A Comprehensive Digital Marketing Strategy for Nike (2024)

This report provides a comprehensive analysis of Nike's digital marketing strategy. It begins with an introduction to digital marketing and its importance, followed by a specific focus on Nike, an American multinational company engaged in the design, manufacturing, and development of apparel, footwear, accessories, and equipment. The report details Nike's digital marketing plan, including an overview of the strategies used, such as a combination of personal selling, promotions, advertising, and sales promotion. It explores Nike's SWOT analysis, highlighting strengths, weaknesses, opportunities, and threats. The report also includes PESTLE analysis and competitor analysis. The report concludes with the formulation of appropriate objectives and the development of a realistic digital marketing campaign. The campaign focuses on using social media to improve sales, develop digital marketing strategies, and increase profitability through search engine optimization. This report offers valuable insights into Nike's marketing approach and its effectiveness in the digital landscape.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Digital marketing plan............................................................................................................3
Overview of strategies used in organisation...........................................................................4
SWOT analysis.......................................................................................................................6
Formulation of appropriate objectives....................................................................................6
Develop a realistic digital marketing campaign.....................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is a process in which organisation promote their goods and services on
online platform. With the help of digital marketing organisation can easily achieve their target
market and goals. For the effective application of digital marketing in organisation, they can
make the process easy by generating a digital marketing plan. Digital marketing plan is the
document or a roadmap that helps in guiding organisation that how they can apply digital
marketing in market place. It should very effective so that organisation can easily achieve their
target market. The effective digital strategy helps in provide the better message to consumers and
also attract them towards the services and products. There has been the new digital campaign
conducted that helps in enhance the sales of products and services. In this report, Nike Company
is taken into account. It is an American multinational company that engaged in design,
manufacturing and development of apparel, footwear, accessories, equipments and the services.
It was founded in year 1964 by Bill Bower man and Phil Knight. The different online marketing
strategies have been used which assist in attracting consumers and also enhance the profit level.
The new digital marketing campaign has been developed by using steps in marketing campaign
process. Bring the new concept is helpful in attracting customers and also motivate them to buy
the products.
TASK
Digital marketing plan
Digital marketing plan refers to the documents in which there is the proper sharing of the
details in the organisation. It is an online marketing technique in which there are proper buying
and the selling of the goods in the organisation. It helps in achieving the short, medium and the
long term goals in the organisation and is to be prepared in a proper manner. Nike organisation is
American multinational company that engaged in the design, development and also marketing
and selling worldwide of apparel, accessories, services and the footwear. This was established in
year 1964 by the Bill Bowerman and Phil Knight. This is largest supplier of the world of the
apparel and the athletic shoes and main producer of the sports equipment. To manufacturing the
equipment and sportswear, firm mainly operates the retail stores in Niketown name (Rashmi and
Shetty, 2019). The sponsors of Nike company sponsors of several high profile of the sports
teams and athletes around world with high recognised trademark of the Swoosh and “Just Do It”

logo. The main focus of Nike is one quality of products and developing the goods which helps
the Athletes to be perform in a better manner. The quality of Nike as also durability is main part
of strategy to command the high cost of goods. Brand is related with offering the top- notch
goods for the athletes which assist them to be perform in a better and effective manner. Nike firm
has been consistent in message to the customers that they are stress significance of preferences
and requirements. Message to the customer is that it wants to make the better life of people at
something they are passionate regarding it. 89% of the consumer’s shop from the brand that
share value and also 79% Americans feel personal connection with the brand that mainly share
similar values, it is one of the better way to be stand out (Teguh and et. al., 2020). The parents
are truing to instil the values in kinds will be feel comfortable purchasing goods from brand that
mainly share what is necessary to them.
Overview of strategies used in organisation
Nike company applied strategic combination of the personal selling, promotions,
advertising and the sales promotion. Combination allows firm to promote its products and also
strengthens brand image. The campaigns of Nike are more effective as its main focus on
developing the meaningful stores to develop loyal fan base. This company induces emotion in
consumer by the emotional branding. The crafted ads aim to be evoke the specific feelings and
also make products of Nike are meaningful through customers eye (Bu, Parkinson and Thaichon,
2020). On the other hand, social media team knows to capture attention of followers. It uses the
hashtags to develop lifestyle leading fans to have community sense. Tweets are to be short bit
always punchy. Nike company got surge of the 1400% in activities of social media and also
earned the $6 in sales (Swaid, Khanfar and Loudon, 2019). There were the negative reactions
like some of the people are suggesting to be boycott Nike and also products. For an example,
FIFA Women's world cup in year 2019 ad that brand mainly ran after won USA cup. Thus spoke
regarding presence of the women in sport and this team will be better in world regardless of the
gender. World cup mainly turned out to other spectacular event for brand where they are mainly
sponsored the 14 out of the 24 teams. Official sponsor of tournament was Adidas company but
Nike got limelight through being the smart and also use presence on the social media. Nike brand
has collaborated with the hip hop musicians like Pharrell Williams and Kanye West (Križo,
Čarnogurský and Sirotiaková, 2018).
Situational analysis

It helps in analysing the internal and the external factors of the organisation so that the
growth can be evaluated in a proper manner and helps in achieving the targeted goals in an
organisation. It is a collection method where the information is to be collected through different
methods and the task can be achieved properly.
SWOT analysis
This analysis help in evaluating strengths, weaknesses, opportunities, and threats that a
firm possess and it is explained below with reference to dove in a systematic manner below-
Strengths Weaknesses
The design of the products that NIKE sells is
unique and also it does not use celebrities to
endorse its products which makes the end
product cheaper for the consumer which helps
it in increasing its sales (Cusumano, Gawer
and Yoffie, 2019).
NIKE mainly concentrates in creating a
consumer base in urban areas which results in
decline in rural share which affects its sales
and profitability in the long run (Nike, 2021).
Opportunities Threats
There is an opportunity for NIKE to capture a
larger share by focussing on products of men
since there is an increased demand for these
goods (Nike, 2021).
The entry and exit in the market is not
restricted in which NIKE operates it acts as a
threat as there is increased competition (Nike,
2021).
PESTLE Analysis
Political factors- The United States is the Nike's 'nation of origin' as it has a fabulous
strategy for development which are particularly important to this enterprise. Brexit is related to
the withdrawal of the United Kingdom from the Europe and there is a free trade agreement
where the goods are traded without tariffs or the quotas (Selman, 2017).
Economical factors- The economic factors will affect Nike and the numerous other huge
brands. Buyers may decide to change the products they should get from the organisation and less
expensive products if this somehow managed to happen or even similarly as a nice degree of
value gets simpler to deliver (Copulsky, 2019).

Social factors- The organisations focus on the wellbeing awareness implies that an ever
increasing number of people are moving towards better ways of life (Ghai and Rahman, 2018).
The customers will have a doubt and they are attracted to the products which would make Nike
exceptionally cheerful.
Technological factors- Nike gets the chance to utilize important data based measurements
because of innovative advances and taking into account them to improve focusing on and
creation, and amplify income (Heinze and et.al., 2020).
Legal factors- The legal factors of the organisation are the lawful factors which influence
Nike, and they are the issue that should be focused because it will increase the performance of
the organisation (Reske, 2017).
Environmental factors- Nike's large scale manufacturing production lines are, beyond
question, hurting the climate. They release a lot of airborne contamination like most industrial
facilities, yet Nike's creation communities every so often go similarly as straightforwardly
dirtying streams (Vitorino, Lisboa and Antunes, 2020). Nike shows guarantee of an adjustment
in their present practices, with a solid determination to turn out to be more 'eco'.
Competitor analysis:
There is application of competitor analysis of Nike as mentioned below:
Industrial rivalry: It determines the many of competition in the external market. Nike is
a brand dealing with competition from other brands that includes Reebok, puma, Reebok, Fila as
major competitors of Nike. These competitors are investing on enhancing their brand image and
earning of higher market share that is leading them to take higher market share. For this Nike is
focussing on enhancing its digital presence by use of various digital marketing platforms.
Bargaining power of suppliers: Bargaining power of suppliers is low for Nike as it is a
international brand and they are willing to achieve a dominating position. The suppliers posses
high bargaining power.
Bargaining power of customers:- This factor is affected by customers such as numbers
of customers, find new customers. In context to Nike, they can influence buyers by reducing
prices and provide them high quality of goods or services. The organisation have different types
of customers either small or large according to this they charge prices to increase profit.
Threats of substitutes:- If two or more companies have different have alternative then
they compete with each, this make the major threat for company as they have alternative

products to produced. In reference to Nike, there are many competitor so if they increase price of
goods then customer will shift to their competitor so they have to adopt strategies to overcome
threat.
Threats of new entrants:- Existing organisation is affected by new organisation as they
introduce new product and technology because it take less time and money to competitor to enter
into new market. In context to selected organisation, the can put barriers for entry which include
differentiation, economies of scale, conversion cost and government policies.
Formulation of appropriate objectives
There are many objectives but the most important ones are describing below-
 Specific- It includes specific facts and figures that has to be achieved and digital
marketing can help Dove to accomplish all those in an effective and efficient manner.
 Measurable- These includes objectives that can be measured and digital marketing can
fulfil all those objectives that can be measured in terms of value.
 Attainable- Objectives must be practical enough so that they can be attained without
facing any complications and digital marketing can help to achieve all those and that too
in an impactful way.
Objectives
 To improve the sales of Nike by 5% within 3 months by using social media strategy.
 To develop the marketing strategies on digital platform for Nike for enhance its sales.
 To increase 20% profitability within 6 months with the help of search engine
optimization.
Develop a realistic digital marketing campaign
The digital marketing influence consumers in the various ways. As firm have began
comparing both the solutions, its advantages have become clear to the marketers. Digital
marketing campaign is online marketing effort that mainly put forwards through firm to be drive
the conversions, traffic and engagement (Siakalli, Masouras and Papademetriou, 2017). It
consists more than the simply placing the adverts for business or brand in all around social media
and some of the other websites. With the digital marketing, there is near constant exchange of
data among business and different online platforms on which they mainly market. The goal of

campaign should not only the realistic, measurable and specific but they should purposeful and
also align with business objectives. The different stages included in the digital marketing
campaign mention below:
Step 1 - Situation Analysis – It is the first stage in the digital marketing campaign. It is related to
analysing existing marketing situation and also develop the conclusion where to improve based
on findings (Rowley and Keegan, 2017). At this stage, focus of Nike is to bring the new digital
marketing campaign to attract the new customers and also enhance business sales. In this, the
digital marketing campaign is related to the bringing the new concept of robotics made through
the new people. After wearing the Nike shoes, people are energetic and also work like the robot.
They do everything with the full of energy (Nelson, Simester and Sudhir, 2020).
Step 2 - Link Digital Business with Digital Marketing Strategy –The Nike company many
promote its services and products through using different channels of digital media. At present,
Nike company is using the E- commerce digital business in order to target customers and also
promote its products and services at market place (Naderer and et. al., 2020). Other than this,
digital marketing strategy is one of the effective plan that assists the business to attain particular
digital objectives and chosen marketing channels for an instance earned, paid and the owned
media. The new marketing campaign of Nike company is related to send the message to all the
people about the benefits of wearing the Nike shoes. The main benefits for using the digital
marketing strategy is that it helps the company to reach at large number of consumers and also
provide them the benefits to attracting more consumers as in this present time many consumers
use the digital technology (Koeswandi, Fauziyah and Nurfitriya).
Step 3 - Formulate Objectives – After the stage of Link Digital Business with Digital Marketing
Strategy, there is a need to formulate the objectives. It is necessary that the objectives should be
SMART. They should be reliable, measurable and achievable. The main aim of Nike company is
to grow business website and also generate the more business. This company invest more money
in the promotion through the digital marketing.
Objectives
 To improve the sales of Nike by 5% within 3 months.
 To develop the marketing strategies for Nike for enhance its sales.
 To increase 20% profitability within 6 months.

Step 4 - Design Implementation Plan to meet the Objectives - In this stage, there are the
promotional tools used. In the digital marketing, company will be use the social media marketing
(Krizan, 2020). The social media is one of the effective way to communicating with the people
and also target the large number of audience. There are different social media techniques can be
used by the Nike company such as Facebook, Twitter, Instagram and others. These are helpful in
providing the information about the new marketing campaign (ERCİ, 2020). The promotion on
different social media sites are helpful in launch of shoes which instil a sense of energy, zeal and
boost within the human. This will be attractive and also provide the monetary benefits to the
company. Getting the more likes is better but truly valuable this should be deliver meaningful
outcomes (Vinerean, 2019). To promote launch of cutting edge the new running shoes Nike
mainly developed dazzling digital marketing campaign the that is rich in the content across
channels host and touchpoint its consisting mobile, video, website and social media. Through
using the seamless of the social media engagement, cutting edge landing page that showcase
development of technology and advantages, innovative approach of Nike company to digital
marketing provides glimpse of what expected from the brands (Quinton and et. al., 2018).
STP of the company helps in summarizing and helps in simplifying the target market in an
organisation so the decision is to be taken in proper manner (Siakalli, Masouras and
Papademetriou, 2017).
Segmentation of the company is done on the basis of the demographic factor as the both male
female wears the shoes as they are comfortable enough and the age is 21-30-year people prefer
these shoes to wear.
Targeting the consumers who prefers the sports and love to travel and do adventure prefer these
types of shoes.
Positioning the company has good position in market and has many competitors and use new
technologies according to customer preference.
Marketing mix
It is foundation model for the business that centred around the product, price, place and
promotion. There is a marketing mix of new product of Nike company.
Product- The product of Nike consists shoes that is energetic for the people and also they
work like the robot. They do everything with the full of energy (Hisrich and Ramadani, 2017).

Price- Nike will use the premium pricing strategy as its product is higher in the quality
and value than competing with other products.
Place- This is related to venues where firm sold its products or distributed. This
company sell its product or shoes by number of the outlets in all over the world (PANDEY,
2017).
Promotion- Nike organisation uses the social media to communicate with its target
market. It is based on promotion of products in order to maintain the strong brand image at
marketplace.
Step 5- Budgeting– This stage of the digital marketing campaign is that it is process of
developing plan to spend money. This kind of spending plan is budget. Developing this kind of
spending plans permit to identify in advance whether company have more money to do the
things require or would like to do this. The budgeting is balancing expensed with income level.
For launch of shoes which instil a sense of energy, zeal and boost within the human, there will be
requirement to make the budget (Čikić and Veselinović). This will help in meet with all the
expenses. The budgeting for launch of shoes which instil a sense of energy, zeal and boost within
the human mention below:
Campaign type Cost (£)
Content Marketing
Sponsored Content £800
Landing page £600
Social Media
Twitter £100
Facebook £150
Instagram £150
LinkedIn £100
Google+ £200
Pinterest £100
Online

Website £500
Mobile application £300
Mobile alerts £300
Step 6 - Measure the campaign- It is the last stage in the digital marketing campaign. In this,
Nike company conduct the market research as to know about the competitors already present. It
analyses the marketing situation and after targeting the customers, firm can launch its products.
After this, Nike company examine the success of the new launch of shoes which instil a sense of
energy, zeal and boost within the human. This will be analysed by use of Key Performance
Indicator (Nguyen, 2019). This is measurable value that mainly demonstrate how an organisation
is attaining business objectives. Company use the key performance indicator at many level to
examine success at the teaching targets. So, using key performance indicator, Nike company can
focus on overall performance level of business. This is helpful in determining the success of
bringing the new concept and launch of the shoes at marketplace.
Return on investment: It is a performance measure that is adopted for evaluating the efficiency
of investment in comparison with the different types of investment. This is a tool that assist in
the purpose of measuring the overall results of the campaign in comparison with the investment
made.
Market analysis: There is need to make comprehensive analysis of Nike to make a detailed
analysis of the industry. Where there will be basic profit and loss analysis based on the balance
sheet of the company after this digital marketing plan has been successfully implemented in the
organisation.
Results audit: In case of present marketing plan of Nike, this analysis will be used to analyse the
financial statements applicable according to financial reporting framework. It is used for
determining whether the evidence achieved is sufficient to support the opinion expressed in the
auditors report.
Market research: Nike has been successfully able to transform the athletic shoe industry by
making technological innovations. For this people are engaging in being a marketing oriented
brand for this they are working towards designing of functional characteristic and elements in

such a way that can affect their present marketing strategies. In case of present marketing plan
this strategy is going to assist in analysing the overall state of market.

CONCLUSION
It has been concluded from above mention report that developing the effective digital
strategy helps in provide the better message to consumers and also attract them towards the
services and products. There has been the new digital campaign conducted that helps in enhance
the sales of products and services. The different online marketing strategies have been used
which assist in attracting consumers and also enhance the profit level. The new digital marketing
campaign has been developed by using steps in marketing campaign process. Bring the new
concept is helpful in attracting customers and also motivate them to buy the products.

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