Inbound Marketing - Nike & PUMA

-

Inbound Marketing - Nike & PUMA 


Source: unsplash.com. 

What is Inbound Marketing?

Inbound Marketing is creating a strategy to create valuable content that aligns with the needs of the company’s target audiences and builds a long-term customer relationship. There are several types of inbound marketing content, these can be blog posts, e-books, videos, webinars, news articles, social media, etc.


Nike

- Approach to inbound marketing:


Nike has a great inbound marketing strategy, applying several types of inbound marketing, such as ad campaigns, social media interaction/presence and influencer marketing. It is promoted by hundreds of professional athletes, rappers, entrepreneurs, singers, celebrities, and digital influencers. One of the most famous athletes promoting Nike is Serena Williams, the famous American tennis player. 

Source: integrity-online.cf

Nike is a known brand for promoting its voice on social movements such as Black Lives Matter and Stop Asian Hate.

Nike is very present on social media, mostly Instagram and Twitter, where it actively engages and interacts with its followers. 

Nike's website offers an easy process of navigation and purchase, allowing the user to sign up to receive exclusive offers and email campaigns. The email campaigns and exclusive offers will be accordingly to the customer’s preferences.

Nike works with several other brands to create collaborated collections. One of the most popular ones are the famous Air Force & Air Jordan Nike x Off White, costing hundred of dollars/euros/pounds. These sneakers are a ‘must have’ for sneakers lover, and they are not easy to find.

The so famous “Just Do It” is a trademark for Nike, and very popular all over the world. 

Nike products can be found on Nike’s Official stores & website, and hundreds of other third-party online and high-street retailers. 


PUMA 

- Approach to inbound marketing:


Source: pexels.com

PUMA has been working in improving its inbound marketing strategy in the past few years, and in maintaining to stay relevant in such a competitive industry. PUMA has a good presence on Instagram, Twitter and Facebook, in terms of posting daily and providing relevant brand content, however there are big
improvements that could be done in terms of interaction with the customers.

PUMA works with several professional athletes, celebrities, and digital influencers to promote its brand. It has collaborated with a few artists to bring in collaborated collections. A very famous collaboration was Fenty x Puma where they worked alongside with the singer and businesswoman Rihanna in 2015.

PUMA's website is easy to access and navigate. The purchase process is also made very easy for the user.

PUMA's products can be found on PUMA's Official stores & website, and other third-party online & high-street retailers.


Nike & PUMA

Strengths and weakness:


- Strengths: 


  • PUMA has claimed the Trustpilot page and have 3.7 stars.
  • Nike offers a chat bot option on the website. Great AI feature applied to improve the customer’s journey.
  • Nike is great at creating content marketing and applying this to their audience.
  • PUMA and Nike are top searches on search engines.
  • Nike has podcasts with healthy tips available for Apple Music users.
  • Nike and PUMA choose the right people to collaborate with their brand, always making sure the socialite is in line with the brand.
  • Nike and PUMA collaborate with other brands, expanding their market and becoming more relatable with several groups of consumers. 


- Weakness: 


  • Nike has not claimed any Customer Service reviews page, and the online reviews are bad.
  • PUMA doesn’t have any AI feature applied to the customer’s journey on the website. Customers will need to contact the Customer Service line by phone or e-mail.
  • PUMA doesn’t interact with followers/customers on social media, and the digital presence of a brand is very important nowadays.
  • Nike isn’t very active on Facebook, and this could be improved considering they have over 35 million likes. 



Source: pexels.com



Best at inbound marketing:


Source: pexels.com

Nike and PUMA have been in the business for several years. Both brands are good examples of organisations that had to improve their marketing strategy over time. Over the years, they had to change their strategy from outbound marketing to inbound marketing, to stay within the customer’s expectations. 


After looking at the inbound marketing approach of each brand, and the strengths and weakness of each of them, we can conclude that Nike is a winner at inbound marketing.  



Examples of improvements on their inbound marketing:


The inbound marketing used by both organisations is great, so it is hard to find examples of huge improvements. Nike and Puma have very strong marketing and analytics departments working on their brand expansion daily.

However, here are some improvements I would apply to their inbound marketing: 

  • PUMA could implement a chat bot to their website, this could improve the customer's journey.
  • Nike could claim a Customer Service review page and improve the reviews. This could lead into customer's satisfaction.
  • PUMA could improve the interaction they have with followers on social media. Simply by replying to some comments/tweets or using the 'like' option could make their digital presence better. 
  • PUMA could implement more formats to deliver content, such as podcast or better online articles.
  • Both organisations could look into offering the option for the user to sign up to the website using a social media network or third-party account (such as Google account). This would give a better overview of the customer's data, and improve the customer's journey. 






"Give them quality. That's the best kind of advertising." - Milton Hershey




Reference list:


Gatewood, H. (2018) [photo] in unsplash.com. Available at https://unsplash.com/photos/tZc3vjPCk-Q [Accessed on the 22nd March 2022]

Integrity Online (unknown) [photo] in integrity-online.cf. Available at https://www.integrity-online.cf/ProductDetail.aspx?iid=40191428&pr=60.88 [Accessed on the 22nd March 2022]

Kaboompics .com (2015) [photo] in pexels.com. Available at https://www.pexels.com/photo/marketing-strategy-6229/ [Accessed on the 22nd March 2022]

Salesforce (unknown) [article] ‘What is Inbound Marketing?’ in salesforce.com. Available at https://www.salesforce.com/eu/resources/articles/inbound-marketing/ [Accessed on the 22nd March 2022]

Sonwani, A. (2019) [photo] in pexels.com. Available at https://www.pexels.com/photo/person-wearing-puma-shoe-2016145/ [Accessed on the 22nd March 2022]

ΠŸΡ€ΠΎΠΊΠΎΡ„ΡŒΠ΅Π², А. (2019) [photo] in pexels.com. Available at https://www.pexels.com/photo/person-wearing-white-shoes-2811173/ [Accessed on the 22nd March 2022]



Comments

Post a Comment

Popular posts from this blog

Technology and its impact on consumer's lives

-
Image
 Technology and its impact on consumer's lives Meyer, M. (2018) As the world expands, technology is more present in our 'everyday' life. The 2nd assignment of my Postgraduate Diploma with the British Academy of Digital Marketing proposed I created a presentation and a video about technology and its impact on the consumer's life. Click here to view the video!  I have read several articles and watched a few videos to try and understand how much impact technology has in our life, and I can now affirm that since COVID-19 has started, we have used the digital world more and more. Either to do our grocery shopping or to simply be entertained.  You can find a presentation about the impact of technology on consumer's lives on my SlideShare account. Throughout the presentation, you will find several data charts from known sources about the use of internet, impact of COVID-19, digital devices, video consumption, how customers search for information and recommendations, etc.
Read more

The importance of personal branding, how to use social media for personal branding and good examples of using social media for personal branding

-
Image
  ‘Your personal brand is how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see you. It is the telling of your story, and how it reflects your conduct, behavior, spoken and unspoken words, and attitudes.  You use your personal branding to differentiate yourself from other people. Done well, you can tie your personal branding in with your business in ways no corporate branding can possibly succeed.  Professionally, your personal brand is the image that people see of you. It can be a combination of how they look at you in real life, how the media portrays you, and the impression that people gain from the information about you available online.’ (Warner Geyser, 2021) Photo by Olya Kobruseva . Report about the importance of personal branding, how to use social media for personal branding and good examples of using social media for personal branding With the growth of social media, personal branding is extremely importan
Read more