The strategy of delivering the right message at the right time is part of German giant retailer Adidas’s effective digital marketing strategy. In today’s time, it’s crucial to understand all the touchpoints that occur in a customer’s journey map. With easy access to all sorts of information about their next potential buy, a customer reaches out to million platforms to make an informed decision/buy. Customer consumes information from online reviews, blogs, social media platforms, news feeds, and Whatsapp forwards; it’s hard to apply the strategy of delivering the apt message to the right customers at the right time.
With the Google ad platform, Adidas can display a relevant message to relevant people at the appropriate times. Adidas customizes ad messages according to the customer’s buying funnel. They create aspirational brand lifestyle messages if the customer is at the top of the funnel (awareness level) against specific product range messages for customers who are down the funnel (buying level). Adidas also boosts relevancy by speedy campaign delivery.
Adidas uses data smartly to personalize marketing campaigns and continually raise their ROI. They switched their digital marketing budget into programmatic display ads. Adidas uses data to understand the profile of its potential customers deeply. Based on customers interaction and interest, the google ad platform creates customers segments. They create relevant ad campaigns for each segment of their target audience using real-time data impacting ad relevancy in a significantly positive way. They analyze the product interests of their potential customers to pair them with a more specific range of products.
Adidas uses real time-data to push their campaign a notch higher in terms of ad relevancy. For instance, they are channeling ads during some big sports event using the most out the hero moment of a sports icon. Viewing an ad when an NBA player scores a goal while wearing Adidas shoes is a brilliant showcase of impactful ad relevancy.
Through a data-driven approach, Adidas not only scored cut-through and engagement but also amplified the connection Adidas has to important sporting events. It improved awareness of Adidas-sponsored athletes, letting the brand change how it raised awareness of its sponsorships and the effectiveness of those sponsorships. It reiterates the brands association with performance.
The A/B testing on digital ad prints helped in gaining maximum engagement. Adopting a unified ad platform ensures greater visibility to analyze data and use it as a baseline for creating effective campaigns, collectively promising improved conversion rates.
Knowing what stage of the buying funnels your customer is, gives the brand an upper hand in curating a story that the customer likes to hear.
Brands get personified!
- Visuals created by Arpana Shekhar. Picture licensed under CCBY-SA-NC.
- Harvard Business Review. (2018). How Consumer Insights and Digital Have Led to Adidas’ Growth.
- Adidas uses Google data insights to create targeted storytelling and more relevant product messages. (2020). Digital Strategy Consulting. https://www.digitalstrategyconsulting.com/online-advertising/ad-tech/case-study-adidas-uses-google-data-insights-to-create-targeted-storytelling-and-more-relevant-product-messages/48603/
- 6 Things You Should Know About Adidas’ Digital Marketing Strategy. (2020). Digital Agency Network. https://digitalagencynetwork.com/digital-marketing-strategy-of-adidas/