Ch. 15- Marketing Communications

Nike Inc being a large brand on the market understands the importance of a lot of things that contribute to the companies success such as customer service, product concept and retailing, but not to be forgotten, Nike is a brand that fully understands the importance of using Social Media to market themselves. Nike brand has done a great job with creating an outlet in social media for themselves. Nike has teamed up with social media mega sites like Facebook, Twitter, Instagram and others to make themselves more well known and recognizable throughout the entire world. One thing Nike does is that they don't only have one single Nike page available to people on social media on each site, but they have multiple ones that represent a different aspect or sport in the Nike brand. Nike has the general Nike page and then gives the consumer an array of more specific and targeted pages on these Social Media sites such as Nike Football, Baseball, Basketball and Running pages, which helps them communicate specifically with the consumers and athletes of that given sport. You as the consumer are able to find out new information and up to date news on a specific product made by Nike for whichever sport you play or buy products for. Nike on these pages also offers information on upcoming events, product releases and even contests for customers. Through this, Nike allows their consumers to collect and gather specific information about their products, and also is able to allow the consumer to give feedback to them directly through communication on the pages Nike has to offer.


Nike Digital Sport The Nike+ platform was born in 2006 in support of its Nike+ running sensor. The Nike+ platform is a multi-channel, multi sensory platform (brand utility) allowing for individuals to come together. Nike Digital Sport division was formed in 2010 with the intention of taking the Nike+ idea for running across all of Nike’s major sports categories. Nike Digital Sport’s Marketing Mantra: Digital marketing drives the agenda. Reliance on paid media (big-budget) top down campaigns celebrating a single hit has been removed. Nike has already perfected the art of big branding, it’s now moving to a world where consumers want to become a part of the brand story. Nike Digital Sports believe that if you have a body you are an athlete