If we go to a desolate island accidently, having no smart phones might be more horrible than no food to eat. People nowadays have intimate relationship with smart phones. So mobile marketing is becoming an indispensable part of business. Talking about this topic, the first company I thought of is Nike. I want to figure out how Nike achieve success in mobile marketing.
This is an article with the title “How Nike became a mobile-first retailer” which told me a story of what Nike did. http://www.thedrum.com/news/2015/03/20/how-nike-became-mobile-first-retailer It takes time for Nike to invest in cross-channel promotion. But this month, Nike has reported that mobile traffic to its ecommerce site exceeded desktop for the first time.
Many brands still treat mobile marketing a fashionable choice of promotion, but Nike put money and effort in this area. From apps to a social media strategy primed to push fans to buy its products, then Nike also collaborated with third party chains like Footlocker. Nike had determination to make money in mobile marketing, and it really worked.
While other brands are struggling to fit mobile into a crowded marketing mix, Nike combined personalization for fans and commerce successfully to transfer reputation into revenue.
Online shopping has become the core business unit which made the biggest income for Nike. Its mobile marketing of shopping on apps and appearance on social media can match its business strategy. As a result, Nike is becoming so outstanding in mobile marketing.
I have downloaded a few brand’s apps, Nike is one of them. It is designed clear and easy to use. I can browse all products in different categories and buy them with my cell phone easily.
Nike’s social media is also interesting and involving. Like instagram, NIKE posted many videos of athletes showing the spirit of NIKE. “Just do it” runs through all its appearance. https://www.instagram.com/nike/
It has contents and innovation, it cares about customers. It showed a girl who is not slim wearing NIKE’s spots wear. She is still beautiful with the passion look. Not everyone is so slim like super model. But we can look for a healthy life style with Nike. Its social media strategy really matches its brand image.
Nike is doing well in integrated marketing. I really like this brand. It deserves the reputation and profits.