Digital transformation, the Nike way

Topics: Marketing, Want, Consumer Pages: 2 (776 words) Published: December 5, 2013
Digital transformation, the Nike way
marketingmagazine.co.uk
I had the honor of sitting in on a presentation by a Marketing Specialist at Suite Partners in Chicago and Account Manager for Nike for the Chicago region. He spoke about Nike’s new marketing strategies and it sparked an interest in me to learn more. I found an article titled, Digital transformation, the Nike way, which I’d like to tie in with his presentation about Nike’s new advertising strategies. The article is about a new book written by the vice-president of digital sport at Nike, Stephan Olander and founder and chairman of AKQA, Ajaz Ahmed, titled Velocity which is “The Seven New Laws for a World Gone Digital”. Digital transformation, the Nike way was written in May of 2012 by Nicola Clark of marketingmagazine.co.uk who interviewed the two authors of the book and I accessed it via the LexisNexis database. The book is all about “how marketers can drive the innovation agenda in the digital age” that we’re currently living in, as Nicola says. This book provides some of Nike’s marketing strategies that he mentioned in his presentation and if they aren’t already, they will be a really important component to almost every company’s success. Nike doesn’t want to be that company that annoys people by over selling their products and services through obnoxious commercials. I mean how often do people now days actually watch a commercial? If you’re anything like me, I DVR everything and fast forward through these obnoxious commercials, same with radio, whenever radio commercials come on I, more often than not, change the station. Those ways of advertising is nearly extinct or as they say in the article “that way of doing things has been evaporated”, say Olander. Our ways of communicating are different than they were just 10 years ago and even just last year. Companies need to adjust to the digital age that we are living in in order to survive and be successful. Nike is interested in attracting consumers...
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