August 11, 2014

Adidas Increases Its Digital Content Marketing Spend

The proliferation of digital channels has changed the way businesses connect with buyers. Organizations that fail to implement a dedicated digital marketing strategy will quickly fall behind. Because of this, many businesses are deciding to spend their money where they believe it will pack the biggest punch: on their digital content marketing efforts.

In that vein, Adidas, the sportswear mega retailer, recently announced its plans to devote a majority of its approximately $2.67 billion marketing budget into its digital content marketing initiatives.

According to Herbert Hainer, the company’s CEO, the increase spend “will feature a mix of everything, but we will definitely invest the biggest bulk of the money into the digital media.”

“We know that consumers love our brands when they hear our stories,” Hainer said. “Therefore, we will be bringing even more of these to life on the streets, screens and stores in the future, to ensure customers constantly hear what we have to say.”

As our lives become increasingly digitalized, we can expect that more brands will follow Adidas into the digital realm. That means that when it comes to your content creation strategy, it’s imperative that you consider how much of your budget should be devoted toward traditional advertising means, and how much of it should be brought into the 21st century.

Successful content marketing starts with building a mutually beneficial relationship with your customers. Over time, you must do all that is within your power to make sure that relationship is maintained for as long as possible.

Today, we’re all glued to our mobile devices. Businesses that not only understand this, but put into place an actionable strategy to capitalize on it are putting themselves in a stronger position to succeed in their content marketing efforts.

Where does your organization stand when it comes to its content creation strategies? Click here to learn more about how content marketing can transform your brand. 

Edited by Brooke Neuman

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