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Customer Behaviour and Digital Marketing : Assignment

   

Added on  2020-01-07

11 Pages2998 Words151 Views
DIGITAL MARKETING
Customer Behaviour and Digital Marketing : Assignment_1
Table of Contents1. INTRODUCTION.......................................................................................................................32.ABOUT COMPANY....................................................................................................................43.TASK:2 ........................................................................................................................................43.1) Customer Behaviour And Factor Influence The Customer Behaviour. .............................43.3) Power Of Social Media In Spreading Messages..................................................................53.4) H&M Creative Media Decisions Based On Consumer Psychology...................................63.5) Recommend Tools And Criteria For Measuring Digital Marketing Campaigns................63.6) Evaluate Data Produced Through Online Activity ............................................................73.7) Ethical Issues While Using The Online Platform For Marketing........................................83.8) Relate The Use Of Online Channels To Established Media Theory ..................................84.CONCLUSION.............................................................................................................................85. REFERENCES ...........................................................................................................................9
Customer Behaviour and Digital Marketing : Assignment_2
1. INTRODUCTIONDigital marketing is the hub of all the online marketing. It gives the platform for the productand services for buying and selling through using the technology. In this market there is nophysical place where buyers and sells meet(Chaffey., Smith,. and Smith, 2012). They canpromote their services and products by email, social net working sites and online shoppingportals etc. the product and services market their product by using the technology like internet.Online marketing is part of digital marketing. This method of promotion mix is widely used inthese days(Chaffey,. and Ellis-Chadwick., 2012). People don't have to go to the market topurchase the product they can buy the product online and get aware about the product by theonline advertisements. Very company is using digital marketing because of wider range andmore use of devices increasing day by day. People use phones, laptops, tabs and other devices bywhich company can reach to the audience to sell their product and services(Ryan., 2016). Itgives the new success path to the organisation and they can easily reach to the large audiencewith in quick time. Customer get large choice of product range. they can easily compare oneproduct to its competitor. 2.ABOUT COMPANYThe company which is chosen for the particular report is H&M. H&M is faster growing retailclothing brand which serve to men, women, kids in clothing. Company operate more than 70countries world wide(Jobber, and Ellis-Chadwick., 2012). It currently opened its new subsidiesin UK Mauritz AB(Holliman,. and Rowley., 2014). It is second largest clothing retailer. Theyalso have online clothing business in more than 42 countries. 3.TASK:2 3.1) Customer Behaviour And Factor Influence The Customer Behaviour. Before selling any product and services in market company has to analysis the consumerbehaviour. Consumer behaviour studies about the people preferences, habits, their like – dislikes,perception towards the product and services(Wertime,. and Fenwick., 2011). Company has tostudy about social, personal, psychological factors which affect the customer behaviour and thencompany have to the segmentation and target the audience to which they want to sell theirproducts. Following are the factors influence the consumer behaviour.
Customer Behaviour and Digital Marketing : Assignment_3
Personal factors:- according to this the very person is having its different habits andchoices that influence the factors which affects the individual buying is gender, age,background, culture and other things. Every individual has its different opinion forparticular products and services. In context to the company they have the clothing retailbusiness in which they have the category for women, men and kids. They always givesthe different style in their clothing and unique concept which gives the new experience ofclothing. Social factors:- In this the customer influence by the third part like its family, workplace, school, community etc. every occasion has follow different clothing style. So thisalso an important factor to influence the customerspsychological factors:- every human being have its own views and thoughts on theparticular situation. Every individual have different attitude and perception about theproduct. They have different situation and their own thing process to being in thatsituation. In appeals industry also every person will not have the same clothing style.They have different perception for different looks they carry.3.2) Segmenting And Targeting.According to the consumer behaviour the company can target its customers to whom they wantto sell their products. Segmenting and targeting can be done in 2 type quantitative andqualitative(Järvinen J.,and et.al., 2012). In quantitative the company as to look the quantitativefactors like age, gender, background, income, family, education etc. they are external factorswhich can be influence the customer buying behaviour. In qualitative the inner factors influencebuying decision it can be customers belief, values, attitude, perception. Business organisationhave to considered these factor to do segmentation. After segmenting company will target itspopulation they choose the sample size on which they want to target to sell its product.Company can target the mass population, premium population or niche market. According to thecompany context H&M target mass youth population(Hanna., Rohm, A. and Crittenden., 2011).They have the different appeals range for the young population(Shen, and Bissell, 2013). Theytarget the consumer those how like to experiment the new style of clothing. 3.3) Power Of Social Media In Spreading MessagesThese days the social media is powerful mode of channel to spread the messages among theaudience. It can be used to reach the mass population in short term time. There are large users of
Customer Behaviour and Digital Marketing : Assignment_4

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