Marketing Lessons in the Covid-19 Outbreak Period from Famous Shoe Brands

Personalized marketing

Personalized marketing

Netgenz - Netizen buzz Business | One of the most important components of a high-performance marketing budget is an accurate media mix. It should be a concern if complications have developed rapidly in these years. Above-the-line media such as TV and out-of-home advertising can be complemented by digital streams and tools such as search engines and social media, and with newer bases---for example, Instagram, TikTok, Discord, and Clubhouse.

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Meanwhile, most of the developments in global media shopping are due to increased investment in digital media. However, communication is often lost between those in charge of marketing classics and some of the experts in promoting data-driven business deals---either because of historical reasons or because of unequal capabilities and temperaments.

Future marketing requires media to be more robustly tailored, apart from integrated, data-driven spend optimization. A good basis for this purpose is provided by the use of the intense and softer marketing mix model (MMM), which many companies have relied on to distribute budgets to individual media.

However, such modes often fail to adequately represent short-term transitions in practice---not because they cannot, but because companies use them too infrequently, usually only once a year. Further discourse for improving tactical budget management is provided by the multi-touch attribution model, which counts personal contact point contributors to purchasing decisions, and survey-based analytics on brand performance in the buying process.

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As a result, it is possible to reorganize and prioritize budget allocations between the initial stages (brand awareness and purchase thinking) and subsequent stages (purchases, repurchases, and referrals). Major companies use what are known as "drive modes" to verify, for example, online budget sizes based on increasing specific metrics such as the cost of acquiring loyal customers per stream.

If a fairly strong brand is behind the above-the-line ad, it's sometimes possible to lower the investment in a few steps of the business deal. On the other hand, such analysis shows that top-performing marketing cannot compensate for the brand's shortfall in important buying factors such as quality.

The combination of several data-driven analytical systems creates a clear correlation and allows optimization of budget allocations. We can take lessons from Adidas (a popular shoe brand) which already has a deep-rooted marketing and customer network. As the Covid-19 outbreak accelerated the shift to all-online marketing, Adidas increased its investment in e-commerce. At the same time, the iconic brand is updating its marketing tactics to create and maintain strong relationships with Generation Z.

How is the iconic Adidas brand handling the COVID-19 crisis?

The sudden closure of stores and outlets around the world due to the Covid-19 outbreak poses a major hurdle for Adidas. However, Adidas reacted quickly and reduced the cost of protecting their business. Of course, this applies to marketing. Many good campaigns that are thought to be unworthy of return or should be equated conspicuously protect the company's liquidity. At the same time, they are investing in, their e-commerce stream.

Adidas' e-commerce marketing alone significantly passes 4 billion/year, and they aim to achieve further developments in this area to cover in-store or off-line marketing. The need to capitalize on e-commerce with strong marketing support is more relevant than before the Covid-19 outbreak.

Overall, customer loyalty is down. This has something to do with young people using the media. For example, members of Force Z rarely watch linear TV. In exchange, they generally consume the same personalized content as they want on platforms like TikTok, IG [Instagram], or Reels.

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This means that the majority of traditional campaigns do not reach them. The journey of loyal consumers today often begins with an idea on IG or TikTok. Inspirational storytelling on social media is increasingly important to our brand. Inspirational stories on social media are becoming increasingly important for the Adidas brand

Although the world of e-commerce cannot be denied, Adidas is still passionate and will work with partners for the Adidas brand, whether in the world of sports or in the world of lifestyle. With full concentration on the enticing list of top partners, Adidas aspires to continually improve their storytelling and creations to forge stronger and more meaningful relationships with Adidas customers.

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More broadly, the intent is to increase the share of investments that reach a few people and affect the Adidas-loving commune. Over the next 5 years, there are five main targets for the Adidas brand. First, Adidas will bring fresh narrative and innovative products to the premium sportswear and lifestyle group while still remaining true to their core of integrity in sport.

Second, Adidas will create a member commune that develops around topics such as running and training. Third, Adidas will optimize direct relationships with their members to make their communes livelier with the “same as you wish” idea through individually curated narratives, products, and experiences.

Fourth, Adidas can become a more inclusive brand by promoting diversity between partners and individual Adidas companies and will continue to raise the bar for sustainability. Finally, Adidas will continue to attract the best talent and partners in their industry, namely: "Through sport, we have the power to change lives."

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