A study provided by CI Advertising says “the Internet WWW has been termed a “new” medium. “New” implies novelty. This “new” medium has become part of the everyday life for most people. The Internet environment itself has changed.” That change must be reflected in the way companies market their products and Adidas is a perfect example of this trend. In fact, Adidas is more affected by the rapidity of change in internet usage because of their targeted demographic. Adidas’ target demographic is 12-24 years of age, a technologically savvy group that takes their advertising to go. In order to keep up with this group and remain relevant in their daily lives, Adidas must view interactive media as the hub into which every spoke runs. In other words, every vehicle of advertising should ultimately refer back to Adidas’ website and virtual store, mobile phone services, and the like.
I believe interactive media is continuing to take center stage as consumers rely more heavily on what technology has to offer, such as mobile phones and the web. However, interactive media is still a support medium, offering more details and less hassle to products of interest or products consumed. But consumers must still make that first connection, which rarely comes in the form of a pop-up or banner ad. Otherwise, consumers may be exposed to an offering by accident, while searching on the web for something else or something similar, but marketing by luck is rarely successful. The internet allows consumers an environment in which to research, buy, and become a part of their product but the original connection will most likely be made through a sponsorship, promotion, or advertisement through a more traditional medium. However, this connection fails if traditional marketing vehicles lead consumers only to the store to buy shoes. Consumers must feel they are getting more than the shoes, they want a trend, a cultural phenomenon, and perhaps most importantly, a relationship with the product, and by extension the company. This relationship is obviously mutually beneficial, because Adidas gets as much out of the interaction provided by the internet and other interactive media, if properly created, as the consumer.
Though I think Adidas’ target audience is unreliable in providing feedback in the form of surveys or questionnaires, they will sign up for newsletters, free stuff and mobile alerts if they like the product. Users/viewers can be tracked through hits and more substantially tracked for qualitative data through sign-ups for “insider” information. Psychographically, using this vehicle is helping consumers feel as though they are a part of the Adidas experience and Adidas is a part of them. I don’t believe Adidas should expect a substantial monetary return on mobile alerts and ringtones, those items should be treated as marketing tools and are just vehicles for the sale of Adidas offerings.
One of Adidas’ main objectives is to increase their market share in the U.S., a goal that makes the internet an integral component. According to the Pew Internet and American Life Project, 87% of teenagers between the ages of 12 and 17 years of age in 2005 used the internet and of that group, 84% used it to research popular culture. That is half Adidas’ target market using the internet on a regular basis, looking for what Adidas has to offer. [Access the study at http://www.edweek.org/ew/articles/2005/07/29/44report_web2.h24.html.]
