Photos, videos, and other digital marketing tactics sell, and in sports brand marketing, there’s a ton of opportunity to lean into the digital marketing tactics that are helping brands succeed as society shifts more and more toward living and shopping online. In fact, in today’s omnichannel marketing and sales landscape, no commerce business should be without PIM software. Think about it. REI is a perfect example of the type of digital marketing that’s working for companies in the sports and outdoors industry. There may be some related to financial and socialissues in sport that you need to be aware of. Throughout the Spring 2019 semester at Washington University in St. Louis during my Sport Marketing … This is the year that U.S. marketing spending in digital channels is projected to overtake spending for traditional marketing, and in future years, digital spending should only increase while traditional marketing spending continues to decline. Branding, on the other hand, is a long-term investment. Read on to learn why you should make the transition to digital marketing ASAP, how to build your digital brand, and the best tactics for sports brand marketing in 2019 and beyond. Many marketing measures for sports teams are short term and meant to make your team known to more people here and now. If you want to reach Gen Z, you’re going to have to do it through video. That means having a website that works just as seamlessly on tablets and phones as it does on a laptop. But keep in mind that every brand is different. So be sure to tailor your sport marketing strategy to what it is that your company does and how you want to position in the eyes of sport consumers. Sports and outdoors brands have a huge advantage in the modern digital marketing landscape: They’re highly visual. Customers in this industry want strong, relatable brands that they can engage with online. Take a look and get ready for PIM to increase your sales, page views, and bottom line. With that in mind, here are some of the tactics you might consider to market your own sports or outdoors brand in the omnichannel world of 2019. Creating original video content that’s high-quality and shareable is proving to be a powerful way to reach customers online. Email may seem a little old fashioned in the age of social media and instant, constantly updating communication, but it’s still an effective way for businesses to reach their target markets and past customers, keeping them updated about company news, new products, and more. Sports Brand Marketing: Driving Sales in an Omnichannel World, how you will communicate that to your audience via digital channels. Before you decide to employ any of the sport marketing strategies outlined, you should consider all the challenges. In the sports and outdoors industry, one interesting trend has been the success of digital marketing strategies that allow customers to interact with their favorite brands. Industries that once relied on advertising on TV, in newspapers, on the radio, and in magazines are now redirecting that money toward things like paid search, email campaigns, and social media ads. But even though sports and outdoors brands are well-positioned to take advantage of digital marketing trends, it’s still no walk in the park to build a brand and market it effectively in such a fast-changing digital landscape. This is one of the things REI is doing right. Marketing expert Peer Hartog, Creative Director at brand communication and advertising agency Gerlachhartog, did just that at ISPO MUNICH 2017. A good PIM will centralize your product data, optimize marketing efforts and metrics, distribute product catalogs and information to as many channels as you use, and analyze data so you can constantly better your sales and marketing efforts and keep increasing your bottom line. Tina Eaton, Morten Poulsen. In addition to having a store app that customers can use to shop REI from their mobile devices (something most major retailers have at this point), REI has also created apps for trail running, exploring national parks, and hiking. Let’s look again at Gymshark, which reached out to a number of athletes who had growing social media followings to offer them free products, hoping that those athletes (who included high-profile bodybuilders Lex Griffin and Nikki Blackketter) would share their Gymshark products on their social feeds. But in the age of social media influencers, it’s easier than ever for smaller brands to leverage fan followings to build their customer base. Sports and outdoors companies of any size should consider all the PIM options out there before committing to a system, and that’s where our Ultimate PIM Buyer’s Guide should come in handy. Many people love seeing their content featured like this, so a similar strategy could help increase engagement and reach for your own brand. And automation is just one feature that comes with a great product information management (PIM) solution. Marketing automation is a great way to cut down on the time investment it takes to implement many of these strategies. ISPO.com shows you the five biggest blunders that sports brands need to avoid to pave their way to success. Activewear brand Gymshark is just one company that’s leaning hard into this strategy, using hashtags to generate user content that it then repurposes on its own social channels. If you want to increase sales, you need to get more people to your sales channels. September 3, 2019 | by Digital marketing is all about being online, engaging with customers and fans, using optimized websites and social media. Browse throug… Nike has created videos tied to major current events in sports—most recently the Women’s World Cup—that have spread like wildfire on social media. It worked, and now Gymshark sponsors a number of athletes who are active on social media, advertising to their millions of combined followers through regular sponsored posts. Research shows that members of Gen Z stream as much as 23 hours of online video per week—more than any previous generation ever. It’s kind of genius. Will your company be next? This has a ton of power. Sports brands are already demonstrating how effective it can be to create viral video content as part of your overall marketing strategy. So if you’re looking for the best tips for sports brand marketing that will drive sales in the omnichannel landscape of 2019, look no further. Sports brand marketing has long included sponsoring elite athletes. If you’ve got questions about sports brand marketing in the digital age, you are not alone. Sports and outdoors brands have a huge advantage in the modern digital marketing landscape: They’re highly visual. The first step for any sports brand that wants to succeed in digital marketing is to decide who you are, what you stand for, and how you will communicate that to your audience via digital channels. Traditional forms of marketing, like print, TV, and radio ads, were once cutting edge. As more and more people own mobile smart devices, and more and more ecommerce happens on mobile devices rather than desktop ones, it’s imperative that you optimize your website for mobile users. User-generated content is a great digital marketing strategy for many industries, but it works extremely well for sports and outdoors brands because, by nature, customers interact and do cool things with the products. Photos, videos, and other digital marketing tactics sell, and in sports brand marketing, there’s a ton of opportunity to lean into the digital marketing tactics that are helping brands succeed as society shifts more and more toward living and shopping online. That means search engine optimizing everything, from content on your website to product descriptions on Amazon and other third-party sales platforms. But in the digital age, more and more retailers are moving away from traditional marketing, instead investing their marketing budgets into digital strategies. This allows REI’s target market—the kind of people who like to trail run, explore national parks, and hike—to download REI-branded apps related to their interests, so even when they’re not actively shopping, they’re engaging with the REI brand. And what industry lends itself better to such highly visual sales and marketing channels than sports and outdoors, where every activity is a chance to create an engaging visual to use to market your products? If you optimize for the right keywords, it’ll help many new potential buyers find your products instead of your competitors,’ whether that’s via a great blog or white page on your website, or the perfect mix of keywords in your Amazon description. Curating an email list is no small feat, but it’s worth the work—email marketing comes with a potential ROI of 4400 percent. Any of the above can be the right sport marketing strategy for your brand. Over time, as people become more familiar with your brand and start to recognize it, it will get easier for you to win over new fans, attract players and sponsors. Companies like Intersport have seen 80 percent growth in online sales and 500 percent increase in page views in some channels after implementing PIM software. That means that from here on out, retailers are expected to spend more money nationwide on digital marketing than they do on traditional marketing. If there’s any industry that is just made for marketing in the digital age, it’s the sports and outdoors industry. The Latest Sports Marketing Trends In Brand Engagement And Content Creation. We have you covered. We’re truly at a turning point in the history of product marketing. Video is emerging as one of the most powerful ways for retailers to reach new customers. Whether you’re an avid customer or a passive observer, The North Face brings to mind exploration and conservation, while Under Armor makes you think of strength and determination. Take REI’s mobile app strategy for example. Brands like REI, The North Face, Under Armor, and Nike all have instantly recognizable, instantly relatable brands.
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