Catherine's post #2

I was very excited to start visiting companies and being away from the stifling classroom. I was praying that the TargetCast presentation would not comprise of boring facts that I’ve already read on its website. The website seemed a little dull and wordy but impressive in terms of achievement and dedication nonetheless.

The way TargetCast uses data analysis to track behavior and segment the target audience for their clients was very intriguing. I like that there is some form of science and formula behind their media planning and buying decisions rather than just blind-shooting. Although I am not sure if I can see myself performing those tasks routinely, I would sure like to know more about the way the data analysis works.

It is no secret that our internet surfing behavior is tracked one way or another so we could be served advertisements that cater to our apparent needs or wants. However, I never realized the same could work for television. I rarely watch television and consider television broadcasting to be more traditional. I never realized or thought that it was possible for television advertisements on the same channel to vary between households until our visit. I was always under the impression that everyone watching the same channel would be exposed to the same commercials so I was pleasantly surprised.

I like that people at TargetCast were dressed in a relatively trendy fashion and were seated closely in open cubicles. Some people smiled at us while we were touring the company but most of them did not look too keen on us “invading” their workspace. I thought the stark white walls and minimal blue accents were too clean-cut and uninviting. The work place, although neat and spacious, may be stifling to creativity. Despite the lack of formal work attire requirements, the company seems strict and professional atmosphere rather than a warm and energetic. I don’t see myself working for a company like this but I certainly would not hate it if I were offered a job.

Digital marketing is "dead"

The link in the title is very thought provoking, especially after visiting TargetCast. Procter & Gamble's global brand building officer referred to digital marketing as "dead". He was quoted to say that we should "try and resist thinking about digital in terms of the tools, the platforms, the QR Codes and all of the technology coming next. We [Procter & Gamble] try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns ... the era of digital marketing is over. It's almost dead. It's now just brand building. It's what we do." 

While I generally agree with the first part of what he said, I disagree that the era of digital marketing is dead.  Brand building is extremely important but digital media helps to spread the word quickly and widely. I am surprised that he would make such a bold statement while still reliant on digital media for its campaigns. Despite the success of the company, I'll take what he said with a pinch of salt. Brand building is important and effective but I don't see myself celebrating the death of digital marketing anytime soon.

Victoria’s Secret news and updates

The article linked highlights VS’ growth despite many lingerie start-ups desperately trying to steal its market share. I too wonder why no other brand has been able to surpass VS’ success and if it will happen. The various reasons for VS’ success and the changes it went through were enlightening. VS known for everything except the quality of its products, they are not poor but they are not exceptional either. These startups operate based on values opposite from VS, they are more creative and customer-friendly. It sure sounds like there could be a market for that so I am surprised none has taken off yet. It is sad that the bigger corporations that can afford to splurge on marketing tactics always seem to be winning the game.

News on the annual Victoria’s Secret Fashion Show airing in December has already popped up on the internet in anticipation for the show. It is not surprising that they chose the holiday season for their show to air in order to increase their appeal and sales in the gifting season. I have been reading about the show’s "awful casting calls" and the models’ strict diets in preparation for the show. While those aren’t the most positive of news, publicity is generated and people are reminded of the shows. In fact, the revelation of strict casting standards and grueling fitness and diet regimes makes us expect nothing short of perfection from the show. That’s a reminder that not everyone can be a VS angel but we can be one step closer if we wear the lingerie even if we can't look half as good...