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article imageNike links higher profits to digital strategy

By Tim Sandle     Jul 3, 2018 in Business
Nike's recent surge in shares is linked to higher earnings. Central to this has been the adoption of a digital strategy. The company has further plans for digital investment.
As Wimbledon begin, Nike may have been aced as Roger Federer dons a new wardrobe from Uniqlo; however, things are looking very positive for the sportswear company in terms of profitability. Earnings are $1.1 billion in its fiscal fourth quarter, which is 12.8 percent higher compared with the same period a year ago.
Nike's recent share gains have been attributed to the company's digital strategy. This includes the athletic brand successfully branding its website cohesively, including embedding its logos in a different way. Forbes notes how Nike’s overall website is now rooted in the same black-and-white simplicity as their logo design, giving it a modern look and in tune with consumers who are as familiar with logos as they are with company names.
Other measures taken by Nike to increase its digital presence included different marketing campaigns, which reportedly generated hundreds of millions of social media impressions. Furthermore, the company has seen increased use of its Nike Plus application. There have also been successful pairings with Amazon and the Chinese website Tmall.
Nike's digital strategy is set to continue, according to Channel News. This includes further research on marketing its goods into categories based on consumer interest, and moving towards direct selling of its products to consumers through social media adverts.
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