Old Navy's Mobile Marketing Campaign

Over the last several years, there has been a shift in consumer tastes. This is because the overall demographic is changing with more of a younger audience becoming the largest segment. To reach out to this new audience, requires changing the basic strategy that is being used during this process. This means that traditional approaches are no longer valid. Instead, there must be an emphasis on using alternative tools to reach out to customers. The most effective approach is to concentrate on mobile applications and online tools. ("Digital Marketing Works Better for Millennials than TV," 2012)

In the case of Old Navy, the firm must be able to redefine itself. This is because the parent company, (i.e. Gap) has been facing challenges associated with reaching out to consumers. Moreover, the recession and slow recovery have made this more challenging for the company. As a result,...
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