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Since the development of the internet and the first live website launching in 1991, traditional marketing methods were suddenly surpassed by digital technology. The internet and digital media have unquestionably transformed marketing and business with the main advantage having the ability to reach and engage to a wider population at a convenient, time-effective pace. ‘Digital marketing includes managing different forms of online company presence such as company websites and social media pages in conjunction with online communications techniques including search engine marketing, online advertising etc’ (Chaffey,Ellis-Chadwick and Johnston, 2012). Throughout this e-portfolio, point of convergence will be placed entirely on a brands website against their social media platform from one of the world’s major leading and innovative sportswear brands, Adidas.
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The name Adidas derives from its German creator, Adi Dassler, whom in 1949 created the ‘soon-to-become-famous Adidas 3-stripes’ (Adidas-group.com, 2014). His mission was to provide athletes the best possible equipment, and he did this by visiting them in their familiar environment so he could gather feedback in order for him to perfect his designs. In 1967, the brand only famous for its shoes at the time, generated a completely new market when it introduced the tracksuit, later becoming a prominent piece of apparel. The famous hip-hop group RUN DMC transformed the tracksuit in their music videos from being a sporting design to a retro- fashionable piece. Today, the company has improved significantly reaching out to a variety of markets submerging into several other brands such as Adidas Originals and Adidas by Stella McCartney, all which contain the signature stripes.
Throughout this e-portfolio, the Adidas website will be discussed against the brands Instagram page and comparisons will be made in terms of the structure of both promotional platforms to areas such as integration methods and so on. Further analysis of the strategic objectives that have informed the digital communications strategy for Adidas will also be thoroughly investigated, to create an in-depth analysis of the brands online presence.