Old Marketing Techniques going into the Era of the internet
I remember when I was a child, my dad would receive a catalog for purchasing CDs to add to his music collection. I was told to look at the catalog, but not to rip it apart since my dad wanted to buy CDs and would require the identification number for his favorites. Nowadays, it’s rare to find music catalogs; your best chance of obtaining a CD is through flea markets, garage sales, or donations to your local Goodwill. The internet has undergone significant evolution over the last 30 years, and businesses have had to adapt to new methods of reaching consumers. If you want to listen to your old tunes, they can still be made the old way, but now it’s on vinyl. Over the last 10 to 15 years, cell phones, MP3 players, and the iPod have become the primary means of enjoying music. Now, almost everything can be done on your phone, computer, or tablet. Even the copying and pasting of music into a USB drive is old news.
Why mobile Marketing?
With the birth of the internet, businesses have had to adapt. Not only have we been given access to multiple websites, but we have also seen changes in technology. Print media still exists; however, to reach consumers like we did back in the day, we require modern-day technology, and this is where tablets and mobile phones come into play. We no longer need to dial an 1-800 number to reach our favorite business and place an order for a new couch. We can easily look up through search engines “ couch” and several websites will pull up, like Wayfair, and Rooms to Go. Even these companies will also pull up apps in some cases. A company like Victoria’s Secret will still send paper coupons to its consumers with limited image options for new releases. If a consumer that is new to Victoria’s Secret wants to purchase a new bra, because her old one is worn out, she can easily pull out her phone and search engine victoria’s secret and it will pull up www.victoriassecret.com, and victoria’s secret instagram link. however she can further that search engine and look up victoria’s secret app, and behold the app for victoria’s secret.
So why mobile marketing? It is cost-effective, and more people are purchasing things on their mobile phones nowadays. “ Users always carry their mobile phones with them. More often than not, the clients have their cell phones turned on, which implies, they get messages at the simple minute they are sent.”(Le Nguyen,2018) Email marketing is helping mobile marketing reach deals to your favorite stores. I am signed up for multiple stores’ e-mail notifications, the easiest way to get the newest releases and deals on the market.
Capitalizing on mobile marketing
Mobile marketing is more cost-effective than traditional marketing methods, and it is more convenient for both businesses and consumers. A business knows what it is accomplishing, and the consumer is easily glued to their phone. Victoria’s Secret still sends emails and direct mail marketing, but its app is the primary way consumers are engaged. “In-app messaging and push notifications play a significant role in how the lingerie retailer brings back repeat traffic to build sales.” (Johnson) I decided to test this in real time through the app, and the first thing I was asked to get push notifications, meaning my phone will notify me daily of Victoria’s Secret news and or deals. After signing up for my account, I can view my Victoria’s Secret rewards. A Victoria’s Secret member can earn rewards by subscribing to emails and texts, joining the VS community, writing a review, downloading the app, turning on push notifications, adding a birthday (birthday reward/coupon), and confirming their address. A consumer of Victoria’s Secret has multiple tiers that they can reach: Member (free), Silver (spend $300), and Gold (spend $750 or more).
Overview
In conclusion most of a consumer’s favorites businesses have apps that help them generate sales quicker than through other types of marketing, however each business also knows who their target audience is, if a grandma wants to buy her teenage grandaughter the newest PINK from victoria’s secret hoodie, grandma is not going to recieve a catalog of the new releases from PINK because print media is used in moderation and only sent as direct mail marketing. If Grandma has a touch-screen phone, she may not know how to download apps. If one of her family members downloads the app for her, she won’t be happy about the multiple notifications she receives from it. “Ad campaigns that are not relevant to audiences and/or are bad can backfire because mobiles are so personal and users don’t want to be interrupted with advertising they dislike . Often features and apps are complicated to use and take time and interest to learn” ( Le Nguyen, 2018)
References:
Johnson, L. (n.d.). Victoria’s Secret capitalizes on in-app messages to drive repeat usage. Retail Dive. Retrieved November 9, 2025, from https://www.retaildive.com/ex/mobilecommercedaily/victorias-secret-makes-message-center-focus-of-new-app-revamp
Le Nguyen, H. C. (2019, August 9). The Pros and Cons of Mobile Marketing. LinkedIn. Retrieved November 9, 2025, from https://www.linkedin.com/pulse/pros-cons-mobile-marketing-ho%C3%A0ng-c%C3%B4ng/
(2021). App capitalizing mobile marketing [Photograph]. Google Images. 3auJA75Ck8lCAiIUQbU1w%3A1762743628651&ei=TFURafnDJ_GGp84Pxt7AuA0&oq=app+cap&gs_lp=Egtnd3Mtd2l6LWltZyIHYXBwIGNhcCoCCAAyBxAjGCcYyQIyBxAjGCcYyQIyBRAAGIAEMgUQABiABDIFEAAYgAQyBRAAGIAEMgUQABiABDIFEAAYgAQyBRAAGIAEMgUQABiABEiMrgFQ3o4BWLebAXACeACQAQCYAVSgAeMEqgEBOLgBA8gBAPgBAZgCCqACmwWoAgrCAgoQIxgnGMkCGOoCwgIKEAAYgAQYQxiKBcICEBAAGIAEGLEDGEMYgwEYigXCAg0QABiABBixAxhDGIoFwgILEAAYgAQYsQMYgwHCAggQABiABBixA8ICDxAAGIAEGLEDGIMBGAoYC8ICDBAAGIAEGLEDGAoYC5gDBZIHAjEwoAeaOrIHATi4B5EFwgcFMC4xLjnIByo&sclient=gws-wiz-img#vhid=14Tm9oAjOQyJXM&vssid=mosaic
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