Digital Marketing Strategy Report for H&M - Richmond University

This report provides a comprehensive analysis of H&M's digital marketing strategy, examining its approach to online promotion, branding, and customer engagement. It begins with an introduction to digital marketing and its processes, including online visibility, traffic generation, customer engagement, lead generation, and ROI calculation. The report then delves into H&M's digital marketing campaigns, outlining a six-step process that includes situation analysis (SWOT), linking digital business with marketing strategies, formulating objectives, designing implementation plans, budgeting, and measuring campaign performance. The report highlights H&M's strengths, weaknesses, opportunities, and threats (SWOT) analysis, emphasizing its global presence, customer focus, and competitive landscape. Furthermore, the report explains how H&M integrates digital business with its marketing strategies, setting objectives, designing implementation plans, budgeting, and measuring ROI for its digital marketing campaigns. The report concludes by emphasizing the importance of these campaigns in creating a large market base, building brand popularity, and connecting with customers through digital platforms.

Digital Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the Digital Marketing process. ..............................................................................3
The Digital marketing Campaign. ..............................................................................................4
CONCLUSION................................................................................................................................9
REFRENCES ................................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
Digital marketing refers to the way in which different company use to market their
products and services through digital platforms. These platforms include different social media
platforms, search engines, websites, email. Digital marketing is considered as a tool for
promotion, branding, advertising to influence the people to buy their products or
service(Kingsnorth, 2019). The main aim of digital marketing is to establish connection its
customers and also with the prospective customers around the world. For the following report
purpose the chosen company is H&M. The report primarily focusing on Digital Business with
Digital Marketing Strategy of company.
Overview of the Digital Marketing process.
Digital marketing signifies the marketing of H&M through internet using advance
technology to reach customers around the globe. It is a process through which company
enhances its service or product offerings by using more than one digital platform. Digital
marketing in customer perspective also have provide easy accessible of company's offerings,
raise quarries regarding products, complaints etc. facilities are now available just one click
away(Chaffey, and Ellis- Chadwick, 2019). Because of digital marketing the distance between
the producer of the products and user of the product have decrease and thus this lead to long term
relation with the customers. To realise the power of digital marketing it is imperative to know the
process of this tool and how this work in marketing of products of H&M. The process is usually
a complete way to promote or advertise company through online mode. The process include
various steps such as:
1. Online Visibility of Business: In the very initial stage of the process states that, it is
essential to have right paths to make visible business in internet. H&M have different
websites of their brand, which create contents, blog posts, online ads etc. With these
medium company must be visible in their business over the web.

2. Generating Potential Traffic for the Business: In second stage of the process it is
important for company to develop potential user of the products. In technical term its
known as creating traffic(Chaffey,Smith, and Smith, 2013). H&M uses all its social
media platform to do so; these are like Facebook, Instagram, Linked, Pinterest etc. Which
provide a way to create potential customers for the company worldwide.
3. Customer Engagement Plans: In the third stage of the process focus on make these
advertisement or promotions more engaging so that viewers or user around the world can
connect with their personal feeling. With help of attractive online marketing campaign
can help make new user of the product. H&M focuses on customer engagement plans so
that their campaigns can be successful.
4. Lead Generating: In this stage which also considered as the ultimate goal of the whole
process of digital marketing is to lead generation. There are two types of lead generation
are followed; one is micro level and another one is macro level(Bång and Hell, 2015). In
micro level viewers click of ads of the company and access informations to know their
offers or anything. In the micro level viewers may or may not buy the product. Whereas
in macro level of lead generation it is believed that customer are interested or intended to
buy the offerings. Therefore macro level provide most probability to convert viewers into
users.
5. Calculation of ROI: In the last step of process is top calculation of return on investment
i.e. in return what or how much profit company made on investing on these tools. The
profit may not be immediate effect on financial gain but creating large customer base
may earn huge profit in future. Calculating ROI of these tools of the company helps to
know about sales of the business also the profits earned from digital marketing
campaigns(Fierro, Cardona Arbelaez and Gavilanez, 2017).
So from above the mentioned process of Digital Marketing helps to understand how
effectively it can work if the process followed in efficient manner. H&M have successfully
utilized this tools in order to create huge market through online mode.
The Digital marketing Campaign.
Digital marketing campaign refers to online campaign which carried out by companies in order
to promote their products at online stage. An online campaign include purpose of the campaign
that ned to be carry, strategies how to do them, relevancy of content, potential to reach audience,

consistency etc. (Hanlon, 2019). H&M do successfully organise its online campaign through
different platform. The campaign follows a series of steps which performed one after another. To
understand how H&M follows these steps in order to create a successful Digital Marking
Campaign. There are six steps in Digital Marketing Campaign. They are explained are as
follows:
 Step 1 - Situation Analysis
Before begin with campaign H&M have to analyse the current situation in market. Since
company offer products related to clothing and accessories therefore company must focus its
target market, trending fashion, customer's preferences, choices and country where the campaign
is to be taken. Keeping in mind all the situation, it becomes crucial analyse them in order to
conduct successful campaign. The company also have to focus on current growth rate of their
product as well as the other competitive organisations which offer same offerings to the
customers. Hence it become necessary for company to carry out SWOT analysis before invest in
the campaigns. H&M use the analysis as stated:
1. Strengths: The company offer high satisfactory to its customers. Which make this
strongest factor with their customer relation. Company provide quality product, design at
reasonable price. Which in return lead to customer loyalty towards brand. Company
currently present at globally which cover around 60 countries. Product offerings are at
vast with each product unique in its own way. H&M focuses on fast fashion which is 12
weeks for any fashion. The idea is to create brand for limited edition for fashion which
create increase sales for the company.
2. Weakness: Company with it strengths also suffer some weakness such as interdependence
on third party for for its products. Not all products of H&M are manufactured at their
house. Some of the products or fashions are outsource from other vendors. Al;so
company strictly follow its competitors instead of concentrating in their own brand and
fashion company always try to beat its competitors and this sometime create less room
for creativity an so it lead to customer dissatisfaction.
3. Opportunity: Since company operate at a global level and therefore have big room for
creativity. Company can utilise this image to bring a storm of their products in market.
With reasonable pricing strategy, new fashion taste can do a effective change their brand.
As consumer purchasing power is increasing everyday, people now more conscious about

brand offerings etc. so, company can be more focus on the area of online marketing using
different strategies to continue evolve. H&M can take advantage of these available
opportunities to grow more in the market.
4. Threats: H&M operate on global level therefore they have to face intense competition in
the market. Today most the famous brand work in online mode offer different services.
Which create a tough competition for H&M. So it is essential for company to create
innovative ideas to beat the competition and able to survive in the market. Rise in
inflation have increase overall functioning price of the company. From price of the labour
marketing, material, vendors etc. have lead to increase the cost of production.
 Step 2 - Link Digital Business with Digital Marketing Strategy
In this step company link its digital business with its digital marketing strategies. Digital
business refers to the use of technologies in the business in order to create values in business
models, enhance customer experiences and also increase the capabilities of company's internal
operations((Yasmin, Tasneem and Fatema, 2015). Digital business refers to do business in
modern way but not eliminating traditional way but to make the traditional way more effective
with the use of technologies. The era of digital technologies have transform the way that business
used to conduct, now business are more efficient in their operations. Now these digital business
need digital marketing strategies in order to be fully success. The basic strategies of Digital
Marketing include; publishing blogs, create contents, podcast, webinar, online contests, free
sample offer etc. can be done.
 Step 3 - Formulate Objectives
In this step company formulate particular objectives that need be carry during digital
marketing campaign. H&M have clearly stated its goals that need to be fulfil through this
campaign. One of the primary reason of carrying such campaigns is to create large market base
for organisation, making brand popular among different users because at present people around
the world are on internet using their facilities to stay connect with each others. These social
media platforms, websites etc. play an important role also for the business to stay connect with
their customer and fulfil their objectives through these digital marketing campaigns. These
platforms have help H&M to offer new trends to its customers and help in create potential
customer with the help of these technologies, as everything are now available on internet,
whether it is competitors and their products.

 Step 4 - Design Implementation Plan to meet the Objectives
After setting objectives for digital marketing campaigns next step of the organisation is
design implementation plans,. It is plan or map which guide marketer how to begin with the
campaign in order to achieve or meet the objectives of the company(Frick, 2013). The step may
involve, who is the buyer of the products, who are the targeting customers, what are the best
possible channels that can reach easily to the customer or can create new customers for the
brand. So, these are very much initial approaching questions that need to be asked before begin
according to which the marketers draw a suitable plan for their campaigns. In H&M the Digital
marketers draw these plans before start with final long term process of the whole campaign and
depends the success of whole plan of the company.
 Step 5 - Budgeting
Budget refers to overall expenses that involve the digital marketing campaign of the
company. In this step companies are required to calculate an estimate budget for the campaign.
The marketers have to ensure that enough budget is made so that all the activities that are
planned can work smoothly without any interceptions(López García and et. al., 2019). H&M
conduct its budgeting for their campaign on yearly basis because company spend a lot on these
campaign and these campaigns are conduct on regular basis to get in touch with their customers.
Company ensure that there should be neither overspending nor underspending in the process.
Because these campaigns are now work as boosters for company reputation, create goodwill for
the brand and most importantly helps them to tap new markets with new offerings. A budget
should be made in a way that it can reflect few questions and the marketers be able to answer
them. The questions are like;
 Which platform can work effectively?
 How much costs involve in each alternative option?
 How much competitors may have plan to spend their campaigns?
 How much return are expected from these campaigns?
 Will the expenses can cover the cost of their conduct?
So these are some basic questions that can be outline before making a budget and for the
successful budgeting these questions are need to answer or the campaign should be done in way
that it can answer these question respectively depending upon the strategy company have

applied. Once these questions are answered the company can breakdown into small marketing
programs that can fulfil specific target through this digital marketing campaign.
 Step 6 - Measure the campaign
In the final stage of Digital marketing campaign is to measure the the Return On
Investment (ROI). Since company have invested in these campaigns in the expectation of
positive return from them (Charlesworth, 2014). It is the ultimate goal of digital marketer to
achieve the desired objectives. Though it is not all time objective of company to earn profits in
monetary terms but also design these campaign to raise awareness about brand in the market but
both at the end helps to increase profit for the organisation in long run(Ryan, 2014). There are
various ways that company can measure the post campaign affects.
Conversion: The company analyse its visitors and take specific action as per the
marketing strategies of the campaign. As mentioned already that ultimate goal behind these
campaign is to increase profits and making sure that company is able to convert viewers into
potential buyers of their products (Desai, 2019). Conversion is directly linked with sales because
it is its primary aim that needed to be achieve. Conversion can be done from different modes
such as;
◦ Online chat: With the help of live online chat company generates leads. Because
live chats engage visitors of online store of the company. Thus in this way
different chat executives can convert the visitors into customers.
◦ Web forms: Company use web forms in order to know their taste and preferences
or also can request services with web forms. These forms later convert into
customer. Therefore marketing campaign success also measured by number of
lead generated with these methods.
◦ Sales phone calls: Another method used by company is track leads through
phone calls. Company use DNI which helps is tracking number of visitors and
how much number of visitors have visited the web page.
◦ Visitors on the Web: On the basis of website visiting company also can measure
the effectiveness of campaign. With the help of technology company assess or put
eye on their website activity. It is important to measure visits of the users using
different platform as per marketing channel used.

◦ Time Spent: The tools can track down , how much an individual spending time on
the company website. A visitor with high spending time on company website
considered as engaging customer and an engaging customer counted as part of the
campaign and may convert into customer in future.
CONCLUSION
Therefore it can be conclude that there are different ways company measure success of
their Digital Marketing Campaign. As the success turn down the stress of marketing. In the era of
digital world it is important realise the power of technology and benefits of digital business can
be pin down. Company are allowed turn of any campaign at any time if they realise that
particular strategy wont going to help in achieving objectives and company can re- shape their
objectives and set marketing strategies according them. Therefore it is imperative to measure the
campaign success before launching it saves lot time, money, energy of every individual who are
involve in this process. Digital marketing require well designed plan to formulate, sufficient
budget to meet the plans and the specific goal behind the campaign that need to be fulfil.

REFRENCES
Books and Journals
Bång, A. and Hell, J., 2015. Digital Marketing Strategy: Social media and its contribution to
competitiveness.
Chaffey, D. and Ellis- Chadwick, F., 2019. Digital marketing. Pearson UK
Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Desai, M. V., 2019. Digital Marketing: A Review. International Journal of Trend in Scientific
Research and Development. pp. 196-200.
Fierro, I., Cardona Arbelaez, D. A. and Gavilanez, J., 2017. Digital marketing: a new tool for
international education. Pensamiento & Gestión, (42). pp. 241-260.
Frick, T., 2013. Return on engagement: Content, strategy and design techniques for digital
marketing. Taylor & Francis.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
López García, J. J., and et. al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6). p. 130.
Stokes, R., 2013. eMarketing: The Essential Guide to Marketing in a Digital World 5th ed. Red
& Yellow .
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. Business Administration, 1(5). pp. 69-80.