Choose A Product Or Service It Can Be Anything From Running

Choose A Product Or Service It Can Be Anything From Runni

Choose a product or service (it can be anything from running shoes, a garden tool, cosmetic, car, etc.). Identify 3 companies that sell your selected product/service and “digitally explore” each as it relates to your selected product/service. By digitally explore, you can look at things such as: their website, any social media channel, email (if you are on their subscription list or don’t mind signing up—but this is not required), advertisements (they will show up on your SERP and may even show up on other websites if you visit their site and go somewhere else—this is retargeting), and any other places you can find such as a blog that references them or if they are advertised on Amazon or another website. Compare and contrast between the 3 companies: what kinds of promotions are each company doing for the product/service, what do you observe that one or more of the companies are doing well (impact), what are they doing poorly, and overall, which company seems to be taking the lead from a digital promotion effort? Please include the following in your response: the name of the product/service, the names of the three companies, and your comparison of their efforts (3-4 paragraphs).

Paper For Above instruction

For this assignment, I have chosen the product/service of athletic running shoes, a popular segment within the footwear industry. The three companies selected for digital exploration are Nike, Adidas, and New Balance. These companies are well-established brands with substantial digital marketing footprints, making them ideal for comparison.

Starting with Nike, their digital marketing efforts are highly dynamic, utilizing their website, social media channels like Instagram, Twitter, and Facebook, and targeted advertisements. Nike’s website is sleek, user-friendly, and aggressively promotes its latest sneaker lines with compelling visuals and motivational content. Their social media campaigns often feature athletes and celebrities, leveraging storytelling and emotional appeal to connect with consumers. Nike also invests heavily in influencer marketing, collaborating with popular athletes and fitness influencers to boost engagement. Their retargeting efforts are evident in sponsored ads that follow users across various platforms—highlighting new releases or limited-time offers—which seems to be highly effective at driving traffic and conversions. Nike’s consistent, vibrant promotions tend to generate significant buzz, translating into their leading position in digital marketing within this segment.

Adidas, similarly, maintains an active digital presence with an emphasis on innovation and sustainability. The Adidas website is content-rich, featuring interactive product displays, and their social media channels frequently showcase campaigns associated with their sustainability initiatives, such as using recycled plastic in their shoes. Their advertising strategies include influencer collaborations, especially with environmentally conscious celebrities, and seasonal promotions. Adidas’s retargeting campaigns are also prevalent and personalized, often emphasizing the lifestyle aspect of their products. Although slightly less aggressive than Nike in celebrity endorsements, Adidas’s marketing efforts resonate well with younger, environmentally conscious consumers. They appear to have a strong digital presence but seem to lag slightly behind Nike in overall visibility and engagement metrics.

New Balance presents a more niche digital strategy focused on craftsmanship, heritage, and fitness. Their website is straightforward but less visually overwhelming, emphasizing quality and comfort. In terms of social media, they utilize platforms like Instagram and Facebook to highlight stories about their manufacturing process, athlete endorsements, and customer testimonials. Their digital advertisements tend to target local and regional markets more than global campaigns. While their online promotions are effective within their target demographics, they are less prolific and aggressive compared to Nike and Adidas. This approach gives New Balance a distinct brand identity but limits their digital outreach and impact compared to the industry giants.

Overall, Nike seems to be taking the lead in digital promotion efforts, delivering a comprehensive, emotionally resonant, and highly integrated campaign strategy that leverages all digital channels effectively. Adidas holds a solid second position with innovative and sustainability-focused campaigns but could improve their execution and reach. New Balance’s focused niche approach works well within its specific market segment but does not leverage the broader digital marketing tools as extensively as the other two. The key differentiator for Nike is their ability to create compelling content that appeals across diverse audiences and consistently engage consumers through multiple digital touchpoints, securing their dominant position in the digital marketing landscape for athletic footwear.

Control of Social Media Platforms in Organizations

In my opinion, the marketing department should primarily control the organization’s social media platforms. Marketing teams are strategically trained to craft messaging, understand target audiences, and execute campaigns that align with the organization’s brand objectives. Though the public relations or communications department can contribute, especially in crisis management or reputation monitoring, the marketing team’s expertise ensures that content is consistent, engaging, and optimized for reach. A clear division of responsibilities—with the marketing department managing daily posting, campaign strategies, and analytics—allows for coherent branding and more effective use of social media as a marketing tool. This structure also facilitates faster response times and more targeted promotional efforts, which are vital in today’s fast-paced digital environment.

Advising a Friend to Become a Professional Influencer

I would encourage a friend interested in becoming a professional influencer, provided they are genuinely passionate about their niche and willing to commit the necessary effort and authenticity. While influencer marketing can be lucrative, it requires consistent content creation, genuine engagement with followers, and a clear personal brand. I would advise them to start by identifying their unique value proposition and target audience, then choose the most relevant social media platforms, whether it be Instagram, TikTok, or YouTube. Building credibility and trust is essential; they should focus on creating high-quality, authentic content that resonates with their audience. Attributes such as creativity, resilience, authenticity, and excellent communication skills are crucial for success as an influencer. Patience and adaptability are also important, as the social media landscape constantly evolves, and success may take time. Overall, with dedication and genuine passion, they could develop a rewarding career as an influencer.

Digital Promotional Activities for a Non-Profit

For a non-profit organization, I would recommend the following digital promotional activities to solicit donations:

1. Email Campaigns: Develop personalized email newsletters that tell compelling stories about the organization’s impact, include success stories, and clearly call for donations. These emails should be visually engaging, mobile-friendly, and segmented to target different donor groups based on their giving history or interests.
2. Influencer Partnerships: Collaborate with social media influencers who align with the organization’s mission. Influencers can create authentic content sharing their experience or support, reaching a broader audience and inspiring their followers to contribute. For instance, a sustainability-focused NGO could partner with eco-conscious influencers on Instagram or TikTok.
3. Digital Content Campaigns: Create engaging content such as videos, infographics, and blog posts that highlight ongoing projects, success stories, and urgent needs. Distributing these across social media channels, YouTube, and the organization’s website can increase visibility and emotional engagement. Videos of beneficiaries or stakeholders explaining how donations make a difference tend to resonate strongly and motivate donations.
4. Display and Retargeting Ads: Use targeted display ads on relevant websites and retarget visitors who have shown interest in the organization’s site. This persistent online advertising ensures the organization stays top of mind and encourages potential donors to take action.
5. Online Events and Fundraisers: Host virtual events such as webinars, auctions, or charity runs, promoted heavily through social media and email. These events can generate excitement, broaden engagement, and provide a direct avenue for donations while fostering a sense of community among supporters.

Each activity would be crafted with clear messaging tailored to different audience segments, emphasizing transparency, impact, and urgency. Combining emotional storytelling with strategic calls-to-action across digital platforms can significantly enhance donation solicitation efforts for the non-profit organization.

References

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Lyons, G. (2020). How Influencers Drive Consumer Engagement. Journal of Digital & Social Media Marketing, 8(2), 144-157.
• McGregor, K. (2021). Effective Nonprofit Digital Fundraising Strategies. Nonprofit Quarterly. https://nonprofitquarterly.org
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