In today’s world, marketers pick and choose from a variety of different metrics that align with their objectives. According to Frost & Strauss (2014)“ web analytics and many other techniques allow marketers to keep track of every mouse click and use it to improve strategy, efficiency and effectiveness” (p. 6). I analyzed Adidas.com web performance through a website that provides web analytics services for businesses. I found they get the majority of their traffic from the US and noticed that 45.4% of their incoming traffic is driven by direct marketing (Similar Web, n.d.). Direct marketing is a strategy that relies on an individual to convey the sales pitch to prospects such as, mail ads, phone calls, or even coupons (Kenton, 2018).
It is clear that Adidas’s main competitor is Nike. According to Similar Web (n.d.)., from November 2019-January 2020, Adidas.com had 77.27M visits worldwide while Nike has 284.2M. Nike too gets the majority of their traffic from the USA.
“Social Visits metric measures how effective social media campaigns are at driving visitors and leads to your website” (Klipfolio, n.d.). Adidas.com had a decrease in social visits from 368,539 in November 2019 to 269,622 in January 2020 (Similar Web, n.d.).
After reviewing the content they posted on Instagram, I noticed they posted 16 different pictures in November, but only two posts in December. That might be a factor as to why their social visits declined during the month of December.
According to BuzzSumo (n.d.)., Change is a team sport is the most engaged article for Adidas.com.
- 81 Facebook engagements
- 8.6K Twitter shares
- 2 Pinterest shares
= 8.7K in Total Engagement
What is ‘CHANGE IS A TEAM SPORT’?
- A campaign initiated as a way to celebrate 50 years since Adidas ‘changed the game’
“Since its inception, adidas’ iconic Superstar shoe has stood for those who aren’t afraid to stand for something. Having changed the game on the court 50 years ago, today the sneaker is made for game-changers off of it” (Adidas, 2020).
- A way to bring together ‘game changers’ from all different worlds of music, fashion, art, and sports (Adidas, 2020).
- The objective of the campaign is to prove that change doesn’t happen alone; people must work together for change.
Displayed below are the top five keywords that drive organic traffic to adidas.com (Semrush, n.d.).
- $2.87 is the average cost advertisers are paying per clicks on an ad triggered by the keyword ‘adidas’.
References
Adidas. (2020, January 26). Change is a team sport. Retrieved from https://news.adidas.com/originals/change-is-a-team-sport/s/701e60ee-3141-421c-a7f5-a3b3477b3631
BuzzoSumo. (n.d.). Web content. Retrieved from https://app.buzzsumo.com/content/web?q=adidas.com
Kenton, W. (2019, April 18). Direct marketing. Retrieved from https://www.investopedia.com/terms/d/direct-marketing.asp
Klipfolio. (n.d.). Social visits and leads. Retrieved from https://www.klipfolio.com/resources/kpi-examples/social-media/social-visitors-goals
Similar Web. (n.d.). Website performance. Retrieved from https://pro.similarweb.com/#/website/traffic-social/adidas.com/*/999/3m?selectedTab=keywords
Semrush (n.d.). Domain overview:adidas.com. Retrieved by https://www.semrush.com/analytics/overview/?q=adidas.com&date=20200226
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