- 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.
