The Thanksgiving Day parade that is held by Macy’s for the last 85 years in New York City is nothing but a giant canvas in which the float holders use to get their message across. With modern day, they still need to get the message across but now they are working on integrating the world of online marketing.
Last year, Macy’s float for the last holiday season had an animated website that had an online tool that would allow customers to send letters to Santa Claus. This was a prime example of companies’ marketing campaigns gone right. They were able to blend information with entertainment in a way that would reflect onto the way people lived nowadays. The site ended up getting more than 1 million letters.
Another prime example was New York Fashion Week in the fall, when the retailer provided all of their customers with a Facebook app that would allow their customers to try on virtual clothing to see how they would look in them, as well as post what they looked like in them on Facebook. They also provided their customers with a phone app that would allow them to watch fashion related videos that would give hints and tips from makeup artists to designers.
The change in times is causing many companies to think more high-tech. They need more high-tech marketing to be noticed. Changes in technology are giving them new fronts to advertise and offer new techie gadgets to their customers…but this sometimes is easier said than done. It takes a lot of strategy to integrate the new media with their business in a way that will catch the eyes of the youth and tech-savvy individuals.
