Have you heard the news about Nike slowly doing away with traditional advertising?
From the Fortune Magazine story:
“Inside Nike’s plan to turn branding into a conversation. Less TV ads, more grassroots dialog via social media.”
Nike is doing a 360. When it has relied on sports celebrities to promote its products in the past, in its place is: less hero worship and more consumer-driven conversation.
This is the power of social media. And this shift in strategy is due to one key principle: go to where your customer is.
What Nike understands about social media, is that it lets them have a dialogue with its customers. They’re are shifting their mindset to do their marketing through their customers.
Of course, the idea of taking advantage of the direct dialogue one has with its customers through social media is not new. But this is a very important story because it’s a striking move by a huge company.
And one who actually gets it.
Let’s keep an eye on this because others are sure to follow.