How Target Built a World-Class Digital Marketing Team
September 23, 2016
This article by Pixlee's Kyle Wong originally ran on Forbes.com in May 2016
Brands create elaborate marketing strategy plans in hopes of attaining that elusive goal: to deliver a great experience that reels customers in and keeps them coming back. Unfortunately, there's a wide gulf between what brands want to do with digital and what they actually do — because they simply can't hire enough top-tier digital marketing talent to execute on their visions.
For example, brands know they should embrace social, visual storytelling, and experiential marketing to connect with Millennials, but they aren't able to hire the talent who can execute on these emerging trends. Competition for superstar digital marketers is fierce, with companies such as Facebook and Google, as well as deep-pocketed startups, snatching up the best and brightest.
So how can brands attract the kind of talent they need to stay relevant? Target is a prime example of an established retail brand that does digital marketing well. Target's stock is trading near its record high and the company has strong revenue growth – and that's in large part due to a talented marketing team. Target spends well over $1 billion a year on marketing and has over 1,000 team members on its global marketing team. I recently sat down with Target CMO Jeff Jones to find out how his company attracts – and keeps – the best digital marketing talent.
What's Unique About Target?
There are four main reasons top digital marketers choose to join Target, according to Jones. First, they know "marketing has a seat at the table." In other words, marketers at Target feel their work is valuable and their voices will be heard. Second, they know Target is willing to try experimental digital marketing trends – from sponsoring Gwen Stefani's performance of a live commercial video at the Grammy Awards to the company's billion-dollar mobile coupon app business, Cartwheel, to the Target Media Network that lets brands connect with Target shoppers online, on mobile, and in-store via creative marketing content. All of these initiatives were conceived and built entirely in-house. Third, at Target, digital marketing isn't just a cost center. Every program must meet specific revenue goals, making the digital marketing team a strategic part of company growth. Fourth, they know the work they do will reach millions of consumers; more than 30 million people visit Target stores, and 20 million make purchases online, each week.
Of course, not every company has the pull of Target. So what can you do to attract top digital marketing talent if you aren't already a multibillion-dollar brand beloved by hundreds of millions of consumers? Jeff has a few tips for any organization looking to snag great marketers.
"Social Media Influencers React to Instagram Stories." Kyle Wong, CEO at Pixlee, 5/10/16.
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