ADIDAS: THE ROADMAP TO SUCCESSFULL DIGITAL STRATEGYMARTIN MUÑOZ

COMPANY OVERVIEW• ADIDAS IS A GERMAN MULTINATIONAL

CORPORATION THAT DESIGNS AND MANUFACTURES SPORT SHOES, CLOTHING AND ACCESSORIES

• TARGET AUDIENCE INCLUDES MEN AND WOMEN, AGES 18 - 34, WHO ENJOY LIVING AN ACTIVE STYLE

• THE BIG IDEA IS TO HAVE AN EFFECTIVE MARKETING CAMPAIGN THAT WILL NOT ONLY GENERATE MORE LEADS, BUT TO ALSO TURN THOSE LEADS INTO REPEAT BUYERS

TOOLS & TACTICSRECOMMENDATIONS:• PROVIDE QUALITY SHORT-FILMS

THAT CAN BE DISPLAYED COHESIVELY ON ALL OF THEIR SOCIAL MEDIA PLATFORMS

• LAUNCH AN APPLICATION, WHERE USERS CAN TRACK THEIR FITNESS AND KEEP COUNT OF THEIR CALORIE INTAKE

• WITH A BUDGET OF APPROXIMATELY 13 - 14 % OF SALES, ADIDAS CAN IMPROVE FOOT TRAFFIC AND ENGAGE MORE ON THEIR SOCIAL MEDIA PLATFORMS BY CREATING CONTENT THAT ENGAGES WITH ITS CONSUMERS THAT SHOWCASE THE COMFORTABILITY AND STYLISH ATHLETIC GEAR

MOBILE STRATEGY• OFFERS A GRACEFUL MOBILE

EXPERIENCE

• DESIGNED TO APPEAL TO WHAT CUSTOMERS ARE LOOKING FOR

• SHOWCASES GREAT PHOTOGRAPHY AND RICH TEXT

RECOMMENDATIONS:• INCLUDE AND PROMOTE SOCIAL MEDIA

PLATFORMS ON THEIR PAGE

• ADDING AN “ABOUT US” TAB ON THEIR MOBILE WEBSITE

INTERNET MARKETINGPROVIDES SUBSCRIBERS WITH NEWSLETTERS AND BLOGS

RECOMMENDATIONS:• IMPROVE EMAIL MARKETING TO TARGET PEOPLE WHO LIVE A HEALTHY

LIFESTYLE AND FOCUS ON CREATING AND PROVIDING AN EMAIL WITH REMARKABLE CONTENT

• ENCOURAGE THE BLOGS TO DEVELOP CONTENT THAT MOTIVATES ITS SUBSCRIBERS ON HOW TO LIVE A HEALTHY ACTIVE LIFESTYLE

SEARCH ENGINE MARKETINGFACES A DISADVANTAGE WHEN A USER SEARCHES “ATHLETIC GEAR” ON GOOGLE

RECOMMENDATIONS:• ATTRACT CONSUMERS BY HAVING USERS CLICK ON AN AD THAT SAYS,

“GET ACTIVE TODAY!” AND “UPGRADE YOUR ATHLETIC GEAR NOW!”

• BUDGET WOULD DEPEND ON THE PPC

SOCIAL MEDIA MARKETING• CURRENT SOCIAL MEDIA CAMPAIGN IS FOCUSED

ON USING THE HASHTAG #HERETOCREATE

• USED ON FACEBOOK, TWITTER, INSTAGRAM, AND THEIR YOUTUBE CHANNEL

RECOMMENDATIONS:• CONTINUE TO EXPAND THEIR SOCIAL MEDIA

PRESENCE

• PROMOTE TWEETS, POSTS, AND PHOTOS ON TWITTER, FACEBOOK, AND INSTAGRAM

DISPLAY ADVERTISINGRAPIDLY GROWING ON INSTAGRAM AND TWITTER WHICH OFFERS SPONSORED PHOTOS AND PROMOTED TWEETS ON USERS FEEDS

RECOMMENDATIONS:• DEVELOP DISPLAY ADS THAT PROVIDES

CONTENT RELEVANT TO WHAT A CONSUMER MIGHT BE INTERESTED IN PURCHASING

• THIS WOULD ENSURE THAT THE CONSUMER COULD CLICK ON THE AD AND BE DIRECTED TO THEIR LANDING PAGE

SEARCH ENGINE OPTIMIZATION

• DOES NOT EFFECTIVELY EXECUTE SEO

• WHEN USER SEARCHES “MEN’S ATHLETIC SHOES” ON GOOGLE, ADIDAS’ WEBSITE DOES NOT APPEAR UNTIL PAGE EIGHT

RECOMMENDATION:• INVEST MORE OF THEIR

BUDGET AND TIME REDEFINING KEY WORDS AND PHRASES THAT WILL HELP ADIDAS BE ONE OF THE FIRST BRANDS TO SHOW UP ON THE FIRST PAGE WHEN SEARCHING ANY RELATED ATHLETIC GEAR

ANALYTICS• GOOGLE ANALYTICS IS FREE AND SIMPLE TO

USE THAT WILL ENSURE THAT ADIDAS IS KEEPING TRACK OF THEIR EXPECTED GOALS

• WITH GOOGLE ANALYTICS ADIDAS WILL BE ABLE TO:

• SET GOALS

• SET UP ALERTS

• SEE REAL TIME ACTIVITY

• DEMOGRAPHICS

• ACQUISITIONS

• BEHAVIOR

• CONVERSIONS