Nike’s total annual marketing budget has grown to $2.4 billion.  Yet over the past three years, Nike has decreased its U.S. television and print advertising 40%.  It is choosing to put more funding into the Internet and social media to market its products.

Like many companies, Nike has woken up to the new realities.  Many things have changed.  In a recent interview with Fortune magazine, Nike CEO Mark Parker explained it this way:

Connecting used to be, “Here’s some product, and here’s some advertising.  We hope you like it.”  Connecting today is a dialogue. (Cendrowski, Scott. “Nike’s New Marketing Mojo.” Fortune, 2/27/12, p. 84).

That word, “dialogue,” is key.

Nike reminds us that successful businesses today cannot just throw money into advertising and hope something sticks.  That’s a good way to go broke.  Rather, they must carefully consider the landscape, think about who their audience is, and create multiple opportunities for interchange.  The Internet and social media allow that to happen unlike it has ever happened in the past.  This is where companies and consumers connect; this is where they dialogue.

Knowing that every “buy” decision is fundamentally an emotional decision, wise companies are taking full advantage of it.  Remember, it’s much easier to get emotional when you’re not talking to a vacuum.

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About James Meadows

Currently I serve as a training team manager for Tyco Integrated Security at a customer-care center in Kansas City. Additionally, I am a business consultant, a freelance corporate writer, an Assembly of God ordained minister, a Civil Air Patrol chaplain, and a blogger. I believe we are living in the most fascinating times of human history. To maximize the opportunities these times present, I have a passionate interest in leadership development and organizational success, both of which I view as inextricably linked.

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