Evaluating Digital Marketing in Communications Strategy: Nike & Adidas

This essay examines the use of digital marketing within the communication strategies of Nike and Adidas, focusing on the promotional aspects of the marketing mix. It reviews the digital marketing approaches of both brands, highlighting how they contribute to their respective communication strategies. The essay also evaluates the effectiveness of these strategies, utilizing social media measures to rank them. Ultimately, the essay concludes that digital marketing is a cost-effective method for increasing brand awareness and driving traffic, with companies leveraging platforms like Instagram and Twitter to connect with their consumer base and promote their products and services.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:
Assessment Submission
Date

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective organisations, as
part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
Digital marketing is a method of advertising for
branding and selling services or products through
electronic devices or online portals. It is the way of
investing in different advertising online portals like
social medial, email, search engines to gain the target
traffic. People or organisation can sell or market their
product or services to the consumers who are
interested in that specific product and it also helps to
build trust with consumers.

WHAT IS DIGITAL MARKETING
STRATEGY?
It is a set of planned operations which execute
online to achieve particular business objectives. It
also refers to doing regular activities at the specific
time through the many appropriate online mode to
gain more income and to build trust with the
consumers.

DIGITAL COMMUNICATION STRATEGY
Digital communication is the method of connecting with a person or group of people through various
digital platforms. These platforms can be anything including running banner ads online, distributing email
newsletters, introducing social medial campaigns, publishing marketing articles etc. Organisations or
people can use digital communication to increase their over all traffic on their ads, can share specialised
texts and to construct a precious bond with their consumers.

REVIEW THE DIGITAL
MARKETING EXAMPLES .
Brand 1--------Nike
Brand 2- -------Adidas

EXAMPLE 1 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Nike inc, is an multinational American brand which is engaged in the
development and manufacturing of many retail and sports products. It
was founded in January, 1964 and it is one of the world largest brand
in this product segment. On social media portal they majorly
advertise their products and services on Instagram. Their mission is “
To motivated and innovate particularly every athlete in the world”
and with their attractive tag line “ Just do it”, they can advertise their
products online.

EXAMPLE 2 - HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE
RESPECTIVE ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
• Adidas- It is a German multinational brand having its
headquarters in Herzogenaurach, Germany which specialises in
clothing, shoes and accessories and it is also the largest
sportswear producer in Europe after Nike. Company's e –
commerce portal is one of the fastest developing and growing
revenue portal. Adidas is mainly working on changes in need of
consumer behaviour with digital transformation. This assist the
company to construct more proper bonds with their consumers.

PROMOTIONAL AND
MARKETING MIX
Marketing communicational mix helps organisations to
communicate with its target consumers in their market share.
Company uses marketing communications to market their
products and business. In case of Nike Inc, their marketing
communication mix is very easily noticeable in the form of their
marketing and advertisements.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES
• Instagram users can create and share lots of content quickly. Content can be in any form it can be videos, reels,
pictures with having many different filters to edit pictures. Majorly it is used for entertainment. while twitter users
can tweet and can make their businesses trending which can be seen by the other users around the world.
• People use Instagram to gain traffic for their businesses whereas, Twitter is much more better to getting closer to
customers and solving their concerns in real time.

CONCLUSION
From the above PPT it is concluded that Digital marketing is one of the best way of marketing as it is more cheaper
with more effective results which gives companies more traffic towards their brands. There are many digital
marketing strategies which brand use to increase their sale and revenue. More over firms use many different digital
communication methods in order to get more reach from their specific consumer base. Companies using Instagram
and Twitter to promote their products and services where many strategies can be applied to both of the platforms in
order to get more brand awareness among the consumers globally.

REFERENCES USED
• Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big technological break.
Maria Johnsen.
• Kucuk, S.U., 2017. Marketing and Marketing Mix. In Visualizing Marketing (pp. 3-7). Palgrave Macmillan, Cham.
• Kwitonda, J.C., 2020. The Marketing Mix and Hygienic Barbershop Use: A Formative Study. Social Marketing
Quarterly, 26(4), pp.361-377.