"That line between living and shopping is blurred," he said. "We also see that line between the physical world and the digital world is blurred."
Target's current marketing model aims to illustrate the entire customer journey that leads to a purchase. "It's totally different, and that now means that social plays an enormous business value for Target, because we can blend ease and inspiration into transactions, "Jones said. "It wasn't that long ago that social was just that free place to do novel things."
Social is now a core traffic driver to Target.com. During 2015, the company saw an 84 percent increase in social traffic, according to Jones. Facebook-specific traffic tripled during the same period, he said.
Target is well-aware of the value social provides for the company, but Jones is also cautious. Other technologies showed similar promise for marketers in the past and they're now on life support. Jones regularly experiments with new marketing campaigns and ideas, and he is most excited about the future visual search capabilities,, which let users scan or take photos of products in stores or elsewhere, to quickly find additional information.
Considering the significant effort associated with creating 800 pieces of content for Instagram alone last year, it's no wonder Target hopes to discover additional, and possibly less-intensive, ways to reach modern consumers.
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