This study presents a digital marketing plan for Nike, covering customer persona, objectives, and digital marketing mix. It discusses the factors that affect consumer buying decisions and suggests strategies for improving online sales and brand awareness.
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Digital Marketing Plan For Nike
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Table of Contents INTRODUCTION...........................................................................................................................3 TASK 3............................................................................................................................................3 3 a Produce a customer persona for one customer segment of the chosen organisation........3 3 b Digital marketing objectives considering areas of improvement.....................................4 3 c Digital marketing mix.......................................................................................................5 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Digital marketing refers those activities which help the company in promoting their products and services by using digital technologies like internet, mobile phones etc. This present study is based on Nike who is an American multinational corporation that is known for its design, development and manufacturing of footwear, equipment, apparel and accessories. It was founded in 1964 by Bill Bowerman. This study is going to show consumer persona and all those factors which consumer consider while making buying decision (Carley and Christie, 2017). It will also show a digital marketing mix, communication and AIDA model that helps the company in accomplishing its goals. TASK 3 3 a Produce a customer persona for one customer segment of the chosen organisation. Customer segment plays an important role for the marketers in terms of business establishmentandexpansionofthebusiness.TheCustomerssegmentlikegeographic, demographic, psycho-graphic, and behavioural segmentation of customers are major. Geographic segmentationis based on the boundaries for the customers, like customer wear woollen clothes in winter, swim suits used in summers. As people live in hilly areas uses woollen clothes whole year. Demographic segmentation divides the customers according to their ages, gender, income, field, occupation, family sizes etc. Psycho graphic segmentation is based on the intrinsic traits of the people, psycho-graphic traits of people the values, emotions, attitude, interest, personalities. Behavioural segmentation is completely based on the psycho-graphic segmentation of the customer and helps in decision-making of the customers (Yu and et.al., 2016). Nike shoes is world's famous brand in manufacturing the sports shoes. It supplies a large range of sports shoes all over the world, covering the large amount of market share. Nike target their audience according to the customer segmentation. Demographic segmentation Nike collects the data about the gender, age groups, from different governmental counts on population, associated with the sports, target the audience accordingly. They mainly focus on the age group of 11-45 years old. Nike arranges a promotional campaign in which the football players, plays with teenage group so that they inspire and motivate them to become like their
idols. Also, Nike target the women and launches a wide range of women footwear in sports and attract them. Geographic Segmentation Geographic is powerful segmentation. Nike segments the region, country on the basis of their sports. As It promotes the campaigns according to the sport of the countries, like Baseball and football in US, cricket in India, Soccer in Europe. So it covers the market in this way (Arnould and Cayla, 2015). Psycho graphic Segmentation The customers are loyal to their trusted brands. Nike builds up the trust in its targeted audiences, which are related to sports, They develop the trust among their customers. The products are sports centric so the customers which are associated with the sports, choose their products. Nike promotional activities is related with the feelings with customers. Customers consider the prices of the products and make comparison of the prices between the other brands, they choose which is affordable, suitable to them. Behavioural Segmentation According to the psycho graphic segments, customer take their decisions. Their trust helps to make the decision whether buy or not. Consumer behaviours and factors that affect their buying decision-making If the customer buy the products online, the customer would read thereviewsof the products, go through the evaluation of the products. Nike organizes theonline surveyalso, so that they collect the reviews of the customers which helps them to work more. Customer go through the reviews present online, do some evaluation, comparison with the other brands, providing discountsto the Customers on the products. So thepriceof the Nike's product matters. Quality of the product is considered by the customer. And Nike provides thebest qualityin sports footwear. They maintain their quality (Lautiainen, 2015.). 3 bDigital marketing objectives considering areas of improvement It is stated that consumers consider several factors while making buying decision, so Nike wants to focus on all those factors and accordingly it makes its digital marketing objectives. Objectives: ï‚·To increase online orders of its Website up to 25% in the next year.
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ï‚·To increase people awareness about Nike's products than other competitors brand and increase revenue of up to 30%. These are digital marketing objectives of Nike as it wants to increase its online sales by making people aware about its products. For accomplishing its goals it has given all necessary informations on itsWebsitesand other social media platforms like Facebook, Instagram etc. From the consumer persona it has known that consumers spend their lot of time in social media, and they also prefer to purchase products online. It saves theirtimeand transportation cost as well. Its Websites boosthigh quality imagesof its products and also provide full screen background video and social values (Karjaluoto, Ulkuniemi and Mustonen, 2015). For knowing the effectiveness and measuring if it has achieved its objective or not, it uses and take consumersfeedbackand annual sales report. With the help of consumers feedback it can measure and know the satisfaction level of them and effectiveness if its objectives as well. By dividing questions in some parts like accessibility, products offerings, consistency and emotional quotient, it can take answers from its potential customers and can even take their suggestions for further improvements. Its Website and the traffic on website, its online and offline campaigns and its customer interaction are some ways of measuring the effectiveness of its pre-determined digital objectives (Calder, Isaac and Malthouse, 2016). 3 c Digital marketing mix Adaption of place, price, products and promotion and definition of all these P's in the context of digital marketing is called digital marketing mix. For accomplishing digital marketing goals, it is important for Nike to make an effective strategy and implement some models that can attract customers towards buying their products. It believes that people require flat stability shoe for keep healthy (Ahmed, 2016). According to the research, it is stated that people prefer comfortable shoe for avoiding injuries, providing traction and comfortness. For providing all these features it uses a strategy which is described as follows: Who?People from the age group of 15-35 years. Men and women Athletes and those people who love exercising and sports. Why?Itshowsallreasonsthatwhythecompanywantstodevelopdigital marketing mix such as: Increasesales:Bycreatingusergeneratedcontentonsocialmedia
platforms. Customer support:By solving consumers queries in a timely manner and by giving 24*7 consumers services. Brand loyalty:By converting its users of Nike Air-Max 2010 to Nike Air- Max 2011. Reputation building:By hiring ambassadors that may be relevant to the time and reputable. What?It shows all activities by which Nike promotes and introduce its products to customers: Promotional campaigns, face to face communication with customers for knowingtheirneedsandinfluencingthem,creationofhighquality customers experience and providing after and post sales services (Digital marketing of Nike,2014). Where?An effective use of social media platforms like Instagram, Twitter and its official Website creates a sense of community among customers. Selling products via indirect sales over pint rest and Amazon. Com. Marketing campaigns like the world cup matches at Nike park. With the help of and implementing AIDA model and focusing on all its factors like: attention, interest, desire and action, Nike develop its digital marketing mix that support its plan. With this model and applied this model Nike make their all potential and target customers aware about its offerings and features (ur Rehman, Hyder and Ali, 2015). They try to capture viewers attention by typography, size, celebrity, model etc. After capturing attention of people, Nike creates among them. It believes that sometimes consumers actually do not require most of the product, but they think that they require. So, the main aim and task of Nike and marketing manager is to establish a need in the mind of customers by an effective advertisement. For that it also try to improve relationship with them and build trust which influence customers to buy their products. After capturing attention and creating interest, they keep in the touch with them until they do not make the final decision. There are some ways by which Nike create desire among them to buy their products such as motivating them, introduce them all features and buying
motives and all facts and figures like durability, sustainability etc. After performing all steps, they take appropriate actions like selling products and if customers do not take products then try to influence them and attract them etc. CONCLUSION From the above study it has been summarized that digital marketing played a vital role in promoting company's goods as it saves company's time and cost. It has also shown the importance of consumer persona because it supported the company in identifying all those factors which are being considered by consumers at the time of buying decision. By knowing consumers behaviors, their choice, preferences, company accomplished their pre-determined digital marketing goals. Digital marketing mix including communication and other marketing strategies also played a vital role in solving the problems of the company related to marketing.
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REFERENCES Books and journals Ahmed, R.R., 2016. Strategic Marketing Plan of Nike.Research gate. Arnould, E.J. and Cayla, J., 2015. Consumer fetish: Commercial ethnography and the sovereign consumer.Organization Studies.36(10). pp.1361-1386. Calder, B.J., Isaac, M.S. and Malthouse, E.C., 2016. How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences.Journal of Advertising Research.56(1). pp.39-52. Carley, M. and Christie, I., 2017.Managing sustainable development. Routledge. Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial marketing communications.Journal of Business & Industrial Marketing. Kingsnorth, S., 2019.Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Lautiainen, T., 2015. Factors affecting consumers' buying decision in the selection of a coffee brand. ur Rehman, F., Hyder, S. and Ali, S., 2015. A Qualitative Approach to Analyze Marketing CommunicationBasedonAIDAModel.InformationManagementandBusiness Review.7(5). pp.44-54. Yu, R. and et.al., 2016, February. Geographic segmentation via latent poisson factor model. In Proceedings of the Ninth ACM International Conference on Web Search and Data Mining(pp. 357-366). ACM. Online DigitalmarketingofNike.2014.[Online].Availablethrough <https://www.slideshare.net/ojasvipat/final-digital-marketing-at-nike>