Research on Footwear Industry Marketing Strategy in Artificial Intelligence Era ——Take Adidas as Example

Ye Xu

doi:10.54254/2754-1169/48/20230460

Research Article

Open access

Published on 1 December 2023

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Xu,Y. (2023). Research on Footwear Industry Marketing Strategy in Artificial Intelligence Era ——Take Adidas as Example. Advances in Economics, Management and Political Sciences,48,256-263.

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Research on Footwear Industry Marketing Strategy in Artificial Intelligence Era ——Take Adidas as Example

Ye Xu *^,1,

¹ University of Southampton

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/48/20230460

Abstract

AI has been used in a variety of industries to help brand to enhance brand construction and marketing. But confused by the AI’s powerful analysis and collection ability, the brand easily ignores the center of marketing: the customer. It’s necessary to consider the role of AI in digital marketing. Adidas is a typical case that gets into the marketing trouble, makes a wrong orientation, and then makes an unsuitable digital marketing strategy. Simply attribution model leads Adidas to over-focus on superficial financial data; sub-brand provides Adidas’ mAIn financial profits, slighting of greater china market. These factors led to Adidas suffering a revenue decline in the last three years. Adidas should quickly adjust its value orientation, keeping the customer orientation all the time, changing its influencer strategy, inviting more sporters as sub-brand spokesmen or brand owners, and enhancing the investment in Greater China. A little negligence in digital marketing will result in the brand being on the AI era’s skids.

Keywords

AI, influencer strategy, customer orientation, sub-brand

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Cite this article

Xu,Y. (2023). Research on Footwear Industry Marketing Strategy in Artificial Intelligence Era ——Take Adidas as Example. Advances in Economics, Management and Political Sciences,48,256-263.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-143-8(Print) / 978-1-83558-144-5(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.48

ISSN：2754-1169(Print) / 2754-1177(Online)

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