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Digital marketing strategy of NIKE

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Added on  2019-12-18

Digital marketing strategy of NIKE

   Added on 2019-12-18

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CASE STUDY1
Digital marketing strategy of NIKE_1
TABLEOF CONTENTSBrief about the case.........................................................................................................................3Summarise the problem...................................................................................................................3Apply Digital Maturity Model and describe the results..................................................................3Digital Disruptive/ Innovative Solutions.........................................................................................4Challenges........................................................................................................................................5Change Management Approach......................................................................................................5References........................................................................................................................................62
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BRIEFABOUTTHECASENike is the world’s leading manufacturing company of athletic, footwear, apparel andaccessories and the business has taken several initiatives in digital marketing for the purpose ofmeeting specific needs of the customers (Cham, 2017). Nike has adopted social media strategiesso as to interact with the customers who are much concerned about brand management. The useof technology has been changing rapidly; therefore looking towards this concern, Nike hasestablished several systems through which products can be promoted among end users. Digitaltechnologies have transformed a lot, and that has changed Nike's internal processes and the early2000's, Nike has started using 3D design to create new papers (Rouse, 2017).SUMMARISETHEPROBLEM Currently, the executives of Nike have recognised the requirement for coordination andintegration with digital efforts. Transformation-related to digital media was succeeding;however, the firm is missing the synergies. In the year 2010, Nike created a digital division toprovide skilled resources, budget and coordination all over the enterprise (Shaikh, 2016). Thishas created a unified consumer experience due to aligned operations, and this also aids thecompany to meet the changing preferences of customers. However, on the other hand, Nikeneeds to connect to other sources of technology so that value of the strategic asset for marketingcould be enhanced. APPLY DIGITAL MATURITY MODELANDDESCRIBETHERESULTS Regarding meeting the needs and demands of customers, it was crucial for Nike to change theglobal brand image; hence regarding this Nike entered the world of digital media. Thus, as aglobal brand, Nike has paid attention towards emerging digital technologies such as mobility,social media and smart- products to build the business. This has also helped in managing all theoperations in an effective way (Morabito, 2016). It can be said that Nike has adopted DigitalMaturity Model which has helped the business entity in establishing new digital products andservices. As per the model, effective transformation requires integrated change across all aspectsand as per the model, the chief focus has been laid towards proper interaction with the customers(Cham, 2017). 3
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