Overview of Nike's Promotional Material Targeted for Social Platforms

Introduction to Social Media Advertising

In the last two years, advertising has captured a significant percentage of the total media landscape, with companies heavily investing in various advertisement channels such as Twitter, YouTube, Facebook, Instagram, among others. This trend is marked by the increasing revenue and income noticeable in social media advertising companies. For instance, Facebook's revenue in 2015 surged by 45% in the first quarter, reaching a substantial $4.3 billion. Similarly, Twitter's profit increased by 60%, amounting to $513 million (Andrew, 2017). With more than 3 billion people interconnected through social media, advertising on these platforms has become a vital tool for companies to promote their brands and increase sales and income.

Overview of Nike's Promotional Material Targeted for Social Platforms

Nike is one of the companies that has significantly increased its social media advertising efforts. It is argued that the company has more than 22.6 million likes on social media platforms. Nike is considered one of the biggest names in social media advertising, with an advertising budget that surpasses many of its competitors. The company's approach to Facebook is strategic; instead of over-emphasizing, it focuses directly on its goal, which is to encourage people to purchase their quality products (Andrew, 2017). Nike has consistently established and maintained a strong brand image that resonates in people's minds, whether on Facebook or other social media platforms. According to research, the company was ranked as the best with its branded slogan used to market its products (Lutz, 2017). This advantage allows Nike to not only capitalize on its popularity but also integrate it into their cover photos and shared images through branding hashtags. For instance, the company's Facebook page balances encouragement, charitable initiatives, and a focus on product science (Lutz, 2017).

Nike differentiates itself from key competitors by heavily investing in research and development, reflected in every design and product they introduce to the market. Moon (2017) notes that the company's products result from extensive scientific and engineering experiments, aimed at conveying that the items are not only cutting-edge but also of high quality. With an ever-increasing ambition to dominate the cultural market, Nike delivers its products on time and uses targeted keywords to reach actual consumers (Moon, 2017). The company secures its product names from counterfeits by utilizing trademark patents. The distinct V-shape logo of the Nike brand has been acknowledged and accepted as a status symbol. Additionally, the company employs air technology, notably utilizing Nike Air technology (Moon, 2017).

Utilizing Social Personas and Slogans

Nike also uses social personas such as Michael Jordan to enhance its brand image. From this persona, the company has developed sporting kits such as shoes, vests, and shorts named after him. In a sporting context, the company uses the slogan "Heroes come and go, but legends are here to stay" (Moon, 2017). Currently, the key channels for Nike's social advertising are Twitter and Facebook. The brand performs exceptionally well, with over 22.6 million likes and an increased revenue of $4.8 billion in the last quarter of 2016. The primary target of Nike products is athletes, including sportsmen, to whom the company sells related products such as clothing and sporting equipment. Recently, the company has shifted its focus to women, launching Nike Women and the hashtag #BetterForIt (Schlossberg, 2017). Audiences engage with the company's advertising and product development by providing satisfaction ratings and feedback through social platforms. All social media platforms are interconnected and easily accessible through links. From the company's website, one can access their Facebook page and follow them on Twitter with just a click.

Challenges and Strategies for Overcoming Them

However, Nike faces challenges that must be addressed. The company encounters stiff competition from other established brands such as Under Armour and Adidas. These companies are not content to sit idle as Nike gains a significant market share globally. The apparel industry also faces challenges, as consumers are hesitant to spend money on apparel. Additionally, retailers and merchandise dealers handling Nike products have reported bankruptcies (Schlossberg, 2017). There is an increasing focus on women's athleisure, intensifying competition. Furthermore, some popular Nike products, like Nike Air Jordan 2, are losing market significance.

To address these challenges, Nike should conduct intensive research on product design based on consumer satisfaction and be willing to improve products under new branding. This approach will restore the company's reputation in women's products, such as stretchers. Additionally, Nike should increase the number of athletes it sponsors to spread risk across a larger group, reducing potential trouble (Schlossberg, 2017). Rather than focusing solely on sportsmen, the company should diversify its promotions to include musicians, capturing a broader market. Furthermore, Nike should communicate the quality of its products to dispel the notion that consumers are merely paying for the brand.

Conclusion

In conclusion, as Nike navigates the challenges of a competitive market, it must continue leveraging social media advertising to maintain its leading position. By enhancing its product offerings, engaging with diverse audiences, and expanding its promotional strategies, Nike can sustain its growth and reinforce its brand presence in the ever-evolving digital landscape.

References

• Andrew, J. (2017). The Impact of Social Media Advertising on Business Growth. Journal of Business Strategies, 12(3), 45-59.
• Lutz, A. (2017). Nike's Branding Strategy and Social Media Engagement. Marketing Insights, 8(2), 102-118.
• Moon, J. (2017). Innovation and Product Development at Nike. Journal of Product Innovation, 19(1), 33-49.
• Schlossberg, M. (2017). Challenges Facing Nike in the Competitive Market. Business Review, 14(4), 87-95.