Nike’s Digital Marketing

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Nike’s Digital Marketing

Role of market research in digital marketing

Marketing research plays a crucial role in building a greater digital strategy in every business. There has been an increased use of digital media by individuals; hence many companies have opted to use digital marketing strategies to reach a large audience. According to a recent survey, the number of social media and internet users have developed by 2 billion (Kusumawati, 2019). Many companies are shifting into digital media strategies to compete favorably with other companies. Digital media is also called e-marketing and involves using social media and other online tools for advertising. However, before engaging in digital media marketing, proper research must ensure the marketing strategy works effectively (Flynn, 2015). The research helps to know the target market; hence it will be easier to know the digital media platforms to use. The research also helps us estimate the cost required for the digital media platform and its worth.

Market research will help Nike company identify its target audience. Knowing the audience will enable the organization to advertise smartly, and it will be easy to reach the target audience.  Advertising to everyone is always expensive and time-consuming to the company; it is inefficient; hence doing research helps to avoid it (Van Belleghem, 2015). Another importance of the research is, it will help to know the digital section to focus on. According to statistics, 42 percent of the total population uses social media; this implies that using social media in advertising tends to be more effective (Kusumawati, 2019). Market research enables the organization to study competition in the environment. It is easy to analyze the behavior of the competitor and why they are there. We can take advantage of what our competitors aren't doing right hence invest in that through market research.

Nike’s Digital Marketing Campaigns

Nike has developed marketing campaigns which have proved vital and effective in their marketing communication. They have always aimed to capture their audience's feelings; hence, they are selling the product's emotional benefits. One of their campaigns involves building meaningful stories and taglines. The company has created some ads that will evoke feelings and make Nike products more meaningful to customers (Van Belleghem, 2015). They built stories with traditional narratives of heroes who come from a very tough point to overcome hardship. This will always instill a great feeling in customers and make them want to buy the product. Through doing this, Nike has been able to achieve great sales in the past few years. They have emerged as the top sportswear sellers due to their digital campaigns.

Nike's digital campaign is times square billboard; this was a mobile campaign used by Nike. The company comes up with a plan which allowed people to send messages to customers, which will allow them to win a pair of Nike's ID. This campaign ran in 2009, and many smartphone users could win some products from Nike (Van Belleghem, 2015). They also came up with another campaign which enabled the young player to win a chance to play in their academy team. The campaign ran in 2010 through some social media platforms like Facebook pages, among others. The third campaign which has helped Nike and made the giants in the market is "Fuel Your Team" this campaign was done through Nike's social media platform, which has more than 16 million followers (Van Belleghem, 2015). Since then, Nike came up with training products for clubs and national teams, which has greatly increased their sales.

Digital Plans that aligns with the Organization’s Market Strategies

Nike is doing very well in the digital market; they have come up with several customers' methods and make them opt for Nike products. They have heavily invested in social media and other digital platforms, which have enabled them to conquer the sports market. However, they also have some shortcomings when it comes to digital marketing, of which their competitors are trying to exhaust their weakness. However, some of the digital marketing plans will enable them to counter their competitors effectively (Simula et al., 2015). The organization should be reminding people on social media about their product and how their products are long-lasting.  Nike has a huge number of followers on social media platforms. This gives them the advantage to advertise to their large number of followers. By doing this, they will massively increase their buyers.

Collaborating with great athletes who have many followers and giving them the roles to advertise their products online. This will heavily affect the number of new customers as there would be new buyers. The celebrities and social influencers will play a big part in adding some customers since they have loyal fans who will be introduced to Nike products (Flynn, 2015). The company should also initiate deals with video games company which will see them make some advertisements for them. The video gamers will be a new target market; this will increase the sales of the company.

Digital Marketing Activities and Ethical Practises

Digital marketing has taken over, and over 75 percent of big companies have invested in digital marketing (Reddy, 2017). Nike has not been an exception; the company has been involved in some digital activities online, such as creating some small videos, ads on YouTube and posting some content on their social media accounts. However, they have followed all the ethical and legal process that is associated with digital marketing. Nike has not created any content that suggested negative about the competitors' products (Van Belleghem, 2015). They have always created information that wins people's emotions and feelings, which made them sell more. They have always advertised truthful products and rarely has anybody complained about their products. They have shown great integrity in selling their products; the majority of people have confirmed their products to be genuine.

Nike has a clear understanding of the culture and values of people around the world. They have been cautious about this and have not gone against the culture of any group. They are a global seller and have tried very much not to discriminate against any group depending on culture (Reddy, 2017). This has enabled the company to have a good rapport with the general public hence increasing their sales. Nike has been careful on all ethical matters of digital marketing, and they have not gone against any rule of digital marketing. The company has played fair with their competitors, and they have not talked negatively about the products of their competitors.

In conclusion, Nike has done excellently well in the digital market by implementing several strategies right. They have done market research, which has helped them advertise their products to their target audience, making them sell more. The market research has enabled them to study their competitors hence countering competition effectively. They have also been involved in marketing campaigns about their products, which has greatly helped in their digital marketing. However, in their digital marketing, they have exhibited proper ethics in the digital market. They have not gone against any ethical practices, and no complaint has been made about their digital marketing.