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

Abstract

AI has been used in a variety of industries to help brand to enhance brand construction and marketing. But confused by the AIs powerful analysis and collection ability, the brand easily ignores the center of marketing: the customer. Its 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 eras skids.