Marketing has reached a whole new level in the world today--
especially in the world of sports.
Sponsorships used to be a major source when it came to marketing a big
company. For instance, NIKE would
sponsor popular, big name athletes to get their brand advertised across the
country. But they are actually changing
the way they market and advertise their brand.
Marketing with new digital technology is a new direction that not only
NIKE will go in, but a lot of other areas of the sports world as well.
For example, in an article I found called, "Nike's New Marketing Mojo". It discusses the new program that NIKE created in 2010 and the new direction
they want to go in as far as marketing in concerned. They discuss the new technologies their team
is creating, such as The Fuelband, which is a wristband that tracks energy
output. They want to make it known that
they aren’t about just creating new gadgets but gadgets that will help bring an
online, social community together in hopes of earning their trust well enough
to keep bringing business back to them.
Creating partnerships with other brands is a huge way of creating a
community.
An important part of digital marketing in sports is fan
interaction. Fans love being involved,
and it’s easier to do this more today than ever. Companies and brands are taking advantage of
this marketing tool. For instance,
Doritos held a contest for fans to make their own commercial. The winner would be able to have their video
air during the Super Bowl. This contest
got the word out about Doritos as well as had the fans interact during one of
the biggest games of the year. They
placed the rules on Facebook and still have the winners posted there
today. You can view the videos on their
page at: http://www.superbowl-commercials.org/15486.html.
These are just a few ways that digital marketing is taking
over. Not only is it more cost
effective, but it is becoming more effective today. Everyone is on the internet, has a smartphone
or tablet, so it only makes sense to move in this direction when it comes to
promoting and selling your business and brand.
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