For the marketing plan assignment you are going to develop Part C of the strategic marketing plan. Be sure you include detailed research, information, and analysis to present the assignment's require

Nike’s Marketing Communication Channels: A Comparative Analysis

Name: Shawn Currier

Institution: University of Phoenix

Course Number: MKT 574

Instructor’s Name: Prof Ismael Hau

Due Date: October 21, 2024

Nike’s Marketing Communication Channels

Introduction

Nike is a global sportswear and footwear company that incorporates several marketing techniques in order to remain on top of their market. For it to reach different people with its key communicative appeals, Nike resorts to both the offline and the online means of communicating. This paper will briefly describe five of these channels: some of which are conventional channels while others are social, and digital media channels, and analyze the merits and demerits of using them. It will then shift to the role that these channels play in reaching out to the Nike company’s various clients.

Marketing Communication Channels

The following are what I have considered as five major communication Nike uses:

Television Advertising (Traditional Media)

Television commercials are still used by Nike to this present day, particularly in instances where Nike requires a mass appeal that can be reached within a particularly short space of time, such as the Super Bowl advertisements. An important attribute of television advertising is the power of the former in putting across messages to a large populace within the shortest of time. Nike uses this to come up with immensely striking adverts that make people aware and memorably position themselves in people’s consciousness. With television advertisements, Nike will be able to promote its brand as well as its products and even incorporate emotional appeals when getting the message across. (Park, 2020). 

There are several negative aspects of TV ads. First, it is very costly to make them and to broadcast them in prime time. Second, while the viewers can watch the TV ad some of them cannot interact with it, meaning that once the viewers go through the ad there is no opportunity for the viewer to engage with it again. For example, Nike Super Bowl commercials are infamous because Super Bowl ads generate views, but there is no interactive call to action or Website link for consumers to purchase Nike’s products during Nike’s commercials. However, the use of television advertising is not fully effective when it comes to Nike marketing its products in particular its sneakers.

Print Advertising

Magazine and newspaper ads are another form of the traditional advertising procedure that Nike also employs. The other benefit that the print ad has compared to others is that it is able to segment the people to get the message across. For example, the magazine ad that is placed in the sports magazine brings information to the reader who is most likely to be Nike’s customer. And they are tangible in that people can get their hands on a piece and look at it over and over again, which should help with recognition.

Here, however, there is a hitch with print advertisements also. People are now consuming fewer physical magazines and newspapers; therefore, the reach of print advertisements has been reduced. Print ads are also less interactive than digital channels, which makes it very difficult for Nike to know how the readers receive the ads. However, such an approach is still effective where there is an aim of targeting certain consumers who still consider print media as important. (Kingsnorth, 2022). 

Instagram (Digital Media)

The image and short video sharing is a perfect match for Nike, a company that relies heavily on images, and Instagram is one of the key Nike channels. The main strength of Instagram is that Nike can directly engage with its audience as and when it wants. Nike can interact with comments, repost, and even create content actively by using stories and posts. This goes a long way in developing a brand community. Instagram also provides the targeting option which helps Nike to demonstrate its advertisements only to the specific audience that is more active, for example, the youth. (Hussain et al. 2024).

But still, we discuss some disadvantages of Instagram. Many times, the algorithm on this platform transforms, and this changes the number of people who get to see Nike’s posts. Furthermore, the prominence of Nike’s Instagram page means, it must continuously post new material, which can prove costly and tedious. However, cultivating direct conversations and telling visual narratives are genuinely valuable for Nike as a marketing tool, and this is where Instagram stands out.

YouTube (Digital Media)

YouTube is one more significant platform for Nike if the company is to post video content. Another benefit that is vital for Nike is the ability to post longer more elaborate videos about products and athletes. For instance, Nike can post mini-documentaries that show how the Nike brand participates in sports so that people have an emotional tie with what they are watching. On YouTube, there is also the capability to make ‘viral’ which will increase Nike’s market exposure.

However, YouTube has become a pool full of videos and for Nike to be noticed among all these videos it has to push much harder. Video production is also expensive and can take a lot of time especially where there is a large number of clips. Nevertheless, the growth of the accounts enables Nike to continue using the platform as one of the key channels to share comprehensive and often reaching millions of people’s narratives.

Email Marketing (New Media, Digital Media)

It is an effective tool for Nike to pass a message directly to its customers by emailing them. Probably, the most important benefit that email marketing has is that you can deliver relevant content. Nike can segment its email list depending on the customer’s preferences with a given product or kind of products he has used before, then send customized email promotions of certain products or discounts. It is also an inexpensive method, and Nike can target many consumers at an inferior cost than other channels.

The disadvantage of using emails in marketing is that people seldom open marketing emails, or they can be redirected to the spam folder. Also, it means that if the content doesn’t attract attention, the recipients will not even open the email. Nonetheless, email marketing still remains a highly effective tool for Nike to develop long-term business customer relationships and sales. (Olson et al. 2021).

Comparative Analysis

This discussion about the difference between the conventional and the new source of advertisement shows that each of them has its advantages for Nike. TV and newspapers offer a large audience and are good for branding, but it is not very engaging and can be costly for a business. Instagram, YouTube, and emails as forms of digital media enable Nike to directly communicate with its viewers and customers. All these channels are relevant for identifying younger consumers who spend most of their time online. Many digital platforms can be quite labor-intensive with regard to the content that is required, but they are much more flexible and provide virtually immediate interaction.

Conclusion

In conclusion, Nike understands that different customers may prefer different communication methods and uses all forms of communication methods physically and virtually. Through utilizing television and print for reach and YouTube, Instagram, and email for focused and immediate conversations, Nike can continue to lead the sportswear industry and the world of effective advertising as well. This integrated method gives Nike the opportunity of a consistent consumer relationship and interaction with them through more than one platform.

References

Hussain, M. S., Sachan, B., & Pal, J. K. (2024). Social Media as an Educational Tool: Opportunities and Challenges. International Journal of Scientific Research in Modern Science and Technology, 3(9), 07-14.

Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285-293.

Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.