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This paper answers the following questions - - This case is about the digital marketing strategies of leading sportswear and apparel company, Nike, aimed at reaching its target audience. Nike, which is regarded as a marketing powerhouse, started its digital marketing initiatives when it first launched its website ‘Nike.com’ in 1996 and its online store in 1999. Over the past 15 years Nike has reduced its focus on traditional marketing strategies and increased its spending on digital marketing. Using a wide range of Digital Marketing theories, models and concepts and information and resources from the case study, please answer the following questions:
- 1. There is a growing importance of digital marketing in the marketing mix for companies around the world. Critically analyse Nike’s push toward digital marketing and its reasons for adopting this strategy. Did the company, and its customers, benefit by focusing more on digital marketing?
- 2. Discuss and evaluate Nike’s strategy in reducing its focus on traditional marketing strategies and increasing its focus on digital marketing. Is Nike neglecting traditional marketing communication channels in its push toward digital marketing? Give reasons to justify your answer.
- 3. Explore the ways in which Nike can further use its marketing strategies to reach its target customer base. Critically evaluate the marketing skills Nike will require for the future and highlight any relevant legal and ethical considerations which may be relevant.
- 4. Analyse the reasons behind the growing clout of social media in marketing communications and how will this effect developing markets for Nike where Internet penetration is still quite low.
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