JC Penney Turns to Digital Marketing for Back-to-School Campaign

— JC Penney launched its back-to-school campaign today, turning to new digital marketing tools to increase its sales for the season. The retailer plans to target teens through 'haul' video blogs, where teens upload their shopping trips and post reviews on products. JC Penney will also broadcast advertisements through Apple’s iAd mobile services. The retailer declared that it has stocked enough inventories for the back-to-school season. JC Penney’s Chief Marketing Officer told Reuters, 'Of the entire year, it's when we talk the most to teens, and teens consume very different media than their parents … Back-to-school draws people to