Nike follows great email and direct marketing practices. Emailers are consumer targeted based on insights generated from analytics. They follow consumer trends and track consumer behaviors and interests online. Nike is accelerating internet marketing campaigns to diversify extensively on the web. The impact of these promotional strategies can be traced back to the profits at which Nike operates on.Nike has efficiently translated all the key factors in efficient
communication.
According to Gregory (2015), “through their online marketing
strategies, they have reached out to an excess amount of audiences and gained a
profitable response. They have encoded their ideas, coated them with creativity
and pushed them through to be easily decoded by their customers”.
Their messages have been conveyed through a variety of
promotional channels including social media, email marketing and through
various digital platforms. The feedback and response rate have been
overwhelming.
Nike has always been a bold marketer. Nike promotes
its brand online by speaking directly to each consumer depending on their interests,
demographics and psychographics. For example, topics such as personal health,
faith and social inclusion are targeted to consumers based on their
preferences.
The reasons why consumers really respond to
Nike’s online marketing campaigns, is because Nike always puts their consumer’s
interests first. Customers like great products and they like serious
benefits. For consumers, things that benefit them personally are easy to
justify. For example, when Nike promotes jogging shoes, they provide the benefits
of jogging for their consumer’s health. When Nike speaks to its consumers, they
do not want to just sell them something, they simply promote something that he
believed in and this comes across their website and across various online platforms.
Nike complies with the CAN-SPAM Act and specifically states, that “they
do not input false or misleading header information, nor deceptive
subject lines. It ensures the senders valid physical postal address and identifies
if a message as an advertisement or solicitation” (Nike.com. 2011).
As soon as I signed up to receive Nike’s emailers
via their website, their value proposition came across straightforwardly. When I signed up
for their list, I started to receive all their latest news and special deals.
They only asked for my email, zip code, gender to send more personalized
offers, and date of birth, which is usually an indication a birthday coupon
will be heading my way.
They also promised not to share my information with anyone – a smart
thing to include on their form, as one of the biggest signup barriers for
consumers is fear for their privacy.
Once I filled
out their signup form, something interesting happens. A lightbox appears with
two different CTAs.
The first
simply thanks you for signing up and allows you to continue shopping, but the
second asks you to upgrade your relationship by becoming a Nike+ member. With a
couple of solid benefits, like free shipping and returns, it’s a smart way to
draw in people who have already expressed interest in Nike by signing up for
their email list.
After
signing up, I received this automated welcome email. The subject headline was
“You’re In” – which makes you feel as if you’re now part of something
exclusive. They did an initially do a good job of setting expectations. The
below emailer shows several top styles they think I might like. They are often
right in their selections because they track my online shoe searches.
Concluding, based on my analysis of Nike’s website, the company is using the Internet to their fullest advantage.
Nike remains to promote their brand values in various online channels and really hitting bold statements, which resonate and connect with users on a whole different level! I am
eager to see what they will send me next!
References
Gregory,
L. (2015, August 9). Nike’s
Promotion – Marketing Communications Mix. Panmore Institute. Retrieved from http://panmore.com/nike-marketing-communications-mix
Nike.
(2011). NIKE.COM TERMS OF USE.
Retrieved from https://www.nike.com/us/en_us/c/help/terms-conditions
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