Since market power has moved from enterprises to consumers, and global competition has increased substantially, managers in almost all industries need to face enormous performance challenges. To avoid being replaced by rivals, they are forced to be more innovative in establishing and performing their competitive strategies. Long-term success will not be achieved solely through competitiveness but instead will depend on the ability to evolve new demand and create and gather new markets. Therefore, marketing is one of the most fundamental topics when concentrating on the customers’ desires. Mainly it is about picking up the clients by delivering a unique feeling in form of a must-have product.
Adidas is counted among one of the global players of sports and lifestyle brands, together with its biggest competitors Nike and Puma. With an annual revenue of EUR 21.218bn (in 2017), over 56,888 employees worldwide, and more than 900 million products produced per year, the German business is an omnipresent sports and lifestyle brand, which became more and more important over the last decades. According to Statista, it was voted one of the ten most reputable companies worldwide in 2018, being the only sports and lifestyle brand in this ranking. In addition, Forbes published an article, stating that Adidas reached the third place of the World’s most valuable sports brands, following Nike and ESPN. Yet by comparing the global revenues of Adidas, Nike and Puma from 2006 to 2017 it can be seen, that the company founded in 1924 by Adi Dassler in a small village in Southern Germany called Herzogenaurach is lagging behind Nike’s global revenues for many years. This is one of the core reasons driving the brand with the three stripes to establish new marketing strategies for diversifying and simultaneously increasing its customer portfolio.
The sections below concern aspects referring to the research fields E-Marketing and E- Commerce, Online Marketing, Online Advertising and Social Media, and Mobile Marketing. A summary with the most fundamental information is provided at the end of each part.
Table of Contents
1. Introduction
2. Part I: E-Marketing & E-Commerce
2.1 Unique factors of communication and adidas’ objectives
2.1.1 Unique factors of communication and sales approach
2.1.2 Explanation of adidas’ objectives
2.2 Strategy of adidas and Snapchat
2.2.1 Advantages and benefits of e-marketing and e-commerce
2.2.2 The use of specific functions and tools within Snapchat campaign
3. Part II: Online Marketing, Online Advertising & Social Media
3.1 Explanation of online marketing and social media activities and tools
3.2 Three social media trends to bring added value to the campaign
3.3 Advantages and disadvantages of online advertising
4. Part III: Mobile Marketing
4.1 Outline of an alternative mobile marketing campaign
4.2 Marketing objectives and KPIs
4.3 Creation of an agency briefing
Objectives and Topics
This paper examines the integration of digital marketing strategies by the sports brand adidas, specifically focusing on its collaboration with Snapchat to drive brand engagement and sales. The study analyzes the shift from traditional marketing to e-marketing and mobile-centric approaches, evaluating how interactive content, social media trends, and performance metrics contribute to achieving company objectives in a competitive global market.
- Strategic analysis of digital marketing and e-commerce frameworks.
- Evaluation of adidas' specific "Here to Create" campaign utilizing Snapchat.
- Assessment of current social media trends including Influencers, Augmented Reality, and Live Streaming.
- Comparison of major social media platforms and their suitability for brand marketing.
- Definition of marketing KPIs and the development of effective agency briefings.
Excerpt from the Book
Unique factors of communication and sales approach
In contrary to competitive brands like Nike and Puma, adidas was the first enterprise to focus on mobile marketing in form of Snapchat, when launching the campaign “Here to Create” and therefore put itself into a unique competitive position, so to say a blue ocean of marketing. When looking for blue ocean frameworks, in theory, the main aspect to find is that firms are willing to increase their revenue shares of new products in new and unrelated marketing areas, since competition in those areas is comparably low. Through using a combination of tools, including AR and long form video content adidas drove high engagement, and as a result, the firm saw an 18 percent increase in store visits.
As mentioned before, it is considered as a unique campaign since adidas acted like a pioneer by collaborating with Snapchat. Typically, consumers look for their products in offline and online stores or are even offered those by ads on web respectively search pages, but in this case, they solely opened their social media app and started to receive updates of their friends’ lives. It was an extracurricular side effect that they were able to have a look on the “Here to Create”- campaign, so nobody was forced or offered to have a look on that, compared to pop-up ads and similar. Top snaps did not only feature well-known athletes praising the power of creativity but encouraged the community to swipe up and watch a long-form video of inspiring high school athletes and non-famous people demonstrating their skills.
Summary of Chapters
1. Introduction: This chapter provides an overview of adidas' market position and the necessity for innovative digital marketing strategies to remain competitive against global rivals like Nike and Puma.
2. Part I: E-Marketing & E-Commerce: This section evaluates the communication strategies of adidas, focusing on the collaboration with Snapchat and the fundamental benefits of e-marketing and e-commerce.
3. Part II: Online Marketing, Online Advertising & Social Media: This part examines various tools and activities for optimizing digital campaigns, including the impact of influencers, augmented reality, and live streaming.
4. Part III: Mobile Marketing: This final chapter outlines alternative mobile strategies, discusses key performance indicators (KPIs) for evaluating campaign success, and details the creation of a professional agency briefing.
Keywords
adidas, Digital Marketing, E-Commerce, Snapchat, Social Media, Online Advertising, Mobile Marketing, Augmented Reality, Influencers, KPIs, Consumer Engagement, Brand Awareness, Marketing Strategy, Campaign Optimization, Viral Marketing.
Frequently Asked Questions
What is the core subject of this paper?
The paper fundamentally deals with the implementation and evaluation of digital and mobile marketing strategies, specifically analyzing how the global sports brand adidas leveraged Snapchat to improve customer engagement and store traffic.
What are the primary thematic areas covered?
The main themes include the evaluation of e-marketing vs. e-commerce, the strategic use of social media platforms, the application of mobile-specific marketing tools, and the measurement of success through key performance indicators.
What is the central research goal?
The goal is to understand how adidas used an innovative mobile marketing campaign to distinguish itself from competitors, drive consumer engagement, and effectively reduce the length of its sales cycle.
Which scientific methodology is applied?
The paper utilizes a case study approach, analyzing specific digital campaigns and marketing tools to draw conclusions about their effectiveness in the context of the sports and lifestyle industry.
What topics are discussed in the main body?
The main body covers the strategic rationale behind adidas' Snapchat collaboration, an evaluation of various online marketing activities like lead management and landing pages, and an assessment of current social media trends such as AR and live streaming.
Which keywords define this work?
Key terms include adidas, Digital Marketing, Snapchat, E-Commerce, Mobile Marketing, Social Media Trends, Augmented Reality (AR), Influencer Marketing, and Performance Indicators (KPIs).
How did adidas use Snapchat to achieve a "blue ocean" strategy?
By being the first among its major competitors to utilize Snapchat in this specific way, adidas entered a less competitive marketing space where consumers were not bombarded by traditional ads, but instead received branded content through an app they were already using to interact with friends.
What is the significance of the "agency briefing" mentioned?
The agency briefing is presented as a critical tool for organizing marketing activities, ensuring that objectives, target groups, competitors, and communication channels are clearly defined to ensure a successful execution of the marketing campaign.
- Quote paper
- Ricardo Escoda (Author), 2018, Digital Marketing. A Case Study of Adidas and Snapchat, Munich, GRIN Verlag, https://www.grin.com/document/438275
