Integration of Digital Marketing with Traditional Marketing Techniques

This report discusses the integration of digital marketing with traditional marketing techniques and its advantages and disadvantages. It also explores how H&M is using social web platforms to create and maintain brand awareness and loyalty. The report includes a PESTLE analysis of H&M's digital marketing campaigns and provides recommendations for effective digital marketing strategies.

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..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing depicts the effective form of online marketing which undertake the
effective use of electronic devices including desktop computer mobile phone and other digital
platforms. Considering the present time digital marketing is the core of marketing tools of
organisations. Digital marketing is undertaken as the fastest growing strategy that is opted by
many organisations (Chester and Montgomery, 2017). Marketing vision of think with Google
identified that around 48% of the customers start queries with search engines. The report is based
on the PESTLE analysis and efficiency of social media considering the suitable comparison
among two brands and integration of traditional and digital marketing. Moreover, report is based
on the digital marketing campaigns of H&M that represent the practical application of
knowledge within the digital marketing.
TASK 1
Introduction of chosen organisation
Hennes & Mauritz i.e., H&M is the Swedish multinational clothing company that operate
its business with various brands and also founded in 1947 headquarter in Stockholm Sweden.
Moreover H&M spend huge portion of money e on the digital advertisement and printing within
the last year as by this they can get higher number of customer base. In regard of this their steam
take very active participation for the marketing strategies by which the prominently focus on
digital marketing as they know the impact on market. They also tend to invest in premium
advertisement units by which they can capture the market to accomplish prominent target
market.
PESTLE analysis of digital marketing campaigns
This report undertakes the prominent analysis of external factors for the marketing campaign
of the Sweden company considering various external factors. Besides this the slowdown of
economic condition because of the pandemic across the world it is expected that the GDP rate
decreases by 3.8 % and 2020 which put huge impact on the overall business (Key and
Czaplewski, 2017). Moreover, organisations also try to give their best to recover from this
situation in 2021. Pestel analysis of H&M marketing campaign offer the prominent overview of
the digital marketing and also describe digital campaigns that impact success of company.
 Political Factors:

Currently H&M deals in various countries which depict that it might get affected by various
political factors. For this respective company take decisions considering the digital marketing
campaigns and political condition of the specific country. Political factors undertake terrorism
political instability and other types of political tensions (Pradiani, 2017). For this H&M opt
Facebook pages and e commerce sites for the digital marketing. Along with this country also
banned the relevant e commerce websites and close the access of internet when any sort of
political instability occur that ultimately impacted digital marketing campaigns of H&M. Economic factors:
This factor depicts that company go beyond control because of economic fluctuations that
impact the organisational income and growth of individual as well. Besides this slow down
within the economic condition of company and for these individuals also face problems
considering the effective earning and their prominent sources (Low and et. al., 2020). H&M also
spend prominent amount on the marketing strategies considering promotion for the online and
offline platform full stop along with this because of the economic slowdown it prominently
impacts the budget of an organisation which is useful for expenditure considering digital
marketing campaigns and somehow it become difficult to promote digital campaigns with the
low budget.
 Social factors:
This factor become the major problem that is faced by various multinational organisations as
every individual has their own preferences and taste which is classified on the basis of
demographic segment. It also considered religion and caste which prominently depend on the
nation to Nation. H&M also try to make prominent digital campaigns according to the
preferences and taste of individuals. In regard of this H&M publishes their CSR report at the
online platform that prominently of a benefit by showing concern towards society.
 Technological factors:
This factor of a strength to the company because they prominently put emphasis on the
digital marketing campaigns and also develop their own application for the mobile users.
Currently they reveal the effective use of the club of company and their functions that offer
reward points to their users for the purchase of product (Morgan and et. al., 2019). They also
tend to launch mobile marketing campaign and terms of promoting their prominent collection.

Therefore, these strategies put positive impact on the marketing techniques by increasing sales
and revenues. It also needs to spread awareness for the brand instead of offline marketing.
 Legal factors:
This factor is most similar to the political factors by considering few laws including antitrust law
discrimination law Consumer Protection employment law and many more. In the early Times
H&M already face lot of problems considering their infringement and also lose millions of
earnings. But currently they are continuing to overcome from their entrenchment issues by
focusing on the uniqueness and creativity for the digital marketing campaigns by which they do
not copy any other campaign.
 Environmental factors:
It depicts the issue for the overall environment fashion industry also need to focus on the
carbon footprints (Gosline, Lee and Urban, 2017). Moreover, the digital marketing campaigns
prominently eliminate paper work that Save environment from cutting lot of trees. It also leads to
make environment healthier and eco-friendly by considering recognisable brand.
Recommendations
From the above discussion it is identified that pestel analysis is essential for the organisation
as it prominently decide suitable development within the company. It also recommends that
H&M need to conduct suitable analysis of these factors by which we can go for the digital
marketing campaigns with suitable knowledge. Along with this if company does not conduct
prominent analysis off the market then it put negative impact on the digital campaigns.
TASK 2
Evaluation of effectiveness of social web on building brands
Social web platform
This platform is considered as the powerful method in terms of connecting to the large
audience which depict the prominent tree dynamics and practical approach for the brand
advertisement. These platforms are useful in terms of retaining and creating the brand loyalty of
customers. Social web is considered as the fastest way to make sure the effective connection
among millions of individuals (Pandey, Nayal and Rathore, 2020). H&M is popular as the
fashion brand that they have effective use of social web in terms of entering within the new
market by reaching out 35 markets through e commerce. This brand also opts social web for their

suitable marketing of concerning products and H&M also develop effective strategy in terms of
involving their customers to enhance prominent communication considering the prospective
customers.
In relation with H&M the brand prominently uses social web for the effective campaign
considering the innovative method to develop connection with their customers. Respective
company also use Twitter Facebook and other social media methods in terms of involving their
followers by designing from minute strategies for the various platform to generate affective
connection at the social level with their potential customers (Kanten and Darma, 2017). These
strategies tell that company need to retain their customers for the longer period of time in terms
of having effective survival. Social web marketing improves the customer loyalty and enhance
his web traffic for the brand website by ensuring the prominent link with their customers.
Respective company also opt social web method to ensure that their brand get topical authority
and for this feedback plays an important role in terms of offering improvement ways on the
grounds of customers options.
Evaluate and explain how H&M is using social web to create, maintain brand awareness and
brand loyalty
H&M significantly of Facebook as a regional marketing and Twitter to representing their
new product they also consider YouTube in terms of developing long term relationship with their
customers. Moreover, they are also considered Instagram for suitable marketing techniques by
focusing on the prominent images posting for the product of company (Gkarane and et. al.,
2019). Moreover, brand also tends to post famous content on the Google that leads to create
strong customer base. H&M also put emphasis on the success factors including quality effective
design and efficient logistics. These factors are helpful in terms of dragging for the success
considering the height for developing strong relationship with their customers. H&M also use
music and fashion together as the prominent social marketing strategy by which they can
permanently get effective success by increasing the online traffic for company.
Comparison of H&M and ZARA to analyse their effectiveness on social web.
The biggest competitor of H&M is Zara which is another famous fashion brand that focus on
the involvement of customers by increasing the market share of Zara they focus on the social
initiatives in terms of getting effective strategy for the positive response and publicity from their
customers. Besides this Zara also used different social media platforms and terms of posting their

content and promoting their product in terms of reaching out to the customers. It is considered as
the effective way to increase brand awareness among the customers by involving them that leads
to eliminate the threat of competitors (Opresnik, 2018). Moreover H&M prominently used
marketing mix in terms of focusing on the involvement strategy by trying to get their customers
within the operational area. Besides this considering the dynamic environment Zara prominently
design a website named Zara people in which we collect pictures of their customers by wearing
clothes of Zara.
It also depicts That setting idea that work immediately in terms of getting attention of their
customers as for this company launch online campaign by which they focus on developing
effective brand loyalty. The suitable tool for this was the videos which are developed by
company and describing the products to their customers in terms of getting prominent feedback
for the improvement (Tardan, Shihab and Yudhoatmojo, 2017). Besides this Zara become
famous among their customers by which they can get increased market share prominently. Zara
also has an excellent player for the product because of that brand offer prominent customer base
and reason to visit at the store. Therefore H&M prominently opt social web marketing as
effective tool in terms of getting a prominent vision for the preferences of customers over their
brand and also describe strategies that act as the suitable technique to capture prominent
connections to persuade their customers for the frequent visit.
TASK 3
Integration of digital marketing with traditional marketing techniques
There is a major difference between the traditional and digital marketing as traditional
marketing include the offline marketing strategies considering the printing media including
newspaper phones direct media how do advertisement and many more. Mean by digital
marketing undertake online marketing tools considering social media advertisement email
marketing and many more (Malik, 2016). Digital marketing effectively grows faster for the
traditional marketing as it is also important for the artificial intelligence. Digital marketing is
important for the business meanwhile traditional marketing is not as every individual is not going
to prefer online shopping because they prefer offline marketing by going outside for shopping.
In regard of this it is important for H&M that day prominently opt marketing strategy
which is digital and traditional in terms of capturing all over the market. Integration of the digital

marketing with traditional marketing is critical to accomplish the objectives of H&M. Respective
company has few prominent objectives including they want to become leader within the fashion
industry and also become 100% circular and fare to their potential customers. The prominent
objective of company is to use 100% recycled material by 2030. For this respective company
need to achieve strategic objectives by which they go for the integration of digital and traditional
marketing which can be done by filling online forms with phone calls as every individual is not
able to use products.
Advantages of traditional marketing Local reach: H&M also try to reach to their customers considering the local method by
developing unique campaign respectively. Impactful idea: H&M also offer long lasting impact on the mind of customers by
prominently offering them quality and valuable products. Direct targeting: H&M put emphasis on connecting their commodities with the local
values as it prominently hit the culture and emotion of customers.
 Familiar marketing mode: H&M also try to connect to their customers considering the
traditional method by effectively joining brand in terms of getting potential exposure to
their customers (Thorpe, 2018).
Disadvantages of traditional marketing Time consuming: H&M is attempting to associate its clients yet it is tedious and non-
practical. Customized marketing is not possible: H&M conventional way would not give modified
showcasing to every client and this will just objective the watcher's individual
discernment. Lack of time to update information: In customary way on the off chance that H&M
needs to distribute their promotion in magazine, at that point they have plan the
advertisement well on advance. Provides less information: Traditional way will give less data to the clients about H&M's
image and its items uniqueness.
Advantages of Digital marketing

H&M utilizes computerized showcasing as a solid device to associate with its intended
interest group. Because of this, H&M has delighted in specific preferences which are as per the
following: Wider reach: H&M has dispatched first since forever portable application for its clients
with the goal that they can without much of a stretch make a buy from their image. This
has given them an information about their client's disposition (Langan, Cowley and
Nguyen, 2019).
 Return on investment is high: H&M showcasing effort gives them wide assortment of
new potential clients who will utilize their image's item. Likewise, the brand will get
prominence on social tuning in. Removal of time Barrier: H&M eliminates the topographical obstruction by interfacing
the crowd worldwide from any spot. The brand is zeroing in on its clients to give them
imaginative items as per their prerequisites.
 Greater engagement: H&M's advertising effort guarantees that the majority of clients
will draw in through social web stages. The most popular social web stages are
Facebook and Instagram who makes most elevated client commitment.
Disadvantages of Digital Marketing Feedback issues: H&M likewise faces this issue as the significant one because of awful
remarks from the client's side. This have diminished the piece of the overall industry of
H&M in contrast with Zara. Worldwide competition: H&M's opposition has expanded because of another brand's
edge of giving preferable items over this association. Security and privacy: H&M likewise face this issue that on the off chance that their
technique will be replicated by the contenders like Zara, at that point their image worth
will get diminished. Skills and training: H&M ought to need to recruit gifted staff for working and keeping
up their social web picture.
Analysis of integration of digital with traditional marketing by marketing theory
For the examination of mix of advanced with customary advertising, AIDA model is
utilized. AIDA's full structure is consideration, interest, want and activity that clarify the stages
when client goes for buying an item.

Awareness: It is the initial step as it alludes to make brand mindfulness, when
mindfulness is producing at that point give the definite data about the item so clients take an
interest.
Interest: Interest prompts make the clients' craving and last and significant advance is
activity that way to buy the item by client.
Desire: Desire can be produced through alluring costs and imaginative promoting efforts.
Action: It will be finished when the client will make successive visits at H&M store and a
lasting connection will be made between the brand and the client.
CONCLUSION
By considering the board discussion it is identified that the outcome of PESTLE analysis for
company provide appropriate information regarding the environmental development and
Technology. For this company need to focus on the integration of Technology and local values
the customers that put prominent impact on the cultural and emotional connection full stop
respective company also develop a strategy to recycle their clothes and for this they opt social
web platform in terms of involving their potential target audience in terms of retaining them for a
longer period of time. Besides this respective company also use both traditional and digital
marketing strategy for prominently accomplishing their strategic objectives. Lastly suitable
marketing theory is discussed in terms of identifying the organisation and effective functioning.

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