Digital and Social Marketing

This report explores the concept of marketing and its importance in selling goods and services. It focuses on digital marketing and social media marketing, specifically in the context of H&M, a multinational clothing retail company. The report discusses the marketing mix, communication mix, and the use of digital media and social media for promoting products. It also covers different digital marketing models and their implications for H&M's marketing strategy. Overall, the report highlights the significance of digital and social marketing in attracting customers and increasing profitability.

Digital And Social
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
PART 2............................................................................................................................................6
CONCLUSIOON.............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to activities which are used to promote the goods and services of
company for the selling and buying purpose. It helps firms in order to attract the customers
towards an organisation. Marketing is the process of attracting, understanding and building
relationships with customers. It is important because it helps in sell business products and
services (Dahiya and Gayatri, 2018). Digital marketing refers to promotion and advertising
through digital platforms such as websites, email, social media, mobile apps etc. The company
which is selected for this report is H & M . It is the multinational clothing retail based company
which deals in men and woman and children. It was founded in 1947, headquarter situated in
Stockholm, Sweden. This report covers topics such as marketing concept, marketing mix and
communication mix, digital marketing, digital marketing and social media marketing is
important in businesses. Apart from this it also covers topics such as digital marketing use in
communication strategy.
PART 1
Marketing mix refers to the set of the actions and the tactics use by the company to
promote its brand or product in the market. They focus on the multiple areas as the part of the
comprehensive plan. The term refers to the product, price place, promotion, physical evidence,
people and processes.
H&M is a multinational clothing retail company for the fashion in clothing of men,
women, teenagers and children. H&M operates over 74 countries and over 5000 stores under the
various companies brands (El Junusi, 2020). It is the second largest retailer company of clothing
it also engaged in the designing, manufacturing, marketing. The company also offer online and
sales in Sweden, Norway, Germany, Finland and many more places. Tag line of H&M is The
secret to its success.
Marketing mix for the H & M is mentioned below:
Marketing mix refers to the set of the actions and the tactics use by the company to promote its
brand or product in the market. They focus on the multiple areas as the part of the comprehensive
plan. The term refers to the product, price place, promotion, physical evidence, people and
processes (Finotto and Mauracher, 2020).

H&M is a multinational clothing retail company for the fashion in clothing of men,
women, teenagers and children. H&M operates over 74 countries and over 5000 stores under the
various companies brands . It is the second largest retailer company of clothing it also engaged in
the designing, manufacturing, marketing. The company also offer online and sales in Sweden,
Norway, Germany, Finland and many more places. Tag line of H&M is The secret to its success.
 Product: Product refers to size, colour, quality which a company makes for selling
purpose in order to getting profits. H&M is a retail company and offers fast fashion of
clothing of all age groups across the country the rage of the H&M includes everything
from designer collaboration to every day basics. On weekdays it makes clothing for
young and style aware young adults (Langan, Cowley and Nguyen, 2019).
 Price: Price refers to cost of product which is ready for sales and strategy which is used
by company for selling its goods. It offers high quality of clothes at the premium price.
H&M prices are much lower then their competitors prices because of lower cost of
manufacturing and transportation and variety of products are provided.
 Place: Place refers to in which market company is going to sales its goods such as retailer
, offline, online etc. H&M sells the products across the globe in the major cities due to
regulatory norms it offers products through its franchising partners also. And the person
can also purchase product through online payments.
 Promotion: Promotion refers to the way in which firm communicating people about its
goods and services. It has various promotional strategies like TV marketing, you tubes,
digital marketing, promo codes and discounts, sponsorships and CSR.
 Physical evidence: They have humble staff and have a decent looks which appeals the
customers . Excellent qualities and the latest trends are provided and entering into the
international markets.
 People: Employees are trained at every level, the work culture is modern and there is
proper rotation of employees of every department. H&M has tie up with the various
designers across the world to come up with the latest trends (Makrides, Vrontis and
Christofi, 2020).
 Process: High importance is given to the customer relationship management and give
good quality to the customers if any complaints arises H&M put an efforts to solve it as
soon as possible. The service and delivery time at H&M are very quick.

Communication mix: The communication mix is use in marketing that comprise various
ways in which company communicate its customers for buying their products. There are multiple
communication tools which a company has to done for attracting and attaining customers.
Communication mix involves various components such as Advertising, personal selling, sales
promotion, public relations, direct marketing and packaging. In context to H & M as a clothing
brand firm has to market its products by different communication channels so that it can
communicate people for the products and qualities of products. Various communication tools
that H & M uses in its marking mentioned below:
 Advertising: Advertising is the used by those companies who has deep pockets and high
level brand. The more unique message leads to more connect with the brand and the
consumers. H&M do advertising by different channels such as TV, radio, social media
etc. to create its brand image (Mogaji, Soetan and Kieu, 2020).
 Personal selling: personal selling refers to communicate the qualities of products to the
end consumer and convert it to selling. Retail sales persons promote the value of goods
and services in front of consumers through retail companies.
 Sales promotion: sales promotions includes sales, coupons, contests, prizes, product
samples etc.
 Public relations: Public relations includes news strategies and campaigns to build brand
image through newspapers, journalists and other organisations.
 Direct marketing: Direct marking involves email, social media, gamification etc. for
promoting its products.
 Packaging: Packaging is the process of marketing which involves packing, labelling and
campaigns of the goods and services which helps firms in order to attract towards the
brand.
Digital media marketing refers to promote the goods and service through online platforms such
as emails, web sites, social media etc. social media is the element of digital media marketing that
help in promote the products with various apps. Both are important for communicating and recall
about the firms brands. H & M as clothing brand it promotes its products through digital media
and social media so that it can attract customers for the brand and it leads to increase in sales that
leads to increase in profitability (Muniesa and Giménez, 2020). Social media helps in immediate
interaction and customers feedback and business can respond its customers in the right way.

PART 2
Social media marketing is the process of creating content in order to promote business
and its goods and services through various social media channels such as Facebook, Twitter and
Instagram etc. It helps businesses to attract customers, boosts conversations and increase
awareness. In context to H & M, social media becomes an unique planning for marketing its
products and services because it gives high brand exposure and great return on investments. It is
the process of creating content which attracts customers for buying goods and services. The
process of creating relevant, valuable and engaging content in order to target audience with the
object of acquiring new customers and expanding business from existing customers. There are
three categories for social media contents that affects overall marketing plan of H & M which are
mentioned below:
Types of social media contents:
 Personality: This category of contents focuses on firms stores, goods and services.
Drilling down and brainstorming activities with contents strategies helps firm to get
traction and reach where it want to go. Personality content refers the qualities and brand
in unique way so customers attract for it and it is the 70% part involves of overall
content.
 Brand: This types of contents involves dealership brands and the characteristics that
attract people for buying products from the business. A greater brand image attracts
people by directly its name for purchasing products. For example, in context to H & M,
the firm is creating its brand image as it requires for increasing in sales that helps it to
generate brand status and as a leader in the industry. It covers 20% part of overall social
media contents.
 Product: It is about present features of goods and services and related things to it. In this
firms works in order to build trust with the audience and it allows firms for getting
benefits. It is the process of presenting contents in the market and for public. In context to
H & M, the company is uses social media content and present its goods with the related
things so that customers can know about its goods and services and buy it. It covers 10%
of overall social media contents (Taheam, Sharma and Goswami, 2016).
From the above information personality content is better for marketing through social
media because it shows information about the brand and overall information of its goods and it

helps company where it wants to reach. It helps firms in order to attract customers by giving
fully information of goods qualities that leads to improve its profitability (Marketing campaign
of H&M, 2020). Social media contents plays vital role in promotions as it gives unique
campaigns and messages that can attract customers for buying firms goods.
Illustration 1: Marketing campaign of H&M, 2020
(Source: Marketing campaign of H&M, 2020)

Illustration 2: Marketing campaign of H&M, 2020
(Source: Marketing campaign of H&M, 2020)
Digital marketing models: There are various digital marketing strategies and principles
that H & M should use for its marketing strategy and in order to achieve competitive advantages.
 Forrester's 5Is : H & M should use this strategy for its marketing strategy as it includes
level of involvement, interaction, intimacy, influence to an individual that attach with the
brand in period (Marketing campaign of H&M, 2020).
 Lauternorn's 4 Cs: The company should use this strategy in its marketing, as this is
update version of marketing 4 ps which is useful in internal audit for comparison with
audits.
 Ten C's of marketing: This is the most specific framework that provides framework in
order to review internal and external online marketing activities.
CONCLUSIOON
From the above report it has been concluded that marketing is the process of promoting
goods and services for buying purpose. It helps organisations in order to attract customers so that
they buy firms goods and services. It is the tool use for increasing sales, expand business, brand
awareness that leads to increase in profitability. Digital marketing is the online platform for
promotion of products that includes various channels such as email, web sites, social media etc.
social media as the element of digital media, in today's time it becomes most popular way to

present goods in front of people, it includes various apps such as Facebook, Twitter, Instagram
etc. firms uses digital marketing contents for giving unique messages related to the goods in the
market for creating brand awareness.

REFERENCES
Books and journals:
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry. 2(1). pp.15-28.
Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine sector.
International Journal of Globalisation and Small Business. 11(4). pp.373-390.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education. 41(1). pp.32-46.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and Research.
8(1). pp.4-20.
Mogaji, E., Soetan, T. O. and Kieu, T. A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal (AMJ).
Muniesa, R. L. and Giménez, C. G., 2020. The Importance of the Loyalty of Fashion Brands
through Digital Marketing. Journal of Spatial and Organizational Dynamics. 8(3).
pp.230-243.
Taheam, K., Sharma, R. and Goswami, S., 2016. Drivers of Digital Wallet Usage: Implications
For Leveraging Digital Marketing (Only Abstract).
Online
Marketing campaign of H&M. 2020. [Online]. Available through: <https://econsultancy.com>
Marketing campaign of H&M. 2020. [Online]. Available through:
<https://www.business2community.com>