Analyzing the Digital Target Audience of Kmart

Running head: GLOBAL DIGITAL MARKETING
GLOBAL DIGITAL MARKETING
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GLOBAL DIGITAL MARKETING1
Executive Summary
The main focus of this report will be to analyze the digital target audience of Kmart, the low-
priced chain of retail stores from Australia. This audience may include customers and non-
customers of the brand, and will use a range of available information sources provided by the
organization. An analysis will be provided on the broad digital market audience of Kmart, to
profile the unique personas. From the details of the profiles, a target audience statement will
be developed that will help to broadly summarize each persona. For each of the persona, an
overview of their typical journey will be given. And at last, recommendations will be
provided to the organization of Kmart for marketing themselves to the target personas, who
are digitally based in various platforms. This report will help to get a detail about the
audience of the organization of Kmart who are digitally placed across different locations of
Australia.

GLOBAL DIGITAL MARKETING2
Table of Contents
Introduction................................................................................................................................3
Overview of the Organization....................................................................................................3
Digital Target Audience of Kmart.............................................................................................3
Characteristics of Digital Audience...........................................................................................4
Person 1..................................................................................................................................4
Person 2..................................................................................................................................5
Target Audience Statement........................................................................................................6
Overview of the Journey............................................................................................................7
Recommendations and Conclusion............................................................................................7
References..................................................................................................................................9

GLOBAL DIGITAL MARKETING3
Introduction
The main aim of this report will be to analyze the digital target audience of Kmart, the
low-priced chain of retail stores from Australia. This audience may include customers and
non-customers of the brand, and will use a range of available information sources provided
by the organization. An analysis will be provided on the broad digital market audience of
Kmart, to profile the unique personas. From the details of the profiles, a target audience
statement will be developed that will help to broadly summarize each persona. For each of
the persona, an overview of their typical journey will be given. And at last, recommendations
will be provided to the organization of Kmart for marketing themselves to the target
personas, who are digitally based in various platforms. This report will help to get a detail
about the audience of the organization of Kmart who are digitally placed across different
locations of Australia.
Overview of the Organization
Kmart Australia limited is a chain of retail stores from the country of Australia which
was established in the year of 1969. The organization has their presence in almost 228
locations across the regions of New Zealand and Australia. They are owned by Wesfarmers.
The headquarter of the organization is located in Mulgrave, Melbourne. They are a chain of
discount of department stores where merchandises like photographic equipment and
developing, home entertainment goods, sporting goods, kitchenware, stationery,
confectionary and others are sold (Riemer et al 2014).
Digital Target Audience of Kmart
It is widely accepted that people are becoming more tech-savvy, mainly due to the
advancement of technology. It has been found in the recent studies that the organization has