Unit 12: Internet Marketing
M2
In this task, I will be analysing the opportunities and the challenges faced by Nike when they are
using their internet marketing.
The first opportunity of Nike through the use of internet marketing is the fact that they can improve
the individualised communication with their customers and build a strong positive relationship with
them. For example, Nike has developed their own app called ‘Nike +’ in order to make things easier
for customers and to help them in order to meet the requirements of the clients. This is opportunity
for Nike as through the use of the app and their online marketing they are connecting with the
customers and the connection through the use of internet is more powerful than the traditional
pushed marketing strategies. By the use of their Nike + app, the company is connecting with wider
audience and they are building loyal relationship with them successfully. Moreover, the
individualised communication between Nike and the customers is part of the relationship building
strategy of the company, and the use of their email is an opportunity for the company to achieve
this. For example, Nike has their Newsletter and if the customers subscribe they will be getting
emails weekly for the new and exclusive offers of the company, so they can keep in touch with the
trends and the products in the company. Nike is personalising these emails by the use of different
information they have about the customers and the products the clients are interested in so that the
company can send emails that are specifically designed for each customers which contributes to the
development of the individualised communication between Nike and their audience.
The second opportunity for Nike to use internet marketing is in order to make a promotion of
products and services. Through the use of their online website and their social media, Nike is
introducing their marketing campaigns to the public and are sharing the products and services the
company is offering. Nike is using their website to show all the products and the information about
their company in order to promote it and increase brand awareness, all the latest campaigns and
exclusive products in the website are located near the top of the landing page, so that Nike can
effectively promote their company. For example, Nike is using their website to feature their
campaign called ‘Run for your Country’ in order for them to promote the new products and exclusive
lines linked with the campaign, which is an opportunity for Nike to use their websites. Furthermore,
Nike company is using their social media for the same reasons, to promote their products and
services to the audience. For example, Nike has separate Facebook pages each of their categories of
products, so that they can give specific information for each line and exclusive updates on each
page. Nike is also using their social media platforms to announce and to promote large marketing
campaigns, for example the #MyTimeIsNow initiative, which was promoted through the use of
Facebook for the European Championship. This highlights the fact that Nike is using the online
marketing as an opportunity to promote their company and to indorse the products and the services
they are offering to the audience.
The third opportunity of Nike using the internet marketing is the less advertising costs than the
traditional marketing techniques. The online marketing is allowing Nike to advertise their products
and campaigns everywhere on the internet for cheaper costs, as the online marketing will be much
more cost effective and the marketing campaigns online will be seen by greater audience which
means that Nike can save more money and invest them in something else rather than spending it on
traditional marketing techniques. For example, one of the biggest campaigns of Nike are online
marketing campaigns, so they are advertised on social media and their website, such as fuel your
team, Livestrong. These campaigns are extremely popular in the internet and Nike has designed
them for the use of internet marketing, which was very cost effective for them as the company
didn’t have to spend money on paper adverts, billboards, TV ads etc., which are an expensive way to
advertise. Therefore, this highlights the fact that the online marketing is an opportunity for Nike to
M2
In this task, I will be analysing the opportunities and the challenges faced by Nike when they are
using their internet marketing.
The first opportunity of Nike through the use of internet marketing is the fact that they can improve
the individualised communication with their customers and build a strong positive relationship with
them. For example, Nike has developed their own app called ‘Nike +’ in order to make things easier
for customers and to help them in order to meet the requirements of the clients. This is opportunity
for Nike as through the use of the app and their online marketing they are connecting with the
customers and the connection through the use of internet is more powerful than the traditional
pushed marketing strategies. By the use of their Nike + app, the company is connecting with wider
audience and they are building loyal relationship with them successfully. Moreover, the
individualised communication between Nike and the customers is part of the relationship building
strategy of the company, and the use of their email is an opportunity for the company to achieve
this. For example, Nike has their Newsletter and if the customers subscribe they will be getting
emails weekly for the new and exclusive offers of the company, so they can keep in touch with the
trends and the products in the company. Nike is personalising these emails by the use of different
information they have about the customers and the products the clients are interested in so that the
company can send emails that are specifically designed for each customers which contributes to the
development of the individualised communication between Nike and their audience.
The second opportunity for Nike to use internet marketing is in order to make a promotion of
products and services. Through the use of their online website and their social media, Nike is
introducing their marketing campaigns to the public and are sharing the products and services the
company is offering. Nike is using their website to show all the products and the information about
their company in order to promote it and increase brand awareness, all the latest campaigns and
exclusive products in the website are located near the top of the landing page, so that Nike can
effectively promote their company. For example, Nike is using their website to feature their
campaign called ‘Run for your Country’ in order for them to promote the new products and exclusive
lines linked with the campaign, which is an opportunity for Nike to use their websites. Furthermore,
Nike company is using their social media for the same reasons, to promote their products and
services to the audience. For example, Nike has separate Facebook pages each of their categories of
products, so that they can give specific information for each line and exclusive updates on each
page. Nike is also using their social media platforms to announce and to promote large marketing
campaigns, for example the #MyTimeIsNow initiative, which was promoted through the use of
Facebook for the European Championship. This highlights the fact that Nike is using the online
marketing as an opportunity to promote their company and to indorse the products and the services
they are offering to the audience.
The third opportunity of Nike using the internet marketing is the less advertising costs than the
traditional marketing techniques. The online marketing is allowing Nike to advertise their products
and campaigns everywhere on the internet for cheaper costs, as the online marketing will be much
more cost effective and the marketing campaigns online will be seen by greater audience which
means that Nike can save more money and invest them in something else rather than spending it on
traditional marketing techniques. For example, one of the biggest campaigns of Nike are online
marketing campaigns, so they are advertised on social media and their website, such as fuel your
team, Livestrong. These campaigns are extremely popular in the internet and Nike has designed
them for the use of internet marketing, which was very cost effective for them as the company
didn’t have to spend money on paper adverts, billboards, TV ads etc., which are an expensive way to
advertise. Therefore, this highlights the fact that the online marketing is an opportunity for Nike to
