Victoria’s Secret has bombarded my mailbox for the last few years with direct mail advertising. However, in our modern day of technology VS has taken there advertising into apps on mobile devices such as the IPhone. VS have integrated their ads into Pandora music app-as they are now focusing on geo-targeted mobile ads. These geo-target ads are such that when listening to music one may see banner ads to show consumers where the closest VS location is to purchase their latest fashion showcasing NFL.
Victoria’s Secret is targeting the widest population of mobile device users since most people are utilizing their phones for virtually everything now. VS new campaign is a new clothesline they have marketed around the NFL as their banner reads the following: Pink loves NFL. Shop New York Giants. 1.2mi away. As the banner advertises that VS loves NFL and to buy NY Giants clothes. As well, the app has integrated the navigation system into the feature allowing the consumer know the proximity to the nearest VS store.
The mobile ad when touched redirects the consumer to VS mobile landing page where they can purchase NFL-specific products being sold by VS. I think that this is amazing app and advertising technique that gets ones attention and with the ease of a touch the consumer may be informed of the closest VS store or be redirected to purchase various items from their phone-how easy is that? As well, consumers that frequently shop at VS and whom want to stay up-to date with the latest trends can sign up for alerts on their mobile phone and their will be a link to the site. Thus, this drives up the traffic to the VS site and when you have more people coming to ones site they are more prone to purchase products.
Therefore, when an ad is on a popular mobile site the consumer is most likely to hit on it and be directed to VS site-this is an amazing new marketing tactic that will prove to be very successful.
References:
1. Kats, R. (2011, September 26). Victoria’s secret drives in-store traffic via geo-targeted mobile ads. Retrieved from http://www.mobilemarketer.com/cms/news/advertising/11051.html
2. Tsirulnik, G. (2009, May 22). Victoria’s secret enters mobile commerce arena. Retrieved from http://www.mobilemarketer.com/cms/news/commerce/3313.html
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