The Impact of Integrated Digital Marketing on Brand Growth: Nike

Abstract

The concept of digital marketing began in the 1990s, experienced the millennial generation, the mobile era, and now, the industry continues to grow, and there are more new developments and changes. This model of communicating information through digital channels to further promote sales is disrupting and gradually replacing traditional marketing as the core strategic framework of enterprises. In order to achieve better growth results, how to effectively integrate different digital marketing channels and maintain a high degree of brand consistency is the focus of this essay. This essay takes the world-famous sports brand NIKE as an example to analyze its most important integrated digital marketing strategy. It mainly includes search engine marketing, video content marketing, social media marketing and influencer marketing. In addition, this article measures the impact of NIKE’s integrated digital marketing strategy on brand growth i.e., brand awareness, customer engagement, sales, and specifically mentions the importance of corporate social responsibility through the disabled-friendly series. Finally, SWOT model is used to summarize the challenges faced by brands under external competitive pressure and complex market environment and suggestions are made for the future development direction of the brand, specifically shown in the article for information consistency and data privacy analysis.