Digital Marketing Strategies and Analysis Report for Adidas Company

This report analyzes the digital marketing strategies of Adidas, a leading sportswear company. It begins with an overview of Adidas, its products, competitors, and digital marketing tools, with a focus on their website. The report then assesses the strengths and weaknesses of the Adidas website as a digital marketing tool. Furthermore, it identifies Google Analytics as the most suitable method for measuring the success of the website, outlining key metrics such as conversion rate, sales conversion rate, and revenue. The report concludes with recommendations for improving Adidas' digital marketing efforts, particularly focusing on enhancing the website's performance and newsletter efficiency. The report emphasizes the importance of user-friendly design, product presentation, and effective customer management in Adidas' digital marketing approach. This report is a valuable resource for students and professionals seeking insights into digital marketing best practices within the sports apparel industry.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Overview:...................................................................................................................................4
Analysis of the Current Tool:.....................................................................................................5
Measurement of the Success with the application of Digital Analytics:...................................7
Recommendations:.....................................................................................................................8
References:...............................................................................................................................10

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Introduction:
The significance of the promotional and marketing activities is observed to be
considerably high for the companies functioning in today's world of trade. The emphasis on
communicating the customers regarding their business activities and business offerings is
observed to be notably high from the part of the contemporary business organizations
(Chaffey and Smith 2017). As per the comments of Kannan (2017), the success of the
companies in enhancing the knowledge of their customers regarding their product and service
offerings has the possibility of influencing the purchase intent of the customers in an efficient
manner. As per the esteemed opinion of Baltes (2015), the modern business organizations are
observed to be more reliant on the digital marketing tactics for promoting their business and
the main reason behind the same is the increasing participation of the general citizens to the
social media and online platforms (Thorbjørnsen and Supphellen 2004). The modern citizens
are observed to be largely tech savvy and the purchase preferences of the customers through
the online platforms is certainly higher than that of the brick and mortar stores (Blank and
Lutz 2016). As a result, the companies have started conducting extensive amount of
marketing activities through their online presence.
The study is based on a company named as Adidas. The study provides a detailed
elaboration regarding the business actions of the company. Along with that, the study
evaluates the effectiveness of digital marketing strategy of the company with a precise
consideration towards website which is one of the digital marketing tools of the company.
Apart from this, the study provides a detailed assessment of a specific form of analytics for
the measurement of the success of the company with the selected digital marketing tool for
the management of their marketing activities. With a close consideration towards the

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effectiveness of the tools and the approach of utilizing the same, the study also delivers
important recommendations for enhancing the effectiveness of the tool.
Overview:
Adidas is one of the top sportswear design company and the largest sportswear
manufacturer as well. The company was established in the year 1924 as Gebrüder Dassler
Schuhfabrik and from the year 1949, it started operating as Adidas (Adidas-group.com 2020).
The company which is founded by a German entrepreneur Adolf Dassler operates in the
apparel and accessories industry (Adidas-group.com 2020). Considering the size of the
organization it is probably the largest sportswear manufacturing organization with an
employment of more than 57016 number of employees across the globe recorded in the year
2018 (Adidas-group.com 2020). Other than this, the company generated a revenue of
21.915 billion Euro in the year 2018 and at the same time, the company increased the
operating income to 2.368 billion Euro (Adidas.com 2020). As a result, the substantial size of
the company is pretty prominent. The company is observed to have diversified product
offerings which include the products such as the running and lifestyle shoes, apparels, soccer
shoes, equipment for the sports like tennis, volleyball skateboarding, golf, rugby, baseball,
cricket, gymnastics, kabaddi, basketball and filed hockey (Adidas.com 2020). Other than
these products, the company also has considerable amount of expertise in designing the
products such as the socks, watches, caps, sunglasses and fitness related apparels. The
company has a strong customer base across the globe. The main target audience for the
company are the general sport lovers, athletes and players (Adidas.com 2020). The company
is continuously trying to reach a larger number of customers with their products and that is
prominent with the kit sponsorship deals, it is able to secure with the top most clubs across
the globe.

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The 5 main competitor for the company are Nike, Reebok, New Balance, Puma and
Fila. Nike with the generation of a revenue of 36.39 billion US dollars in the year 2018 is
able to provide tough competition to Adidas in the sports apparel industry (Nike.com 2020).
On the other hand, Puma earned a revenue of 4.64 billion Euro along with an operating
income of 337 million Euro in the year 2018 and that shows the intensity of the market
competition in the sports apparel industry (Us.puma.com. 2020). With a close look at the
digital marketing tools that the company is utilizing, the prominence of YouTube, Instagram,
Twitter and Facebook is seen to be notably high (Adidas.com 2020). The company ensures
that they reach out to the customers with their product offerings through their presence in
these social media platforms. Other than this, the company streams the promotional videos
through utilizing the services of YouTube, Facebook and Instagram so that the customers
have a better understanding of the business activities and product offerings of the company.
In addition to this, their business website is also an important tool for the company in
managing the marketing and promotions and the online business management. With a close
consideration towards the utilization of the digital marketing strategy, it is evident that the
company is able to establish an efficient customer management system which is utilized for
the effective management of the customer interaction and at the same time, the same is used
for communicating the customers regarding the offers and discounts of the company (Sundar
2015). Along with the services of the email subscription, the organization is observed to be
well placed for the utilization of their business website to manage the customer queries about
the services and their products along with the management of the grievances of the customers
as well.

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Analysis of the Current Tool:
The selected tool for the analysis is the website of the company. The website of the
company is considered to be the heart of the overall digital strategy that the company
implements. With a close consideration towards the utilization of the mentioned tool in
relation to the implementation of the overall marketing strategy of the company, it is evident
that the main strength of the website is the user friendly design of the same. The company has
clear understanding of the challenges that the customers face while searching their preferred
products, sizes, prices and the reviews of other customers regarding the same. With such an
understanding, the company is able to ensure that the usage of the user interface in their
website is perfect for their customers (Cyr 2013). With the easy to access business website,
the company is able to ensure that the customers have clear understanding regarding their
business offerings.
Other than this, the company is able to ensure that the customers are aware of the new
products and services that they are offering. The website managers of the company
continuously post regarding their new offerings on their website and that certainly contributes
to the enhancement of the knowledge of their existing and new customers regarding the new
introductions in the product chain of the company. Along with that, one of the main
advantages of the website of the company is the lucrative images of the products for
delivering a better understanding of the products and the quality of the same. The company is
able to provide the scope of experiencing crystal clear picture of the products and at the same
time, it delivers a 360 degree view of the products for improved understanding of the
offerings by the customers (Adidas.com 2020). In addition to the portrayal of the product
offerings, the company is able to utilize their website for the effective management
requirements coming for the male, female and kids sport wears. The company divided their
product offerings into the above mentioned three categories and created the provision of the

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accessing the same on their website. As a result, the customers are achieving greater ease in
meeting their product requirements.
Along with that, the website of the company is managed in an efficient manner for
ensuring that the customers are finding ease in identifying their desired products through
categorizing the products in terms of the brands and the sports categories (León resendiz,
Martignetti and Martínez gómez 2020). Other than this, one of the beast features of the
company is the provision of the product customization in their website. The company
provides a substantial scope to their customers to improvise their products and the customer
insights shared by the customers through the company website is considered with utmost
seriousness (Mahdi et al. 2015).
Considering the weakness of the website of the company, it is evident that the website
managers have certain relaxation in posting the newsletters of the company. The company is
in need to increase the efficiency in sharing the information related to the progress of the
same as a business unit and in introducing the new products and services through the
newsletters. In addition to this, the website of the company is bit limited in attracting the
customers belonging to the clubs that they sponsor (Mahdi et al. 2015). The ability of the
company website in targeting the customers who are general supporters of the clubs that they
sponsor is certainly limited and that is a point of concern for the managers of the company.
Other than this, the company website does not provide any suitable scope for comparing the
features and quality of two or multiple products in a simultaneous manner (Manova and Yu
2017). As a result, it is understandable that the absence of these features are points of concern
for the managers of the company when it comes to the implement the digital marketing
strategy of the company.

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Measurement of the Success with the application of Digital Analytics:
With a thoughtful consideration towards the activities of the company website, it is
understandable that the most suitable analytics method for the assessment of the effectiveness
of the website is Google Analytics (Waisberg 2015). The selection of the mentioned digital
analytics method is conducted on the basis of the goals of the digital marketing strategy of the
company. The basic digital marketing objectives of the company are the generation of
increasing number of qualified leads, improvement of the lead conversation rate, generation
of increasing sales, enhancement of the sales conversion rate, reduction in the consumption of
the time to execute a particular task and enhancement of the level of the satisfaction of the
content contributors (Stefko, Fedorko and Bacik 2016).
With an in depth knowledge of the digital marketing objectives of the company, it is
important for the company to ensure that they utilize the infrastructure of Google Analytics.
With a close look at the objectives of the company, the approach of the company in utilizing
their website and the necessity of evaluating the performance of the website, the metrics for
the assessment are conversion rate, number of leads generated, sales conversation rate,
number of purchases, revenue, average order amount, product performance and average
consumption of time for the completion of the tasks (Alhlou, Asif and Fettman 2016). With
the understanding of the metrics for consideration, it is important to explore the techniques
for the measurement. The company is expected to undertake the analysis of goal rate for
assessing conversion rate, analysis of completed goals for assessing number of leads, analysis
of goal rate for assessing sales conversion rate, analysis of completed goals for assessing
number of purchases, analysis of E-commerce: Revenue for assessing Revenue, analysis of
E-commerce: Average Order Amount for assessing average order amount, analysis of E-
commerce: Product Performance for assessing product performance and analysis of Time
Spent, Events for evaluating the consumption of the time (Mangold 2018).

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Recommendations:
With the selected tool, the company requires to improve certain aspects to ensure the
perfect alignment of the same with their digital marketing strategies. The company requires t
improve their efficiency in managing the newsletters or more specifically the company is
recommended to increase the number of delivery of their newsletters to ensure that the
customers are well aware about the company and the product offerings. Along with that, the
company website must have a page for the customers or the fans of the clubs that it sponsors.
This will ensure that the company delivers a special feel and attention to the customers or the
fans of those clubs. As a result, the customer retention of the company will certainly improve.
One of the major adjustment to the company website will be the creation of the provision for
the simultaneous comparison of the products. This will ensure that the customers have clear
understanding regarding the features and the quality of two or multiple products. With the
above mentioned changes in the company website, the organization will be in a better
position for the implementing their digital marketing strategies.

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References:
Adidas.com 2020. Adidas Group US. [online] Available at: <https://www.adidas.com/us>
Adidas-group.com 2020. Adidas Group. [online] Available at: <https://www.adidas-
group.com/en/>
Alhlou, F., Asif, S. and Fettman, E., 2016. Google Analytics Breakthrough: From Zero to
Business Impact. John Wiley & Sons.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Blank, G. and Lutz, C., 2016, July. The social structuration of six major social media
platforms in the United Kingdom: Facebook, LinkedIn, Twitter, Instagram, Google+ and
Pinterest. In Proceedings of the 7th 2016 International Conference on Social Media & Society
(pp. 1-10).
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Cyr, D., 2013. Website design, trust and culture: An eight country investigation. Electronic
Commerce Research and Applications, 12(6), pp.373-385.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), pp.22-45.
León resendiz, A., Martignetti, K. and Martínez gómez, S., 2020. Plan to launch Adidas X
Parley sustainable.
Mahdi, H.A.A., Abbas, M., Mazar, T.I. and George, S., 2015. A Comparative Analysis of
Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to

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Competitive Advantage in the context of a Dynamic and Competitive Environment.
International Journal of Business Management and Economic Research, 6(3), pp.167-177.
Mangold, B., 2018. Learning Google AdWords and Google Analytics. Loves Data.
Manova, K. and Yu, Z., 2017. Multi-product firms and product quality. Journal of
International Economics, 109, pp.116-137.
Nike.com 2020. Nike Home. [online] Available at: <https://www.nike.com/en/>
Stefko, R., Fedorko, R. and Bacik, R., 2016. Website content quality in terms of perceived
image of higher education institution. Polish journal of management studies, 13.
Sundar, R., 2015. Parameters Considered by Consumers Shopping and Issues at Adidas
Online Store: A Case Study.
Thorbjørnsen, H. and Supphellen, M., 2004. The impact of brand loyalty on website usage.
Journal of Brand Management, 11(3), pp.199-208.
Us.puma.com. 2020. PUMA Online Shop - Cart. [online] Available at:
<https://us.puma.com/en_US/cart>
Waisberg, D., 2015. Google analytics integrations. John Wiley & Sons.