The Impact Of Cross-Channel And Content

The provided assignment content consists of various journal articles, books, and online sources that discuss digital marketing, customer-focused market leadership, marketing principles and practices, challenges and solutions for marketing in the digital era, and measuring marketing effectiveness. The articles cover topics such as the role of social media in bank marketing, developing a Digital Marketer Model for communication industries, perceived intrusiveness in digital advertising, and understanding the impact of cross-channel and content integration on digital marketing. Additionally, there are online sources that provide insights on data mapping challenges, political data mapping, and measuring marketing effectiveness.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
TASK 3 ...........................................................................................................................................5
3.1 Use of internet in the business .........................................................................................5
3.2 Tool for revenue generation ............................................................................................7
TASK 4..........................................................................................................................................15
4.1 Competitor’s use of digital marketing tool ....................................................................15
TASK 5..........................................................................................................................................20
5.1 Two objectives ...............................................................................................................20
5.2 Customer engagement strategy ......................................................................................21
5.3 Digital marketing mix ....................................................................................................22
5.4 Achieving the integration ..............................................................................................23
5.5 Implementation plan ......................................................................................................24
TASK 6..........................................................................................................................................25
6.1 Purpose of measuring the digital activities ....................................................................25
6.2 Various methods for measurement ................................................................................25
6.3 Recommendation ...........................................................................................................26
CONCLUSION ............................................................................................................................27
REFERENCES..............................................................................................................................28

INTRODUCTION
Digital marketing is a method of promoting goods and services through digital media like
internet, mobile apps, or any other media which shows the advertisement digitally. It uses more
than one media. It is more advanced style of promotion as along with advertisement because it
provides lot of important information (Jobber and Ellis-Chadwick, 2012). The present report is
based on digital marketing of 'Nike' which is a famous brand of shoes at global level. The
various online strategies adopted by company to increase the customer base are discussed in the
report.
TASK 1
Name of organisation- Chelsea Football club
Status of organisation- Non-profit organisation
Size of organisation- £ 314.287000 m
Target market- Men of age groups above 15 at global level
Products and services- All Leisure services
Competitors- Arsenal, Manchester United, Real Madrid etc.
Job title and role- Deputy health club and Spa manager. My work is to designing, research,
branding and developing leisure activities.
TASK 2
Customer engagement is a process in which reactions of and responses of consumers are
taken as base to formulate strategies. This engagement is targeted so that current market needs
and trends can be found and its medium can be either online or offline. The process helps in
making effective decision and best strategies so that s strong customer base can be made.
Moreover, this process make the best use of company's resources with efficient utilisation of IT
and communication technologies. The techniques that can be used by company for more
customer engagement are Data mapping- Data mapping is the procedure that helps in creating a correspondence
between two data models. It uses different programmings to make an integration so that
data transfer between two mediums can be done. It helps in identification of

relationships between various data along with finding hidden data that are much
sensitive.
Opportunities
 For instance, if a company wants to exchange information on purchases and sales, with
another organisation, it can take help by mapping messages transferred. Vauxhall
motors is a British automotive company, that uses this technique. The mentioned
company use this technique to send segmented mails and after this it filters the list to
check active supporters of company.
Challenges
For this mapping, it is necessary to create extra database fields, in case it is not done, the data
will be overwritten. So it becomes a time consuming process. The data mapping needs regular
update, failing to which creates problem and it gives incomplete information. (Bartholomew,
A., 2015)
 Real time marketing- This method of digital marketing concentrates on a unique strategy
which is different from traditional way of marketing. It does not make forecasts or other
scheduling, rather it use to take feedback of customers to know the current market trends
and preferences. These feedback collected from clients work as a base for company
according to which further strategies are formulated. This is the most effective method
to roll up with latest information of contemporary market trends. This also helps in
deciding the factors that are useful for company on priority basis. The technique is
helpful for companies to understand the behaviour of customers by collecting
information individually. It helps in generating leads so that organisations are positioned
better in market.
Opportunities
Live chat and twitter are very assistive in this type of marketing.
Illustration 1: Data mapping by Vauxhall
(Source: Political data mapping - United Kingdom,2016)

Challenges
The management of aggregate social channels is quite difficult which includes a number of trial
and error.
The two processes of customer engagement can be used to identify opportunities and
threats that are available with cited organisation through an online survey as explained below:
Name
Age
Job Title
Years of service in organisation
The present questionnaire contains some questions which have some answers. You are required
to select any one option that you think best suitable according to your viewpoint. Thank you for
giving your valuable time. Your responses are precious for us.
1) Do you think Digital marketing is an effective tool of promotion?
 Yes
 No
2) What are the key elements of digital marketing?
 Online advertisement
 SEO
 Online content and Blogging
 Social media management
 Please specify if any other _____________________
3) Customer engagement is a chief measure of boosting up sales?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
4) According to you, what are the impelling tools of engaging the customer?
 Interactive tools
 A shared platform
 Social network

 Targeted automation
5) Any additional measure you would like to share with for engaging customers in a better
manner
_____________________________________________________________________________
______________________________________________________________________.
These questionnaire can be allotted with particular scores and then its mapping can be
done. Besides this, it can also be used as a feedback and hence used for formulating strategies.
TASK 3
3.1 Use of internet in the business
Figure 1: Internet advertising by Adidas
There are different techniques through which are as follows:

 The internet is the best medium to advertise the product with a detailed message and
description for the product. When any product is advertised through internet, the seller
can easily contact a large number of customers at a time (Miller, 2012). Mentioned
organisation applies omni channel feature which helps in connecting stores of company
directly with nike.com so that buyers can view and shop all available products of Nike
through online or physical stores (Charlesworth, 2014). Besides this, information about
special offers and schemes can also be given via mails and online links which can be
shown on the same portal. It can be used as a medium to stay in contact with the
customers as well. For instance, Nike Company advertise shoes through online medium
and it provides an option as well on its official site where customers can post their
feedback and queries as well. This establishes a direct contact between buyers and sellers
via internet.
 The digital marketing is a way that is used to increase sales at low cost (Kotler and et.al.,
2015). Nowadays even smaller firms are involving in these kind of activities to increase
the customers of the product. The companies can use the method of offering special
discounts sales at the time of firm's anniversary or any other occasions.
 Besides this, a message can be sent to the regular customers on their special days like
birthdays, anniversary etc. This makes customer to feel as they are valuable for the
company and goodwill of organisation will be more with more revenues (Chaffey, Smith
and Smith, 2012).
3.2 Tool for revenue generation

Figure 2: Social Media advertising by Adidas
The above discussed ideas are successful and important to create more customers and
increase revenues. Nike can market its products through online media and making a separate
page for the customers. The products that are posted in Facebook page gets more interaction and
communication with customers as they get more like and comments. This features players as
well which helps in campaigning of product (Jobber and Ellis-Chadwick, 2012). In this page,
customers can post their feedback, suggestions, any important query which they wants to know
about the product or any special demand which they would like from the company’s services
(Leeflang and et.al., 2014). These posts will be helpful for company to know their present status
and can plan for next strategy. The cost of market survey will also be cut down as the customers
can be direct contacted.
Moreover, mentioned firm should keep the database of their regular customers in which
various important information can be stored. Any special days for customers like on their
birthdays, organisation can send message to wish them. Further they can be availed some coupon
or special codes using which the customer can have surprise gifts or discount on purchasing
online (Peterson and et.al., 2010). This will definitely promote the company in a good way and
the customer will also do oral advertisement of firm by telling it to their friends and relatives.
Some specific tools that can be used for revenue generation are given below. Pay per click- This method can be used for the revenue generation. Under this method one
on specific website will view firm advertisement and click on it. In lieu he will get monetary
reward. One by viewing advertisement will get detail information about the Nike products.
Hence, same person can buy product of the firm or can promote word of mouth marketing for

Nike. It can be said that pay per click is a tool that can be used for generating revenue in the
business. Recommendation- An advertisement can be prepared in which celebrity as opinion leader
can recommend Nike product to the target customers. This is a method that is commonly
used for revenue generation by business firms.
 Promoting offers via social media- Youngsters are the target customers of the firm. Nike can
promote word of mouth marketing for its offers through social media. By doing so revenue
can be increased at rapid pace in the business.
Slides of presentation
Slide 1
MARKETING
Task 3

Slide 2
USE OF INTERNETIN REVENUE
GENERATION
● The internet is the best medium to advertise the product with a
detailed message and description for the product.
● When any product is advertised through internet, the seller can
easily contact a large number of customers at a time (Miller,
2012).
● Besides this, information about special offers and schemes can
also be given via mails and online links which can be shown on
the same portal.

Slide 3
● It can be used as a medium to stay in contact with the customers as
well.
● For instance, Nike company use to advertise shoes through online
medium and it provides an option as well on its official site where
customers can post their feedback and queries as well.
● This establishes a direct contact between buyer and seller via
internet.

Slide 4
● The digital marketing is a way that can is used to increase sales at
low cost (Kotler and et.al., 2015).
● Nowadays even smaller firms are involving in online marketing to
increase the customers of the product.
● The companies can use the method of offering special discounts
sales at the time of firm's anniversary or any other occasions.

Slide 5
● Besides this, a message can be sent to the regular customers on their
special days like birthdays, anniversary etc.
● This makes customer to feel as they are valuable for the company and
goodwill of organisation will be more with more revenues (Chaffey,
Smith and Smith, 2012).

Slide 6
METHODS USED BY ORGANISATION
● The above discussed ideas are successful and important to create
more customers and increase revenues.
● Nike can use the plan of marketing products through online media
and making a separate page for the customers.
● In this page, customers can post their feedback, suggestions, any
important query the want to know about the product or any special
demand which they would like from company related to products
(Leeflang and et.al., 2014).
● These posts will be helpful for company to know their present
status and can plan for next strategy.

Slide 7
● Moreover, mentioned firm should keep the database of their regular
customers in which various important information can be stored. Any
special days for customers like on their birthdays, organisation can send
message to wish them.
● Further they can be availed some coupon or special codes using which
the customer can have surprise gifts or discount on purchasing online
(Peterson and et.al., 2010).
● This will definitely promote the company in a good way and the customer
will also do oral advertisement of firm by telling it to their friends and
relatives.

Slide 8
REFERENC ES
 Miller, M., 2012. B2B digital marketing: Using the web to market
directly to businesses. Que Publishing.
 Mitic, M. and Kapoulas, A., 2012. Understanding the role of
social media in bank marketing. Marketing Intelligenc e &
Planning. 30(7).pp. 668-686.
 Peterson, M., and et.al., 2010. Online c ustomers, digital
marketing: The C MO-C IO c onnection. J ournal of Direct, Data
and Digital Marketing Prac tic e. 11(3).pp. 219-221.
 Petty, R.D., 2012. Using the law to protect the brand on soc ial
media sites: A three “M” s framework for marketing managers.
Management Research Review. 35(9).pp. 758-769.
 Yu, J ., 2015. Digital Marketing Integration: The Impact Of C ross-
C hannel And C ontent. [Online]. Available through:
<http://marketingland.com/ digital-marketing-integration-
impact-cross-channel-content-130060>. [Ac cessed on 13th
October 2016].
TASK 4
4.1 Competitor’s use of digital marketing tool

Figure 3: Content marketing by Adidas
'Nike' has many competitors in the industry but one of the major rival of the firm is 'Adidas'.
This company is also very active in digital marketing of its products and earning high revenues
through different strategies. Some of the strategies that company uses are as under: Content marketing (Conversation strategy): The conversation strategy is a technique
that helps in establishing a communication between speaker and audience to attain
desired objective of marketing. Adidas has used the strategy content marketing for the
launching of high quality and unique products but in limited quantity.
Strength
 The company make use of this technique for storytelling for the brand (Chi, 2011). The
content is shared with the purpose of attention grabbing images, videos and blog posts. It
use this strategy to make the product unique and increase its brand image. This makes the
product rare and more valuable among customers.
Weakness The product has become affordable for only limited customers as the innovative
technologies has made the products expensive.
 Relaunch of classic editions (Retention strategy): Another tactic used by the company is
to re-launch the editions which were launched previously and closed off after some time.

Strength
 The edition Stan Smith shoe of Adidas is one example of this strategy (Royle and Laing,
2014). The company launched it online and that also with limited range making it a rare
stock after few years of closing these shoes in the market. This strategy brought the
fashion of old shoes again in the market. The company announced the re-launch of the
same edition through tweet and press releases.
Weakness
 The company use to outsource its manufacturers to attain cheaper labour cost but it has
increased the risk of over dependency on these manufacturers.
Youngsters are the target customers of the Adidas. This is because it manufacture sports
related items which have strong demand in young age group people. Adidas make use of
social media websites like Facebook in order to communicate details about product in better
way to the target customers. It never use applications or Apps for advertising its product in
the market. Value proposition of Adidas is the quality and price as well as style of its
products. It make available quality products at high price which create its different brand
image relative to rival firms. Advertising message of Adidas is clear and its appeal for sale of
product is directed towards those who want quality products to meet their needs. Adidas to
great extent get success in its marketing strategy. This is proved from the positive image that
it have in the eyes of general public across the globe. It received positive feedback from the
customers.

Figure 4 Follower growth of Adidas

Figure 5 Tweets of followers of Adidas on Twitter
Adidas have good image among general public and it is evident from the charts given above. As
it is clear from the above image that alone in world cup 2014 fan following of Adidas is 15,406.
Apart from this, there are 5,376 retweets on Adidas Twitter page. From these facts it is evident
that mentioned firm have good image among general public. Adidas is consistent on brand and it
is making every extra effort to manage its brand image. Adidas in order to increase its product
sale is selling its products through online and offline platforms.

4.2 Tools for customer engagement
Figure 6: Use of social media by Adidas
Due to the above mentioned strategies, the sales of the product always go high (Truong
and Simmons, 2010). This tactic is always successful for the company as the Adidas has made an
image in the market providing most comfortable and high quality shoes. Though the shoes are
expensive one, but this brand is famous for making finest range of footwear in each section like
sports shoes, running shoes, etc. Because of this quality, the customers are always ready to pay
the premium price of the product. By adopting the strategy of making shoes available online in
limited range, main objective is to create high publicity among the customers. The people
generally wait for the product and do the advance bookings for purchasing it (Martin and
Todorov, 2010). Further, the company makes it even rarer by allotting a limited time period for
placing order. This boosts the sales of company giving higher returns. The above explained
strategies are making the demands of products high as it becomes unique and rare commodity.
But this strategy is useful for only those brands who are already well established in the market.
When the brand image is high, then people would like to buy it any way (Mitic and Kapoulas,
2012).

In the same way, another tactic of launching is also useful when firm not any new
innovation to offer among customers has. At this time launching of such editions give a new
blood in the company. By bringing the classic versions again in the market, organisation has to
first make an analysis of the past data so that it can be checked that which was the best product
whose demands can be high even in present time. This is a little bit risky as well as people can
ignore it considering old fashioned, still a right way of promotion can make it successful (Heller
Baird and Gonzalez-Wertz, 2011).
TASK 5
5.1 Two objectives
The objectives of business play a major role for which any firm works. Without any
objective the existence of the company is meaningless. Nike is already a very developed brand
which deals in high quality products made for different purposes. Nike has set its objectives
according to SMART which means it is specific, measurable, attainable, and realistic and have a
time frame as well. The cited organisation follow some steps to engage more customers with the
organisation which are as under:
 Make the basic functions perfect: The Company believes that for making success in
future it is very essential to make the base functions perfect (Chi, 2011). So the firm
always use to focus on its basic function of providing high quality product fulfilling other
e-commerce requirements. Further, the digital marketing has provided a medium which
bring customers and organisation on same platform.
 Add-on service: Cited organisation always try to make its service best and also to add
some extra effort which make its service valuable. The online marketing done by the firm
has supported it to accomplish this objective which increased the customer's engagement
with the company (Charlesworth, A., 2014).
 Communication with customers: The mentioned firm uses an intelligence service
through which they can keep contact with its customers. It believes that customers should
be contacted only when there is a right time for it and company has also something to
communicate its customers. The company has not taken the trend of online marketing as
a threat but has accepted it as an opportunity. It believes that digital media has given an

opportunity to connect with customers in a better way maintaining more strong
relationship (Mitic and Kapoulas, 2012).
Nike has kept its two key objectives which are
 It has established its goals that through digital marketing it will be able to deliver its
services across the world increasing its sale to $2 billion by acquisition startegy the end
of year 2017. Another objective is to increase the total sales of Nike free ID running shoes through
conversation strategy up to 10% more than the present sales within next 5 years.
SMART objectives Specific: Objectives must be specific and must reflect the clear direction in which firm wants
to go. Nike wants to increase sale of free ID shoes by 10% it is specific in nature. Measurable: Objectives determined by the firm must be measurable in nature. 10% is
indicating that Nike intends to increase its sales more than previous year by 10%. Attainable: Objective that is determined by the top manager must be achievable.
Achievement of objective must not impossible for the employees. 10% growth in sale is the
attainable objective. Realistic: An organization must determine an objective which is hard to achieve but it must
be realistic in nature. It must be possible to achieve same within specific time period.
 Time bound: Time period within which objective must be achieved should be determined.
This, helps employees in identifying the way in which they must make effort so that
objective can be achieved.
5.2 Customer engagement strategy
Nike has always been a leading brand in terms of using traditional marketing tools
(Miller, 2012). But with increased trend of digital marketing, firm has taken steps to increase its
customer engagement. It shifted its investment more on digital marketing instead of television
and print media. The aforesaid venture has introduced Nike + apps, devices etc. along with this,
it is active on various social media networks as well like Facebook and twitter.
The firm has launched apps like Nike + running, Nike+ training, and Nike +basketball.
These apps allow users to share their fitness activities, workouts, and other goals of fitness
(Petty, 2012). This has increased the consumer's engagement with company and motivated users
of this app to spend more time on their fitness. The related sports band and sports watches are

also a major product which boosted the customer's engagement with firm. All these mediums
helped in promoting its products so that it can achieve the SMART objectives and customer's
engagement.
Moreover, company is socially active on social networking sites. Traditionally the brand
used to advertise products through famous sports icons and celebrities only (Truong and
Simmons, 2010). This strategy was good as it increased customer's trust and build a strong image
of the brand. But this strategy helped in increasing sales of the product, there was no
personalised relations with the customers. Now through various mediums of digital marketing,
mentioned organisation is able to develop the sound relation with consumers.
5.3 Digital marketing mix
The digital marketing mix is also like the concept of traditional four p's of marketing. It
comprises of four Ps that is product, price, promotion and place. The mix of Nike to increase the
customer's engagement is as follows: Product: Product of the company can be divided into three parts which makes a complete
sense of the item (Peterson and et.al, 2010). First is core product that is not related with
tangibility of the product. It refers to ease and comfort delivered by the product which the
cited company serves to its customers. Second is actual product in which company deals
like shoes, bands, footballs and many other sports items. The last one is augmented
product which refers to service given to customers like warranty and after sale service.
All these components have made the company's digital marketing more customers driven. Price: The digital marketing price of the product is not much different than traditional
concept of marketing mix (Charlesworth, 2014). In this concept also, firm use to apply
different pricing strategies as per the product. Usually, mentioned firm use to charge
premium price, but it takes care that the product is of high quality and comfortable. The
consumer's also trust the brand and quality of products so they are ready to pay the high
prices as well. Promotion: The Company uses the key concept of digital marketing that is search engine
optimisation (SEO). It helps to increase the number of users of any particular website.
The mentioned company's website has found heavy traffic due to this structured process
which boosted customer's engagement (Royle and Laing, 2014).

 Place: Traditionally, internet was considered as an additional place to advertise for the
product. But with advancement in technologies this trend is changed. Nike has also
moved on to digital marketing leaving the old mediums of print media and television ads.
This concept has given advantage of increased sales with more customer's engagement
(Jobber and Ellis-Chadwick, 2012).
The Cited company can use two strategies here- Acquisition strategy and Retention
strategy. The acquisition tactic can be applied through PPC or pay per click which will help in
reaching more number of customers. Another method is SEO or search engine optimisation so
that websites can be made more user friendly to attract large customer base.
For implementing retention strategy, the said firm can increase activities on social media,
sending letters and emails to its regular customers and so on. This will help in retaining and
making brand loyal clients.
5.4 Achieving the integration
Figure 7: Process of achieving integration
(Source: Tuten and Solomon, 2014)
To achieve the integration in the activities it is required that digital marketing plan of
Nike can be made successful and in that regard following steps should be taken: Identification of right channel- The first step to achieve integration in digital marketing
plan, company needs to choose the right channel or medium. This will ensure that cited
company is connected with its right customers (Yu, 2015). Target customers- Selected medium should target right group of customers. As the
company is engaged in sports goods, so firm will have to choose the group of athletes,

sportsman and sportswoman who are connected to the goods and service. By identifying
the right bunch of consumers the aforesaid organisation will focus on such customer's
activities and needs. Preparation of content-The next step of firm should be to prepare the right content to be
shown in the digital platform (Kotler and et.al., 2015). It should be concrete and clear in
explaining the vision and mission of the organisation. It can highlight some useful
information as well so that customers can engage themselves with the company. Coordination among teams- The department or team which is responsible for making the
digital ads should be coordinated and clear in terms of firm's goal of showing the
message. They should know that what company wants to achieve by the following ad and
how the target customers can be attracted by this medium (Petty, 2012). Evaluation- The evaluation of the whole process can be done by measuring the quality of
content and the results achieved from this process. The customer's response, and feedback
will be deciding factor for this as well. If the performance is not up to the level necessary
changes can be made.
(Source: Miller, M., 2012)
5.5 Implementation plan
Gantt chart for implementation
Illustration 2: Digital marketing plan

Figure 8 : Gantt Chart
The implementation plan for digital marketing takes place with the help of following steps:
1. Define the target customer: First step of the Nike should be to define its target customer
on the basis of its demographic characteristics like age, likes, preferences, income, etc.
this will help to determine the right potential buyer (Tuten and Solomon, 2014).
2. Competitor’s analysis: The mentioned company now can analyse the strategies used by
its rival firms and also examine the tools they are currently using for digital marketing.
Thus after examination of the whole criteria the company can devise its next strategy.
3. Selection of channel: After going through the rival firm's current tools, cited company
can make plan to select the medium. The selection should be on the basis of value that
channel will create for the brand, cost and ability to create traffic of site users (Leeflang
and et.al., 2014).
4. Make SMART criteria of measurement: It is necessary for the company to make a
criteria according to which the performance can be measured. These criteria should be
based on SMART objectives that is specific, measurable, attainable, and realistic and
time framed.
5. Evaluating performance: The performance can be evaluated by the mentioned company
according to previously made criteria (Martin and Todorov, 2010). Another method is to
compare the results achieved by the company through present plan of digital marketing
with older plan of traditional marketing.

TASK 6
6.1 Purpose of measuring the digital activities
Every company should use measures to evaluate the digital marketing. The main motive
behind this is to keep updated that company's intention of sending the message and advertising is
getting fulfilled in right way. Some more objectives in this regard are as follows: Checking visitors: The Company should measure the number of visitors daily visiting the
sites (Cain, 2012). This will help to study the effectiveness of marketing tool as more
number of visitors, more will be the positive sales. It should also observe that among the
visitors how many are new and how many are existing customers. The method is time
consuming as well which will need a separate person to keep an eye on these activities. Number of visitors returning: The mentioned firm should also check the number of users
who are repeated. If the users just pass by website without going through it, then it means
that company should redesign to make it attractive. More number of returning customers
determine the possibility of converting them into future buyers (Tuten and Solomon,
2014). Sometimes it becomes difficult to target right customers so that ads can be brought
to them in right way.
 Conversions: This measurement is the important aspect to check the effectiveness of site.
The mentioned firm should devise a plan where it can be checked that how many users of
site are converted successfully. This conversion is not just sale of commodity, but the
user's comments, interaction etc. are also considered as a conversion. This rate should be
checked to determine need of changes in the present structure of the site. Besides this, the
customers may be converted successfully, but to retain them is a challenging task.
6.2 Various methods for measurement
Some of the methods to check the effectiveness of digital marketing is:
 Appraise the page views: Nike Company can appraise its page views on daily basis
(Chi, 2011). More numbers of users who are viewing the page means the marketing
strategy is successful. This can be measured through application of traffic source metrics.
 Calculating bounce rates: The number of bounce rate refers to those users of site who
visit the page but immediately leave it without going through other pages of site. This

shows the weak points and need to fill this gap between user and firm. Bounce rate
metrics can be helpful in this calculation.
 Measuring traffic of visitors: The search engine sites like Google, Yahoo, Bing,
Mozilla etc. tell about the traffic created by site users for searching about the company
(Cain, 2012). Heavy traffic of users means the company is successful in making its
campaign successful. Over all site traffic metrics can be used to assess the visitors.
 Load time: It can be seen that in many company websites long time is taken to open
webpage. Such kind of things irritate visitors. Hence, even site size is huge it must be
developed in such a way that it take less time in opening of webpage. This can be done
by implementing search trend metrics.
 Look up time: Some times when user click on single option it take long time in
appearance of information on webpage. Such kind of things create negative image of the
firm among customers. Hence, business firms must try to reduce waiting time of users on
their webpage.
6.3 Recommendation
Different firms use various strategies to evaluate their performance level. Nike uses the
process of comparing data related to profits and losses incurred by the business. The company
make use of various tools so that effectiveness of the digital marketing can be checked. The cited
firm has a team who usually works for checking the status of business in the market. It compares
the performance by making comparison with the competitors. The company use these methods of
comparison because it will tell the actual position. Moreover, this will also help in identifying
areas that need to be improved. For the evaluation purpose, company use to calculate page views
and the conversion rate. The conversion rate is considered the main factor to evaluate the
performance of the company (Miller, 2012). If the visitors of site are successfully converted into
potential customer the firm is doing good job in this field. The conversions may be in the form of
purchasing by the customer or any kind of interaction done by them. This interaction makes the
base for more customer engagement. This method helps in determining the key areas which are
helping in boosting sales and also reflect the shortfalls that are restricting the success of
organisation. Methods suggested above will help in keeping the business in line with objectives
as this methods will update managers regularly. Therefore any deviation can be found out
immediately and necessary correction can be made at early stages.

CONCLUSION
The above report reveals the importance of digital marketing in the present scenario. In
this report 'Nike' company is taken for understanding the importance of digital marketing. The
report discuss the ways by which internet helps the organisation in boosting the sales and
generate revenues. Further, analysis is done on the rival company 'Adidas' which helped in
knowing the tactics that a company can use for creating hype in the market. So it can be
concluded from discussion done in the report that digital marketing has brought a revolution in
the market which makes the promotion of products easier and successful.

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