Nike decided to work without intermediaries | News

The brand plans to tightly interact with its audience, first-hand learning about users' moods and desires. According to Nike's management, it should help in the development of their own social network Nike +.

Work on social networks independently have already started some competitors brand – for example, Reebok. Others still apply to agencies' services – for example, Puma thus interacts on Facebook and Twitter with the communities of young football fans.

Experts note that the role of agencies currently down - marketing becomes easier to develop your own strategy.

Roger Warner, director at social media agency Beyond, said in an interview MarketingWeek:

"Three years ago most brands didn’t really have a clear understanding of the impact social media would have on internal resources or their marketing strategies. Fast-forward and there are now roles in marketing departments focused solely on sharing and publishing content all the time. The smarter agencies have figured out that their value in the mix is on the idea rather than the day-to-day community management."

Nike says that online channels are more valuable than the traditional ones. Only in the last three years, the volume of brand advertising in the press and on television declined by 40%, while the budgets for online advertising grew steadily.