Organic Marketing Strategies for H&M: Customer Engagement through Social Media

This article discusses the TOWS analysis for H&M and suggests an organic marketing strategy for the company. It also talks about the importance of customer engagement through social media and how H&M can effectively use platforms like Facebook and Instagram to promote its products and improve customer loyalty.

Organic marketing and organic marketing approaches in H&M
As observed from the TOWS analysis an aggressive strategy would be suitable for H&M in the
present scenario. Organic marketing strategies have been seen to be effective for organisations in
the digital age. Paid Marketing does not let the organisation interact with the consumers and
therefore the organisation fails to understand the consumer needs and wants. The following
digital marketing strategy can be suggested for H&M
 H&M needs to focus on different platforms like Facebook, Twitter and Instagram
 H&M needs to ensure that there are dedicated people who keep posting on these
platforms
 H&M also needs to ensure that posts by customers are replied so that they can ensure
customer engagement
 H&M can also broadcast live fashion shows where the users can not only view the shows
but can also directly order during the shows
 It needs to create videos and needs to focus on viral marketing as it has been seen that in
recent years viral marketing has been a key to success for organisations
 Finally H&M also needs to ensure that any complaints are dealt with and the organisation
is proactive in dealing with any customer complaints. This will provide a positive
message to the customers and will ensure that in the long run customers will be attracted
to the company by themselves only, which is the core concept of organic marketing.
Customer engagement through social media in case of H&M
The usage of social media and social networking in business has increased greatly nowadays. It
drastically affects the productivity, growth and development of business. However, the effect of
social media on any organisation can be both positive and negative. A campaign can be created,
which will focus on building of effective contents through the means of facebook. Facebook can
be effectively utilised by H&M in order to promote itself along with its products. This will helps
the H&M to improve the relationship with their customers, to increase the customer loyalty and
in terms of creating awareness among the customers about the brands and products of the
organization (Kotler, 2015).

According to any business industry irrespective of food, clothes, textiles, software or IT, the
effectiveness of getting the customers indulged in the services or products of them is counted as
one of the vital cravings for a longer business growth. In the era of 21st century the entrance of
social media has become the major equipment for customer engagement so far. Every single
business entity is now or then taking the assistance of being online with their marketing strategy
by the platforms of social media. H&M is no exception in this case of handling the business
promotion with the help of social media. A survey has made upon the way of usages of social
media platforms by H&M. The company has used a range of different websites of this platform
starting from Facebook, twitter, Instagram, YouTube to pinterest and Google plus. In terms of
social media platform, Facebook has come up with a world class revolution with a motto of
being connected. H&M has not wasted a moment to get live on it and gathered a large number of
followers of 32 million. The regular posting about new products, events and advertisements on
the top of the page uses to get high attention. The level customer satisfaction can also be judged
by this platform as the buyers can get connected to the customer service department through
it.One of the most prominent and emerging social media platforms, Instagram is believed to be
one where H&M can managed to fetch a total following of 22.9 million customers. The
particular site gives a chance to showcase the products with the option for the followers to like
the posts and give comments on (Wu at al.2016). The follower numbers here can easily
demonstrate about the high demand of the company in the market. An effective way to be
associated with the customers directly goes through establishing the online presence. Particularly
through all these Medias a business forum can make a direct access to its buyer’s interest by
showcasing a new product on the market, or by lowering the price and giving a fair discounts on
the products or just by advertising a promotional upcoming event. The posts with the national
level celebrities as the brand ambassadors, who actually use to endorse the products, can drag a
lot of attention through this particular platform. The case of getting a review about the quality a
definite product and the reaction of others towards it can be again measured by these websites
(Ottman, 2017).

References:
Belz, F.M., 2017. Marketing in the age of sustainable development. In System Innovation for
Sustainability 1 (pp. 126-146). Routledge.
Kotler, P., 2015. Framework for marketing management.Pearson Education India.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Wu, S.I. and Lin, S.R., 2016. The effect of green marketing strategy on business performance: a
study of organic farms in Taiwan. Total Quality Management & Business Excellence, 27(1-2),
pp.141-156.