A Comprehensive Analysis of Nike's Digital Marketing Strategies Report

This report conducts a comprehensive analysis of Nike's digital marketing strategies, examining its approach to generating profit in a competitive market. It begins with an executive summary and provides a brand overview, detailing Nike's mission and history. The report then identifies Nike's target market, including demographic, geographic, psychographic, and behavioral segmentation. An audit of Nike's digital media channels, including Facebook, Instagram, and Twitter, is performed, followed by an evaluation of the content strategies employed. The report includes a SWOT analysis to assess Nike's strengths, weaknesses, opportunities, and threats within the digital marketing landscape. Finally, it offers recommendations based on the findings and concludes with a summary of the key insights, providing a detailed understanding of Nike's digital marketing effectiveness.

Digital Marketing
4 / 5 / 2 0 2 0

Digital Marketing 1
Executive summary
In the competitive environment, the profitability and survival of the business is dependent on the
digital marketing strategy of the business. The aim of the report is to select the brand that makes
use of the digital media with the motive to generate the awareness about products and to grab the
attention of maximum customers. The findings show that audit of the digital media channels of
Nike. This has been found that Nike adopts different channels like Facebook, Instagram, Twitter,
and many others. The outcomes shows that the company strategy shows that they are able to
make strong position among the customers, attract customers, improves profitability, deals with
the competitors and many others. The evaluation of the digital marketing content for Nike is
done which shows the positive and negative element. The digital marketing strategy of company
has been analysed with the tool of SWOT analysis.

Digital Marketing 2
Contents
Introduction......................................................................................................................................3
Brand overview................................................................................................................................3
Target market...................................................................................................................................4
Segmentation...............................................................................................................................4
Audit of digital media channels.......................................................................................................6
Facebook......................................................................................................................................6
Instagram.....................................................................................................................................7
Twitter..........................................................................................................................................7
Evaluation of the digital media contents.........................................................................................8
Quality over quantity...................................................................................................................8
Go Beyond the product................................................................................................................8
SWOT analysis................................................................................................................................9
Strengths......................................................................................................................................9
Weaknesses..................................................................................................................................9
Opportunities...............................................................................................................................9
Threats.......................................................................................................................................10
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

Digital Marketing 3
Introduction
Digital marketing is the element of the marketing that makes use of internet and online-based
digital technologies in order to promote the products and services. The report aims to conduct the
research and investigate how the brand makes use of digital marketing so that they can generate
high profit in the competitive market. Nike Company is selected for the analysis of the digital
marketing strategy as they find high rivalry in the market. The report comprises of the target
market of brand and the customers to whom they want to attract. Furthermore, the discussion
includes the audit of the digital media channels used by the brand in order to promote or attract
customers. The content that is used by the business on social media sites is essential to be
considered because business can use different content to grab the attention of the customers
which is essential as a brand is finding high competition.
Brand overview
Nike is an American multinational corporation which is involved in the design, development,
manufacturing across the world. In the year 1964, the company was established by the University
of the Oregon track athlete Phil Knight and his coach, Bill Bowerman (Nike, 2020). The mission
of the company is to drive the customers to do everything possible with the motive to expand the
potential of the human. The company is forming groundbreaking sports innovation by forming
the products more sustainably, by forming and diversifying the global team which is essential to
have a positive impact in communities.

Digital Marketing 4
Target market
The target market is considered as the crowd of the consumers within the company’s serviceable
present market at which the organisation purposes at the efforts of marketing and resources. The
target market includes the customers to whom the company wants to offer the products on the
primary basis with the motive that they will purchase the products offered by the company.
However, the target market is based on the different segments of the customers.
Segmentation
Nike Company segments its customers into the four different categories which include
demographic, behavioural, geographic, and psychographic. The below given is the description of
segments: -
 Demographic: - Nike considers the various age group, gender, and financial status of the
customers. The company majorly focuses on different age groups which include 12-25
years, 25-45 years, and 45 above. Nike offers the men, women, and child category as they
manufacture products as per their preferences which improve the better shopping
experience.
 Geographic: - In the geographic segmentation, the company have their stores across the
world which makes them understand that various countries have diverse culture as well
as the lifestyle of the habits. The company has launched different types of products in
various countries to meet the regional needs of the customers (Perch, 2020). For instance;
the company manufacture clothing and sneakers that can keep out the cold unlike in
Singapore that only has one season which is summer.

Digital Marketing 5
 Psychographic: - The segmentation of psychographic for Nike is to offer their clients for
the different types of product that suit their interest as well as to meet their standards. The
mission of the company is to bring innovation and inspiration to each athlete across the
world and they need to attain the needs of clients. The company has considered the
preference of Nike as many customers don’t purchase Nike products. The company
consider the lifestyle of people in which they believe customers want fashionable
products with high quality.
 Behavioural: - Nike believes that it is essential to consider the behaviour due to which
they provide advantages to their client. The behaviour of customers is considered due to
which brand provides comfortable footwear, clothing, sports equipment and many others.
Nike makes use of the multi-targeting strategy in which they target more than two segments. The
company targets the audience who perform regular exercise and wear a fashionable trend
(Chaffey and Ellis-Chadwick, 2019). Women are considered as a vital segment of Nike’s target
market. In the financial year 2019, women’s exercise section is rising faster than Men’s exercise
section. However, this has been found that in the financial year 2018, men’s training section was
high and improved at a faster rate. The company has targeted the different customers who adopt
the lifestyle, behavioural pattern and many others. In the target market, Nike deals with some
challenges from businesses like Under Armour and Lululemon Athletica (LULU).
Targeting digital space
In digital space, the target market is mostly consumers with the age group of 15-4 years. In
recent year, the focus of the company on the advertising labours on digital space has been

Digital Marketing 6
increased. The business went high-tech with its push into digital sports as well as e-commerce
(Oberoi, 2019).
Audit of digital media channels
In the competitive market, Nike Company makes use of the various digital media channels and
also the strategies that are deployed in promoting the brand (Tiago and Veríssimo, 2014). Some
of the channels that are used by the company are presented below: -
Facebook
Like many other brands, Nike brand also has Facebook pages for every of its product types
which include Nike+Run Club, Golf, skateboarding and also they have football pages. In the
research, this has been found that Nike football page has more likes while comparing it with the
main Facebook page which is close competitors of their Adidas which has 35 million. In addition
to this, the brand gives importance to the women as this is their target market (Cole, 2018). The
brand has a devoted page for the particular product varieties which include Air Max and Air
Force 1, and the page that emphasis on the products offers to the Women and also to female
athletes. This shows that the company adopt the strategy of giving value to women. The
company also remain active on a Facebook page, on which they provide the achievements of the
biggest athletes which engage the fans with the brand rather than their competitors which
comprise of Adidas, Under Armour, Puma, and many others. In the research, the customers look
to social media as their first port of call for all their customer service. The fans look for the real-
time response from the brand which they get. The outcomes of Facebook enjoyed a 31% spike in
deals in addition to $43 million campaign produced after multichannel campaigns.

Digital Marketing 7
However, the strategy of Nike to use Facebook for getting fan base also has loopholes which are
evident in the form of Nike campaign of “JUST DO IT” which was not on Facebook and this
shows not importance is giving to this platform while comparing it with other.
Instagram
In the research, this has been found Nike has the fourth-largest following of any brand on
Instagram and with more than 82.6 million followers on their key profile. The strategy behind
the use of the Instagram is to enhance the photo/video distribution stage that touched 1 billion
monthly present users prior to this year (Kannan, 2017). The content of the company is attractive
enough due to which they can grab the attention of customers. The outcome of the strategy is that
Nike’s rival include Adidas which doesn’t even come close to identical the popularity of Nike on
Instagram that is approximately a quarter as much of the followed on their main channel (Joseph,
2013).
Twitter
One of the platforms used by Nike is Twitter is to add over 1 million new followers at the period
which is to bring its overall follower count to approximately 7.9 million. In research, this is clear
that brand tweeted for over 18.5K times that means 19 tweets on per day basis. The research
shows that the brand Nike makes use of Twitter obviously to acknowledge the queries related to
consumers with 96.8% of the brand’s tweets being replied.

Digital Marketing 8
Evaluation of the digital media contents
Nike Company is making use of the different digital media and it is essential to evaluate the
content and to bring the improvement (Stokes, 2011). The content strategy adopted by Nike
company include: -
Quality over quantity
It has been found that the brand doesn’t abide by a consistent form in posting. Apart from this,
the posting occurrence is up-to-date with the positing of Nike regularly at the time campaign
across the world including sporting events and others (Baltes, 2015). The strategy of Nike is
quality over quantity of posts. It is vital to note that from there are 836 posts in the year 2012
which shows that Nike has seen a steep weakening in the content that is being sent to Facebook.
However, posting is declining which shows that Nike posted just four times a month on average
in 2017 and they stopped in August 2018. This needs improvement as fans who want to stay
engaged to want regular posting.
Go Beyond the product
In the research, this has been found that storytelling is considered as the marketing strategy that
has proved to be extremely effective for brands. This strategy is adopted by Nike company under
which Nike does not consider instead of the product that being centrepiece. The brand content
does the talking majorly in the form of storytelling (Granlund and Prick, 2019). Nike strategy is
effective as it makes uses of the videos and photos to communicate about their core values.

Digital Marketing 9
SWOT analysis
Strengths
 Strong brand awareness: - Nike is one of the well-identified brands which are possible
due to the digital marketing strategy of the company. The strategy is to generate
awareness by-products through different posts, campaigns and many others (Shirisha,
2018).
 Superior marketing capabilities: - Nike has advanced marketing campaign and their
digital marketing strategy is effective. In the year 2016 and 2017, the company has made
the expenditure $3.2 and $3.3 billion respectively.
 Improved target market: - The customer service is offered by Nike through social
media platforms that lead to client satisfaction. The improved target market is possible
due to customer service.
Weaknesses
 Lack of engagement: - Nike Company is not able to maintain the engagement with
customers because they are not positing right content that attracts them (Witcher, 2019).
 Limited target market: - Nike digital strategy finds the weakness of limited target
market which shows that the brand target market is only 18-25 years not to other
customers.
Opportunities
 Giving competition: - The competition is increasing among the market against Nike. The
digital strategy of the company is strong enough due to which they can give tough
competition which includes Adidas, Under Armour and many others.

Digital Marketing 10
 Forming high engagement: - There is a wide opportunity in the market for forming high
engagement through digital marketing strategy by posting proper quotes, tweets, and
other (Rothaermel, 2016).
Threats
 Customer switch: - There is a high threat that due to the lack of proper digital strategy
the customer might switch to their competitors if they don’t find the proper engagement
with the customers on social media.
 Marketing budget pressure: - In the research, it has been found that the companies like
Under Armor and Adidas company are making the spending even more on the
advertisement as well as the marketing campaign which lead to the threat and high
pressure on Nike.
Recommendations
 It is suggested to the company to remain updated on the social media sites by posting
more content to attract the customers and form the engagement.
 It is recommended to Nike to explore the different updated digital marketing channels by
applying the holistic marketing approach.
 The company should bring the Nike kids page which will motivate them to participate in
sports and this includes the welfare of society.
Conclusion
At the end of the report, this has been witnessed that competition has made the company to adopt
the digital marketing strategy. The explanation about the company and its target market has been

Digital Marketing 11
done in the report. This shows theta the company adopts the multi-targeting strategy in which
they give focus on people with the age group of 18-25 years and customers who have lifestyle
and positive behaviour which makes them purchase offered by clients. Nike Company adopts the
different social media channels which include Facebook, Twitter, and Instagram whose audit has
been done which shows strategies and outcomes of strategies. The analysis of the digital
marketing content has been done which is the way through which the company can grab the
attention. SWOT analysis has been done for digital marketing strategy adopted by the company.
In the end, recommendations have been provided to the company.

Digital Marketing 12
References
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.
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing. Pearson UK.
Cole, S. (2018) How Nike uses Facebook and Instagram [Online]. Available from:
https://econsultancy.com/how-nike-uses-facebook-instagram/ [Accessed on 5th April 2020]
Granlund, C. and Prick, L. (2019) A study of viral marketing on Youtube: Evidence: Nike
Dream Crazy and Nike Dream Crazier.
Joseph, S. (2013). Nike takes social media in-house [Online]. Available from:
https://www.marketingweek.com/nike-takes-social-media-in-house/ [Accessed on 5th April 2020]
Kannan, P.K. (2017) Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Nike (2020) About Nike [Online]. Available from: https://about.nike.com/ [Accessed on 5th April
2020]
Oberoi, M. (2019) Nike’s Target Markets: Everything You Need to Know [Online]. Available
from: https://marketrealist.com/2019/10/nikes-target-markets-everything-you-need-to-know/
[Accessed on 5th April 2020]
Perch, D. (2020) Target Markets of Adidas, Nike and Puma [Online]. Available from:
https://thesocialgrabber.com/target-markets-of-adidas-nike-and-puma/ [Accessed on 5th April
2020]

Digital Marketing 13
Rothaermel, F.T. (2016) Strategic management: concepts (Vol. 2). McGraw-Hill Education.
Shirisha, M. (2018) Digital Marketing Importance in the New Era. International Journal of
Engineering Technology Science and Research, 5(1).
Stokes, R. (2011) eMarketing: The essential guide to digital marketing. Quirk eMarketing.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C. (2014) Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
Witcher, B.J. (2019) Absolute Essentials of Strategic Management. Routledge.