Digital Marketing Portfolio | Assignment

Running head: DIGITAL MARKETING PORTFOLIO
DIGITAL MARKETING PORTFOLIO
Name of the Student
Name of the University
Author Note

DIGITAL MARKETING PORTFOLIO1
Task 1
Marketing is considered to be vital as it helps organisations sell their products and
services and according to scholars marketing is the needed channel that helps in reaching the
goal of an organisation (Lindsey et al 2016). In the age of digitalization, it has been seen that
majority of the companies have been considering digital marketing because of the impact and
as it reaches a wide range of audience within a very short span of time. Marketing highly
influences the buyer decision and encourages people to make a purchase. This paper will
focus on the influences of the marketing of the brand H&M in making me considering buying
from their Conscious collection.
H&M is becoming very popular as a fast fashion brand that has been providing their
customers with stylish clothes that are highly influenced from the work of popular designers
and runway shows however affordable. I had recently bought many clothes from their
Conscious collection that were very stylish and especially because the products were labeled
as sustainable. H&M considers themselves to be an ethical and a responsible company and
thus recently they had launched their sustainable collection which was named the Conscious
Exclusive that was the collection of premium and exquisite pieces that basically celebrates
new seasons and also showcases the possibilities of sustainable fashion while focusing on
innovation as well as development (H&M.com 2019).
H&M has been seen to have incorporated the digital marketing communication
methods effectively. According to scholars, social media marketing is one of the most
popular and effective digital marketing method in recent times and helps companies to
promote and spread awareness among their target customers within a short span of time
(Keegan and Rowley 2017). The company has a strong social media presence and markets
their products, introduces new collection and advertises majority of the products online.

DIGITAL MARKETING PORTFOLIO2
However, I was influenced to make a purchase from their online website because of their
marketing on Instagram. H&M has many followers on their Instagram page and is seen to
highly use this social media platform to promote their products and their new collection by
positing pictures on the medium and also by posting Instagram stories.
In their Instagram story they had first posted about their Conscious collection and
why they were introducing this collection and the purpose behind this brand which was to
promote sustainable development and manufacturing of clothes that would be stylish and
responsible at the same times. The initiative and the main cause as well as the beautiful
designs of the collection encouraged me to consider looking at their new collection and what
it had to offer.
The company had posted several pictures of the new collection and also posted
several Instagram stories showing that various celebrities have embraced the collection and
have been encouraging the use of sustainable products. The pictures that the company usually
posts on their social media handles like Instagram are usually very precise and aesthetic that
looks beautiful. I am highly active on social media and I do follow their page and the
aesthetic pictures that were posted, celebrities supporting the sustainability project and
promoting it and their attractive designs had highly encouraged me to purchase the products
According to scholars, pictures on social media have a huge influence on the decision of the
buyer as the pictures often play on the psychology of the target customers and make them
consider to purchase a product and fulfill their desires and needs (Nuseir 2020). The main
marketing of H&M on Instagram is to post attractive and aesthetic pictures that attract their
target customers and also promote their company through this website by providing necessary
information about the launch of new collections and many more that helps in attracting
customers apart from the brand name.

DIGITAL MARKETING PORTFOLIO3
H&M is seen to have incorporated the digital marketing communications efficiently
and has a very strong social media presence via which they are seen to spread awareness and
promote their brand. Their Instagram profile posts pictures of model wearing their collection
of clothes and the pictures posted are aesthetically beautiful and pleasing. The way the
messages are communicated via the stories on Instagram and the way the company focuses
on posting the pictures are one of the major reasons that has helped many people get attracted
and has also attracted me and has made me buy products from their Conscious collection
because of the message put forward by them regarding sustainability that encouraged me to
make responsible purchases and the way they present the picture of the brand encouraged me
to buy their products in order to satisfy myself.