Integration of Traditional Marketing with Digital Marketing

This document discusses the integration of traditional marketing with digital marketing and its advantages and disadvantages. It explores how NIKE, a leading brand, effectively uses both methods to promote their products and reach their target audience. The document also includes a comparison between NIKE and Adidas in terms of their social web strategies.

Digital Marketing Strategy

Table of Contents
........................................................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
Introduction of chosen organisation...........................................................................................3
PESTEL analysis of digital marketing campaigns. ...................................................................4
TASK 2 ..........................................................................................................................................6
Analysed the effectiveness of social web on building brands. ..................................................6
TASK 3............................................................................................................................................8
Describe integration of traditional marketing with digital marketing........................................8
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is wider and broader scope and organisation is effectively utilised these
platform in order to attaining goal and objective of company. It includes online marketing tools
and techniques which helps to promotes their goods and services. In present context, digital
marketing includes digital media platform such as Instagram, you tube, what's app and many
more. It is fastest growing and successful industry so organisation utilised various marketing
strategies. The report is about NIKE which is situated from Beaverton, Oregon, US. It is one of
the leading company across globe and they provides wide range of products and services to
customers (Du Plessis, 2017). The paper consist PESTEL framework which helps to analysed
external environment along with developing social web strategy and comparison of two brands
in order to integration of traditional with digital marketing.
TASK1
Introduction of chosen organisation
NIKE is one of the leading brand across the company and they are dealing in the design,
manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories
as well as different kind of service. It is big brand name which also known as American
multinational corporation. The headquarters situated in Beaverton, Oregon which comes in
Portland metropolitan area. They are largest supplier because they supplier athletic shoes,
apparel and many more (French, 2017). Organisation spent large amount portion on promotional
activity and attract large customer segment. They are used both traditional and digital way to
promote the product and services. Their management team developing new marketing strategies
in order to increasing sales revenue because they easily gaining competitive advantages.
PESTEL analysis of digital marketing campaigns.
PESTEL is important tool to analysed the external environment it also said as macro
environment. It includes various external factors such as political, economical,social, legal and
environment factors. All the factors helps in order to boost the economic because these factors
has grater contribution in economic condition. In references of NIKE, they effectively utilised
these mode which helps in assist the marketing condition according they planning for digital
marketing campaign.

Political factors-: These factors plays vital role in order to their many rules, regulation
which is formulated by government. Organisation adhere to follow such condition when run
their business. In reference of NIKE, Organisation used different digital platform to promotes
their product and services so essential evaluates political factors. The political condition of
United States is strong and stable so their government favour business model in order to
effectively run business. Brexit affect the political condition due to changes their policies and
directly affecting companies. On that basis market condition and situation are affecting as well
as company changes their policies (Gonxhe, 2016). These companies used various techniques
such as official Facebook page promotes their goods and services. The government helps to
organisation in order to provides proper internet facility so easily access and NIKE run their
digital marketing campaign through online mode
Economic factors-: Economic factors are those which includes such factors inflation, tax
rates, interest rates and recession periods. These factors have greater influences on business
because they uncontrollable factor. The economic condition and situation of US is stable and
strong so companies not faces such issues which is related to earnings and their sources. Brexit
affecting economic condition because it is uncontrollable factors and increasing prices of
products and services. In context of organisation, NIKE spent lot of amount on advertising and
digitally promotes the products and service so economic condition is good so that not affect the
budget of company and organisation easily run digital marketing campaign.
Social factors-: These factors plays important role in order to including values, beliefs,
traditions and attitude of community towards the products and services. Organisation spend their
business globally so each nations has different culture and norms accordingly they trading
products and services (Gupta, 2018). . In relevance of NIKE, they promotes their products and
services through digital way so they accordingly to know about the nation culture so attract large
numbers of peoples.
Technological factors-: These is essential factors so organisation used advanced
technology in order to run digital campaign. They accordingly developing new strategies to
promotes the goods and services so they used effective techniques. In present context,
technology drastically changes and affect business environment so NIKE developing mobile app
in order to customers purchasing products so they gives reward points in that way delights their

customer and attractive way to increasing customer segment. These kind of methods helps to
increasing sales revenue and profitability of company.
Legal factors-: These factors are basically based on norms, laws, legality and legislation.
It includes various aspects like employment contract laws, wages laws, consumer protection
laws, discrimination laws and patent laws. In relevance of organisation, provides good working
environment to its employees they provides proper healthy, secured and safe working culture so
they perform well which leads to increasing productivity of company. They launch various kind
of digital programmes so under the law of copyright so other organisation cannot be copy of
such kind of campaigns.
Environmental factors-: Most of the business models depends on these factors because
sustainability and growth depends on these factors. Organisation used recycling of products,
biodegradable and carbon footprints (Hasan, 2019). In relevance of company, digital marketing
campaign reduce paper work so digital way promotes product and services so they focused on
healthy and eco-friendly environment.
Hence, in the above concept evaluation of PESTEL framework organisation utilised in
effectively in order to analysed the threat and opportunities present at marketplace. So it is also
recommended NIKE is good brand so aware about external environment because they promotes
products and services through digitally.
TASK 2
Analysed the effectiveness of social web on building brands.
Most of the companies used these approach or platform because they effectively
targeting audience. It is dynamic and practical approach which effectively utilised by
organisation in order to organisation developing brand image in he mind of customers. These is
method which refers to organisation advertising of their brand in that way customer attract and
retaining for longer period of time (Hemsley, 2018). Organisation developing healthy strong
relationship with their customer and they also loyal toward the brands. In reference of NIKE,
social web is advanced technology so easily connected to large numbers of peoples. It is one of
the famous brand of athletic shoes and apparel so their products easily reached to customer
through e-commerce. Organisation developing new strategy with the help of these method and
they utilised in effective way because it also helps to developing strong connectivity and

distribution network system. NIKE developed effective strategy which is communicate to its
potential customers and accordingly used these online platform to promotes the products and
service. There are ample numbers of online options like social web, corporate website and many
more so customer easily booked their product and reached to customer home through home
delivery. These also helps to creating brand awarenesses with the help of digital marketing.
In relevance of NIKE using social web platform-: Organisation builds strong
connectivity with the help of these platform so they effectively implemented such strategies
which also impact their profitability of company and increasing sales revenue. NIKE used ample
numbers of platform such as Facebook, twitter, Instagram, what's app and so on. These all
platforms among large numbers of peoples are connected so they effectively sales their product
and services. On that basis organisation planned strategies in order to enhancing their customer
loyalty towards the brands (Hofacker, 2018). Organisation top management also prepared
proper budget and expenditure arise on digital marketing accordingly they used different social
platforms. Customer provides feedback after they used products and services so it brings lot of
improvement in brand and modify in the products and services.
Explain briefly NIKE is using social web so to developing brand awareness and loyalty
towards the products and services.
NIKE is used Instagram in order to organisation posting their products and services and it
is global brand so lot of customer are connected through these medium. Organisation focused on
other marketing tool which known as Facebook so NIKE as official account and there are ample
numbers of followers so these is the biggest connectivity to customers. In addition to this, twitter
and You tube both are organisation launching new products video so it increasing customer
engagement and build strong relationship with customers. NIKE focused to provides to customer
high quality products and services so which are available at affordable prices. It developing
strong customer relationship for longer period of time (Konyeha, 2020). Organisation developing
innovative strategy so they helps to gained success and growing factor depends upon them.
Comparison between NIKE and Adidas both of them in order to analysed effectiveness of
social web.
Basis NIKE Adidas
Customer engagement NIKE is used 4P's of
marketing-mix in effectively
It is biggest competitor of
NIKE because they are dealing

so they easily promotes their
products and services through
these method and increasing
customer engagement towards
the brands.
in similar segments so they
more focusing on social
medium and lot of people
connected towards so they
directly increasing customer
engagement and get positive
response towards them.
Corporate website In present context, dynamic
environment so NIKE
launched online digital
camping and display products
on corporate website so
enhancing customer loyalty
towards the brands (Malik,
2017). They used main
techniques which refers to
launches new video for the
brands and accordingly record
customer feedbacks to
improvements in product and
services.
Adidas has designed their
corporate website in very
attractive manner so they
showcased products in that
way they creating attention to
its customers and retaining
customer for longer period of
time.
Marketing strategy NIKE developing new social
media strategy in order to
increased market share and
these kind of strategy used to
customer know about their
latest collection. These
strategy mainly used because
they provides all kind of
product for age group.
Adidas mainly used the
strategy in order to increasing
sales revenues and profitability
of company. It is global brand
so it is famous among between
the customers so easily
capturing market share.

Therefore, NIKE is using social-media platform so it used a effective way in order to
products and services easily reached to customers (PATEL, 2018). It includes developed strong
distribution network which customer frequently purchasing product from their retail outlets.
TASK 3
Describe integration of traditional marketing with digital marketing.
Traditional method of marketing is one of the old method in order to promotes the goods
and services and it is different from digital marketing. Traditional marketing refers to offline
marketing which includes print media, newspaper, magazine and billboards and advertising. On
the hand, digital marketing is process which known as including promotes products and services
through online media such as email marketing and social media platforms such as you-tube,
what's app, Instagram, twitter, Facebook and other options are available. Digital marketing is
important concept because used various technology such as artificial intelligence whereas most
of companies also used traditional method in order to promotes their products in very effective
way (Rahman, 2018). In relevance of NIKE used both method because they attract more
customer and capture huge market share. Integration of digital marketing and traditional
marketing is both the concept are essential so which helps to achieving organisational goal and
objective of company. NIKE have three main objectives and goal so first objective is provides
high quality of goods and services to customer. Second objectives is 35% increased their sales
revenues and profitability of company and used recycled products and services so it is biggest
innovative element (Susanti, 2018). Organisation also attaining strategic objective so they used
integration of digital marketing with traditional marketing.
Advantages of traditional marketing
Easily reach to target audience-: NIKE is used these method because they easily
targeted those customer who locality so they uses various forms of these method.
Easily applied-: These method is very easy and convenient which are applied and impact
on its customer mind so they provides the value or it's product.
Familiar method-: These method helps to customer easily connected because they are
attract large numbers of customer easily.
Convenient method-: These is more convenient method rather than other methods due most of
customer not used online platform.

Disadvantage of traditional marketing
Long process- : These is long process because it includes numbers of steps are followed
and then products are reached to customers.
Time consuming-: It is time consuming process because organisation difficult to connect
easily.
Provides less information-: Traditional methods promotes products and services within
time frame so sales executive not provides information which related to it's products.
Customized product is difficult-: In these method will not provide customized products
and services to customers because they not influencing custom,er perception.
Advantages of Digital marketing
NIKE is effectively utilised these method in order to easily connected to customers and
targeting audience (Yamin, 2017). There are various advantages and disadvantages which are
follows:
Greater customer engagement-: NIKE is launching campaign through digital marketing so large
numbers of customer connected most of them using social web platform such as Facebook,
Instagram, twitter and many more.
Wider reach-: Organisation launching new products and promotes through online medium so
easily reached to targeted audience because they established strong distribution network system
(Vimala, 2017).
No time barrier-: NIKE used these tool so their has no time frame they are globally and world
wide connectivity so easily sales products and services.
Disadvantages of Digital marketing
Expensive method-: These is expensive method organisation established so prepare
proper budget and then promotes the product and services through these online method.
Feedback issue-: NIKE is used to these method so they cannot take feedback and faces so many
issues due to there are difficulty to modify and changes in product and services.
Security and privacy-: Organisation used online methods to promotes their product and
services so the big issues is security & safety due to lot of fraud activity are conducted.
Worldwide competition-: NIKE face cut throat competition in the market so they are difficulty
increasing or capturing market share.

Critically evaluates of marketing theory with integration of digital with traditional
marketing.
Under marketing theory there are analysed of integration of digital marketing with
traditional marketing because AIDA model is used in order to explain various stages when
customer starts to purchasing products. There are such stages which are mentioned below.
Awareness-: It is the first stage of these model in order to developing brand awareness in
the mind of customers (Trejo, 2018). It involves provides the detailed information about product
and services so customer take interest towards brand.
Interest-: Customer to know about the brand and organisation so which leads to desire so
customer take interest to purchase products and services.
Desire-: Desire is generated very attractive prices so they dealing in innovative products
and run marketing campaign.
Action-: Action will be completed when customer buying products and services from
NIKE and developing strong bonding and relationship with customers.
CONCLUSION
From the above report it has been concluded that, digital marketing is important concept
so organisation utilised in effectively in order to promotes goods and services. Organisation
developing new strategy which refers to creating innovative product and services with the help
of advanced technology. In addition to this, organisation set up digital marketing so accordingly
analyse PESTEL framework in order to evaluation of external environment in order to gaining
competitive advantages. These factors essential to analysed in order to exploit new opportunities
and assist threats which are presenting in environment. NIKE used social web platform because
they promotes the products and services as well as engaged customer which leads to increasing
sales revenue and profitability of company. They choose these platform so products and services
easily reached to customers so developing strong bonding and relationship with their customer
for longer period of time. Moreover, NIKE is used AIDA marketing theory it includes various
stages when customer buying products and services.

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