Target and other mass market websites draw huge numbers of visitors. Target wants to leverage their traffic through a partnership with DailyCandy.com, owned by Comcast.
DailyCandy covers fashion and pop culture to attract a female audience. Target is branding the new features as Red Hot Shop which will feature special posts selected by DailyCandy editors. Target advertises on DailyCandy.com, and DailyCandy.com is providing content to Target.com
"unique and quirky writing style is something they are known for, and we want Red Hot Shop to have a larger focus on editorial, compared to the rest of Target.com," says Kelly Basgen, a spokeswoman for the retailer.
Marketers As Publishers
Mass Marketer Target Teams Up With Web Publisher Daily Candy
Trend Themes
1. Special Content Partnerships - Opportunities for brands to partner with web publishers to provide unique and curated content to attract a larger audience.
2. Targeted Fashion Advertising - Brands can leverage the traffic of popular fashion and pop culture websites to reach their target audience with specific fashion-related advertisements.
3. Enhanced Editorial Focus - Retailers can incorporate a more editorial approach to their online platforms to engage customers and create a unique shopping experience.
Industry Implications
1. E-commerce - E-commerce platforms can form strategic partnerships with web publishers to offer specialized content and increase customer engagement.
2. Fashion - Fashion brands can collaborate with popular web publishers to promote their products and services through targeted advertising campaigns.
3. Retail - Retailers can adopt a more editorial-focused approach to their online presence to differentiate themselves from competitors and enhance customer experience.