Essays on The Role of the Internet in the Current Integrated Marketing Communications Strategy: Nike, Inc Case Study

Download full paperFile format: .doc, available for editing

The paper "The Role of the Internet in the Current Integrated Marketing Communications Strategy: Nike, Inc" is a great example of a marketing case study.   Today, the internet plays an integral role in the Integrated Marketing Communications Strategy. Many organisations are integrating their marketing activities into the internet (Keller, 2009). As such, this paper seeks to evaluate the role of the internet in the current Integrated Marketing Communications Strategy. The paper will start by giving a brief overview of Nike, Inc. and later on highlight its involvement in Internet marketing as a tool of IMC.

To delineate this, the paper will look at the postmodern consumer, highlighting his or her characteristics, which in turn would affect the way firms need to design and promote their brands. Additionally, the report will discuss the concept of Integrated Marketing Communications. The paper will also focus on Nike’ s use of the internet as one of the IMC important communication tools. 1.0 Introduction Apparently, company-marketing techniques are no longer a secret. People are familiar with the idea of organisations paying advertising agencies to conjure up the wittiest, most informational, most inspirational and hopefully funniest campaigns imaginable.

Today, companies often use a method such the press releases and the social media to reach out to both their existing and potential customers (Gurau, 2008). In that regard, marketing researchers have come up with a general concept referred to as Integrated Marketing Communications (IMC), aimed at covering the marketing methods that a company uses. Accordingly, Integrated Marketing Communications ensures that all forms and designs of messages are linked together (Rowley, 2001). It involves integrating an organisation’ s promotional tools thus making them work together in harmony (Ebren et al. , 2012).

Moreover, when integrated, these marketing tools will speak consistently and in unison all the time, every time. 2.0 Companies Overview Incorporated in 1969, Nike is involved in the design and development of Athletic footwear, equipment, apparel and accessories. The company is also engaged in worldwide marketing and selling of products (Nike. com, 2014). The company’ s focus product offering is based on seven main categories: Basketball, Soccer, Running, Men’ s Training, Women’ s Training, Action Sports and Nike Sportswear. Apparently, the company transitioned its activity to E-Business in order to improve its services and added value to customers’ satisfaction. In order to cope up with the challenging marketing environment, Nike has been forced to integrate sixty-five percent of its marketing activities into online marketing (Smith, 2002).

Ideally, customers are becoming sophisticated and as such, abhor traditional methods of communication, where the information transfer was one way. Accordingly, Nike has been forced to develop new ways of communicating with the burgeoning market. The company has been forced to integrate its promotional tools into integrated marketing communication. Shyan Fam (2000) argues that any Integrated Marketing Communication approach in the marketing environment should be a continuous process as the customers want to establish a relationship with the firm.

Moreover, Shyan points out that marketing has changed from targeting the mass market to targeting a specific segment. Equally, Nike’ s IMC approach is based on segmented markets. In order to have an effective Integrated Marketing Communication strategy, the organization has to have a planning model such as the one in the figure below:

References

Belch, G. E., & Belch, M. A.2003. Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.

Burton, D. (2002), “Postmodernism, social relations and remote shopping”, European Journal of Marketing, Vol. 36 Nos 7/8, pp. 792-810.

Colliander, J. and Wien, A.H. 2013. “Trash talk rebuffed: consumers’ defense of companies criticized in online communities” European Journal of Marketing, Vol. 47, No. 10, pp 1733 – 1757

Duncan, Tom 2008. Principles of Advertising & IMC, 2nded. New York: McGraw-Hill/Irwin.

Ebren, F., Kitchen, P. J., Aksoy, Ş., &Kaynak, E. 2012. Probing integrated marketing communications (IMC) in Turkey. Journal of Promotion Management, 11(1), 127-151.

Econsultancy, 2014.How Nike uses Facebook, Twitter, Pinterest and Google+. [online] Available at: https://econsultancy.com/blog/62412-how-nike-uses-facebook-twitter pinterest-and-google [Accessed 2 Nov. 2014].

Fam, K. S. 2000. Differing views and use of integrated marketing communications–findings from a survey of New Zealand small businesses. Journal of Small Business and Enterprise Development, 8(3), 205-214.

Goulding, C. 2003, “Issues in representing the postmodern consumer”, Qualitative MarkeT Research: An International Journal, Vol. 6 No. 3, pp. 152-9.

Gurau, C. 2008. Integrated online marketing communication: implementation and management. Journal of communication management, 12(2), 169-184.

Hamill, J. 2007. The Internet and international marketing International Marketing Review, 14(5), 300-323.

Harridge S. 2004, “Electronic marketing, the new kid on the block”, Marketing Intelligence & Planning, Vol. 22 Nos 2/3, p. 297.

Keller, K. L. 2009. Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.

Kitchen, P. J., Kim, I., & Schultz, D. E. 2008. Integrated marketing communication: Practice leads theory. Journal of advertising research, 48(4), 531.

Kotler, Philip, and Armstrong, Gary. 2008. Principles of Marketing, 12thed. (Upper Saddle River, NJ: Pearson/Prentice Hall)

Mangold, W. G., &Faulds, D. J. 2009. Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.

Milo, G. (2014). Design your custom NIKEiD gear and send it to Australia or New Zealand. [online] Mynikeid.com.au. Available at: http://www.mynikeid.com.au/design [Accessed 2 Nov. 2014].

Monson, D.2013. “Gaming to Please,” Marketing News.

News.nike.com, 2014.NIKE, Inc. - The official corporate website for Nike and its affiliate brands.[online] Available at: http://news.nike.com/ [Accessed 2 Nov. 2014].

NIKE, Inc., 2014. Nike Basketball Debuts the LeBron James “Together” Film. [online] Available at: http://news.nike.com/news/nike-basketball-debuts-the-lebron-james together-film [Accessed 2 Nov. 2014].

Rowley, J. 2001. Remodeling marketing communications in an Internet environment. Internet Research, 11(3), 203-212.

Schibrowsky, J. A., Peltier, J. W., &Nill, A.2007. The state of internet marketing research: a review of the literature and future research directions. European Journal of Marketing, 41(7/8), 722-733.

Schultz, Don E., 2013. “New Marketing Job Picture Ups Accountability,” Marketing News. Cormier, Kathleen A, .2012.Developing a Web Site. TMA Journal Vol. 19, ISSUE 2.

Simmons, G. 2008. Marketing to postmodern consumers: introducing the internet chameleon. European Journal of Marketing, 42(3/4), 299-310.

Smith, Paul R. & Taylor, Jonathan. 2002. Marketing communications: an integrated approach. 3rd edition. London; Milford: Kogan Page Ltd.

Visitmanchester.com, 2014.Articles - Shopping - intu Trafford Centre - Visit Manchester - The official tourism website for Greater Manchester. [online] Available at: http://www.visitmanchester.com/articles/shopping/intu-trafford-centre/ [Accessed 2 Nov. 2014].

Download full paperFile format: .doc, available for editing
Contact Us