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This is black book project on the digital marketing strategies of marketing
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This report aims to describe the essence of digital marketing in the 21st century, using the example of Nike. This company is an author of several successful marketing campaigns during the last years, and its new attempt to strengthen its position in the UK market deserves attention. “Nothing Beats a Londoner” is not an ordinary campaign with a properly developed digital strategy. It is a story of a Londoner that includes a variety of aspects of the British style of life. This short film represents how impressive and diverse a human life can be in case it is united but never limited to sport. The purpose of this paper is to investigate the peculiarities of digital marketing through the prism of “Nothing Beats a Londoner”. Market segmentation theory will be applied to explain the decisions made by Nike to develop a new, strong strategy and open a new perspective of digital marketing.
Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers. Some marketing experts consider digital marketing to be an entirely new endeavour that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing. Digital marketing has been defined as one of the best achievements in the world of business during the last several decades. Regular and unlimited access to digital media and technology enhances the use of online
services and the development of effective marketing campaigns. As soon as technological advances were recognized, a new era of digital marketing was born, creating additional opportunities and evolutionary advertising methods. Many companies demonstrate different approaches to marketing services or products and managing people. Some examples were successful, several projects needed elaboration, and certain ideas were failed because of a poor examination, evaluation of the cultural background, or the lack of attention to detail. The creation of a digital marketing strategy is not an easy task, and organizations must do serious work to succeed in business. Nike takes one of the leading positions in this type of marketing, and its practices are analysed around the globe.
Internet expansion is a critical element in modern marketing activities that influences the way of how information is represented to customers and delivered by organizations. The creation of a website is one of the most frequently applied marketing efforts because this tool can be created by the company’s (either small or large) interests and possibilities. Compared to traditional marketing where no interaction with the audience occurs, social media marketing allows customers to communicate with each other and sharing their opinions. Kotane, Znotina, and Hushko (2019) say that about 23% of small, 35% medium and 65% large organizations share social media profiles and links on their official websites. Nike is a large enterprise, and its history and international marketing relationships remain impressive today. Its digital marketing strategy includes social media and focuses on generating content where its brand is mentioned, and testimonials are developed. There is always a good opportunity for Nike to develop campaigns on Twitter or via email. Any decision is now effective and beneficial for the company.
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel.
Affiliate marketing is one of the oldest forms of marketing, and the Internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
YouTube has become the second most popular search engine and a lot of users are turning to YouTube before they make a buying decision, to learn something, read a review, or just to relax. There are several video marketing platforms, including Facebook Videos, Instagram, or even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
Companies and non-profit organizations also use SMS or text messages to send information about their latest promotions or giving opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.
Nike, Inc. (commonly known as Nike) is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31, 2020). As of 2020, it employed 76,700 people worldwide. In 2020 the brand alone was valued in excess of $ billion, making it the most valuable brand among sports businesses. Previously, in 2017, the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue.
Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974. In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency. The following year, the agency created the first "brand ad" for Nike, called "There is no finish line", in which no Nike product was shown. By 1980, Nike had attained a 50% market share in the U.S. athletic shoe market, and the company went public in December of that year. Wieden + Kennedy, Nike's primary ad agency, has worked with Nike to create many print and television advertisements, and Wieden + Kennedy remains Nike's primary ad agency. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian Institution. Walt Stack was featured in Nike's first "Just Do It" advertisement, which debuted on July 1,
Nike India has said that it’s Faridabad and Mokamehghat units are being taken over by Fashion Shoe Private Ltd and BDCL Enterprises Pt. Ltd, respectively. The company is also enabling the buyback provision in its articles of association to enable buy back of shares. The assets and liabilities of both the units will be transferred to these companies and shares will be offered in the agreed ratio to the existing shareholders of Nike India Ltd on a record date, which will be fixed by the Calcutta High Court. While retail sales have increased both in value and volume, wholesale sales have declined due to restriction of supplies as a means to recover customers outstanding. General recession and sluggish market conditions in the industry also have had a direct impact on lower sales and profitability. Resistance of consumers to price rises in popular volume products as well as discounts to clear slow-moving stocks and underutilization of production capacity adversely affected the operational results. The lockout declared at the Penya factory on October 1, 2007 due to serious industrial relation problems and non-compliance with the tripartite settlement has been withdrawn. The footwear manufactured in this
Nike’s ability to coordinate integrated marketing communication that really connects with customers is outstanding. For example, the “Swoosh” is so familiar that the name no longer needs to appear along with it. The company Web site is updated constantly, announcing new products and offering more sales opportunities for the company. With features such as three-dimensional product views, a gift/product finder, Nike customization tools and the Nike Tech Lab, Nike is utilizing its Internet channel to the fullest. Nike strategically coordinates its television and print ads, sponsorship, Web site, an 800 number, billboards, and other media to form an effective mix of communications. The athletes who deliver its message are a major factor. A number of famous athletes who promotes Nike are basketball players Michael Jordan & Nolan Ryan, tennis players John McEnroe and Andre Agassi., football’s Deion Sanders, track stars Carl Lewis and Alberto Salazar, and basketball players Charle Barkley and Scottie Pippen. The young Tiger Woods has a $100 million contract with Nike. The charisma, talent, expertise, and personality of such athletes deliver Nike’s message. According to its Web site. Nike exits to be the best sports and Fitness Company in the world. We are here to inspire and motivate the athlete in all of us and advocate the love of sports. We live in the heart of sports and the athletes who play them. And Nike is expanding its total market with integrated marketing communication. It is founder of P.L.A.Y. (Participate in the Lives of America’s Youth), a multimillion-dollar program to promote healthy, active lifestyle among young people. There is also Niketown stores feature basketball courts where customers can try out shoes, multiscreen televisions to display Nike promotions, and appeal autographed by Nike athletes. With the growing popularity of the WNBA, women’s soccer, and such prominent female Olympians as Marion Jones. The interest in women’s sports and fitness is at an all-time high. Nike has already seen the positive impact of this women’s movement through such successful initiatives as “shop-in-shop” concepts in women’s sections of U.S. department stores, women’s retails in Japan and women’s focused Web site sales in Hong Kong”. When the Nike was launched 28 years ago, a mere one in 30 school aged girls were involved in sports. Today that number has jumped to one in five and Nike is at the forefront in sponsorship and involvement in supporting women in sports.
Nike's site offers us an interesting idea when it comes to designing an online identity make the site visitor the hero. Don't just shower them with unearned praise, challenge them to learn, provide them with the tools and information to decide and act for themselves. This can be as simple as adding some customizable elements or more challenging such as letting them reedit a famous commercial. Allow users to reveal what's important to them and why. The act of opening a dialogue is sometimes reward enough. Nike takes our ideas of beauty, grace, speed and tells them back to us in their own way. But if Nike were to simply plaster these symbols on a web page, they would remain merely abstractions and pretty boring. Nike's real design skill is making these ideas represent some greater concept, which is powered by the emotional and intellectual stock we're willing to bring to it. How do they do that? By using design, symbolism and coherence to stir up the most seductive idea to date- that there's a hero within you.
