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Internet marketing of Nike Shoes | Report

   

Added on  2020-01-28

12 Pages3649 Words208 Views
INTERNET MARKETING

TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3TASK 1............................................................................................................................................31.1 Elements of internet marketing .............................................................................................31.2 Internet marketing mix of Nike..............................................................................................41.3 Comparison of internet marketing tools – e-tools..................................................................51.4 Interactive order processing...................................................................................................6TASK 2............................................................................................................................................62.1 The mechanics of search engine marketing...........................................................................62.2 Copy for a suitable opt-in email marketing newsletter..........................................................72.3 Guidelines for best practice in online public relations...........................................................82.4 How businesses can use new digital media communities......................................................8TASK 3............................................................................................................................................93.1 Secondary market research ...................................................................................................93.2 Online survey of Nike Inc. ....................................................................................................93.3 Use of electronic customer relationship marketing.............................................................10TASK 4..........................................................................................................................................114.1 Internet marketing plan of Nike...........................................................................................11CONCLUSION .............................................................................................................................11REFERENCES..............................................................................................................................13

INTRODUCTION Internet is becoming one of the top most priorities of each individual nowadays. Due toits increasing usage people are stuck with it for a longer time period in a day (Alfonso andValbuena Miguel, 2006). It attracts them towards the several websites of different organizationand makes them familiar with online shopping. Moreover, it can be stated that internet marketingunderstands all those activities which business conducts through the worldwide web. It is thebest effective way which helps in attracting new business and developing brand identityworldwide. In this regards, the present study is based on the Internet marketing of Nike Shoes whichis an American Multinational Corporation and manufacturer of worldwide marketing and sales offootwear (Cagliano, Caniato andSpina, 2003). Marketing manager of this cited firm is planningto design an effective internet marketing plan through which they are able to develop positivebrand identity around the world. Further, this study gives appropriate description about the skillsrequired to use the internet for promotion, advertising, market research, interactivecommunications as well as developing customer relationships. It gives proper justification aboutthe increasing importance of the internet marketing. TASK 11.1 Elements of internet marketing In order to develop effective and best suitable marketing plan it is highly essential to use bestelements of internet marketing. Through this, they are able to market their products by the usingdigital channels (Chadwick, Doherty and Anastasakis, 2007). In this concern, some of the mostcommon marketing elements are as follows: E-mail marketingPay-per-click advertisementsDisplay advertisingSearch engine optimization By the way of using all the above given elements organizations can easily develop betterrelationship with their customers and provide them best suitable information as well. However,Nike is one of the most promising brands worldwide (Chaffey, 2009). It is essential for them tomaintain loyalty among customers. By incorporating such elements in their internet marketing

plan they are able to grab attention of more number of people. It helps in providing qualityservices to all their consumers worldwide. With the help of SEO they are able to come up on the top navigation of any Googlesearch bar. It helps in enhancing brand image of company and developing making their websitesmore attractive (Coleman, 2010). Through e-mail marketing Nike can easily provide relevantinformation to their customers about any type of discount offers as well as new products at theirstore. By sending such mails they can make their consumers more loyal. It can be define as a bestand cost effective marketing tool to stay in touch with consumers regularly (Dave, 2009). At thetime of selecting any layout for their website it is essential to select good and attractive features.By incorporating all such elements of internet marketing companies are able to enhance highercompetitive advantage. 1.2 Internet marketing mix of NikeInternet marketing mix consider all the different marketing elements i.e. E-products, E-price, E-place, E-promotion, E-people etc. Majority of people these days are purchasing differentproducts from the online stores due to ease and convenience options. E-product is first marketing mix element which is available in different categories as wellas colors and prices (Dou and et al., 2010). They contains formal shoes, sport shoes etc. indifferent shapes, colors and prices. In addition to this, it contains another marketing mix i.e. E-price. Nike believes in making their prices competitive not cheapest. They usually provide highquality products on best prices and they usually go for the option of free home delivery servicesas well. Moreover, it is being regarded that one of the major requirements of any organization isto provide right product at right time at right place (Enrico and Paul Lapoule, 2012). For thesame, E-place is where customer can get different products and Nike’s online store is one of themost prominent stores from where buyer can get any type of product easily. In addition to this, promotion can be done with the help of sending personal mails andadvertising on social media sites. It is the best way through which Nike can easily attract morenumber of customers. E-process is last marketing mix which helps in delivering the products andservices to customers and enhancing their satisfaction level (Gorman, 2006). Nike maintainstheir overall process by using online services as well as digital marketing. By framing thismarketing mix plan company is able to enhance their productivity as well as competitiveadvantage.

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