Digital Marketing Analysis: Nike's Strategies and Competitors Report

This report provides a comprehensive analysis of Nike's digital marketing strategies. It begins with an introduction to digital marketing and its application to the Nike brand. The report then delves into various aspects, including customer engagement strategies, such as data mapping and real-time marketing, and presents a questionnaire to assess customer perspectives. It examines the use of the internet in business, focusing on online advertising and omnichannel approaches. The report further explores tools for revenue generation, including pay-per-click advertising and social media promotion. A significant portion of the report is dedicated to competitor analysis, particularly focusing on Adidas's digital marketing tactics, such as content marketing and relaunching classic editions. The report also discusses the digital marketing mix, objectives, and implementation plans, along with methods for measuring digital activities and provides recommendations. The report concludes with a summary of findings and references.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
TASK 3 ...........................................................................................................................................5
3.1 Use of internet in the business .........................................................................................5
3.2 Tool for revenue generation ............................................................................................7
TASK 4..........................................................................................................................................15
4.1 Competitor’s use of digital marketing tool ....................................................................15
TASK 5..........................................................................................................................................20
5.1 Two objectives ...............................................................................................................20
5.2 Customer engagement strategy ......................................................................................21
5.3 Digital marketing mix ....................................................................................................22
5.4 Achieving the integration ..............................................................................................23
5.5 Implementation plan ......................................................................................................24
TASK 6..........................................................................................................................................25
6.1 Purpose of measuring the digital activities ....................................................................25
6.2 Various methods for measurement ................................................................................25
6.3 Recommendation ...........................................................................................................26
CONCLUSION ............................................................................................................................27
REFERENCES..............................................................................................................................28

INTRODUCTION
Digital marketing is a method of promoting goods and services through digital media like
internet, mobile apps, or any other media which shows the advertisement digitally. It uses more
than one media. It is more advanced style of promotion as along with advertisement because it
provides lot of important information (Jobber and Ellis-Chadwick, 2012). The present report is
based on digital marketing of 'Nike' which is a famous brand of shoes at global level. The
various online strategies adopted by company to increase the customer base are discussed in the
report.
TASK 1
Name of organisation- Chelsea Football club
Status of organisation- Non-profit organisation
Size of organisation- £ 314.287000 m
Target market- Men of age groups above 15 at global level
Products and services- All Leisure services
Competitors- Arsenal, Manchester United, Real Madrid etc.
Job title and role- Deputy health club and Spa manager. My work is to designing, research,
branding and developing leisure activities.
TASK 2
Customer engagement is a process in which reactions of and responses of consumers are
taken as base to formulate strategies. This engagement is targeted so that current market needs
and trends can be found and its medium can be either online or offline. The process helps in
making effective decision and best strategies so that s strong customer base can be made.
Moreover, this process make the best use of company's resources with efficient utilisation of IT
and communication technologies. The techniques that can be used by company for more
customer engagement are Data mapping- Data mapping is the procedure that helps in creating a correspondence
between two data models. It uses different programmings to make an integration so that
data transfer between two mediums can be done. It helps in identification of

relationships between various data along with finding hidden data that are much
sensitive.
Opportunities
 For instance, if a company wants to exchange information on purchases and sales, with
another organisation, it can take help by mapping messages transferred. Vauxhall
motors is a British automotive company, that uses this technique. The mentioned
company use this technique to send segmented mails and after this it filters the list to
check active supporters of company.
Challenges
For this mapping, it is necessary to create extra database fields, in case it is not done, the data
will be overwritten. So it becomes a time consuming process. The data mapping needs regular
update, failing to which creates problem and it gives incomplete information. (Bartholomew,
A., 2015)
 Real time marketing- This method of digital marketing concentrates on a unique strategy
which is different from traditional way of marketing. It does not make forecasts or other
scheduling, rather it use to take feedback of customers to know the current market trends
and preferences. These feedback collected from clients work as a base for company
according to which further strategies are formulated. This is the most effective method
to roll up with latest information of contemporary market trends. This also helps in
deciding the factors that are useful for company on priority basis. The technique is
helpful for companies to understand the behaviour of customers by collecting
information individually. It helps in generating leads so that organisations are positioned
better in market.
Opportunities
Live chat and twitter are very assistive in this type of marketing.
Illustration 1: Data mapping by Vauxhall
(Source: Political data mapping - United Kingdom,2016)

Challenges
The management of aggregate social channels is quite difficult which includes a number of trial
and error.
The two processes of customer engagement can be used to identify opportunities and
threats that are available with cited organisation through an online survey as explained below:
Name
Age
Job Title
Years of service in organisation
The present questionnaire contains some questions which have some answers. You are required
to select any one option that you think best suitable according to your viewpoint. Thank you for
giving your valuable time. Your responses are precious for us.
1) Do you think Digital marketing is an effective tool of promotion?
 Yes
 No
2) What are the key elements of digital marketing?
 Online advertisement
 SEO
 Online content and Blogging
 Social media management
 Please specify if any other _____________________
3) Customer engagement is a chief measure of boosting up sales?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
4) According to you, what are the impelling tools of engaging the customer?
 Interactive tools
 A shared platform
 Social network

 Targeted automation
5) Any additional measure you would like to share with for engaging customers in a better
manner
_____________________________________________________________________________
______________________________________________________________________.
These questionnaire can be allotted with particular scores and then its mapping can be
done. Besides this, it can also be used as a feedback and hence used for formulating strategies.
TASK 3
3.1 Use of internet in the business
Figure 1: Internet advertising by Adidas
There are different techniques through which are as follows:

 The internet is the best medium to advertise the product with a detailed message and
description for the product. When any product is advertised through internet, the seller
can easily contact a large number of customers at a time (Miller, 2012). Mentioned
organisation applies omni channel feature which helps in connecting stores of company
directly with nike.com so that buyers can view and shop all available products of Nike
through online or physical stores (Charlesworth, 2014). Besides this, information about
special offers and schemes can also be given via mails and online links which can be
shown on the same portal. It can be used as a medium to stay in contact with the
customers as well. For instance, Nike Company advertise shoes through online medium
and it provides an option as well on its official site where customers can post their
feedback and queries as well. This establishes a direct contact between buyers and sellers
via internet.
 The digital marketing is a way that is used to increase sales at low cost (Kotler and et.al.,
2015). Nowadays even smaller firms are involving in these kind of activities to increase
the customers of the product. The companies can use the method of offering special
discounts sales at the time of firm's anniversary or any other occasions.
 Besides this, a message can be sent to the regular customers on their special days like
birthdays, anniversary etc. This makes customer to feel as they are valuable for the
company and goodwill of organisation will be more with more revenues (Chaffey, Smith
and Smith, 2012).
3.2 Tool for revenue generation

Figure 2: Social Media advertising by Adidas
The above discussed ideas are successful and important to create more customers and
increase revenues. Nike can market its products through online media and making a separate
page for the customers. The products that are posted in Facebook page gets more interaction and
communication with customers as they get more like and comments. This features players as
well which helps in campaigning of product (Jobber and Ellis-Chadwick, 2012). In this page,
customers can post their feedback, suggestions, any important query which they wants to know
about the product or any special demand which they would like from the company’s services
(Leeflang and et.al., 2014). These posts will be helpful for company to know their present status
and can plan for next strategy. The cost of market survey will also be cut down as the customers
can be direct contacted.
Moreover, mentioned firm should keep the database of their regular customers in which
various important information can be stored. Any special days for customers like on their
birthdays, organisation can send message to wish them. Further they can be availed some coupon
or special codes using which the customer can have surprise gifts or discount on purchasing
online (Peterson and et.al., 2010). This will definitely promote the company in a good way and
the customer will also do oral advertisement of firm by telling it to their friends and relatives.
Some specific tools that can be used for revenue generation are given below. Pay per click- This method can be used for the revenue generation. Under this method one
on specific website will view firm advertisement and click on it. In lieu he will get monetary
reward. One by viewing advertisement will get detail information about the Nike products.
Hence, same person can buy product of the firm or can promote word of mouth marketing for

Nike. It can be said that pay per click is a tool that can be used for generating revenue in the
business. Recommendation- An advertisement can be prepared in which celebrity as opinion leader
can recommend Nike product to the target customers. This is a method that is commonly
used for revenue generation by business firms.
 Promoting offers via social media- Youngsters are the target customers of the firm. Nike can
promote word of mouth marketing for its offers through social media. By doing so revenue
can be increased at rapid pace in the business.
Slides of presentation
Slide 1
MARKETING
Task 3

Slide 2
USE OF INTERNETIN REVENUE
GENERATION
● The internet is the best medium to advertise the product with a
detailed message and description for the product.
● When any product is advertised through internet, the seller can
easily contact a large number of customers at a time (Miller,
2012).
● Besides this, information about special offers and schemes can
also be given via mails and online links which can be shown on
the same portal.

Slide 3
● It can be used as a medium to stay in contact with the customers as
well.
● For instance, Nike company use to advertise shoes through online
medium and it provides an option as well on its official site where
customers can post their feedback and queries as well.
● This establishes a direct contact between buyer and seller via
internet.

Slide 4
● The digital marketing is a way that can is used to increase sales at
low cost (Kotler and et.al., 2015).
● Nowadays even smaller firms are involving in online marketing to
increase the customers of the product.
● The companies can use the method of offering special discounts
sales at the time of firm's anniversary or any other occasions.