This case study explores Nike's digital marketing strategy, analyzing its brand selection and overview, product range, and revenue success from 2005 to 2022. It delves into understanding Nike's customer base through situation and business environment analysis, including Porter’s Five Forces, PESTEL, and SWOT analysis. The study investigates Nike's customer segmentation, behavior evolution, and data analytics sources. Additionally, it examines Nike's marketing mix, encompassing product, promotion, and marketing tools like CRM and PPC advertising. Nike's strategic objectives to enhance brand awareness, customer acquisition, retention, and engagement are detailed, alongside a multi-channel strategy and timeline of activities. The study concludes with insights into KPI identification, performance measurement strategies, and monitoring techniques, providing a comprehensive view of Nike’s digital marketing prowess and strategic management.
Table of Contents
- Task 1 Overview: Brand Selection and Overview
- Brand: Nike
- Focus Area: Digital Marketing Strategy
- Product Range and Marketing Focus
- Revenue and Success
- Task 2: Understanding our Customers
- Situation Analysis
- Nike Business Environment Analysis
- Nike Micro Environment Analysis: Porter's 5 Forces
- Nike Macro Environment Analysis: PESTEL and SWOT Analysis
- Nike Customer Base Analysis
- Nike Customer Behavior Evolution
- Nike Data Capture Sources and Data Analytics
- Task 3: Marketing Mix
- Nike Marketing Mix
- Marketing Tools and Techniques
- Customer Relationship Management (CRM)
- Pay-Per-Click Advertising (PPC)
- Task 4: Strategy and Activities
- Nike Strategy and Activities
- Multi-Channel Strategy
- Phase 1: Audience Analysis
- Phase 2: Content Marketing Plan
- Phase 3: Social Media Campaign
- Timeline of Activities
- Task 5: Measuring and Monitoring
- Identifying the KPIs
- Performance Strategy Measurement
- Monitoring, Measuring and Managing
Objectives and Key Themes
This report aims to analyze Nike's digital marketing strategy, focusing on customer acquisition, retention, and brand awareness. It examines Nike's digital marketing channels and proposes an integrated strategy to improve customer engagement and ROI.
- Nike's overall digital marketing strategy
- Analysis of Nike's customer base and behavior
- Evaluation of Nike's marketing mix and tools
- Examination of Nike's multi-channel marketing approach
- Metrics and KPIs for measuring marketing performance
Chapter Summaries
Task 1 provides an overview of Nike as a brand, its focus on digital marketing, product range, and its revenue and success. Task 2 delves into understanding Nike's customers, including a situation analysis, business environment analysis (micro and macro), customer base analysis, customer behavior evolution, and data capture sources. Task 3 focuses on Nike's marketing mix, detailing its marketing tools and techniques such as CRM and PPC advertising. Task 4 outlines Nike's strategies and activities, including its multi-channel strategy phases and timeline of activities.
Keywords
Nike, digital marketing, customer acquisition, customer retention, brand awareness, marketing strategy, marketing mix, CRM, PPC advertising, multi-channel marketing, KPIs, performance measurement.
- Citation du texte
- Abdullah Adigun (Auteur), 2023, Nike's Digital Marketing. A Case Study, Munich, GRIN Verlag, https://www.grin.com/document/1493660
