The Successful Effect Of Nike'S "Digital" Marketing Strategy

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In the new portfolio, we see a Nike that has been insisting and expanding from 2006 to now - Nike+.

In order to welcome the London Olympic Games, Nike (Nike), a world-renowned sports brand, launched the "Make it Count" brand campaign in early 2012. First, it released the news on Twitter, then launched a series of short videos, and then let famous virus video makers produce video viruses. A series of actions of Nike (Nike) confirmed a wide range of numbers in recent months.

Nike is experiencing the biggest marketing pformation since the company was founded. In the past three years, Nike's TV and print ads in the US market have dropped by 40%, and its overall marketing budget has climbed to a record high of 2 billion 400 million US dollars (2010).

In the past, the marketing offensive launched from top to bottom and around popular products has gone for ever. Whether it's a giant star Tiger Woods endorsement, the star signed version of "Air Force One" (Air Force 1) has been released, and it has released a parody of Bo Knows, which was played by Bbu Jackson in the late 1980s.

These marketing methods are beginning to be replaced by new marketing activities full of interactive elements.

So behind the data, how does Nike (Nike) routines in digital marketing? In what respects does the number give it its irreplaceable value? This is worth pondering.

New combination of routines

At the end of 2011, Nike launched its Twitter account @Nike on the company level besides its Twitter account of its own brand, and released the first notice on Twitter: the company will launch a large-scale brand activity "Make it Count" in January 19, 2012, and has a heavyweight revolutionary product release.

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The product has lifted people's appetite, and fans have speculated that Nike's most revolutionary product line is Nike+, which may be related to it.

As expected, Nike launched in January 19th the newest member of the Nike+, Fuelband. The device on the wrist of the athlete can record the energy of running, dancing and swimming.

Meanwhile, Nike, like past star endorsement strategy, invited soccer players Rio Ferdinand and long-distance runner Mo Farah to participate in a series of short videos and circulated on the Internet.

In addition, Nike also invited Casey Neistat, which was famous for its viral video, to make videos on the theme of "Life is a sport.Make it count". Neistat took the money to travel around the world. Finally, he concluded in the video that this is what I am "Count".

Casey's Rogue video has made a hit and hits millions of hits on YouTube.

In addition to releasing the new digital product Fuelband, Nike has also added its star marketing results, Nike+ community, in another way: it has created App auctions on Facebook.

The so-called auction is that Nike brings out the shoes of its shoes for users to bid for them.

This "price" is to use your own accumulation of sports kilometers on the Nike+, which means that you want to spend more money to auction, then go for a run.

From this latest action, "Make it Count", we seem to have seen the new ways of Nike marketing activities nowadays: Facebook, Twitter, Nike+ and video.

As a matter of fact, this trend has already been revealed as early as 2010 in the marketing method of the Nike World Cup in South Africa. Its massive "Write the Future" campaign is not played on TV, but is played on its Facebook homepage. Large LED screens are installed on skyscrapers up to 138 meters in Johannesburg, South Africa, where Nike fans are selected to send personal messages to Nike signers through Nike football community NikeFootball.com, Twitter, Facebook and IM.

"We move with consumers."

Trevor Edwards, who joined Nike in 1992, is now vice president and project manager of Nike global brand.

This can directly explain why Nike has cut the TV and plane budget and increased the number of inputs. Nike's target consumer group is a 17 year old teenager who prefers to buy a pair of cool Nike shoes, and they spend most of their time in online communities.

What we want to say is that Nike pferred the advertising budget to Facebook and Twitter, Nike?

Routines are not so simple.

Digital advertising?

In the new combination of Nike, we see a Nike that has been insisting and expanding from 2006 to now - Nike+.

Back in 2006, engineers at Nike headquarters noticed that almost everyone used the iPod on the campus of University of Oregon. After that, they began to meet with the apple team, and a cross-border cooperation business came into being: Nike+iPod sports suit.

This is a cross-border attempt that proved to be very right.

With this suit, runners can measure their exercise time, pace and energy consumption. They can upload these data to nikeplus.com, a professional runner community, get professional training advice, or share experiences with other runners.

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Nike (Nike) is also aware of the benefits of such a move: establishing brand intimacy and professionalism by helping runners in sports training; data gathered by online community nikeplus.com players have become valuable information for Nike to analyze consumers; the sale price of Nike+iPod is not cheap, which is a new profit cake.

Some analysts believe that the annual growth rate of 30% of Nike running series is closely related to the annual growth rate of nikeplus membership of 55%.

Therefore, after this attempt, new digital products are emerging, including Nike Sport Band, Nike heart rate detector, and a new Nike GPS application for iPhone users.

More importantly, after the Nike's major marketing activities will join the strength of the Nike+ community.

On the basis of these products, Nike Nike Digital Sport was formally established in 2010.

According to a reporter's investigation, the aim of the Department is to develop various devices and technologies to help users monitor personal statistics when participating in sports.

However, the work of the digital sports department is not limited to the development of hot sports gadgets.

Their work is the core direction of Nike (Nike) in the digital field: to establish an unprecedented close connection by mastering the data of Nike consumers, tracking consumer demand, creating and maintaining online communities.

From this, we can see the understanding and application of Nike (Nike) in digital marketing: digital marketing is not equal to digital advertising purchase, Nike's new marketing routine is not from TV advertising to virus video, or print advertisement has become Facebook page display, but by the help of figures, it completes the upgrading and jumping of the relationship between enterprises and consumers.

It can be said that along with

With the entry and growth of products, Nike has clearly positioned itself not only as a sportswear company, but as a "good partner of athletes" in the true sense.

From the provision of professional clothing, shoes, to help athletes plan, supervise implementation, effect feedback, professional guidance, and then help athletes and other partners to establish communication links, Nike has become a full-time "professional partner". This comprehensive value is provided by Nike through digital marketing.

Therefore, turning from TV and plane to Facebook and Twitter is a visible change in Nike's marketing strategy, and the significance behind it is that digital changes the relationship between "brand" and "consumer".

From the single dimension product to the multi-dimensional service provision, which is mentioned by Edward more than once in public, digital media has provided a new way for Nike to establish relationships with consumers. This seemingly not new word has been fully reflected in Nike (Nike).