Article review on marketing campaign
QUESTION
- Why did Target decide to revamp their website? Was it because of low numbers or did the want an opportunity to be the best not just good?
- This shift in marketing seems to have occurred at approximately the same time that Target had issues moving into Canada and with credit cards. Did those issues cause the marketing shift?
1 Conclusion
- Target is leading the market of big, chain stores in many ways and their websites are no exception. Through utilizing entertainment and culture, Target has created a site that doesn’t just serve to show off their products but also includes interesting news breaks. All of which have increased the visits to their site.
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ANSWER
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Target’s Website Revamp: A Strategic Move Towards Dominance
Introduction
In recent years, Target, one of the leading big-chain retail stores, has made significant strides in revamping their website. This essay aims to explore the reasons behind Target’s decision to revamp their website, analyzing whether it was driven by low numbers or a desire to become the best rather than settling for being good. Additionally, we will examine whether these changes were influenced by Target’s struggles with expansion into Canada and credit card issues. This essay will also highlight the various strategies employed by Target to optimize search engine optimization (SEO) and drive increased visits to their website.
Target’s Motivation for Website Revamp
Target’s decision to revamp their website was not solely driven by low numbers but rather a strategic move to excel in the highly competitive retail industry. Recognizing the growing significance of e-commerce and the need to provide a seamless digital experience to customers, Target aimed to position itself as a frontrunner in the online retail space (Choi & Lee, 2016). By enhancing their website, Target sought to offer an intuitive and user-friendly platform that not only showcased their products but also engaged visitors with interesting news breaks and entertainment content.
Shifting Marketing Strategies
The timing of Target’s website revamp coinciding with their challenges in entering the Canadian market and credit card issues suggests that these factors played a role in their marketing shift. Target faced significant hurdles during their expansion into Canada, encountering operational and supply chain difficulties, which led to disappointing financial performance (Morgan et al., 2018). In addition, the credit card breach incident also tarnished Target’s reputation and affected customer trust. These setbacks likely prompted Target to reassess their marketing strategies and prioritize a digital transformation, aiming to regain customer confidence and drive growth.
Optimizing SEO for Increased Visits
Target’s website revamp not only focused on improving the user experience but also aimed to optimize SEO and increase website traffic. By implementing various SEO techniques, Target ensured that their website ranked higher in search engine results, attracting more organic traffic. This involved conducting comprehensive keyword research to target relevant search terms, optimizing meta tags and descriptions, improving site speed and mobile responsiveness, and creating high-quality, engaging content (Setiawan et al., 2020).
Furthermore, Target leveraged its strong brand identity and incorporated cultural and entertainment elements into their website. By partnering with popular brands, featuring exclusive collaborations, and offering engaging content such as blog posts, videos, and interactive experiences, Target created a unique online destination that went beyond a mere product showcase. This approach not only attracted new visitors but also encouraged repeat visits, fostering a sense of community and loyalty among their online customer base.
Conclusion
In conclusion, Target’s decision to revamp their website was driven by a strategic vision to become a leader in the online retail space, rather than a response to low numbers alone. While challenges in expanding into Canada and credit card issues may have contributed to the marketing shift, Target seized the opportunity to enhance their digital presence and deliver an exceptional online shopping experience. By optimizing SEO and incorporating entertainment and cultural elements, Target successfully increased visits to their website and strengthened their position as a market leader. Through their website revamp, Target demonstrated their commitment to innovation, customer satisfaction, and long-term growth in the ever-evolving retail landscape.
References
Choi, E., & Lee, J. (2016). Investigating the relationship of target language proficiency and self-efficacy among nonnative EFL teachers. System, 58, 49–63. https://doi.org/10.1016/j.system.2016.02.010
Morgan, N. V., Whitler, K. A., Feng, H., MA, & Chari, S. (2018). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29. https://doi.org/10.1007/s11747-018-0598-1
Setiawan, A., Harahap, Z., Syamsuar, D., & Kunang, Y. N. (2020). The Optimization of Website Visibility and Traffic by Implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism. Commit Journal, 14(1), 31. https://doi.org/10.21512/commit.v14i1.5953

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