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Old Navy Mobile Marketing Campaign Memo

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oLD NAVY MOBILE MARKETING CAMPAIGN
MRKT501: Module 3 Case Assignment
Doctor Qin Sun
Trident University International

| OLD NAVY |
Memo
To: | Dr. Qin Sun | From: | Edward Massey | cc: | [Recipient(s)] | Date: | November 14, 2014 | Re: | Old Navy’s Mobile Marketing Campaign | | |
The idea of incorporating young adult males within Old Navy’s newest social media promotion is spot on. Our company along with many other businesses who deal in marketing found that targeting Millennials will provide much needed revenue to business entities such as yours. Our research has found that Millennials have an abundance of familiarity with today’s technological devices, as well as possessing the ability to easily adapt to the accelerating levels of innovation. 93% of Millennials are internet users when compared to Generation X, Baby Boomers and seniors (Crang, 2012). Your Social Media Marketing Campaign is breaking particular barriers and providing your company the opportunity to capture the attention, as well as impress, convince as well as entertain your target group. Your current social media ads appears to focus on increasing your target groups’ retention rate, by stimulating their visual senses and imagination.
Previous studies have shown that television advertisements are less effective when directed toward a younger target group. We have also found that it is significantly more difficult to breakthrough and persuade Millennials with advertising messages. We ascertain the reason for this is due to the possible short attention span of this target group. We have also found that this target group is a very “tell it like it is” type generation; who are immune to traditional advertising. Instead they gravitate to messages which feel real to them. They are also very programmed by growing up following a unyielding schedule. Millennials respond to

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