This is a great look at how an iconic brand, famous for their huge ad campaigns and memorable taglines, shifts focus from television and billboards to digital technology for a more customer-centric approach that is both personalized and measurable. Check it out!
_"The taglines 'Just Do It' and 'Bo Knows' became synonymous with the Nike brand, instantly recognizable. Now, however, Nike has moved away from these types of advertisments. From 2009 to 2012, Nike’s spending on traditional advertising dropped by 40% and decreased ever since, even as its marketing budget grew to a company record of $2.4 billion. Where is all of that money going?
"Answer: to advertising techniques that take advantage of new technologies and that allow them to communicate directly with their target audience—17-year olds who spend 20% more on shoes than their adult counterparts."