Digital Marketing Portfolio: Brand Analysis and Marketing Strategies

This digital marketing portfolio analyzes the impact of digital marketing on consumer behavior, focusing on how specific campaigns influence purchase decisions. The report examines the marketing strategies of H&M's Conscious collection, analyzing the influence of Instagram marketing on consumer choices, including the use of aesthetic visuals and celebrity endorsements. It further explores the positioning strategies of three beverage brands: Tetley, Nescafe, and Sprite, highlighting the effectiveness of Nescafe's digital marketing approach and its impact on customer loyalty. Finally, the portfolio investigates digital, social media, and mobile marketing methods employed by shoe brands Nike, Adidas, and Edward Green Shoes, assessing their effectiveness and reach within the target markets. The analysis provides insights into how brands leverage digital channels to engage consumers and drive sales.

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

1DIGITAL MARKETING PORTFOLIO
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.

2DIGITAL MARKETING PORTFOLIO
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.

3DIGITAL MARKETING PORTFOLIO
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.

4DIGITAL MARKETING PORTFOLIO
Reference
H&M.com, 2019. H&M Conscious Exclusive AW19. [online] About.hm.com. Available at:
<https://about.hm.com/news/general-news-2019/hm-conscious-exclusive-aw19.html>
[Accessed 16 April 2020].
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.
Lindsey Hall, K.K., Baker, T.L., Andrews, M.C., Hunt, T.G. and Rapp, A.A., 2016. The
importance of product/service quality for frontline marketing employee outcomes: The
moderating effect of leader-member exchange (LMX). Journal of Marketing Theory and
Practice, 24(1), pp.23-41.
Nuseir, M.T., 2020. The extent of the influences of social media in creating'impulse
buying'tendencies. International Journal of Business Innovation and Research, 21(3),
pp.324-335.

5DIGITAL MARKETING PORTFOLIO
Task 2
Marketing in recent times has become very important to attract potential or target
customers; one of the popular elements of the marketing is the positioning strategy of a brand
that makes it easy for marketing experts or employees to promote and market the products.
According to scholars, position strategy is when an organisation selects one or more than one
vital key areas on which they concentrate and later excel in those specific areas (Iglesias, Ind
and Schultz 2020). Hijazi et al (2016) states an efficient and effective positioning strategy
usually considers the strengths as well as the weakness of the company or the organisation,
the desires and the needs of potential as well as target market and the customer sand also the
position of the competitors in the market. This part will shed a light on the positioning
strategies of three beverage brands, Tetley, Nescafe and Sprite.
Every company or a brand has different positioning strategies and this paper will
focus on the positioning strategies of three completely different brands as well as beverages
in order to distinguish the positioning strategies.
The first beverage brand is Tetley which is one of the popular tea companies in the
United Kingdom. Tea is in huge demand in United Kingdom and the company is seen to
position their brand that provides high quality products to their customers. Tetley has a strong
social media presence especially on Facebook and Twitter and tries to connect with their
customers and is seen to post the pictures of their customers drinking tea of the same brand
along with captions (Hilal and Mubarak 2016).
The other beverage is Nescafe which is one of the most popular coffee brands all
across the globe. Nescafe has become famous and is considered to be one of the top coffee
brands because of the reputation it has made in the market. According to scholars, the
branding of Nescafe has played a huge role in gaining popularity among the people and a

6DIGITAL MARKETING PORTFOLIO
reason for gaining loyal customers (Henfrey, Graham and Bennett 2018). The brand since its
inception has positioned themselves as brand that sells high quality coffee at reasonable
prices that has helped them in providing their customers with high level of satisfaction.
Nescafe is seen to have incorporated digital marketing communications very successfully as
it has strong presence in majority of the social media platforms like Facebook, YouTube and
Twitter.
Nescafe is seen to post many advertisements, short clips, their sustainable operations
in order to maintain transparency via their social media handles that has helped in connecting
with their audience as well as maintain a positive relationship that helps the company in
gaining popularity as well as positive revenue in the market (Ahmed 2017).
The next beverage is Sprite which is a soft drink. Sprite positions themselves in the
market as a quality drink with good taste. Sprite like other companies has also seen to be
using social media as a platform to promote their products. Sprite has been promoting its
brand on social media by the help of influencers who are encouraging other people to
purchase Sprite.
Amongst the positioning strategy of these three beverages, it can be seen that the
strategy used by Nescafe has been the most beneficial and has paved way for customer
loyalty. The digital marketing used by the company has been seen to be very effective as the
company uses various platforms in unique ways and also establishes a conversation and also
a relationship with their customers. It has been seen that the current economic situation or
environment of United Kingdom is stable that indicates that people in the country can afford
to spend on beverages like coffee. According to scholars, majority of the people in UK have
access to the internet and are present in various social media platforms (Mohideen et al
2018). Thus, it can be seen that the marketing efforts taken by the company spread awareness

7DIGITAL MARKETING PORTFOLIO
and reach out to majority of the people in the UK and the unique marketing methods attract
people and encourage them to purchase Nescafe that has been beneficial for the company and
has led Nescafe to be a popular brand in the country.
Positioning strategy is very important and vital to a company or a brand as it helps in
attracting customers and also helps in marketing the brand in an effective manner. The
positioning strategy of Nescafe has seen to be the most effective as it provides their
customers with high quality products at a rate that is provided by its competitors that attracts
the customers, the marketing methods that the brand uses via their social media helps in
establishing a positive relationship that has helped Nescafe become a favourite among the
customers.

8DIGITAL MARKETING PORTFOLIO
Reference
Ahmed, S., 2017. Marketing campaigns and activities of Nescafe and Coffee Mate.
Henfrey, C., Graham, C. and Bennett, D.R., 2018, July. The effects of Brand Portfolio
Management on brand choice behaviour. In Academy of Marketing Conference 2018.
Academy of Marketing.
Hijazi, B., Cameron, B., Garingo, C.J., Jackson, C. and Tran, S., 2016. Marketing Plan.
Hilal, M.I.M. and Mubarak, K.M., 2016. International tea marketing and need for reviving Sri
Lankan tea industry. Journal of Management, 9(1).
Iglesias, O., Ind, N. and Schultz, M., 2020. History matters: The role of history in corporate
brand strategy. Business Horizons, 63(1), pp.51-60.
Mohideen, A.I.C., Fairhurst, G., Tharangie, K.G.D. and Nandasara, S.T., 2018. " Free" Public
Access to Internet Services via satellite for rural UK. ICTer, 11(2).

9DIGITAL MARKETING PORTFOLIO
Task 3
Digital marketing is one of the most popular marketing methods in recent times
especially because of the easy access of internet to the people. Digital marketing highly helps
in reaching out to target customers in a fast manner and is also considered to be cost
effective. It has been seen that majority of the companies have been promoting their brands
online to ensure they have a maximum reach of people (Malik 2017). This paper will shed a
light on the digital, social media and mobile marketing methods that famous shoe brands
have incorporated that are Nike, Adidas and Edward Green Shoes.
Edward Green Shoes is a company that was founded in the year, 1890. This company
provides luxury leather shoes to their customers (Cardal 2017). This company is an old
company however with time, the company has adopted recent trends and it can be seen that
the company has been using social media marketing in order to promote their brands and
their collection online. The company is active on majority of the social media platforms like
YouTube, Twitter as well as Instagram. Edward Green Shoes is very active on social media
and is seen to post pictures on Instagram and also posts videos on their channel on YouTube
about new collections or how the shoes are made and many more that help in giving an
insight to the customers. According to scholars, social media marketing helps in increasing
brand awareness among people and also helps in gaining marketplace insights (Godey et al
2016). Social media is blooming day by day and the company has been working in order to
ensure they provide more content on social media to keep the customer engaged with their
brands.
The other shoe brand is Adidas which is a popular multinational company that designs
various products like shoes, bags and clothes but is popularly known as a shoe brand.
According to scholars, Adidas uses a straightforward marketing strategy when it comes to

10DIGITAL MARKETING PORTFOLIO
digital marketing which is considered to be the key factor for the success of the organisation
(Holtbrügge and Schuster 2017). Adidas too has a strong social media presence and is active
on various social media platforms and through this medium interacts with their customers and
also establishes a connected, premium and a more personalized experience. Coelho, Rita and
Santos (2018) states establishing a relationship and engaging with customers help in creating
a positive reputation for a brand and also helps in customer loyalty. This digital marketing
method has been extremely beneficial for Adidas and has helped Adidas be one of the most
popular shoe brands all across the globe and thus Adidas focuses on using this medium for
marketing for the coming years as well.
Nike is one of the most popular shoe brands all across the globe and has a huge
demand in many countries including United Kingdom. Nike is also seen to have a huge
presence in social media platforms and focuses on creating beautiful and meaningful stories
that the company shares on social media and creates a loyal fan base (Madej 2019). Kocheilas
(2018) states Nike uses emotional branding via the emotional and creative videos they create
that support social issues like LGBTQ rights and also equality that helps in attracting
customers. Nike also efficiently uses mobile marketing where they provide their customers
with information about launch of new collections or any discounts by sending them personal
message. This is a more personalized form of marketing and has the potential to become viral
and spread messages across a lot of people instantly.
According to the communication theory, the growth and development of social media
and other applications have been changing especially how businesses or a brand
communicates with their customers (Samran et al 2019). This can be seen that all the shoe
brands, Edward Green Shoes, Adidas and Nike consider the communication theory and
through social media platform establish communication with their customers. Nisar and
Whitehead (2016) states communication between a customer and the brands helps in creating

11DIGITAL MARKETING PORTFOLIO
a strong relationship and encourage customer loyalty. However, it can be seen that all the
three brands use different techniques while marketing their products in some way like
Edward Green Shoes usually posts pictures whereas Adidas interacts directly with their
customers and Nike believes in emotional branding and connects with customers.
Digital marketing has been incorporated by all the shoe brands, Edward Green Shoes,
Adidas and Nike however, the way the companies use the social media platform and other
digital medium for marketing are different from one another however, it can be seen that all
the different and unique techniques used by the companies has helped the shoe brands in
getting leverage and become a successful business in the market.