Digital Marketing Plan for Nike

Digital Marketing Plan
For Nike

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
establishment and expansion of the business. The Customers segment like geographic,
demographic, psycho-graphic, and behavioural segmentation of customers are major.
Geographic segmentation is 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