Digital Marketing Strategies Used by Sports Retail Companies
Journal Title: Revista CEA - Year 2021, Vol 7, Issue 13
Abstract
In order to determine the current effectiveness of the search engine marketing strategies used by sports retail companies, this paper examines the case of two multi-sport stores, Decathlon and Sprinter, due to the importance of both brands in the sports sector. The methodology implemented in this study was a descriptive analysis of several factors related to digital marketing, such as search engine optimization (SEO), website usability, and the creation of search engine marketing (SEM) campaigns. The information was collected using different tools widely employed in digital marketing, such as Semrush and Screaming Frog. It is concluded that, although both companies make remarkable efforts, their results are very dissimilar. Decathlon develops more efficient and useful digital marketing strategies to consolidate the brand in terms of reputation, while Sprinter presents areas for improvement.
Authors and Affiliations
Sergio Luque-Ortiz
Keywords
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- EP ID EP697627
- DOI 10.22430/24223182.1650
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