Brand Strategy in Transition: From Traditional Marketing to Social Media Precision Marketing

This paper researches the strategic transition from traditional mass marketing to algorithm-driven precision marketing and why it has become essential in modern society. Traditional frameworks such as the 4Ps and STP models are based on one-way communication and demographic segmentation, being less effective in today's world. As consumer behavior shifts to focus more on user-generated content (UGC) and electronic word-of-mouth (e-WOM), brands have started losing their narrative control. In order to adapt to these changes, companies could make use of big data and algorithms to deliver personalized content directly to individuals, predicting potential consumers and making the marketing process more efficient. By a case study of Nike's digital strategy, this study shows how using social media and brand apps can help the company share a better connection with consumers, while also having challenges around internet privacy. Overall, this paper offers insights about how brands can promote their marketing strategies in the digital age.