Digital Marketing Strategies for Brand Promotion via Instagram
An Analytical Study of Adidas and Nike Websites
DOI:
https://doi.org/10.33282/abaa.v17i70.1127Keywords:
Digital marketing, marketing strategies, brandAbstract
Objectives: This study aims to identify the digital marketing strategies adopted by Adidas and Nike through their Instagram accounts, analyze brand marketing strategies, and examine the sales promotion tools used to achieve competitive presence and higher engagement with the target audience.
Methodology: The researcher adopted a descriptive survey approach, which involves systematically collecting data on the phenomenon under study and analyzing it to generate scientific indicators and results. Content analysis was used through a comprehensive census of the companies’ posts during the period from July 1, 2022, to January 1, 2023.
Results: Adidas and Nike employed persuasion and attraction techniques in digital marketing and relied heavily on influencer marketing to increase brand awareness, benefiting from follower bases exceeding one million users. Both companies successfully stimulated sales using various promotional tools; Adidas focused on prizes and rewards, while Nike relied on post-purchase gifts as an attractive incentive for consumers.
Conclusion: The study confirms that marketing through Instagram represents an effective tool for enhancing brand image and boosting sales for global companies such as Adidas and Nike, through integrating persuasion and attraction techniques, influencer strategies, and sales promotion tools. The results reflect the companies’ ability to leverage digital platforms to strengthen audience relationships and achieve marketing objectives.
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