Comprehensive Analysis of Nike's Digital Marketing Strategy in the UK

This report provides a comprehensive analysis of Nike's digital marketing strategy, focusing on its application within the UK market. It begins with an introduction to digital marketing and a case study of Nike, exploring how the company utilizes various online platforms like Facebook, Instagram, and YouTube to promote its products and services. The report incorporates a PESTEL analysis to assess the political, economic, social, technological, environmental, and legal factors influencing Nike's digital marketing campaigns in the UK. It further delves into the role of social media in brand awareness and loyalty, comparing Nike's approach with that of Puma. The report also contrasts the advantages and disadvantages of traditional and digital marketing methods, offering insights into how Nike can optimize its strategies for greater impact and effectiveness. The report concludes with recommendations based on the analysis.

Digital marketing strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
Main body........................................................................................................................................5
What is brand, How generally organizations in UK use social web...........................................5
Analysation and evolution of organization using social web to create awareness an loyalty.....6
Comparison of two organization.................................................................................................6
Conclusion & Recommendation..................................................................................................7
TASK 3............................................................................................................................................7
INTRODUCTION...........................................................................................................................7
MAIN BODY..................................................................................................................................7
1.1 Advantages of Traditional Marketing with proper analysis and critical arguments..............7
1.2 Disadvantages of Traditional Marketing with proper analysis and critical arguments.........7
1.3 Advantages of Digital Marketing with proper analysis and critical arguments....................8
1.4 Disadvantages of Digital Marketing with proper analysis and critical arguments................8
Compare and contrast Traditional V/S digital Marketing...........................................................8
Conclusion...................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Digital marketing strategy is the plan that is helpful for the businesses to achieve their specific
digital goals by selecting the online channels that helped them to grow and attract customers who
can buy their product and services. it is necessary for the companies to have a digital channels
where they can operate their business and achieve success to meet their objectives.
This report will cover case study of Nike Inc Which is an American multinational Corporation
that is engaged with the manufacturing, developing, designing and worldwide marketing and
sales of footwear, accessories, equipment and services.
TASK 1
Nike is selling their product and services on the global level including the UK market.
Companies selling their product through the online websites of their own and some other big
platforms like Amazon
The company is using various types of digital marketing platforms in order to promote and
advertise products and services. they are using several social sites such as Facebook, Instagram,
you tube, etc.
A business operate within a particular boundary and is affected by various factors. these factors
exists in business environment and is impact on business operations. (Song, J., Sun, Y. and Jin,
L., 2017) So, in order to find out those factors pestle analysis is used. It has highly impact on
digital marketing campaign in UK, It is because any kind of change in laws, economic growth,
needs, etc of people impact on way of marketing products. It forces company to change their
strategy and plan to attract target market. therefore, the analysis is below:
PESTEL Analysis
Political
The factors related to political stability, change in government trade laws, etc. any change in this
factor will highly impact on digital marketing. So, due to Brexit UK laws will change. Thus,
Kotler theory state that there are 4 pillars of marketing that are target market, customer needs,
integrated marketing and profitability. In target market it state no company can fulfill needs of
everyone. Marketing is to meet customer needs in profitable way. Integrated marketing means all
department work towards fulfill customer needs and profitability is purpose of marketing to
attain business goals.
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Therefore, change in government will affect on decision taken by Nike. They will have to
redefine target market. Moreover, it will highly impact on their profitability as well.
Economic
The factors such as GDP currency rate inflation etc. any change in this factor affect on business
growth. due to Brexit, UK economic growth will decline so it will impact on Nike marketing.
here, as well Kotler theory can be applied as profitability will be reduced.
This is because company revenue will decline so they will have to reduce cost on
marketing of products and services (Laksamana, P., 2018). Thus, they will also have to reduce
number of activities so that cost incurred is decreased. Hence, it will direct affect on marketing
campaign as budget allocated will be less.
Social
the factors are related to change in taste and preference needs of people. Brexit also affect the
social life of people because Most of the brands like Nike used to buy their raw material from
the European countries but after the Brexit memorandum they are not able to buy their raw
material.
The digital marketing campaign of the Nike affect the social life of the people becausr it aware
people about the product and services provided by the Nike and digital marketing platforms like
social media , attract customers who need product that are sailed by Nike.
Technological
It is related to advancement in technology. This factor highly affect on business operations. UK
is highly advanced country that uses various technological tools. Digital marketing campaign is
also a technological advantage for the Nike, all the Digital marketing campaigns are run on the
social media and company use technological tools to take competitive advantage. online
campaigns help to attract customers effectively and provide high probability to the Nike.
Environmental
This factors is related to environment laws, CSR practices, etc. Nike not only run digital
marketing campaign on the basis of their product and service promotion but they also run digital
marketing campaign to spread awareness about the impact and issues related to the environment.
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it encourage their customers to give their support toward the environment and understand the
importance of climate change.
Legal
these are the factors related to employment law, health and safety law, minimum wage act etc.,
Which needs to be followed by company the Nike. It is necessary for the leaders and managers
of the Nike to be aware legal rules and regulation made by the government related to the
marketing campaigns. And follow them positively.
Conclusion
As per the report has been discuss about political environment of the United Kingdom and how it
is affecting the Nike operations. this report has been concluded pastel analysis to identify the
factors of UK external environment and its impact on Nike.
TASK 2
Introduction
Social media is computer based technology that facilitates the sharing of thoughts information
and ideas through the what’s your network San communities. By designing social media is
Internet based and gives users quick electronic communication of Content. There are some
social media platforms that are famous among the people and businesses as well Like Facebook,
Twitter, Instagram etc.
The social way is set of social relations that link with the people through world wide web. The
social web encompasses how software’s and websites are designed and developed in order to
support foster social interaction. Companies use social media effectively to build their brand
awareness and it also help them to connect with the audience who can buy their product and
services.
Main body
What is brand, How generally organizations in UK use social web
A brand is the name given to a product and services such that it takes on an identity by itself. It
is necessary for the companies to create their brand image so they can show their presence within
the market where they are operating their business just buy seeing that product or services
(Bilgin, Y., 2018). A company become brand when there product become popular among the
customers and they are ready to buy in prices which offered by the company. Nike is also an
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brand, people who buy product from the Nike, believe that it contains high quality and their
services are better as compared to the other companies. This is how companies become brand.
Social web is the new way of doing business for the organization’s within the United Kingdom,
Each and every organization within the UK industry are using social media platforms to expand
their businesses and achieve success. it is the quicker and faster way for them to attract
customers, brand awareness and they can also create brand loyalty. to create a good brand
awareness, companies get the option to design their message and product and we they introduce
on the social media platform attract the customers and it spread awareness among the people.
Companies within the UK are using social media to advertise the product on the various
platforms like Facebook, Instagram etc (Ebrahim, R.S., 2020). Where they run their social media
campaigns which aware people about the brand. Almost every organization have their account on
the social media platforms, which is useful for them to create brand loyalty- customers can give
their review related to the product and services used by them on their social media accounts.
positive review by the customers create loyalty of the brand effectively.
Analysation and evolution of organization using social web to create awareness an loyalty
social media team of the Nike is managing the social media account on the all platforms
available on the Internet. They are using social media web effectively to create a awareness and
loyalty within the customers. To create awareness among the social media platform, marketing
team up to Nike company use Social media advertisement where run various campaigns that
helped them to create awareness Among their target Customers who are athletes and
sportspersons.. Social media team also handle their accounts on social media where they
continuously post the products sale by the company and how they are helping the society. It
create loyalty among the customers, and they always ready to buy from the Nike (Ismail, A.R.,
2017). To create loyalty among the customers, social media team of the Nike company Provide
customer service is on those platforms. customers come on the social media when they
experience anything good or bad, they give their response or feedback on the social media
handles of the Nike company. To create a brand loyalty company has created a trained an
effective social media team who give the answer of questions, give their opinion and concern
about product and services. Quick reply from the social media team of the Nike create loyalty
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and whenever customers need To contact with the social media team then they can easily
contact and communicate with the customer care.
Comparison of two organization
Nike and Puma are two big brand of the United Kingdom and both the organization are using
social media platform to aware people and create the brand loyalty (Li, M.W., Teng, H.Y. and
Chen, C.Y., 2020). The main difference between both the organization is that Nike is having well
trained employees who handle the social media platforms of the company. they give quick reply
to the questions asked by customers that helped them to create brand loyalty. on the other side
Puma Do not have a proper social media team who can handle social media platform of the
company for the 24 hours. customers get reply very late which affect on their brand loyalty.
puma is more focused on social media advertisement but Puma rarely advertise there product and
services with the help of social media platforms.
Conclusion & Recommendation
As per the above report has been discussed about effectiveness of social media and role on
enhancing social media in brand awareness and brand loyalty. It is necessary for the companies
within the United Kingdom should use social media more than other marketing tools to get
competitive advantages Including Nike.
TASK 3
INTRODUCTION
Digital marketing is been defined as the process in which goods and services are being promoted
digitally on online channels. This has assisted various organisations in ensuring that high range
of consumers is been attracted towards them. It has also been analysed that this will assist
companies in making sure that goals and objectives is been achieved by them. It has also been
analysed that for working on digital channels, it is really necessary that workers possess digital
skills. This will assist them in managing and handling tasks. Present report will lay emphasis on
Nike. Present report will lay emphasis on Advantages of Traditional Marketing with proper
analysis and critical arguments. It will also discuss about the macro environmental factors have
an impact on Digital Marketing Campaign within UK market.
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MAIN BODY
1.1 Advantages of Traditional Marketing with proper analysis and critical arguments
Traditional marketing basically means that goods and services are been sold by them with
the help of Omni channels. It has been analysed that in traditional marketing, products are been
promoted by using newspapers, advertisements on television, radio. It has also been analysed
that there are various advantages which is been linked to traditional marketing. These are
following:
 In this marketing it is really easy to make local customers.
 In this if doing promotions through magazines and newspapers, the promotional material can
be reused and recycled.
 Its familiarity has made it easier to understand (Chaffey and Smith, 2017).
 In this most of the people who are not digitally updated can make use of this, which is really
good.
1.2 Disadvantages of Traditional Marketing with proper analysis and critical arguments
There are also various cons which are also linked with traditional marketing. It includes the
following:
 The marketing through television, radio and newspaper can really be costly.
 In this there are chances that people might not come across the things which are been
advertised by companies.
 Traditional marketing can take longer to execute and refine than digital campaigns.
 It can take longer to reach out the consumers, which can increase cost of companies.
1.3 Advantages of Digital Marketing with proper analysis and critical arguments.
Digital marketing is the place where goods and consumers are been sold online with the help of
digitalized means. It includes the following:
 Digital marketing can assist in reaching more consumers as the platform assists
companies in connecting globally. This will assist business in increasing their profit as
well as revenue.
 It has also been analysed that making use of digitalized channels can also assist
companies in lowering down their cost.
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 It is a better way to connect with consumers.
 It also assists in reaching out the target audience which is really necessary.
1.4 Disadvantages of Digital Marketing with proper analysis and critical arguments
There are also various cons which are been related to digital marketing. It has been analysed that
there are so many consumers who are not making use of digital channels. It has also been
analysed that companies who are only making business online may not be able to reach out
consumers who are not on digital platforms. It has also been evaluated that some of the
consumers also do not understand about the products online. Consumers might also not focus on
the advertisements that are been published on digital channels. This can affect business
transactions. It can also lead to down ward of profit. It has also been analysed that company who
are promoting through digital means, also needs to train employees for making use of it. This can
affect profitability of firm.
Compare and contrast Traditional V/S digital Marketing
Traditional and digital marketing are different from each other, digital is less expensive than
traditional marketing. In digital the goods and services are been promoted on online platforms.
On the other hand in traditional it is been sold by making use of television, radio and any other
aspects (Saura, 2020). It is costlier. It has been analysed that in TM local consumers can be
attracted on the other hand with the help of DM can assist in connecting to global customers
which helps in increasing profit.
Conclusion
From the above discussion it has been analysed that there are various pros and cons related
to digital and traditional marketing. It has also been suggested that company can make use of
digitalised channels as it is lower in cost.
CONCLUSION
As per the report has been covered case study of Nike on the basis of digital marketing
strategy. this report has been covered three parts, first task has been concluded Pastor and is to
identify the influence of external factors on the digital marketing campaign of Nike company.
Another task covered importance of social media to create brand loyalty and brand awareness. it
has been discussed about how social media can be effective for the Nike company and help them
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to aware customers about their brand and improve their brand loyalty. The last task This report
has been integrated digital marketing and traditional marketing to achieve strategic objectives
and explain how they are different from each other.
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REFERENCES
Books and journals
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
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incineration industry in China. Renewable and Sustainable Energy Reviews. 80. pp.276-
289.
Pan, W., Chen, L. and Zhan, W., 2019. PESTEL analysis of construction productivity
enhancement strategies: A case study of three economies. Journal of Management in
Engineering. 35(1). p.05018013.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal. 6(1).
pp.128-148.
Ebrahim, R.S., 2020. The role of trust in understanding the impact of social media marketing on
brand equity and brand loyalty. Journal of Relationship Marketing. 19(4). pp.287-308.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of
Marketing and Logistics. 29(1). pp.129-144.
Li, M.W., Teng, H.Y. and Chen, C.Y., 2020. Unlocking the customer engagement-brand loyalty
relationship in tourism social media: The roles of brand attachment and customer
trust. Journal of Hospitality and Tourism Management. 44. pp.184-192.
Laksamana, P., 2018. Impact of social media marketing on purchase intention and brand loyalty:
Evidence from Indonesia’s banking industry. International Review of Management and
Marketing. 8(1). pp.13-18.
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