Report on Nike's Digital Marketing Strategies and Performance

This report provides a detailed analysis of Nike's digital marketing strategies, focusing on the use of Facebook and Google Analytics. It begins with an introduction to Nike, its product lines, and its target market. The report then analyzes the strengths and weaknesses of Facebook as a marketing tool, considering its ability to reach a large audience and engage customers, as well as the challenges of competition and maintaining content control. The report also examines the use of Google Analytics to measure the success of digital marketing efforts, including tracking website traffic, user engagement, and sales performance. The report concludes with recommendations for improving Nike's digital marketing strategies, based on the analysis of current tools and performance metrics. The report also includes references to relevant academic research and industry reports.

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

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Table of Contents
Introduction......................................................................................................................................2
Analysis of the current tool..............................................................................................................4
Use of the Digital analytics to measure to measure success............................................................6
Recommendations............................................................................................................................8
References........................................................................................................................................9

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Introduction
The name of the organization that is taken into account for the assignment is that of the
Nike,Inc. it is an American international business that is dedicated to the policy, expansion and
development as well as the marketing across the globe (Paine, Hsieh and Adamsons 2013). It
tend to include the sales of the apparels, footwear, equipment’s, fixtures and various other
services. The headquarter of the company is in Beaverton in the Portland . the company is
considered as the world’s largest supplier of the athletic shoes and even apparel. It is also
considered as the major manufacturer of the equipment’s of the sports. The company has a
income in additional of about US$21.1 billion in its fiscal year
The company produces a wide range of apparatus’s of the sports the first range of
products that were being produced by the company are the track running shoes. Presently, they
also make shoes, shorts, jerseys, cleats, base layers etc. for a extensive variety of sports which
includes the track and the field, baseball, ice hockey, cricket, football etc. Nike Air Max is
considered to be a line of shoes that were being unconfined in the year 1987 (Lund-Thomsen and
Coe 2015). The additional number of product lines were being created later such as the Air
Huarache which was being introduced in the year 1992. The most recent products that are being
introduced presently are the Nike 6.9, Nike NYK and the Nike SB shoes which are being
calculated for the purpose of skateboarding. The Nike vapory came out in the year 2017 and it
brought a new trend in the series of the running shoes. Apart from this it is to be noted that the
logo of the Nike became very much famous that its association with any form of clothes would
associate that clothing with the hip hop fashion and modern urban form of the fashion style.
Shell suits, baseball caps, air Jordan’s air max running shoes are some of the products which
were being used by the American youths. From the year 2000 to that of the 2010’s the socks of

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the elite Nike were being worn on the everyday basis. Later the Nike company produced socks
with different colors as well. in the year 2017, the company announced that they will be
producing clothes for the plus size it will be having features where there will be measurement of
new sizes like the 1X through that of the 3X on more than 300 of their products. In the year
2015, the new self-lacing shoe was being introduced which is known as the Nike Mag. Nike
have presented a very premium line, which is attentive more on the street wear in comparison to
the sportswear called the NikeLab. In the present situation, the company combined with the
apple inc in order to produce the products of the Nike+ that tend to monitor the performance of
the runner through the device of the radio that lies in the shoe and that is associated to the Ipod
Nano. Apart from this, in the year 2004, the company launched the SPARQ training program.
One of the newest shoes of the company tend to contain the Flywire and the lunar lite foam
which helps in reducing the weight. It is to be considered that the air zoom vomero running shoe
that is being presented in the year 2006 is presently in its eleventh generation have represented
the characteristics of the ground breaking innovations which even includes the full length air
moderated sole and even an exterior hostage of the heel (Burgelman 2017).
Through the apparels and the items of the sports the market of the Nike is broad and the
majority part Nike significantly targets the consumers who tend be in the age groupan f 15 to that
of the 40. The company tend to cater to both the men and the women athletes in an equal basis.
However, they tend to put their enhancing focus on the tweens as well as on the tends in order to
build up their loyalty for a longer period of time (Adams 2014).
Some of the competitors of the Nike Company are Steve Madden, Under Armour,
Reebok,. Additionally, Puma, Skechers, Allbirds , New Balance are also considered to be the

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competitors of the company. On the other hand, the indirect competitors of the company are the
Converse, Sketchers, K-Swiss and even Timberland.
For the purpose of marketing, the company tends to apply a digital strategic combination
of the advertising, personal form of the selling, direct form of the marketing, sales promotion and
even public relations. This permits the company to sufficiently promote the products of the
company as well as strengthen the brand image of the company as well.
It is to be noted that the digital marketing strategy of the Nike is mainly supported by its
brilliant forms of advertisements. The company do not tend to sell its products. They tend to sell
the emotional benefits that one can get from the products as well. In conclusion, it can be said
that the company is selling the aspiration. It tend to improve the value of the product to the
customers as well as increase the rates of the retention as well. Nike has earned an Emmy award
for best commercial once it was being created in the year 1990’s. The first win was for the
commercial which is known as the morning after and the second one was for a 2002 spot which
is known as the “move”.
Analysis of the current tool
Strength
Facebook is one of the best media for advertising or marketing or a product or
service. Studies that have been done in this field tend to indicate the fact that about 65 % of the
adult-use Facebook and majority of them scrolls through the page of Facebook over a maximum
number of times. Since, the customer uses the application on a daily basis, marketing the product
through the app will help in reaching the customers for a longer period of time. When the
customers see the product for the maximum repeatedly, they will get attracted to it (Nadaraja and

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Yazdanifard, 2013). It is considered to be the best medium for reaching the target audience. The
advertisement can be done on the basis of the age, behaviour, interest and location. It can also be
utilized to engage customers. One of the best advantage of marketing through the medium of
Facebook is that it is very much cheaper. With the investment of 5 dollars, 1000 people can be
reached. However, marketing done through the medium of Facebook helps in attracting the
customers quickly. It tends to drive immediate results (Lacho and Marinello, 2010). Marketing
on Facebook also helps in creating awareness of the brand. It is considered a significant way to
make people conscious of what the company has to offer. One of the significant advantage of
marketing through the medium of social media is that it helps in reaching a wider section of the
customers across the globe. It helps in the new market entry as well (Forouzandeh,
Soltanpanah,and Sheikhahmadi 2014).
Weakness:
Competition is considered to be one of the significant weakness of marketing through the
medium of social media. The marketing that is being done through Facebook can be imitated
and can be recreated by the others (Nisen, 2013). Apart from this, it is to be noted that while the
basic pages of the Facebook are cost-free for the personal users, the business accounts that
represent the opportunities of advertising come with an attached price tag (Birinci, Berezina and
Cobanoglu 2018). This additional expense of the promotion can be regarded as a disadvantage
for the owners of the small business. Apart from this, one of the significant disadvantage or
weakness of the company is that there is a loss of control of the products. While the owners of
the post have the control on what tend to stay within their public profile, they do not control over
the fact that who post information or what are the contents of those post (Mahajan, 2015). In
order to maintain control over the content that comes up on the page of the Facebook will require

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the time and even the effort of the content monitors, which can be really expensive as well as
time-consuming. However, apart from his, the pages of the content must be updated constantly
with the new information which will be useful, beneficial and interesting for the readers. In
order to maintain this, detailed creative social media marketing strategy is required, which is
indeed a costly investment for the companies or the organizations (Aharony, 2013).
Use of the Digital analytics to measure to measure success
Google Analytics is one of the tool that can be utilized to measure and identify the rate of
the performance. The Google Analytics is considered to be a web analytical service thati s being
offered by the Google (Analytics et al 2016). It tend to track as well as report about the traffic of
the website such as the various number of the platform which tend to lie inside the various
Google marketing platform brand. The service was being launched by the Google in the year
2005 after the acquiring of the Urchin. As per the reports of the 2019, the Google analytics is
considered to be the mostly widely used web analytics service that is available on the web
(Mokalis and Davis 2018). The Google analytics tend to provide an SDK that tend to permit the
gathering utilization of the information from that of the ios and as well as from the android app
which is popularly known as the Google analytics for the mobile application. However, it is to be
noted that the Google analytics can be blocked by the browsers.
It is through the usage of the Google analytics, the activity of the website can be tracked.
The duration of any form of session in the Facebook, the pages as per the session, the rate of the
bounce would be very much easy to calculate and even understand. It will vene help the
company to identify the pages which are pooly performing such as the funnel visualization.
Apart from this, it will even help the company to understand the place or the location from
where the vistor is operation the Facebook page of the company Nike. The Google analytics

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also tends to help the company to understand the duration or the period of the time with which
the audience or the customer stayed in the page (Alhlou Asif and Fettman 2016). However, one
of the significant advantage of the Google analytic is that it helps it tend to give advanced form
of the features like the segmentation of the custom visitor. However, the google analytics e-
commerce also helps in tracking the activity of the sales as well as the performance of the
company. apart from this, it is to be noted that the reports of the e-commerce tend to show the
transaction of the site, revenue as well as the other forms of metrics which are related to that of
the commerce. Apart from this, it is to be noted that in the year 2011 on September 29, the
google analytics even launched the real time analytics (Crutzen, Roosjen and Poelman 2013). It
helped to have their perception about the visitors that are visiting the site. It is to be noted that
the user can have more than hundred profile and each of the profile generally tend to correspond
to the one website. It is to be noted that it is very much limited to the sites which tend to have
traffic of fewer than 5 million page views per month. This is very much beneficial for the
marketers as well as the analysts for the successful implementation of the strategy of the
marketing. The Google analytic will even the company to analyze and examine the pages and the
links which are being opened and used the most by the visitors or the customers. The company
will be able to able to understand which are the popular pages, links that are being widely used
which will eventually help in measuring and even understanding that whether the campaign of
the optimization is able to guide the traffic to the right number of the pages or not (Vecchione, et
al 2016) However, another advantage is that it will help in tuning of the website. With the help
of the analytical report, the company will have the analytical report to find the right tune or order
for the website page and even do another copywriting on any page that wont be changing (Tigani

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and Naidu 2014). The result of this is that it will be bringing prospects of the higher quality and
in this way it will be enhancing more number of customers in the upcoming future ahead.
It is to be noted that the Google Analytics is the most widely utilized website statistics
service. In the year 2008 in about May, a report of survey was being released by Pingdom
stating that 161 biggest cities out of the 500 as per the rank of the Alexa tend to use the Google
analytics (Luo, Rocco and Schaad 2015). However, in another report, it is being stated that the
Google analytics is being used by 49.95% of the top 1,000,000 websites (Waisberg 2015).
The measuring success of the Google metrics that must be considered in terms of the
Facebook is that the views of page can be seen. On the other hand, the rates of the bounce helps
in understanding the success as well (Zelenko et al 2015). Apart from this, the trends as well as
the engagement of the audience towards the page also helps in measuring the success.
Recommendations
One of the recommendation for the Nike would be they can involve more of the
celebrities in their advertisements. It will increase the popularity and demand in the market
where as on the other hand the engagement of the customers towards it will also get enhanced.
The celebrity in the advertisement will help in reaching a wider section of the audience.
The company will be able to understand the defects and work on it accordingly. The not
so engaging post must be removed and post which are engaging like the one which will be
involving the audience or the customers towards it must be incorporated.
It is through the Google analytics, the company will be able to understand the locations of
the customers and therefore they must create products different from one community to that of
the other. This will make the audience or the customers feel very much important.

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Powerful and catchy headlines must be utilized by the company so that it attract the
customers and enables the audience to remain in the page and get attracted towards it and finally
purchase the product.

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