“Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.
“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”
De nieuwe, sociale, marketing is er. Niet langer massamediaal en geen direct marketing meer, maar gericht op doelgroepen met dezelfde drijfveren, behoeften of gedrag. Nike’s reclamebudget in de VS wordt radicaal anders besteed dan 10 jaar terug, en het gaat ten koste van de grote mediaconcerns.
“We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”