Digital Marketing Report: H&M, Ethical Issues, and Campaign Analysis

This report provides a detailed analysis of H&M's digital marketing strategies. It begins with an introduction to digital marketing and the chosen company, H&M. The report then delves into customer behavior, exploring factors that influence consumer decisions, including personal, social, and psychological influences. It examines the power of social media in spreading marketing messages and how H&M leverages platforms like Facebook and Instagram. The report analyzes H&M's creative media decisions, focusing on consumer psychology and the use of celebrities, bloggers, and emotional appeals. It recommends tools and criteria for measuring digital marketing campaigns, including ongoing analytics, subscriber numbers, and sales force tools. The report also evaluates data produced through online activity, such as product demand, customer preferences, and competitor analysis. Finally, it addresses ethical issues in online marketing, including privacy and intellectual property, and relates the use of online channels to established media theory, concluding with a comprehensive overview of H&M's digital marketing approach.

DIGITAL MARKETING

Table of Contents
1. INTRODUCTION.......................................................................................................................3
2.ABOUT COMPANY....................................................................................................................4
3.TASK:2 ........................................................................................................................................4
3.1) Customer Behaviour And Factor Influence The Customer Behaviour. .............................4
3.3) Power Of Social Media In Spreading Messages..................................................................5
3.4) H&M Creative Media Decisions Based On Consumer Psychology...................................6
3.5) Recommend Tools And Criteria For Measuring Digital Marketing Campaigns................6
3.6) Evaluate Data Produced Through Online Activity ............................................................7
3.7) Ethical Issues While Using The Online Platform For Marketing........................................8
3.8) Relate The Use Of Online Channels To Established Media Theory ..................................8
4.CONCLUSION.............................................................................................................................8
5. REFERENCES ...........................................................................................................................9

1. INTRODUCTION
Digital marketing is the hub of all the online marketing. It gives the platform for the product
and services for buying and selling through using the technology. In this market there is no
physical place where buyers and sells meet(Chaffey., Smith,. and Smith, 2012). They can
promote their services and products by email, social net working sites and online shopping
portals etc. the product and services market their product by using the technology like internet.
Online marketing is part of digital marketing. This method of promotion mix is widely used in
these days(Chaffey,. and Ellis-Chadwick., 2012). People don't have to go to the market to
purchase the product they can buy the product online and get aware about the product by the
online advertisements. Very company is using digital marketing because of wider range and
more use of devices increasing day by day. People use phones, laptops, tabs and other devices by
which company can reach to the audience to sell their product and services(Ryan., 2016). It
gives the new success path to the organisation and they can easily reach to the large audience
with in quick time. Customer get large choice of product range. they can easily compare one
product to its competitor.
2.ABOUT COMPANY
The company which is chosen for the particular report is H&M. H&M is faster growing retail
clothing brand which serve to men, women, kids in clothing. Company operate more than 70
countries world wide(Jobber, and Ellis-Chadwick., 2012). It currently opened its new subsidies
in UK Mauritz AB(Holliman,. and Rowley., 2014). It is second largest clothing retailer. They
also have online clothing business in more than 42 countries.
3.TASK:2
3.1) Customer Behaviour And Factor Influence The Customer Behaviour.
Before selling any product and services in market company has to analysis the consumer
behaviour. Consumer behaviour studies about the people preferences, habits, their like – dislikes,
perception towards the product and services(Wertime,. and Fenwick., 2011). Company has to
study about social, personal, psychological factors which affect the customer behaviour and then
company have to the segmentation and target the audience to which they want to sell their
products. Following are the factors influence the consumer behaviour.

 Personal factors:- according to this the very person is having its different habits and
choices that influence the factors which affects the individual buying is gender, age,
background, culture and other things. Every individual has its different opinion for
particular products and services. In context to the company they have the clothing retail
business in which they have the category for women, men and kids. They always gives
the different style in their clothing and unique concept which gives the new experience of
clothing.
 Social factors:- In this the customer influence by the third part like its family, work
place, school, community etc. every occasion has follow different clothing style. So this
also an important factor to influence the customers
 psychological factors:- every human being have its own views and thoughts on the
particular situation. Every individual have different attitude and perception about the
product. They have different situation and their own thing process to being in that
situation. In appeals industry also every person will not have the same clothing style.
They have different perception for different looks they carry.
3.2) Segmenting And Targeting.
According to the consumer behaviour the company can target its customers to whom they want
to sell their products. Segmenting and targeting can be done in 2 type quantitative and
qualitative(Järvinen J.,and et.al., 2012). In quantitative the company as to look the quantitative
factors like age, gender, background, income, family, education etc. they are external factors
which can be influence the customer buying behaviour. In qualitative the inner factors influence
buying decision it can be customers belief, values, attitude, perception. Business organisation
have to considered these factor to do segmentation. After segmenting company will target its
population they choose the sample size on which they want to target to sell its product.
Company can target the mass population, premium population or niche market. According to the
company context H&M target mass youth population(Hanna., Rohm, A. and Crittenden., 2011).
They have the different appeals range for the young population(Shen, and Bissell, 2013). They
target the consumer those how like to experiment the new style of clothing.
3.3) Power Of Social Media In Spreading Messages
These days the social media is powerful mode of channel to spread the messages among the
audience. It can be used to reach the mass population in short term time. There are large users of

internet in toady's scenario. In context to the company H&M promote its product by the social
media like face book, Instagram. They have their Facebook and Instagram page and also they
advertise their product through the bloggers by giving their products and these blogger are
followed by many followers. There are many famous UK bloggers those who advertise the
clothing style. They shows in what manner you can carry the different style and also update
about the new fashion in market through the bloggers. They have their own page and websites.
so that the customers can the have a look at their upcoming new collection and they upload their
new events, fashion shows pictures on that page. They also have their fashion page on twitter,
Pinterest etc. they promote their brand by launching the new campaign called h&m love music
where there have the emotional appeal with audience. In that They are encouraging new artist
and singer in campaign. Recently there is a event called coachella. In which many bloggers
participate from national and internation level. This campaign is moving all around the world
through Instagram and hashtags on the social media. So by the help of social media company can
reach to the mass population in different countries they don not have to design different
advertisements for different countries one advertisement on social media over the word wide
population. Mess age spreads from audience to audience, by the refer groups, by
3.4) H&M Creative Media Decisions Based On Consumer Psychology
Very time H&M come with its new concept of marketing. They have a large variety range
of clothing for men, women, kids the products are jeans, jackets, top wear, footwear,t shirts,
jewellery, caps, undergarments,dresses, jumpsuits and many more. Every year they come with
new advertisement idea. They make fashion youth appeals in their advertisements with a high
quality of materials in reasonable prices. They promote their fashion product by the famous
celebrities, youth TV channels, models and bloggers. They do the promotion on the TV channel
MTV . They also advertise their products on famous fashion magazines. It is very crucial to take
good mode of advertisement channel as the company invest more and there target to reach more
consumers at a time. The company target to spread it brand name all over the world. And H&M
team is very create in promoting idea they have their large team of designer who it self do the
promotion of the brand name. Now they have the new promotion ideas in which they give the
memberships to the customers at the time of purchase and after that the send the SMS to the
customers regarding the new stock arrivals at the store, discounts on the products and coupons.
The have unique design of their products in less prices and it attracts more customers. Recently

they used emotional appeal to attract its customers by having emotional music. In that they
encourage the people to record their songs and voice and send it to them by this they gave the
opportunity to the new artist and singers. They have there own create page on the face book and
Instagram and they promote their product through bloggers which wear the H&M brand clothes
in different style.
3.5) Recommend Tools And Criteria For Measuring Digital Marketing Campaigns
following are way to measure digital marketing campaigns:-
 ongoing analytics:- In this method company monitor the situation which take place after
the advertisement they have the tracking system which tell about news of the brand in the
public and what public talk about their brand. They have the system in which they track
how many consumers are looking for the product and for which particular product. For
example if some is checking the jeans on the online portal but they do not order it then
the bling will be appear on the corner of side so recall the particular jeans they were
ordering.
 Number of subscribers: they can measure the performance by seeing the numbers of
people subscribes the page or videos on the social media. If there is more subscribers it
mean customers are interested in their product and they follow the particular brand. They
can also see the comment below so that they can come to know what customers feels fro
the product.
 Mix panel:- it is tool used for mobile, laptops and tablets by this tool company can track
how many people are downloading the company app in their mobile phones.
 Sales force tools:- the company has its own departments to analysis what is happening
in the market and how the marketing activities take place. They have the CRM
department in which the employees are asking the question and get the information about
the products.
3.6) Evaluate Data Produced Through Online Activity
By doing online activities company get lots of information about the market. Following is data
which company gets by its online activities.
 Demand of the product:- company can analyse the demand of the particular brand
product in the market. Company can see the consumers reaction by using the company
appeals and Which range of product they like to purchase.

 Customer taste and preference:- company can understand the customer taste and
preferences through the online activities. What response they are getting from the public.
And how can company makes its product to reach the expectations of the consumers.
 About the brand competitors:- the company also examine other competitors of the
brand and how they are better to retain the customers. They can also analysis the
substitute of the particular brand. In context to the H&M the closest substitute is Zara
which also a clothing retail business brand.
 Level of diffusion:- diffusion termed as who fast the customer accept or adopt the new
product in the market. How much the customer is ready to take a risk. Online marketing
as helps the company to known how many people are ready to do the new experiments in
their dressing styles. Company can have its target customers those who are like to change
their dressing style according to time and they flexible enough to adopt the new fashion.
3.7) Ethical Issues While Using The Online Platform For Marketing
 Privacy:- privacy is the issue which comes into picture while doing the online
marketing the company is access of the customer personal detail like email, name,
address, their like and dislikes. Whenever the consumer is using the online services they
has to give their personal information like email, address, the bank account details and
this company has full access of customer emails and this issue which come into picture
while using the online marketing.
 Issue of proprietor property:- it is the another issue which take place in the online
marketing. These proprietor rights are copyrights, patents, trade mark. The company has
to secure its brand by having the copy right, patent, trade mark. H&M has its brand logo
by which it differentiate its brand by its competitors. No other organisation can have the
same brand logo.
 Emerging issues:- there are emerging issues which take place in online marketing this
issues can be governance, fraud and legal. Their are many fake companies who send the
email with the duplicate products. Like buy the branded clothes in cheaper rates they are
not genuine products. These kind of issues also take place in online marketing.

3.8) Relate The Use Of Online Channels To Established Media Theory
Earlier the media theory used to make study about total population news but now they make
many approaches in it. In which it stated that what media is doing and what actually it has to do.
Media has a vital scope in online marketing some times it has positive and negative impact both.
They should have something which provide the information about what is happening in the
world. In this theory the stated that what media should do no what is doing. Like other online
channels they also should give the true information about the product. The company should
follow the culture , belief and values and with that they serve the consumers.
4.CONCLUSION
In this report the company taken is H&M which is the one of the biggest retail clothing brand
company. In this report we study about customers behaviour and segmentation and targeting of
population. After which are influence on the purchase of the consumers. After that the power of
social media in spreading the messages has been discuss and how they promote their brand in
creative manner to attract maximum no. of customers. After that the ethical issues has been
discuss in case of online marketing. And in last the media theory is related to the online
channels. How media interpret the news in front of the public and some of the public believes the
news which never took place.
5. REFERENCES
Books and journal:-

Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of Research in Interactive Marketing. 8(4). pp.269-
293.
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
Järvinen, J.,and et.al., 2012. DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B
INDUSTRIAL SECTION. Marketing Management Journal, 22(2).
Hanna, R., Rohm, A. and Crittenden, V.L., 2011. We’re all connected: The power of the social
media ecosystem. Business horizons. 54(3).pp.265-273.
Shen, B. and Bissell, K., 2013. Social media, social me: A content analysis of beauty companies’
use of facebook in marketing and branding. Journal of Promotion Management.19(5).
pp.629-651.
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