locations. Target is also using Instagram takeover ads with Marquee feature, and is taking advantage of Facebook's carousel ads as well as Facebook's Canvas to display fast-loading, Facebook-hosted ads for its craft activity Wonderpacks. This social media strategy is also acknowledging the increasing prominence of mobile shopping. "Holiday this year represents Target's most ambitious social spend for a single campaign," said Colleen McDuffe, senior director of social media at Target. "For the first time, Target will be leverage Snapchat to engage our guests during the holidays. More and more, we know shoppers are looking to Facebook for purchase inspiration, especially on their mobile devices.
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