In an effort to get closer to its customers, Nike has recently taken the decision to take the management of its social media campaign back in-house.
Nike takes its social media marketing in house
Whilst some sceptics believe it is a cost cutting exercise, the company maintains that the decision has been taken to try and gain a closer and deeper understanding of its customers.
Previously, the company’s social media marketing strategies and campaigns were outsourced to AKQA, Wieden & Kennedy, Mindshare and R/GA. Now, they will be managed by Nike’s internal social media departments.
The move by Nike represents wider changes within the sports goods marketplace, with rival brands Puma and Reebok also reviewing their own social media campaigns, with the hope of finding better ways of communicating with their customers.
Digital Marketing and Emarketing experts believe what we are seeing within many blue chip organisations with strong consumer brands is a shift in marketing strategy by taking their social media campaigns back in-house.
Equally, the larger social media agencies are starting to recognise that their value lies in the ideas, concepts, support and consultancy of social media activity as oppose to the day-to-day management of the online community.
Despite reducing its’ spend on traditional print and TV advertising by 40 per cent over the last three years, Nike’s overall marketing spend has increased. This represents a major shift in marketing strategy from traditional methods to digital initiatives and e-marketing, such as social media
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