Digital Communications and Analytics | Report

Running head: Marketing
DIGITAL COMMUNICATIONS AND ANALYTICS
By (Student's Name)
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Marketing 2
Executive summary
Digital marketing communication remains an important aspect of contemporary business
marketing. The paper focuses on the development of digital communication plan that will ensure
business performance in the next 12 months. The plan uses the SOSTAC planning framework for
both analysis and planning. The paper provides the situational analysis of the H&M brand that
enables the development of digital communication strategic plan. The paper also provides
objectives of the communication plan giving various goals that will be achieved through the
plan. The implementation and evaluation of the digital communication plan is another area that
the paper provides in detail. The paper also gives the evaluation metrics and KPIs that will be
used to determine the performance of the plan. The paper concludes by identification of the
importance of the marketing plan to business and the competition in the market.

Marketing 3
Table of Contents
Introduction.................................................................................................................. 4
1. Situation analysis............................................................................................. 4
1.1 Hennes & Mauritz AB (H&M) brand...................................................................4
1.2 Collaborators..................................................................................................... 4
1.3 Customers......................................................................................................... 5
1.4 Market the company operates..........................................................................5
1.5 Challenges in the market..................................................................................6
1.6 Potential competitors........................................................................................ 7
1.7 SWOT ANALYSIS OF H&M Brand........................................................................9
2. Smart objectives.................................................................................................... 10
3. Strategic communications direction...........................................................................10
3.1 Segmentation and identification of target.......................................................10
Positioning............................................................................................................. 11
4. Digital tools and tactics........................................................................................... 11
5. Implementation..................................................................................................... 13
6. Metrics/KPIs......................................................................................................... 14
Conclusion.................................................................................................................. 15
Reference.................................................................................................................... 15
Appendix I: Time schedule............................................................................................. 18

Marketing 4
Introduction
Digital communication strategic plan forms an important aspect of business that enables
the business to perform in the current market. Conducting situational analysis enables
understanding of both market and competitors of an organization. The situational analysis also
gives areas that should form part of the marketing strategy for the business in the course of
developing marketing strategies. Besides, the development of digital marketing strategies is key
to the current competition. The paper, therefore, provides a marketing strategic communication
plan for the H&M brand that will run for the next 12 months.
1.Situation analysis
1.1 Hennes & Mauritz AB (H&M) brand
Hennes & Mauritz commonly known as H&M brand is Swedish fashion and apparel
company that has expanded its operations to many different countries. The company has stores in
various countries couple with online retail services. The company sells fast-fashion clothing for
men, women, teenagers and children with more than 5000 stores. The company has expanded its
operations to more than 74 countries as of 2019. The company is currently ranked second
globally after Zara in the fashion and apparel industry. The online retailing operation is currently
available within 33 countries spread globally (Zeithaml, Bitner & Gremler 2013).
1.2 Collaborators
The company has collaborated with some companies over the past with the majority of
these businesses being suppliers. In 2006, the company collaborated with Dutch designers Viktor
& Rolf that enable the company to launch a collection. Italian designer Roberto Cavalli