Sportswear-manufacture Adidas is to move the majority of its multibillion marketing and advertising spend.
Under the plans pipelined by the German retail giant, most of its budget will be moved away from its offline marketing streams and into its digital campaigns.
It is understood that the focus for the redirected funds will be towards online video and real-time content in news feeds. It is likely that as well as honing in-house development, the brand will engage with digital marketing agencies and search engine optimisation (SEO) copywriting service firms.
Adidas presently has a global marketing war chest of around €2bn (£1.6bn). With the lion’s share of this now being put towards its digital marketing campaigns, the firm is clearly intent on recovering recently lost market share that has gone to US brand Nike.
Tailored news feeds will be one area that the company will specifically target, with its Adidas’ Digital Newsrooms brand being further developed. According to the company, this was one of its most successful streams during the World Cup in Brazil this summer.
Although still earmarked for digital development, a considerable sum will go towards offline marketing too. However, this will work on adding coherency between physical offline campaigns and the firm’s online counterparts.
Reports have suggested that the visual merchandising of brands offered by Adidas will be given an in-store overhaul to help with online integration, for example.
It is also understood that the extra funding will see the brand launch its biggest and most ambitious advertising campaign next year, with no major sporting events planned in 2015.
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