Impact of Digital Marketing

This project investigates the impact of digital marketing on brand management, specifically focusing on Nike and Adidas. It explores the concept of digital technology, its tools, and the benefits and limitations of digital advertising. The project aims to understand how digital marketing strategies contribute to brand management and competitive advantage in the sportswear industry.

IMPACT OF DIGITAL
MARKETING ON BRAND
MANAGEMENT OF NIKE AND
ADIDAS

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Title..............................................................................................................................3
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Question......................................................................................................................................4
Rational of Study.........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Terminology of Digital Technology...........................................................................................4
Digital advertising and its impact on business activities............................................................6
Tools of Digital technology and their uses for managing Brand Image.....................................7
Benefits and Limitations of Digital marketing............................................................................7
RESEARCH METHODOLOGY.....................................................................................................8
TIME SCALE................................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Research Title
“To ascertain the impact of digital marketing on brand management of Nike and Adidas”
Digital technology has created a boom in business world, by enabling easiest and simpler
ways of managing successful business functions. From past many decades, the entrepreneurs
were using traditional tools and models for managing organisational functions. However,
advanced technology has transformed the activities and management system of enterprises. The
use of technological tools in the world of business is increasing day by day, as it has enabled
various growth opportunities and choices for innovation. The biggest advantage of advancement
is effective communication worldwide. The growth of smartphones and online video interaction
has assisted in easy communication across international boundaries. Sound images, animation,
easy storage, reduction in manual working are key tools which helps the entities in managing
business activities. Technology has assisted many firms in diversifying products and services by
enabling various new systems like, cloud computing, for management administration which is a
tool to assist the firm in storing data at one place (Austerberry, 2012). It offers systematic
management of consumer information which is a key driver for success. In addition,
communication is the source which helps in establishing easy connection between two people
from internal or external management of company. Social media and smartphones are the tools
of digital technology which assist in collaborating and building strong business relationships. On
the other hand, storage and distribution of raw materials and final products leads to wastage.
Therefore, to overcome the firms has started implementing use of digital data recording which
helps enterprises in maintaining digital record of stored resources. Thus, it can be said that
advancement is assisting business in making optimum utilisation of resources and in minimizing
waste.

Apparently, the research is based on digital marketing which is the most prominent tool
of modern era. Online marketing of services is the technique of building strong brand image.
With the help of this tool several firms have developed strong market image; almost all leading
enterprises like, Tesco, Aldi, Marks and Spencer, Nike, Adidas, Oreo, etc. implements the use
online marketing for creating awareness among consumers about their products, innovation,
discounts, schemes etc. (Seo, and Park, 2018) Social media advertising is the technological tool
used by leading companies to manage their brand value, because it is the platform which is
trafficked by millions of people for various reasons. There are many individuals across the globe
that is connected socially for the purpose of business. Hence, it can be said marketing on the
internet is a technological advancement which aid enterprises in managing brand name and
functions by connecting with worldwide buyers.
Aim
“To ascertain the impact of digital marketing on brand management of Nike and Adidas”
Objectives
 To assess the concept of digital marketing
Illustration 1: Digital Marketing
Source: (Warschauer and Matuchniak, 2010)

 To determine implication of digital advertising on business activities
 To determine uses of digital technological tools in managing image of a brand
 To insure advantages and disadvantages of implementing digital marketing
Question
 Explain the concept of Digital technology?
 How digital advertising can be implied on business activities?
 How digital technological tools can be used to manage brand image?
 What are advantages and disadvantages of implementing digital marketing?
Rational of Study
Digital technology is an emerging opportunity of a business world, which enables
flexibility in managing organisational activities. The motive behind conducting this research is to
identify possible risks related to use of technological tools. This study will help the researcher in
mitigating risk in internet marketing which is used by Nike and Adidas to manage brand name.
In addition, the reason behind conducting this study is to determine s trategies for managing
brand image by making effective use of advanced technological tools
LITERATURE REVIEW
Terminology of Digital Technology
Bharadwaj, El Sawy and Venkatraman, 2013, has stated that digital technology is the
term which defines technological advancement in various fields. It is the update which has
created revolution in world especially for business enterprises. It is the transformation of
organisational functions to be used for virtual reality, innovation, artificial intelligence,
information technology and in recording and storing of data. Like, cloud computing is a
technological tool which assists an organisation in maintaining systemic record of necessary data
known as digital information. However, in this process, information is transferred into computer
via analog phone signals or computer signals. In contrary, as per the views of Ferrell, Gonzalez-
Padron and Ferrell, 2010, advancement in digital world has enabled flexibility and portability of
services. It made communication easier, due to which there are thousands of organisations,
which have started their collaboration and partnership entrepreneurial ventures. Further, it is the
techniques which aid the companies in expanding activities successfully across international
boundaries. Nevertheless, the author discussed about internet companies of million people,

which are not physically available but sell their services via social media platforms. Thus, it can
be said that internet marketing is prominent tool which assisted start-ups in establishing their
existence in the world.
Similarly, according to Warschauer and Matuchniak, 2010, advancement in digital world
assists entrepreneurial ventures in reducing manual working which helped in managing timely
completion of business activities. Time constraints are the biggest problem because it is the
deadline which increases workload and impact organisational functions. Thus, the advancement
has helped the world in managing work within deadlines by implementing use of technology like
marketing via social media platform, selling products online and offline, storing information
digitally etc. Apart from this, the scholar also discussed about technological tools which are
commonly used in every enterprise like Sniply tool for social media advertising, Slack which is a
used as extension for internal communication in firm. In addition, there is project management
tool Trello; with the help of it, the management is able to determine deadlines and resources
required to attain specific goal. Muller, 2012, has outlined the example of Nike, the leading
sportswear brand which implements the use of digital marketing of maintaining brand name.
Brand management is a crucial function for enterprise because it represents product and services
of company. It is an intangible asset of entity that creates value of services. Therefore, to assure
effective promotion of brand, Nike implements the use of social media and website advertising
where the commercial of enterprises are not only focused on promoting products but instead
advertisements are based on an individual’s identification to attain goals of one’s personal life.
Thus, in accordance to this technique it can be said that advancement in technology helps an
organisation towards a successful brand management.
Digital advertising and its impact on business activities
According to Warschauer and Matuchniak, 2010, digital advertising known for its
effectiveness in promotion plan of business. The online commercials of firm assist the
organisation in developing customer base. It is done on various platform like social media,
website, etc. In addition, there are various ways of advertising like pay per click advertising,
promotion etc. Every commercial by firm launched with the aim like, there are various firms
such as Nike, Adidas etc. which uses digital advertising for the sake of recruitment purpose in
which the focus of HR management was to make proper job and person specification as per job
function. Advertising online for recruitment purpose is the strategy which helps organisation in

recruiting talented staff because online advertising is in reach of maximum population and it is
the best tool for creating awareness. However, the enterprise are bound to limit advertising
information but still it is considered as most conspicuous way of promoting. In contrast, Seo, and
Park, 2018, has stated about effectiveness of digital advertising where the firm holds the
opportunity to target large population. It is the method which helps the companies in extracting
talented staff from various location. Like in this process the firm is not limited to local staff
whereas digital job advertising and marketing helps the organisation in establishing equality and
diversity in an enterprise. Hiring people from diverse backgrounds via online platform is the
strategy which aid the business in encouraging innovation and creativity in services. For
instance, Nike recruits divers staff via adversing of job with the help of which the management is
able make innovation in its products.
Apparently, Laksamana, 2018, has stated about digital advertising and competitive
advantage, because creating large platform for creating awareness about business products and
services is the strategy which helps the firm in removing barriers of entering into new market
which aid in attaining advantage over competitors. In addition, the author discussed about the
changing trends and coping up with external environment. However digital marketing and
advertising are technological advancement which helps the companies in analysing changing
consumer requirement. Moreover, digital advertising is toll which reduces the cost and expenses
of promoting because in this the only responsibility of organisation is to launch commercial on
social media. Hence, its is most used and effective strategy because in this the firm is able to
measure consumer response ad its potential byers.
Tools of Digital technology and their uses for managing Brand Image
As per the views of Smith 2011, Digital marketing and channels are asset to firm as it
helps the organisation in communicating brand positioning. Therefore, it is also known as digital
branding. There are numerous organisation whose business is based on digital communication
with consumer. For example the advertisement by Adidas on sports wears are not only based on
promoting sales, instead the commercial aims at promoting brand for which the management
make use of attractive tactics and campaigns like Original is not finished where the firm targeted
people on the basis of their inner motivation. Further, to make branding more successful and
effective the marketing team strategies commercial and therefore from locker room, famous
musicians and athletes sport Adidas the firm advertise or one specific purpose. The digital

branding of firm comprise three steps that is where to Play? How to Play and How to win?. In
where to play the firm is focused on targeting market, buyers neds and wants and innovation
with regard to competitors. In how to play the companies implements the use of strategic models
that is McKinsey 7's model and lastly how to win is based on positioning for which the enterprise
derives capabilities and platform to market products and services. Apart from this Westerman,
Bonnet and McAfee, 2014, has stated that digital technological advancement is vast option
which comprise various options of business to manage brand name like, social media
advertising, online selling of services, offering discounts on online platforms, etc. Nevertheless,
Branding in the Digital Era is the opportunity which helps the organisation in developing forever
lasting impression on consumers because of which consumers become brand loyal than there are
very rare chances of changing opinions. Therefore, digital branding is consumer centric approach
where marketing of organisation are based on digital market campaigns which are reach of every
person across the globe. Thus, the author summarized that it is technique of maintaining brad
name because online advertisements are most approachable and ethical and thus helps in gaining
buyers trust.
Benefits and Limitations of Digital marketing
According to Fitzgerald and et.al., 2014, Digital marketing is very important platform and
it is very useful for marketing of product or provide a service. In digital marketing easily find out
the new market and trade for only small investment. If customer database is linked with your
website whenever the customer visit your website so we can greet them and can be offer many
targets. These type of marketing provide a different type of tools makes it easier to establish very
effective campaign. Similarly, Labrecque, Markos, and Milne, 2011, has stated that with the help
of global website easily search the detail of any product and easily identifies product service it is
also a type of digital marketing with the help of website. The main benefits of digital marketing
is that targeted audience and reached in a cost effective. It also increasing the brand loyalty and
provide driving online sales. Digital marketing create engaging campaigns are used for different
type of rich media content. These type of campaign gain social currency on the internet. You
have a website and then customer are only few clicks away from purchase a product unlike other
media will provide the best service like make phone call and require people to get up and go to a
shop so that digital marketing is immediate and seamless. Digital marketing is connected with
the technologies and development that has influenced our lives. In contrary, as per the views of

Strauss and Frost, 2016, Digital marketing does not happen to be free of cost and there are lot of
thing to be add. The cost of hardware and software is very high and the maintenance of the site
as well as server. The main important thing of online marketing is to planing for internet budget
and strategies the internet is considered as a medium to gain all the information of the customer
and still there are many industries and area where the online marketing is not applicable for
generating a trust and the product service. There are many places where people does not know
about the internet and are not even literate enough to access the internet. Cyber security are not
secure and day by day cyber crime are increasing. Many people have fear in the mind and does
not use internet and not be the part of internet marketing. In addition, according to Lai, 2011,
online marketing faces many problems like there are lots of websites but no information is
updated on time and there is no filter available in the virtual world. In online marketing, the first
question are arisen in our mind is that “ your website safe”?because it is very for competitors to
attack your website. However, there are thousands of website live which has no customer service
available but they are still running. Online marketing fails to deliver desired information and
services. And there are possibility that the customer will spread out negative reviews in the
industry. There are so many scams on the internet and lot of competition for your product out.
Hence, digital marketing is not certain and involves huge cost investment.
RESEARCH METHODOLOGY
Research Philosophy
Philosophies are based on developing understanding over the aims and objective of study.
It helps in analysing the reason behind study and also helps in boosting knowledge on the various
aspect of research. Research philosophies are of different types that is explanatory, descriptive,
and exploratory. Every philosophy is unique and enable different way of extract and analysing
information (Fiegen, 2010). Therefore, as per research aim which to analyse impact of digital
marketing on brand management of Nike and Adidas, researcher consider exploratory
philosophy, which will assist the scholar in exploring different and possible aspect which can be
reliable extracting valid data. Thus, it is considered as effective tool of methodology because it is
focused on different information from different sources.
Research approach

Approach is the methodological tool with the help of which researcher draws blueprint of
conduct study. It is the technique that helps the person in managing systematic flow of research
within time constraint. It eliminates the chance of loopholes a missing of any specific
information. There are two types of research approaches that is inductive and deductive, wherein
deductive the investigator related the study to specific theory or model to determine appropriate
path way (Gale, Heath and Redwood, 2013). In Inductive approach, the person regulates the
study to logical reasoning and argument to develop critical understanding over the topic. Thus, in
this study, the person will use inductive approach where the reasoning will be done on the basis
on interview with the helps of qualitative analysis.
Sampling
Sampling is a process where the researcher segregates small group of sources from large
population. Sampling can be done of anything like information, individuals, sources etc. It is the
most crucial process of study as in this the person aims at choosing sample which is viable to
explore information regarding research topic. There are several types sampling techniques such
as probability, non probability, cluster, random etc. (Geerts, 2011) Thus, in this study the person
will implement the use of random sampling where the sample will be 15 employees of Nike and
15 of Adidas. Thus, it can be said that random sampling is the method which assist the researcher
in eliminating chance of biasses and favouritism.
Data collection
Data collection is the critical and complex part of study because in this the researcher aim
at gathering information from different possible sources. Information plays a vital role in
drawing conclusion on the r\study. Therefore, it is important for the researcher to ensure the best
data collection process. There are two data collection process that is primary and secondary,
where in secondary the researcher gathers information from governmental publication, articles,
books and journals etc. The secondary information is based on past researches and facts
(Zumitzavan and Michie, 2015). However, primary data collection is conducted by researcher to
collect current information on and that is why it is collected through, interview, survey, focused
group, observation etc. Thus, In this study, the scholar will implement the use of primary
collection where data will be gathered through interview which be based on questionnaire.
Data Analysis

Analysing data is the pattern of interpreting collected information, analysing information
is crucial part of investigation because it is base of drawing conclusion on research questions.
There are two data analysis method that is qualitative and quantitative (Miller, Birch and Jessop,
2012). In quantitative analysis the scholar analyses inflammation with the helps of mathematical
tools in numerical form where in qualitative analysis the person interprets information in
descriptive form on the basis of observation with helps of themes. In this research, the individual
will consider use of qualitative analysis where the researcher will evaluate collected data on with
the helps of thematic analysis by making assumption on the basis of observation.
Ethical considerations
Adhering to ethics is the mandatory process of research in which its is the responsibility
of individual makes sure that beliefs, feelings and values of participants in research is not harmed
at the time of data collection. Further, to attain reliability of information the scholar will provide
references to study which will helps in making research ethical. However, to make data analysis
and collection viable for further consideration the person will cite every major sentence. In
addition, to make research process more ethical the researcher will ensure that no individual is
forced to give answer.
Research limitation
Research limitation is the step which helps the scholar in deriving obstacles which can
arise at time of conducting study like maintaining privacy and confidentiality of information,
storing of data. Apart from this, time constraints are the major limitation which hampers entire
data collection and analysis process.
TIME SCALE
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Distinguishin
g
investigation
Aim
objectives
and questions
literary study
Immediating
research
proposal
Meeting
supervisor
Writing
Proposal of
study
Writing
Introduction
Writing
Literature
review
Writing
methodology
Determining
questions for
interview
Endeavourin
g and
contacting
Interviewees
Setting
Interview
Assessment
and
modification
of interview
questions
Conducting
Interview
Printing of
interrogation
transcripts
Examining
Primary data
Drafting
Findings
Drafting

Conclusion
Drafting
Limitation
Drafting
recommendat
ion
Drafting
Executive
summary
Extracting
Appendices
Printing and
constricting
all data