Many of the major athletic shoe manufacturers have added a
new wrinkle in this highly competitive space. Customization. You can now stroll
along the boulevard in one of a kind Chuck’s, conquer the road in eye popping
color, and dunk on your opponent while he reads your name as your feet cross
his face.
Athletes and other consumers have clamored for this feature
and now it’s here. Customization is no longer restricted to suits, homes and
cars. If you can envision it, there is a good chance you can create it through
Nike, Converse or Reebok. This feature is available for casual, running,
basketball and soccer shoes. If “flare” is your style, check out the links below a video reviewing the process and sites to put
your creative juices to work!
These products are another example of how consumer
feedback/demand has driven change.
The dictionary defines reputation as: (1) the views that are generally held about somebody or something and (2) something that somebody is know for; particular qualities or attributes. Cartier is known for fine jewelry and watches, Marriott - hotels and Ferrari - beautiful sports cars. Nike is recognized as one of the leaders in sports apparel, primarily shoes.
Phil Knight has built Nike into a multibillion dollar company based on the reputation of the product and customer service. What has taken decades to create was recently threatened by two events: child labor in Asia and the infamous Tiger Woods scandal. Why did these events threaten Nike's strangle hold on the market? A damaged reputation! No one questioned the functionality of the shoes or clothing. The issue is choosing to be a supporter of a company that supports child-abuse and a serial adulterer. Phil Knight did the unexpected by taking responsibility for the child labor matter and voiced his commitment to addressing the issue. His accountability was well received, however, there were still questions about manufacturing improvements worldwide as of 2011. Regarding Tiger, he stood by him (when others abandoned him) during a very difficult time despite open criticism from numerous people.
So, what do the previous stories have to do with digital marketing? Because of the information highway, confirmation of the "sweatshops" and poor behavior of a primary spokesman spread faster than a wildfire. Individuals monitor developments pertaining to these issues and post about it. Such activities affect the reputation of the brand which affects the revenue stream.
It is very important for companies to protect their reputation. This can be accomplished with web analytics. Constant monitoring the web for buzz about their brand will allow them to adjust to positives and address negatives.
Here's an article that highlights the benefits of digital marketing. I hope you find it useful.
http://webtotalmarketing.articlealley.com/top-10-advantages-of-digital-marketing-1317428.html
Have you heard of P90X? Crossfit? Insanity? If I were a betting man, I would say yes. There has been an explosion of interest in the three aforementioned fitness programs across the world. This trio has taken over the health/fitness market space. Why? Because these programs work! And they have excellent marketing strategies.
Before I discuss some of the strategies employed by these companies, let me introduce you to Beachbody and Crossfit. Beachbody was founded by Carl Daikeler and Jon Congdon in 1998. Their objective was to help people lead healthier lives while achieving their goals.(1) Beachbody has a number of programs and supplements available for people who want to get in shape, http://www.beachbody.com/. They created exercise programs that eliminated the hurdle of leaving the house to go to the gym. This approach has definitely worked.
Crossfit, Inc. was founded by Greg Glassman in 2000. This program is designed to improve ones fitness through constant varied exercises, www.crossfit.com. This approach maximizes muscle confusion which stimulates the most growth. (2) There are over 4,000 affiliated gyms helping people get in shape.
How did these companies garner such support for their products? Digital Marketing. Beachbody's P90X product and developer, Tony Horton, can be seen on Facebook, Twitter, infomercials and in your "Inbox", http://www.bing.com/search?q=p90x&form=MOZSBR&pc=MOZI. If you have been following politics, you also know the Mitt Romney's running mate uses P90X daily and leads a group in DC. Now that's an endorsement! Politicians can't work together to solve major problems, but they will exercise together. Hey, it's a start. Beachbody touches its target population through many different media and often. Crossfit uses the internet to inform its existing customers and potential customers about current events; exercise of the day, upcoming events and certifications to name a few, www.crossfit.com. They have also created an environment of consistency. Certifications generally occur on a set schedule creating "graduation classes" which strengthens the bond between its trainers, aka walking build-boards.
Digital marketing and washboard abs. Who knew?
For more info on digital marketing, review the readings via hyperlinks below:
http://www.forbes.com/sites/louiscolumbus/2012/09/06/lessons-learned-at-stanfords-digital-marketing-program/
http://thefuturebuzz.com/2010/01/04/digital-marketing-strategy/
