Starbucks has several forms of content for their messaging. They use blog posts, infographics, data sheets, images, videos, mobile apps, online games, customer reviews, maps, infographics, and mobile payment options.
Starbucks if offering the more for more concepts in its marketing.
Starbucks does tailor their content based on the buyer. For instance, an online business magazine called Smallbusiness.Chron.com mentions that “Starbucks primary target market is men and women between 25 and 40. Starbucks appeals to this consumer group by having a contemporary design that is in their advertising and décor, and works to keep its products current as status symbols.” (O’Farrell, 2017)
Their young adult target market, ages 18 to 24, positions itself as a “place college students can hang out, study, write term papers and meet people. Starbucks appeals to this consumer directly through introducing technology as soon as it becomes available, focusing on social networking and actively cultivating a “cool” image. The young adult audience grows 4.6 percent each year.” (O’Farrell, 2017)
Kids and teens are also a large part of Starbucks’ target audience. Customers ages 13 to 17 account for 2% of Starbucks’ sales. “Whether the focus is on the steamed milk that Starbucks’ baristas refer to as “babyccinos” or the sugary, caffeinated, whipped cream topped coffee drinks that are so popular with teenagers, kids and teens form a large part of Starbucks business. Starbucks may not cater directly to kids but it does make its products kid-friendly, offering special child sizes for instance.” (O’Farrell, 2017)
(ColumboPage News Desk, 2017)
Starbucks arranges their content by the different stages of the purchasing process. Online, Starbucks arranges their content to bring awareness to customers through SEO, Mobile Ads, Websites, Facebook, Blogs, and offline through billboards, newspapers, and radio in some locales.
The consideration stage makes the content available through convenient and frequent locations, incentives, reviews, ratings, and maps.
The decision stage involves content such as menus, infographics, coupons, loyalty card, and mobile apps to get the customer to the purchasing stage.
Starbucks value proposition “live coffee” is demonstrated in their various forms of digital media. They use infographics to explain how and where their coffee comes from and the sustainable means they use to get their products from developing countries. While one is in a Starbucks location, the baristas are very observant of regular customers and always make your day when they know your order as you walk in the door. The environment in Starbucks offers contemporary furniture and décor. They play up and coming artist on their Spotify channel Starbucks music. While using Starbucks free Wi-Fi, you will be directed to Starbucks home page where there are several forms of digital content that Starbucks uses to keep their customers informed and engaged. The different platforms that Starbucks uses are Twitter, Facebook, Blogs, Instagram, LinkedIn, Pinterest, YouTube, and My Starbucks Idea, which is a place for people to leave ideas that Starbucks considers for future company moves.
Starbucks does use different digital platforms to sell products such as e-commerce, m-commerce, and social commerce.
References
ColumboPage News Desk (n.d.). In Bing.com. Retrieved February 23, 2017, from https://www.bing.com/images/search?view=detailV2&ccid=nFqXkB%2F9&id=273282BA57A3A35E9861EBC24153B825C4E0AA01&q=starbucks+target+market&simid=608054455794729798&selectedindex=2&mode=overlay&first=1&thi
O'Farrell, R. (n.d.). Who is Starbucks Target Market. In Smallbusiness.chron.com. Retrieved February 23, 2017, from http://smallbusiness.chron.com/starbucks-target-audience-10553.html
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