Generating over 46 billion U.S. dollars in revenue in its latest financial year, Nike has retained its first position and the world's most valuable apparel brand for the 7th consecutive year. Is it only because the company produces amazing clothing, accessories, sportswear and other products? Definitely not. When the company compels you to 'Just Do It' along with its swoosh, it has set an amazing example. The effective Nike marketing strategy has been able to capture varying interests of customers spanning over 170+ countries worldwide.
Nike Online Marketing Channels
Starting as a sports shoes, apparel, and equipment selling company, Nike now offers much more. Its swoosh logo is recognized almost everywhere in the world as the brand opts for the road to success via localization across various online marketing channels in addition to offline newspapers, magazines, radio, television, leaflets, billboards, posters, and more. The major online marketing channels covered in the Nike marketing strategy are as follows:
- Promotion Campaigns
Employ the Power of Social Media Marketing
Social media has become a vital part of the marketing strategy of companies that target the younger generation, like Nike. Also, for worldwide brand recognition, the brand connects with audiences via social media marketing channels. It drives amazing traffic with an enormous followers list, including
- Instagram: 196M.
- Twitter: 8.9M
- Facebook: 35M
- LinkedIn: 4.7M
- YouTube: 1.67M
- TikTok: 2M
- Pinterest: 828k
Taking the Nike marketing strategy forward, the company diligently employs the following tactics on social media:
Nike's User-Generated Social Media Content
Nike has a Nikewomen channel on Instagram exclusively for women. It publishes women empowerment content inspiring women towards a healthy and sporty lifestyle. Its Nikebasketball page is for all sports lovers. So, any ordinary person interested in basketball might feel attracted to the brand that shares strong messages and engaging posts.
Nikebasketball Page on Instagram
Collaborations with Celebrities
From Tiger Woods to Serena Williams to Rafael Nadal, Nike partners with notable individuals for their social media account posts. You will come across high-profile faces in the sports industry. This Nike marketing strategy has lured considerable traffic to their social media accounts.
Rafael Nadal inspired Quote on Nike's Instagram Page Gets Enormous Likes
Joining Customer's Social Conversations
Nike has often been replying to posts when a customer mentioned Nike on its post on Twitter. Leveraging the power of social media platforms as one of the most low-cost yet effective tools for social listening, it participates in positive or negative conversations.
Nike Service Replies on Twitter
Partnering with Influencers for Promotion
Type' Nike review' in the YouTube search bar, and hundreds of results pop up. Nike utilizes affiliate marketing to gain from sports, fashion, and lifestyle topics on Youtube. Owing to its great products, it has been gaining the advantage of the attention of the influencer community.
Ensure Easy, Exciting and Hassle-free Online Purchasing
Nike's online purchasing contributed over 50% of its revenue during the Covid-19 pandemic. The crisis pumped up the attention to Nike's e-commerce strategy. The smooth online shopping experience owes to the following efforts:
Bold Website Design
Understanding the importance of UI in the digital world, the Nike marketing strategy has always put an emphasis on imagery. Its website features the bold and fearless side of Nike users. It has images of products and models leading an energetic lifestyle of an athlete, leaving an impression that the brand is unique and youthful in the minds of every visitor.
Nike has localized its official website according to region. It has a location button on its homepage. You can choose the country from the given options. It also offers local languages for some while the others still use English.
Location Selection on Nike's Website
Smart Product Recommendations
The buying experience is the most crucial part of the Nike marketing strategy for e-commerce. Nike's website automatically recommends products relevant to what you search on the site or the product you are currently viewing. It goes on to recommend products with the same style and similar colors as the ones you had clicked on.
Logical and Detailed Product Filtering
Nike knows that its consumers are choosers. So, to take the e-commerce shopping experience a step further, it allows you to sort products by many aspects. You can filter by size, type, brand, suitable weather, material, icon, technology, and measurements.
Nike's loyalty program has had up to 100M members who spent thrice more than guest buyers. Nike has always improved its rewards program. Its loyalty program club offers exclusive benefits to Nike customers or fans. Shoppers can sign up on the website or app and become a member. When the members use the apps, the Nike rewards app reflects their engagement score. Scanning the app at Nike stores and events helps them earn rewards.
Well-Crafted Follow-up Emails
Eager for more Nike news? All thanks to the follow-up Nike emails. The automated responses to various touch points in the customer journey are a part of the Nike marketing strategy. It shares details on reviews, signing up, successful purchases, newsletters, delivery, holiday events, and more.
With all the necessary information in their inboxes, customers are more likely to come back for purchases.
Invest in Product Analytics
The Nike marketing strategy relies significantly on collecting customer behavior data from multiple sources. It employs the following for insights
- Trend analysis
- Journey analysis
- Attribution analysis
- Customer retention analysis
Apply Nike Marketing Strategy to Your Brand
Ultimately, the purpose of diving into the Nike marketing strategy is to discover whether you are ready to "Just Do It"? To efficiently add these methods to your company's marketing strategy and make them work, follow the guidelines below:
- Discover the audience's needs: Begin by understanding what your target audience is searching for and solve their queries. Nike understood the audience's concern about getting in shape and their need for jogging shoes. Consequently, it became one of the best partners in your fitness journey
- Find where to reach your audience: Where do the people spend their time? What social networks do they prefer? Are emails good for reaching your audience? Consider your audience's habits before considering content distribution tactics.
- Create compelling content: You can gain a competitive advantage and position your brand as an authority by creating compelling content that addresses customers' concerns. Be it on blogs, emails, social media channels, product pages, prints, or video platforms, every piece of content holds value.
- Wise marketing: Rather than marketing your product's features and competitive advantages, focus on your customers' goals and show the information, products, and services that help them reach their goals.
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The Nike marketing strategy is strong because they have mastered the skill of actively using social media platforms for attracting customers, sharing promotions and schemes, and solving customer grievances.
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