Marketing Campaign Portfolio: H&M Digital Strategies Analysis

This report provides an in-depth analysis of H&M's digital marketing campaign, focusing on its objectives, success measurement, and comprehensive campaign plan. The report examines the use of various social media platforms like Facebook, Instagram, Twitter, and YouTube, along with the company's website, to enhance customer engagement and brand promotion. It explores how H&M targets its audience, primarily those aged 18-30, and utilizes tools such as Big Data and Artificial Intelligence to understand consumer preferences and tailor marketing strategies effectively. The AIDA model (Attention, Interest, Desire, Action) is highlighted as a framework for understanding customer decision-making. The report also includes a reflection on the campaign, discussing the importance of digital marketing tools, the dynamic nature of the market, and the effectiveness of social media in influencing customer behavior. The student emphasizes the development of critical analysis, problem-solving, and time management skills during the project, drawing on real-world examples like Apple's marketing strategies to support their findings. The conclusion underscores the significance of digital marketing tools in adapting to market changes and fostering customer interaction.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Campaign Objectives...................................................................................................................3
Measurement of success..............................................................................................................3
Campaign plan.............................................................................................................................4
Communication 1 : Facebook......................................................................................................4
Communication 2 : Instagram......................................................................................................4
Communication 3 : Twitter..........................................................................................................4
Communication 4 : You Tube......................................................................................................5
Communication 5 : Website.........................................................................................................5
Reflection on campaign...............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as the activities which are undertaken by a business in order to
advertise their products or services in the market. It includes the complete process of delivering
the output to the ultimate customers. It is important for an organization in order to prepare an
effective image of the brand among the customers. The current portfolio will be based on the
H&M which is a popular fashion brand in the UK and provides high quality fashion wear to the
customers. The portfolio will explain the key features of the marketing campaign of H&M, the
digital communication plan and a summary reflection.
MAIN BODY
Campaign Objectives
The digital marketing campaign of H&M will include different types of promotional
strategies which is crucial in order to increase engagement of the customers towards the
products. The organization will develop better practices ion order to establish an effective
relationship between the audience and the company (Morgan and et.al., 2019). With the help of
popular social media channels and tools the organization will advertise its products to the
consumers and increase its popularity among them. H&M will look forward to increasing the
efficiency of the market campaign and increase the market share of the organization in the
fashion industry. By using these advanced techniques the organization will be able to enhance
their results and gain better recognition from the customers.
Measurement of success
The organization will monitor the response of customers towards the advertisement
campaigns conducted by the organization. It will use advanced KPIs in order to measure the
success of the campaign and what changes can be made in the current approach of the business
in order to gain the maximum benefit in the industry. H&M will target the customers who are
socially active on various digital platforms and are actively searching for fashion related posts.
The company will take the help of Big Data and Artificial Intelligence in order to evaluate the
preferences of the consumers and prepare effective strategies for targeting them effectively
(Pandey, Nayal and Rathore, 2020). These tools may be highly effective for ensuring accuracy in
the process of the campaign and may help the business top increase their quality of output in the
industry. The organization may be able to understand the customers needs with the help of these
advanced techniques as a combination of marketing methods including advertising, sales, public

relations and direct marketing to achieve a specific marketing goal and try to make effective
changes in their campaign in order to increase the interest of customers towards buying products
of the brand.
Campaign plan
The campaign will be conducted through posting information on various digital media
platforms which will help the organization to increase their reach. These practices may be useful
for the organization in order to increase their customer engagement and develop a better
approach towards targeting the customers appropriately (Herhausen and et.al., 2020). The
management will target the customers from the age of 18-30 years as they are more active in
searching and buying the fashion products frequently. The middle aged population may be the
regular customers of the organization and are constantly searching for new products which are
offered by the business to them.
Communication 1 : Facebook
Facebook is one of the most popular communication channels which is widely used by
businesses in order to advertise their products and services. H&M will prepare attractive content
in order to post ion this platform as it will be helpful to reach out to a lot of customers on a daily
basis.
Communication 2 : Instagram
The organization will promote their products on Instagram as it is more popular among
the youth and is one of the most used social media platform in the world. H&M may post daily
stories and posts on Instagram showing the high quality and unique features of their clothing. It
will be useful in order to develop better advantage in the market.
Communication 3 : Twitter
Twitter is a platform which can amplify the reach of the products that are offered by the
organization and can be useful for the company in order to enhance the productivity of their
marketing campaign. With the help of the popularity of Twitter the organization may be able to
target more customers who are active on the platform (De Pelsmacker, Van Tilburg and Holthof,
2018). Twitter has many unique features such as trending which can be useful for the
organization in order to gain better recognition in the industry.

Communication 4 : You Tube
H&M can make effective use of You Tube by putting promotional advertisements in
popular videos which will be seen by the audience frequently. It may be beneficial for the
organization in order to increase the efficiency of the campaign and increase the engagement of
customers towards buying fashion wear from the company.
Communication 5 : Website
The organization can develop an attractive and descriptive website which will provide the
required information about the variety of products and services that are offered by the business
(Melović and et.al., 2020). It may be useful to increase the interest of the customers to frequently
visit the website and make purchase for the products of the organization regularly.
The AIDA model will explain the process of the decision making process of the
customers before making a purchase from the organization. It describes that there are four stages
which are considered in this process. These stages include:
Attention:
The organization will get the help from various digital marketing experts who are expert
in the field of analysing the customer metrics and preparing attractive content and promotional
ads in order to target them effectively. This will be useful to gain the attention of the consumers
and improve their engagement towards making the purchase decisions towards the products of
the company.
Interest
H&M will provide the audience with high quality unique products which will be useful in
order top develop their interest towards the brand. It will help in encouraging the customers
towards taking the purchasing decision and increase the profitability of the brand (The AIDA
Model: A Proven Framework for Converting Strangers Into Customers, 2022). By developing
the interest of the customers, H&M may be able to successfully complete their marketing
campaign.
Desire
The consistent efforts of the organization will help the business to have a positive impact
on the customers which will motivate them to buy the products from the brand. As the
interaction between the customers and the organization will increase with the help of various

social media channels it will promote a better image of the brand and improve productivity of the
campaign.
Action
The organization will focus to provide high value to the customers at their desired prices
which will turn their desire into action and encourage them to make the buying decision. It is the
final step in the process which concludes that the customer will make the purchasing decisions if
all the previous stages are completed effectively. It will be helpful for the organization to
increase the overall productivity of the campaign.
Reflection on campaign
During this portfolio I got to know about the importance of digital marketing tools. I have
realized that digital marketing tools are highly mandatory in the contemporary marketing. While
making research over this project I have analysed market and I got to know that market keeps
changing on a higher note. The fluctuation in market keeps taking place that impacts the
customers as well. The taste and preference of the customers gets change and that impacts the
decision in regard to buying of product. However, during this project I have analysed the
importance of using digital marketing tools as these helps in creating effective interaction with
the customers. I have analysed that, H&M company which is one of leading company in clothing
sectors is getting numerous benefits within using digital marketing tool (MANUCHARYAN,
2021). I have often explained entire concept in the upper section of the report. I have found that,
H&M effectively using the Facebook, Instagram, Twitter, YouTube and their official website in
context of interacting with the customers and for promoting their clothing brand. This is
enabling firm in terms of increasing their profit and brand awareness as well. Thus, here I can
say that digital tools have become highly important in terms of attracting the customers towards
company. However, market keeps changing and influence over customers can be made with the
help of digital marketing tools.
This project has provided me effective opportunities in terms of developing my skills and
also enable me to clear my concepts. I have become able in terms of developing effective critical
analysation skill in me. This skill refers to critically analysing the concept and coming over the
final conclusion. Thus, I have got enough opportunity in terms of developing this skill in me. I
have analysed numerous sources in context of developing effective knowledge in relation of the

use of digital marketing tools. often, I have gathered information from the real life examples
where I have witnessed that digital marketing tools are highly effective in order to perform
promotional activities for the organization. I have witnessed that, Apple is one of the biggest
MNC has come so far within using the digital tools. The promotion of iPhone has been done over
social media apps (Facebook, Twitter, Instagram) in efficient manner that helps in creating
awareness in the customers regarding the new addition of phone that is coming in the market. I
have also found that, before company introduce the phone in market the hype related to phone
has been created in market that helps in attracting large number of customers (Kurniawan and
Rusadi, 2021). The hype in the market has been created with the help of the digital tools. I have
seen the promotional post of iPhone on Instagram that has attracted me towards the phone and
influenced me to make purchase. Thus, I can clearly say that using digital marketing tool helps in
attracting and influencing the customers as I have experienced this on my own therefore, I can
say this with complete assurance.
I got clearance in regard to the interaction that has been created over digital platform
within using digital tools. The application of digital tools has been performed within selecting
specific customers. As I have analysed that companies mainly specify targeted customers and
then on the basis of that most appropriate digital tool has been adopted. I have witnessed that,
H&M mainly targets youngsters therefore, Instagram is highly used by them in terms of
promoting their products. Over Instagram, they regularly post about their new clothing and
mainly they perform the digital campaign within using other social media apps. Thus, I have
witnessed that this has provided strong support to the company in terms of creating effective
interaction with the customers. Thus, the final opinion that has been made by me in this context
is that digital marketing tool has been proven highly effective in context of facing dynamics in
market and creating interaction with the customers.
This project has made me enable in terms of making my concepts clear along with this I
have analysed self-strengths and weaknesses during this project. The major strengths that has
been witnessed by me is related to critical analysation that has been explained above. Also,
another skill that has been developed in me is aligned with problem solving skill and time
management skill. I got numerous issues while making research over this project. However,
evaluation of alternatives has been proven highly beneficial for me in terms of solving the
problems. Also, when I found that companies often evaluate different alternatives before coming

over any conclusion related to adopting digital marketing tools. Thus, here my confidence
become stronger as I have done the same. I have managed my all task in selected time-frame and
this has enabled me in terms of completing the final task on time. Thus, finally I become able to
know about the importance of digital marketing tools for company and along with this I gained
effective knowledge in this context. My tutor has assured me effective support throughout the
completion of portfolio. Certain weaknesses that has witnessed by me in related to ineffective
communication and decision making skills. I have identified that at a point of time I had
numerous doubts, and I was not able to clear my doubts due to ineffective communication skill
in me this has created hesitation in me. Also, the decision in relation of identifying the tools that
are suitable for companies has been assumed by me. The assumptions were wrong when I come
to the real findings I have analysed that my decision becomes wrong as I do not effectively
evaluate the available options. Thus, I will focus my weaknesses and change into strengths that
will help me to grow more. Hence, I can say that this portfolio has provided me opportunity in
context of identifying the importance of using digital tools in contemporary market. Also, I have
analysed the examples of companies. Furthermore, I got the opportunity of enhancing
development in me.
CONCLUSION
According to the above portfolio it has been concluded that the organization has
benefited by using different social media platforms in order to conduct the promotional
campaign. These platforms have been useful for the business to increase the reach of the
products to the customers and develop their interest towards buying the products of the company.
It has been suitable for the company to use various analytical tools in order to analyse the
costumer needs and make effective changes in their current strategy. With the help of these
effective changes the organization have been able to create an effective image among the
customers and gain their trust towards the brand.

REFERENCES
Books and journals
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Kurniawan, D. and Rusadi, U., 2021. MNC Group’s Digital Media Business Expansion in the
Perspective of Media Political Economy. Warta Ikatan Sarjana Komunikasi Indonesia.
4(2). pp.156-161.
MANUCHARYAN, M.G., 2021. THE IMPORTANCE OF DIGITAL MARKETING,
BENEFITS AND DEVELOPMENT PROSPECTS. In WORLD SCIENCE:
PROBLEMS AND INNOVATIONS (pp. 105-109).
Melović, B. and et.al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Morgan, N.A. and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Online
The AIDA Model: A Proven Framework for Converting Strangers Into Customers. 2022.
[Online] Available Through: <https://blog.hubspot.com/marketing/aida-model>