Talking about Nike: using large data to do trans-channel marketing

Jianhuiyi Blue cursor (300058, share bar) VP of Digital Marketing

Nike is a familiar case in the marketing world, but what do you think Nike is: a wearable technology? A consumer community? A new source of profit? The above three species, perhaps not said in the Nike most seductive point. Its greatest wealth is in the vast amount of data it can bring.

Nike is a Nike apparel accessory, also a Nike brand, which can help Nike find users and understand users through the collection of running information, so as to carry out marketing activities more accurately. As one of Nike's users, I think Nike is a great case for trans-channel marketing or leveraging big data marketing.

Overlooked Nike data potential

By Nike the hardware, software, and community together on a large platform, Nike can harvest a steady stream of user data every day, what does this data bring to Nike?

First, clear target object and launch platform. By Nike this platform, Nike found that its sales target should be 17-year-old teenagers, who are more impulsive than adults. After being informed, Nike will put ads on the popular social platform for teens, reducing the advertising on TV.

Second, accurately optimize the marketing strategy. Nike, for example, makes Nike less reliant on celebrity endorsements. As we all know, the early Nike is to invite big stars to endorse, but these people's endorsement fee is sky-high, for the company is a big budget. However, the effect of celebrity endorsement is not measurable. Looking to the future, this endorsement has been reduced, now Nike's endorsement of many stars are not the most popular, but some in the rising star. Why do Nike use these people? As it was discovered through Nike, the group of users has been talking a lot about these emerging stars.

Apart from these two, what can Nike this platform bring to Nike? This space is beyond imagination:

Product improvement

No matter which company is doing the research and development of new product, need to understand consumer's demand. But Nike's presence has made Nike exempt from the work, and it collects enough data to guide Nike to fine-tune its future products.

User Relationship Maintenance

If Nike develops a new product or fitness program, they can quickly relate to the user through Nike and interact with it. Accurate delivery through the data provided by Nike, Nike not only can accurately on the user's running route on the outdoor advertising, but also by the time of the user on the Facebook or Twitter analysis, at the exact time to put the ads.

Precision Marketing

By analyzing the height and weight of the user and the socialization behavior, Nike produces the best product for the user.

Find a spokesperson

10 million people are uploading information every day on the Nike. In these 10 million, Nike can find people with good athletic abilities and then fund them, and these people become loyal users. They also affect people around them, which is a good way to nurture future users.

Joint marketing

Nike can sell the data obtained from Nike to other brands to make a profit. Of course, it can also be in the user's running route to set up a rest station, so that it becomes a advertising position, and then sell these ads to other brands, which is also a profit channel. This pattern was seen in the 10-kilometer jog in Beijing in Nike2011 years.

You can do it!

The Nike example shows that large data is an important channel to get information. So owned media such as Nike is an important channel for future marketing, and it will drive earned media (Free Press), i.e. Word-of-mouth access to information, while depositing data and bringing many other commercial benefits.

Can only Nike make Nike such a platform? No, in fact, every enterprise, every marketing department can do. Think about how to associate owned media with earned media and use the information obtained on these two platforms to guide the delivery on other platforms.

This integration of information requires advertisers, third-party forces, including label is also doing such a platform, everyone in the newspaper, television, micro-blog, BBS and E-commerce to see the product-related information or competitor information collected back to become the follow-up such as Nike such large data mining basic material.