Integration of Digital Marketing with Traditional Marketing Techniques

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.