Introduction to Customer Digital Persona

The concept of digital persona is generally referred as development of model for an individual, through different sources like data storage and data collection about the individual. This concept is very much important for understandings of world’s network and developing a thought about the individual behaviors and attitudes. The desirous method of digital persona would be surveillance of the customer’s data, which actually provides maximum control over consumer’s behavior that is data monitoring according to the Nike products or services in market. The combination of the telecommunications and computers results us in networks that is mainly network connections i.e. internet. The consumers could address each other by emails and messages over the social sites, which the unknown people could also read to know about their experiences about specific product. (Flores, 2013)

The behavior of the people is generally recognizable by the customers or peoples. These aspects have actually improved the perception about a product and that is its personality or persona. The customer digital persona is a method or model based on the customers’ public personal traits data and that is by the transactions, which he made, and this transactional behavior would be used by the organization as a proxy. The persona is the creation of ability by the organization or customer. The customers create a viewpoint of the product and its use whereas the organization is able to foresee the behavior of the customer by the use of this data.

Assignment on Nike By ABC Date 1. Introduction to Customer Digital Persona The concept of digital persona is generally referred as development of model for an individual, through different sources like data storage and data collection about the individual. This concept is very much important for understandings of world’s network and developing a thought about the individual behaviors and attitudes. The desirous method of digital persona would be surveillance of the customer’s data, which actually provides maximum control over consumer’s behavior that is data monitoring according to the Nike products or services in market. The combination of the telecommunications and computers results us in networks that is mainly network connections i.e. internet. The consumers could address each other by emails and messages over the social sites, which the unknown people could also read to know about their experiences about specific product. CITATION Flo13 \l 1033 (Flores, 2013)The behavior of the people is generally recognizable by the customers or peoples. These aspects have actually improved the perception about a product and that is its personality or persona. The customer digital persona is a method or model based on the customers’ public personal traits data and that is by the transactions, which he made, and this transactional behavior would be used by the organization as a proxy. The persona is the creation of ability by the organization or customer. The customers create a viewpoint of the product and its use whereas the organization is able to foresee the behavior of the customer by the use of this data. There are two aspects of any customer’s persona; one is called imposed and the other is projected persona the stronger would be imposed persona which customers get from others point of views about the Nike product. Every customer gives different set of data i.e. diverse modes of behavior and has different impressions. The Nike ruled out its own ways or methods to understand the digital persona of the customers about their products through his buying behaviors. The digital persona of the consumers or customers would mainly be a potential advantage for a Nike as it is distinctive from human personality traits in general. Therefore, the presence of the Nike and its products online is the basic key for the digital promotion of the Nike and its products or services, which it is offering in the market that might be bought online by the customers. CITATION Vog12 \l 1033 (Vogel, 2012) 2. Identification of Digital Marketing Channels The company’s are getting benefit from the online network that is available in the form of social media websites. The same is the case with the Nike; the company would also use the digital marketing methods or different channels over the internet or network based systems. The different channels or methods available for the companies would mainly serve their needs of being online. Therefore, the following were the channels mainly used by the Nike Company for creating its digital persona over the net or networks. CITATION Liu12 \l 1033 (Liu, 2012)These would include the: Social Platforms The social platform which Nike has been using for many years. Despite of direct or media marketing the company is, mainly focusing on the social platforms like facebook, twitter, and Pinterest. The need of today’s technology and latest advancements is the use of the social websites for the promotion or advertising techniques of the different products of the company. The social media platforms over the internet are gaining huge sums of market in terms of customers. The customers are using these platforms very frequently so the Nike is using these platforms as a tool for the promotion of their goods or sportswear apparels. The social media is a crucial platform these days. CITATION Ash14 \l 1033 (Ashara, 2014)Content Marketing Other channels of digital marketing strategy, which the Nike has been using, would be Blogging i.e. Content Marketing techniques. The content marketing techniques include writing of articles over the different online platforms like websites, blogs, and white papers. This technique is very helping the Nike in getting appreciation all around the world from the youth and sports loving people who want to align their interests along with their role player’s interests. This method of this latest technological advancement era is playing a key and vital role in the market. The Nike Company is paying huge attention on such things like blogging, and publications of white papers all across the globe. The presence of the company all across the globe would benefit the company in terms of sales and acknowledgements of different strategies. Another aspect is the alignment of this technique as to their core business aspect or concept that is Sportswear Apparels, which is giving the company a huge boost in the market. Another competitive advantage that Nike is getting over its competitors would be elimination of wrong concepts about the company practices. Which are actually addressed or discussed in these major techniques CITATION Vog12 \l 1033 (Vogel, 2012)Optimization The optimization concepts that Nike has adopted is also helping the company. This is the very new concept, which is Search Engine Optimization methods used in terms of displaying of Ads, keywords, and data of the media. These methods also require the help of internet latest strategies. These business strategies would mainly include the gathering of consumer data from their web surfing or browser researches. This technique is imminent for the Nike as the data is collected and skimmed about the best sport wears apparels’ which the consumer wants to buy and for that, they would be using the online platforms for the purchasing of the product of the company. The display of the Nike ads is a continuous factor on the sportswear sites where consumers could make a transaction. The search engines saved the searches of the consumers over their databases. CITATION Liu12 \l 1033 (Liu, 2012)E-Mail Marketing The most advanced form of the digital marketing techniques would mainly include the email base marketing techniques in which the company would be sending their product details or the discounts, which could be offered to the relevant persons of the email. The identification of this thing is mainly dependent on the searches made by the persons or consumers over the internet. Therefore, the email marketing includes the capturing of the consumer interests, the distributional factor of the products, and their relevant content strategies needed for the company products or services. The Nike Company is handily using some techniques that are getting them a huge market share as well as the appreciation factor, which the company is receiving all across the globe. The email marketing techniques would be used by the company over the periods and this method is gaining a huge trend as followed by the different companies of sportswear industry. CITATION Flo13 \l 1033 (Flores, 2013)Branding The ultimate digital marketing channels used by the Nike Company are the branding techniques. These techniques mainly include the packaging of the products, the graphic designing of the product packaging’s, and the message on the packaging. The company is handily using these methods of promotion of their product over the internet in the creation of digital marketing personas. The digital persona is the key factor for the companies because it helps the company in building the brand image of the Nike in the minds of their customers. The customers also like the products, which are focused and contain inspirational wordings over the product CITATION Ash14 \l 1033 (Ashara, 2014)3. Critical Evaluation of Motivations To evaluate the motivational factor of the Nike would mainly determine the focus and intention of their customers’ buying behaviors. The user-generated data is very much needed in the evaluation of the customers as if their buying needs are identified and in response to those needs or demands, the company would generate the products respectively. The Nike was seeing a huge trend of consumers’ attention but having said that the company was also facing some growth issues in different parts of the world. The growth issues would mainly because of the labor crises or issues, which were relate with the manufacturing or outsourcing methods, which are dealt to be the vulnerabilities potentially. The user generate data also helps out the company in terms of reorganizing their structures as to the needs assessment of consumers. The company also makes sustainable movements in the company about product and finance groups. CITATION Cla93 \l 1033 (Clarke, 1993)The impact of the data of the customers generated from the digital marketing channels would explain it in terms of major diversity of their business and practices. The Nike Company developed new trends or strategies of being online throughout the net platforms of social websites, blogs, and through email marketing methods. Previously the Nike was following the digital persona of informal nature, which was based on the perceptions of the human or consumers about their products and its brand image. The Nike shifted this trend into having the digital persona of formal nature, which was mainly based on the collection of data structures from the internet. CITATION Cha14 \l 1033 (Chang, 2014) The another impact on the Nike communication strategy was the hiring of third party advertisers with them as well which could introduce new trends in the market and associate those innovative trends with the famous players or characters which people followed so much. The association of the brand with the popular people across different sports field would also be the shift or the impact on the communications of marketing. The impact of these digital marketing channel strategies would be giving a market competitive edge over the other competitors of the Nike producing same products but with different quality and marketing techniques or modes. CITATION Ash14 \l 1033 (Ashara, 2014)4. Recommendations: The recommendations for the Nike would mainly focus on their presence in the electronic media like press or TV ads. The Nike has been successfully associated with the most populous people of the world along with that the TV commercials are less or reduced as compared to the growth of the brand all across the globe like in170 countries or nations. The focus of the company is mainly on their presence in the social websites and blogs despite of the lot of advantages of this business strategy the company should focus more on the TV commercials. The Nike Company is successfully implementing the different innovative products or strategies, which is helping its way out in the market by giving it a competitive advantage over the competitors. The company is maintaining a status symbol as the customers associate the brand with their role model players from different countries. The Nike company is turning out to be a huge success factor due to its complete alignment of strategies with the communicational strategies formed basing on the different digital marketing channels been exploited by the company. References: BIBLIOGRAPHY \l 1033 Ashara, P. (2014). Nike Marketing Startegies. Retrieved March 4, 2015, from http://www.slideshare.net/PareshAshara/nike-12906460?related=1 Chang, C. Y. (2014). Visualizing brand personality and personal. Theses and Dissertations, 83. Clarke, R. (1993, June). The Digital Persona . Retrieved March 4, 2015, from http://www.rogerclarke.com/DV/DigPersona.html Flores, S. (2013, March 5). Nike and Building Deeper Connections Through Social Media. Retrieved March 4, 2015, from http://prosintraining.com/ssm/2013/03/nike-and-building-deeper-connections-through-social-media/ Liu, J. (2012, may 07). Nike Social Media Marketing Case Study. Retrieved March 04, 2015, from http://www.slideshare.net/jane19900101/nike-smm-case-study?related=1 Vogel, L. (2012, May 11). Nike’s Gameplan for Growth that’s Good for All. Retrieved march 4, 2015, from http://www.managementexchange.com/story/nike%E2%80%99s-gameplan-growth-that%E2%80%99s-good-all

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