Digital Marketing: A Comparative Analysis of Nike and Puma's Digital Activities

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

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Table of Content
1.0 Introduction-.........................................................................................................................2
Overview of the organizations...............................................................................................2
2.0 Analysis................................................................................................................................4
2.1 The ability to enhance a desired level of customer service..................................................4
2.2.1 Response to customer:...................................................................................................5
2.2.2 Interaction with the customers:.....................................................................................5
2.2 The ability to use of social media channels.........................................................................7
2.3 Online and offline integration............................................................................................12
Conclusion................................................................................................................................14
References................................................................................................................................15
Appendices...............................................................................................................................18
Appendix 1: Facebook Activity of Puma and Nike.............................................................18
Appendix 2: Content for official website.............................................................................18
Appendix 3- Detailed social activity of Nike.......................................................................19
Appendix 4: Display advertising of Nike.............................................................................19
Appendix 5: Detailed Website Content of Nike..................................................................20
Appendix 6: Facebook posts with highest engagements......................................................20
Appendix 7 -Overview of the twitter page...........................................................................21
Appendix 8: Overview of YouTube Channels.....................................................................21
Appendix 9: User Statistics..................................................................................................22

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1.0 Introduction-
This report provides a detailed evaluation of the digital activities of two large clothing
organizations namely Nike and Puma. Both the organizations have a stabilized position in the
market and having a complete control on the operation in the global environment. The digital
activities of these two organizations are comparable because both the companies produce a
similar types of products. The sportswear giant Puma is planning to ramp up its customer
based marketing campaign by integrating its offline and online channel via a new proposed
platform. Similar, Nike is going to reinforce its digital media strategies introducing few more
e-commerce sites for some particular nations Canada, Switzerland, Norway and widening its
official site to coverage to engage sports-obsessive culture. Therefore, it can be mentioned
that both the organizations are heading towards the goals with the similar digital activities
approaches. The purpose of the report is to evaluate the digital initiatives taken by the
organizations. The effectiveness of the strategies has been discussed with three particular
criteria such as:
 The ability to enhance a desired level of customer service,
 The ability to use of social media channels effectively
 Create a similar integration both in offline and online marketing channels
Here, the secondary purpose is to gain a detailed insight about how Puma and Nike
implement these activities as the part of their operation. Both the organizations provide
similar products but these criteria determines how they differ in managing business operation.
Overview of the organizations
Puma is one of the largest and leading apparel brands designing, developing,
marketing and selling the footwear and apparel accessories. It is identified that for more than
65 years, the organization is delivering the most innovative products with its focus on

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offering performance as well as sports-inspired lifestyle products in several categories such as
Football, Training, Golf and Motorsports. This sports and apparel brands offer products in
more than 120 nations with the workforce strength of 13000 people worldwide (puma.com
2018).
Figure 1: Puma’s Products
(Source: puma.com 2018)
On the other side, it is also identified that Nike broadly incorporate people’s culture
in its operation. Nike was founded in 1954 and since then this American multinational
apparel brand is engaged in the design, development and manufacturing with worldwide sales
of footwear, apparel, accessories and other equipment’s (nike.com 2018). The organization
has acquire many several apparel and footwear organizations over the course of its history
and some of which since the inception been sold.

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Figure 2: Products of Nike
(Source: puma.com 2018)
Figure 3: Overall Statistics of Nike and Puma
(Source: Taken from the previous assignment)

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The figure 11 indicates that Nike’s turnover with $8.7 billion is higher than Puma and in
world ranking Nike has acquired the top position even though both the companies serve the
similar products with the same segments. It is estimated that Nike has the highest response
from its large market North America which is comparatively higher more active than the
major markets of Puma. In the mentioned segment, Nike reported 63% of their overall
turnover.
2.0 Analysis
In the following paragraph, the digital marketing activities of Nike and Puma have
been compared with the help three different criteria which will include the scale 0 to 5 to
broaden the comparison. The support the analysis, the data has been taken from the official
website and other ecommerce sites of Nike and Puma.
2.1 The ability to enhance a desired level of customer service
The performance of score of Puma’s corporate site’s overall performance rate is 76,
with the performance score hitting 21/30 but the SEO score of the site is 15 out of 30, which
requires attention (Berman 2012). However, the site has highest traffic rate due to the recent
initiative on the integration offline and online activities involving customer newsletter and
enhancement of “automated customer communications” as well as broad data management
and customer contracts through emailing and Facebook. On the other side, when it comes to
customer service Nike uses a two way dialogue between the operation and the customers,
Nike believes that to enhance service, it is highly to important to understand customer
expectation; once the customer needs are identified, the “customers are yours” (Martin and
Todorov 2010), To identify customer needs Nike uses the digital media, as the pathway.