Integration of Digital Marketing with Traditional Marketing Techniques

This article discusses the integration of digital marketing with traditional marketing techniques and explores the advantages and disadvantages of both strategies. It focuses on how H&M, a multinational clothing retail company, is using both strategies to achieve their objectives. The article also highlights the importance of using a combination of digital and traditional marketing to capture a wider market.

Digital Marketing
Strategy

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction of chosen organisation............................................................................................3
PESTLE analysis of digital marketing campaigns......................................................................3
Recommendations........................................................................................................................5
TASK 2............................................................................................................................................5
Evaluation of effectiveness of social web on building brands....................................................5
Evaluate and explain how H&M is using social web to create, maintain brand awareness and
brand loyalty................................................................................................................................6
TASK 3............................................................................................................................................7
Integration of digital marketing with traditional marketing techniques......................................7
Analysis of integration of digital with traditional marketing by marketing theory:....................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital Marketing is the form of online marketing which involves the utilisation of
electronic devices such as mobile phones, desktop computers and other digital media platforms.
In today's era digital marketing is the core of marketing tools of companies (Patrutiu-Baltes,
2016). Marketing Insights of Think with Google is found that 48% of consumers start enquiries
with search engines. Digital Marketing is the fastest growing marketing strategy used by the
companies. This report shows the PESTLE analysis, effectiveness of social media with the help
of comparison of two brands and integration of traditional with digital marketing. Present report
will be considering H&M digital campaigns the shows the practical applicability knowledge of
digital marketing.
TASK 1
Introduction of chosen organisation
Hennes & Mauritz AB i.e. H&M, it is the Swedish multinational clothing retail company
that operates in 74 with various brands. It was founded by Erling Persson in 1947, headquarter in
Stockholm, Sweden. H&M spent a large portion of money approximately $100 million on
advertising in digital, print and national TV in the last year so that they get a higher number of
customers (Kingsnorth, 2019). Their sales team takes very active participation in the marketing
strategies which they mainly focus on digital marketing because they know the impact on
market. They also invest in premium ads units so that they capture the market and achieve the
target market.
PESTLE analysis of digital marketing campaigns
This report covers the PESTLE analysis of marketing campaigns of Sweden company
which includes political, economic, social, technological, legal and environmental factors. After
the slowdown of economic conditions due to pandemic attack in all over the world, it is expected
that GDP is decline by 3.8% in 2020 which gives a greater impact on businesses. Still companies
try their best to partly recover in 2021 and forecast 2.9%. PESTLE analysis of H&M marketing
campaigns gives the overview of digital marketing that how digital campaigns influence the
success of company (Vieira and et. al., 2019).
 Political Factors:

H&M is dealing in many countries which means it get effect by political factors.
Company will take decisions for digital marketing campaigns only on the basis of political
conditions of particular countries. Political factors include geopolitical instability, terrorism and
other kinds of political tensions. H&M uses Facebook pages and commerce sites for digital
marketing. The country banned the sites and close the internet access when any political
instability occurs which automatically effects the digital marketing campaigns of H&M. Economic factors:
Economical factor is the macro economic factors which is beyond on control to the
companies. It effects the individual as well as organisational income and growths. After the
slowdown in economy the companies and individual faces the issues related to earning and their
source. H&M spent the large amount on marketing strategies that include advertising whether it
is online or offline. But due to the economic slowdown it will directly affect the budget of
company which is used for expenditures such as digital marketing campaigns. It makes difficult
to advertise digital campaigns with lower budget (Zhu and Gao, 2019).
 Social factors:
It is one of the major issue face by multinational companies because every nation has
different taste and preferences, demographic characteristics. It includes caste and religion which
basically depends on nation to nation. H&M always try to make the digital campaigns according
to the peoples' taste and preferences. H&M publishes CSR reports online that will give a benefit
to the company that they show their concern for societies.
 Technological factors:
This factor is the strength of the H&M company because they already focus on digital
marketing campaigns. They develop their app for the mobile users. Recently they unveil the use
of their H&M club function that gives rewards points to the end users of their products. They
also launched mobile marketing campaign to promote their latest collection. It includes SMS
coupons and mobile banner ads. These strategies will give a great impact on their marketing
tools as it boosts the sales and revenues. It also spread the awareness of their brand more
effectively than their offline marketing (Riyadi and et. al., 2019).
 Legal factors:
These factors are much more similar to political factors, they include more specific laws
such as discrimination laws, antitrust laws, employment laws, consumer protection laws,

copyright and patent laws and health and safety laws. In the past, H&M had already faced a issue
regarding infringement as they lost billions of money. Now they are continuing try to not catch
in infringement issues. They focus on creativeness and uniqueness in digital marketing
campaigns so that they could not copy any other brands campaign. Environmental factors:
It is the issue of all environment not just for a company. Even the fashion industry also
tries to focus on the carbon footprints. Digital marketing campaigns reduce paper work which
saves the environment from cutting of more trees. It makes the healthy and eco-friendly
environment that makes most recognizable brand (Bakhtieva, 2017).
Recommendations
From the above discussions it is analysed that PESTLE analysis is very important for
each and every organisation when they decided to make developments in the organisations. So it
recommended H&M should do proper analyse of these factors so that when they go for a digital
marketing campaigns then they have full knowledge. Because if analysis was not done in a
proper way then company may be face negative impacts of digital campaigns.
TASK 2
Evaluation of effectiveness of social web on building brands
Social web platform
Social web platform is a powerful way of connecting to the target audience. It is a
dynamic and practical approach of brand advertising of the company. These platforms help in
creating and retaining the brand loyalty of customers. Social web is a fastest way used to ensure
social link and connection among millions of people. H&M is a famous fashion brand that have
used social web as a way to enter 11 new markets last year hence reaching out 35 markets
through e-commerce. This brand has used social web for effective marketing of its products at a
greater level. Also, H&M have developed a strategy that will engage its customers at a deeper
level and improve effective communication with their prospective customers. The brands use
these platforms to apply their brand tactics for brand awareness and digital marketing (Katsikeas,
Leonidou and Zeriti, 2019).
In context of H&M, the brand is using the social web for its campaign in an innovative
way to build connection with its customers. H&M have used Facebook, twitter, and other social

media platforms to engage its followers and also have designed different strategies for different
platform to generate a social connect with their customers. These strategies tell H&M’s story to
their customers to retain them for longer time. Social web marketing enhances the customer
loyalty and increases web traffic of brand site which will ensure a permanent link with its
customers. H&M also adopts this social web method to make sure that their brand gets topical
authority. Feedbacks also play a vital role in social media marketing as they provide base for
improvements in customer brand options.
Evaluate and explain how H&M is using social web to create, maintain brand awareness and
brand loyalty.
H&M uses Facebook as regional marketing, twitter for showcasing their new products
launched, YouTube for building long term relationship through deeper engagement.
Furthermore, they use Instagram for marketing technique which focuses on images posting of
their brand’s product. Also, the brand is posting their visual content on Pinterest and on google
plus which will create their strong customer base. H&M mainly focuses on three success factors:
incentive design, the best quality at its best prices and efficient logistics. These factors will drag
their success at new heights by building strong customer relationship with their brand. H&M has
also used music and fashion together as social media marketing strategy. This strategy has
gained huge success and increased their brand's online traffic.
Comparison of H&M and ZARA to analyse their effectiveness on social web.
H&M's biggest competitor, Zara is another famous fashion brand whose main focus is on
customer engagement. For increasing their market share Zara is focusing on enhancing its social
listening and its initiative got an edge when their strategy got publicity and positive response
from the customers. Zara uses different social media platforms for regularly uploading their
products information to reach out its customers. In this way the brand increases their customer
engagement to decrease their threat of competition. On the other hand, H&M is still using the
4P's of marketing which forms the traditional mix, that's why H&M is focusing on re-
engagement strategy in which they are trying get customers again into their operation area.
In view of the dynamic environment, Zara have designed a website named “Zara people”
where customers' pictures wearing Zara product is showcased (Tardan, Shihab and
Yudhoatmojo, 2017). This was an exciting idea which worked with an immediate and record
creating attention of its customers. On the contrary, H&M launched an online campaign which

focused on building customer loyalty. The main tool for this was a video that describes the
brand's products and where customers can publish their feedback for further improvements. This
was a global campaign launched to push the brand's collection.
Zara has become so famous among its customers that their market share has increased
drastically. Zara is an excellent players of product due to that the brand is giving customer a
reason to visit frequently on their store. On the other hand, H&M has prepared a social media
strategy named Everyman archetype to inform its customers about their latest new collection.
This strategy will make people feel that the brand belongs to them and this is for every age group
every type product's collection.
H&M is using social web marketing as a tool to get an insight of customer’s preference over
their brand. These strategies act as tool for capturing connections online to persuade the
customers for frequent visits.
TASK 3
Integration of digital marketing with traditional marketing techniques
As everyone knows what is the difference between traditional marketing and digital
marketing. Traditional marketing is the offline marketing strategies that includes print media
such as newspapers, direct mail, phone and outdoor advertising. Whereas digital marketing is the
online marketing tool that includes social media ads, email marketing. Digital marketing is
growing faster than traditional marketing as everyone knows the importance of artificial
intelligence. Digital marketing is very essential in business but still traditional marketing has also
some importance. Every person is not going for online shopping because they are fond of offline
marketing as they want to go outside for shopping (Kannan, 2017).
So it is necessary for H&M that they use both marketing strategy traditional as well as
digital so that they capture the all over the market. Integration of digital marketing with
traditional marketing is the crucial factor to accomplish the H&M objectives. H&M have three
main objectives that are firstly they want to become lead in the fashion industry. Secondly they
want to become 100% circular and lastly being fair company. One of the main goal of H&M is to
use 100% recycled materials in their collection by 2030. They already used recycled materials
about to 35% in 2015 because they know innovation is the key element. So if the H&M wants to
achieve their strategic objectives then they should go for integration of digital with traditional

marketing. It can be done through fill online forms with phone calls so that everyone is able to
use their products with new learnings.
Advantages of traditional marketing Local reach: H&M is trying to reach their customers through local means by designing
different campaigns accordingly. Impactful idea: H&M ha placed a long lasting impact on its customer’s mind by trying to
provide them value and quality products. Direct targeting: H&M focuses on connecting their products with local values so that
this can directly hit their customers cultural and emotional connections.
 Familiar marketing mode: H&M is trying to connect to their customers with traditional
ways so that they can easily join their brand and the company can get a new potential
exposure of customers.
Disadvantages of traditional marketing Time consuming: H&M is trying to connect its customers but it is time consuming and
non-economical. Customized marketing is not possible: H&M traditional way will not provide customized
marketing for each customers and this will only target the viewer’s individual perception. Lack of time to update information: In traditional way if H&M wants to publish their ad
in magazine then they have plan the ad well on advance. Provides less information: Traditional way will provide less information to the customers
about H&M's brand and its products uniqueness.
Advantages of Digital marketing
H&M uses digital marketing as a strong tool to connect with its target audience. Due to
this, H&M has enjoyed certain advantages which are as follows: Wider reach: H&M has launched first ever mobile app for its customers so that they can
easily make a purchase from their brand. This has given them a knowledge about their
customer's preference (Khmiadashvili, 2019). Return on investment is high: H&M marketing campaign gives them wide variety of
new potential customers who will use their brand's product. Also the brand will get
popularity on social listening.

 Removal of time Barrier: H&M removes the geographical barrier by connecting the
audience worldwide from any place. The brand is focusing on its customers to provide
them innovative products according to their requirements. Greater engagement: H&M's marketing campaign ensures that the most of customers
will engage through social web platforms. The most famous social web platforms are
Facebook and Instagram who creates highest customer engagement.
Disadvantages of Digital Marketing Feedback issues: H&M also faces this issue as the major one due to bad comments from
the customer’s side. This have reduced the market share of H&M in comparison to Zara. Worldwide competition: H&M's competition has increased due to another brand's edge of
providing better products than this organisation. Security and privacy: H&M also faces this issue that if their strategy will be copied by
the competitors like Zara then their brand value will get decreased. Skills and training: H&M should have to hire skilled staff for operating and maintaining
their social web image.
Analysis of integration of digital with traditional marketing by marketing theory:
For the analysis of integration of digital with traditional marketing, AIDA model is used.
AIDA's full form is attention, interest, desire and action that explain the stages when customer
goes for purchasing a product.
Awareness: Awareness is the first step as it refers to create brand awareness, once
awareness is produce then give the detailed information about the product so that customers take
an interest.
Interest: Interest leads to make the customers' desire and last and important step is action
that means to purchase the product by customer.
Desire: Desire can be generated through attractive prices and innovative marketing
campaigns (Katsikeas, Leonidou and Zeriti, 2019).
Action: Action will be completed when the customer will make frequent visits at H&M
store and a permanent link will be created between the brand and the customer.

CONCLUSION
Considering the above report, it can be concluded that the result of PESTLE analysis of
H&M has provided relevant information about its environmental innovation and technology
development. H&M is focusing on integration of technology and local values of the customers
which will leave a deep impact on its emotional and cultural connect. H&M have also developed
a strategy of converting its 100% clothing in recyclable form. H&M have also developed many
social web platforms to engage their potential target audience into their brand and retain them for
longer time. Also, H&M have used traditional and digital marketing strategies for successfully
achieving their strategic objectives. Furthermore, considering AIDA marketing theory circular
approaches for stylish fashion can be identified by business organisations.

REFERENCES
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