Mobile Marketing: Exercise Marketing during the Pandemic

As of 2020, it is estimated that there are 3.5 Billion smartphone users on the planet or approximately 45% of the worlds population. While many view this statistic as a sign of the times and evidence in planet earths evolution into the technology world, it is also regarded as marketers most valuable tool. Through the use of mobile marketing, marketers can now target and reach nearly half of the worlds population right at their fingertips. 

Whilst traditional digital marketing was primarily conducted on the web intended to be viewed on laptops and desktop computers, the undeniable growth trend of mobile users is of the upmost importance to businesses as Becker in 2016 put "Businesses and marketers don’t need a mobile marketing strategy. Rather, their strategy needs mobile." With mobile devices acting as a second brain to many consumers, Becker's statement could not be more true. Additionally, consumers use many different applications on their phone and mobile marketing is easily conducted across multiple mobile channels.

With Melbourne being in Stage 4 lockdown during the COVID-19 pandemic, citizens are using their mobile devices far more than they were in 2019. Statista conducted a survey and reported that 38% of Australians were using their mobile device more frequently during the lockdown of the pandemic. With so many mobile users spending the majority of their day using their device it is crucial that businesses have a mobile marketing strategy in place. 

Besides spending their days in lockdown browsing the internet on their mobile devices, the only taste of normal life Melburnians are able to experience is the 1 hour of exercise we are permitted once a day. While a walk down the shoreline in Elwood would normally have a handful of patrons during the winter, you'd be forgiven for mistaking it for summer with the amount of people exercising. 

Melburians staying active in Elwood during the COVID-19 Pandemic

Whilst many apparel retailers have taken hard hits in sales due to their retail stores being closed, Nike one of the worlds leading sports footwear and apparel retailers has utilised mobile marketing during the pandemic. Whilst still conducting the common social media marketing approaches through specials and product promotions, they have also have seen a dramatic increase in downloads of their Nike Training Club App and Nike Running Club App. 

As Nike promotes on their 'NTC' app website page;

To consumers Nike is offering a way to improve lockdown life for people wishing to still keep active during the pandemic, but to Nike, they're turning staying in at home to their at-home marketing advantage. People who download the app to stay fit and healthy now have Nike's marketing directly downloaded onto their phone. When they view or use the app consumers are subjected to Nike's brand and positively reinforces their brand in consumers subconscious. When consumers consider their next purchase of activewear or running gear, they are more likely to purchase Nike products as they associate Nike with their exercise. However, before they themselves consider purchasing new products, they are all ready subjected to advertisements across Nike's other marketing channels. 

Well played Nike, well played.

Have you been keeping fit during the Pandemic and have you tried Nike's range of fitness apps? Do you think Nike's mobile marketing exploits consumers fitness needs or aids them in reaching their goals? Comment what you think!

See you next week!