Perusing the Sunday paper and came across the Target preprint that announced the big news that the Apple iPad is now available on the shelves at Target. The irony that this massively digital communications platform that is starting the tidal wave of mobile digital content consumption was being advertising in the birdcage liner that is the preprint of retail. Furthermore, I couldn't believe that a great, clever marketer like Target did not capitalize on this chance to do something different, unique and integrated. First, the fact that the NY Times was the advertised application on the cover of the ad was the lowest hanging fruit for me. Why not launch a new Target mobility app at the same time optimized for the iPad and advertise that on the iPad within the cover of the ad? Also, no where to be found in this Target preprint was one iota of digital content integration, social media integration or a way for the iPad user to get excited about keeping the link between Target and the iPad long after they've made the purchase. Part of the passion about owning an Apple product is staying engaged with Apple between product cycles. Target must find a way to capture this same passion. It reminds me of when Sears bought Lands End and tried to integrate that experience, #fail.
It almost seems to me that Target has three different marketing teams. One that does the preprint and one that does the TV & Print and one that does the social and digital. I would expect more from this much-lauded retail marketer. Don't worry, Target, we will still be in your store this weekend with 2 filled carts. ;)
