Digital Marketing at Nike: From Communication to Dialogue
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Customers could share their data regarding running records and other health statistics with other users through Nike+. In 2010, Nike launched a new business division called Nike Digital Sport (NDS). The objective of NDS was to develop devices and technologies which would allow its users to track their performance while helping the company get a hold over some vital consumer data. NDS released a new product called 'FuelBand' which could track the energy output of the wearer of the band when he/she was exercising. Over time, Nike reduced its focus on traditional marketing strategies and increased its spending on digital marketing. This case is meant for MBA/MS students as a part of the Information and Communication Technology/ Marketing Communications/ Brand Management curriculum.
The case will help the students:
Information and Communication Technology; social media; Communication; Marketing Communications; Digital marketing strategies; Brand Management; Brand evolution; Online communities; Social network; Ambush marketing; Social Brand Score; Facebook Brands; Brand value; Sportswear and apparel; ‘NikeiD’; Nike Digital Sport; FuelBand'; Adidas
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