Adidas’ Digital Marketing Activities and Opportunities

Running Head: DIGITAL MARKETING
Digital Marketing
Analysis of Adidas’ digital marketing activities and opportunities
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1DIGITAL MARKETING
Executive Summary
This business report highlights the digital marketing activities of Adidas. It is found that the
company focus on the RACE model, where the reach their users mainly through social media
marketing- Facebook, Twitter, Google+, YouTube channel. Through content marketing, Adidas
always intends to represent their culture and content for advertising their brands and this is their
Act aspect. Adidas implement convert aspect through sending e-mails or formulated posts that
are attractive and contain images and sent to all the users so that they can get ware of the recent
offers and discounts currently going in their company. They also engage the users through
promotional events that help people to remember their activities and also allow them to build a
strong relationship with the users. The activities involved in redeveloping new mobile
application are found to be the identification of the existing problem, identify the portability of
the application, removing the non-core feature, consulting with an application developer and
integrate analytics along with designing of the application and take feedback. The key factors of
online customer acquisition strategies are accessing new customers through e-mails; update the
content in all the digital platform and aligning search intent to content upgrades. On the other
hand, the customer retention strategies identified in the report are products innovation, offering
them gift coupons and discount and effective communications calendar. The techniques to
determine visitors’ requirements are an option for giving feedback, options for sharing public
posts to the digital channel, utilizing the analytic tool. Integrating different forms of online
presence can be obtained through promoting the offline event online and providing offline sale
online. Lastly, the ethical permutations to the proposed digital marketing plan are detailed
knowledge of the audience, avoidance of biasness, avoiding comprising on piracy issues,
maintaining user privacy and maintaining transparency.

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Table of Contents
1.0 Current digital marketing activities.................................................................................................3
1.1 RACE model................................................................................................................................3
1.1.1 Reach....................................................................................................................................3
1.1.2 Act.........................................................................................................................................5
1.1.3 Convert.................................................................................................................................6
1.1.4 Engage..................................................................................................................................8
2.0 Marketing activities of competitor institutions................................................................................8
3.0 Omni-channel digital marketing campaign proposal.....................................................................14
3.1 Business S.M.A.R.T. goals........................................................................................................14
3.2 Activities involved in redeveloping the new mobile application..............................................15
3.2.1 Identification of the existing problem.................................................................................15
3.2.2 Identify the portability of the application...........................................................................15
3.2.3 Removing the non-core feature..........................................................................................16
3.2.4 Consulting with an application developer..........................................................................16
3.2.5 Integrate analytics...............................................................................................................16
3.2.6 Designing of the application and take feedback.................................................................16
3.3 Key factors of online service quality for customer acquisition and retention...........................17
3.3.1 Customer acquisition strategies..........................................................................................17
3.3.2 Customer retention strategies.............................................................................................17

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3.4 Techniques to determine visitors’ requirements........................................................................18
3.5 Integrating different forms of online presence..........................................................................18
4.0 Factor in ethical permutations to the proposed digital marketing plan.........................................19
5.0 Reference List and Bibliography...................................................................................................21

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1.0 Current digital marketing activities
Adidas is sports apparel and accessories headquartered in Germany. Adidas is Europe's
largest sportswear manufacturer and ranks second after Nike. Adidas holdings comprised of
many groups- Reebok sportswear company, Runtastic, an Austrian fitness technology company,
TaylorMade golf company and Bayern Munich, the football club (Adidas 2018). Ryan (2016)
stated that digital marketing refers to the term of selling and marketing of products through a
digital platform. Moreover, digital marketing activities illustrate the action of making promotion
and selling of products through search engines, websites, social media, mobile application and e-
mails (Adidas 2018). Digital marketing can be social media marketing, content marketing,
Search Engine Marketing (SEM), Search Engine Optimization (SEO), e-mail marketing,
radio marketing and Pay-Per-Click Advertising (PPC) (Adidas 2018). Adidas utilizes the
approaches for social media marketing, content marketing and email marketing.
1.1 RACE model
1.1.1 Reach
Adidas implements reach their users mainly through social media marketing. The social
media platforms are Facebook, Twitter, Google+, YouTube channel that is utilized by Adidas.
The organization broadcasted their recent activities in terms of videos and pictures through
Facebook, Twitter and YouTube. The twitter page of the Adidas contains the re-tweets of other
Adidas brand accounts which allows all other Adidas companies to form altogether (Adidas
2018). Their twitter marketing and trending hashtags allow different athletes to come tether and
share their stories with each other, which furthermore resulted in a strong customer base for the
company.

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Image 1: Twitter page of Adidas
(Source: Twitter.com 2018)
In terms of their Facebook page, Adidas have a lot of brand channels each for their different
sectors for their company that are- Adidas Originals, Adidas Football, Adidas Rugby, Adidas
NEO Label, Adidas Basketball and Adidas Football US (Facebook 2018).