Digital Marketing Communication Assignment Sample

Introduction

H&M is the world’s second-biggest retailer all over the world which is operating its business functions in 76 distinct countries. Apart from traditional fashion retail stores, H&M has managed to optimise “digital and online marketing” which influenced to generate a $22.25 billion revenue in 2022 (Statista, 2023).http://Digital Marketing Communication Assignment Sample

The aim of this study is to differentiate the current marketing scenario and business operations of H&M in the UK. The business overview of this company depicted that, outreached of 300 retail stores all over the UK, H&M further expanded its target market via online expansion as well.

Apart from demonstrating the business overview of this organisation this report further explores the different communications tools for the development of advanced communication. Additionally, a glimpse of the social media context will also be explored which is another scope of this study.

Task 1: Mapping the brand’s current digital marketing

1.1 Brand Awareness

Brand awareness is one of the core elements of business operations which drives any business towards business progress. H&M has also managed to operate some exquisite brand awareness and brand promotion strategy which is directly emphasised on their target market expansion.

According to Rufaidah and Suyanto, (2022), H&M operating “social media marketing (SCM)” along with the expansion of 300 traditional stores in the UK. SCM is one of the biggest weapons of H&M to maintain business promotion via online platforms. On the other hand, Afifah, (2022) further depicted that “Commercial creative strategy” including pricing strategy is another brand awareness process associated with H&M operational attributes.

Optimising a “Value Driven Pricing strategy” is one of the best ways of handling the operational attributes and brand expansion all over the UK. “Cost-Affordability” is one of the key elements associated with H&M’s pricing strategy which drives the consumers towards brand loyalty as well.

1.2 Brand Considerations

H&M is one of the leading fashion brands in the UK which promotes its social acceptance through digital platforms. Engaging with e-commerce services is one of the best brand considerations associated with this organisation in order to gather new customer bases in the UK.

The visionary statement of this organisation is to create social values for its customers with dynamic pricing and sustainable fashion in future. Sustainability is one of the most significant brand considerations of H&M which drives the customer to maintain a key loyalty (Hmgroup, 2023).http://Digital Marketing Communication Assignment Sample

On the other hand, H&M further managed to operate an omnichannel marketing system to maintain brand development and attain the sustainability of business progress as well. The H&M organisation also managed to operate its SCM strategy on different platforms in terms of “Twitter, Facebook, and YouTube”. Another key consideration of this company is trusting people with good quality products and following the latest trends in order to maintain customer values and develop social values.

1.3 Brand Evaluation

Brand value is a key context of business analytics and market analysis of this H&M group which is addressing huge development and progress in recent times. According to the view of the business report H&M group has managed to expand its brand value 12.7 billion in 2022 (Statista, 2023).http://Digital Marketing Communication Assignment Sample Developing the market share in the UK market region is another effective practice of this organisation with target audience extension as well.

Figure 1: H&M brand value growth

(Source: Statista, 2023)

The market share of H&M will increase up to 35% by the end of 2022, especially in the target areas of the UK market (Statista, 2023). These growth brand values further promote the brand integrity of H&M group to manage new customer bases of this organisation as well.

However, H&M’s recent practices further managed to increase its investment growth up to 12.7% in 2022 in order to increase the promotion of business awareness in the niche market of the UK. The investments in social media marketing also reduce the advertisement cost of H&M group and managed to increase the profit margin by a huge margin as well.

1.4 Brand Conversion

Brand conversion is another significant factor associated with marketing analysis and evaluation of business development in future. The vision of this organisation is to deliver sustainable products with fashionable clothing to enhance brand profitability.

Overall, customer expansion growth has increased up to 12% compared to the previous year. However, this customer growth of H&M in the UK also managed to extend the net sales up to 23% by the end of 2022 which is another key conversion scenario associated with this organisation (Statista, 2023).http://Digital Marketing Communication Assignment Sample However, H&M has been estimated to increase its sales figure by up to 20% by the end of 2023 through its marketing development and sales promotion.

Brand integrity development is another effective conversion aspect associated with this organisation especially in the UK to generate more profitability in future. Finally, the achievement of “Sustainable Development Goals (SDGs)” is the last effective conversion practice of H&M to manage sustainability and future development.

1.5 Brand Loyalty

Increasing customer loyalty through brand promotion is the last factor ascertained with the marketing funnel that is also associated with H&M’s marketing evaluation. H&M have been optimising sustainable products along with cost-affordability to increase their customer loyalty in recent times.

In recent times, H&M has managed to increase 100 million members with brand awareness practices and sustainable operations in the entire UK which is one of the best brand loyalty practices.

Evaluation of an exquisite brand profiling strategy has also been managed to increase a 94% of customer loyalty growth in the UK (Statista, 2023).http://Digital Marketing Communication Assignment Sample H&M has also been engaging the customers with long-term engagement through different schemes and functionality in order to maintain sustainability and project growth. These development areas further increase the sustainability of brand development and customer engagement for this organisation to adjust sustainability and business growth.

Task 2: Critical analysis of communication tools

2.1 Evaluation of SEO for H&M communication

Business communication is the best way of handling business progress and engaging new stakeholders for expansion. “Search Engine Optimisation (SEO)” is one of the most effective tools associated with advanced communication processes for any business in order to develop the quality of content. As H&M has been operating an SCM strategy in its business growth, optimisation of SEO is essential to maintain proper online communications with its customers.

On the other hand, fashion retailers need proper communication to gather feedback from their customers about their products. The installation of SEO practices for communication is one of the latest ways of expanding the customer ranches for this organisation.

H&M might facilitate additional growth of “organic visibility” among its customers with the consideration of SEO practices in its content marketing (Mishra and Khan, 2022).http://Digital Marketing Communication Assignment Sample The quality of social media content will also be enhanced with the application of SEO raises in its business.

On the other hand, the installation of SEO also improves the social credibility of H&M’s products to its customer which is another essential context of business development. Increasing the social presence and values of this organisation, SEO practices generate more credibility among its customers in order to generate new target customers along with potential business deliverables.

On the other hand, Poturak et al., (2022), further manifested that “building trust” with advanced communication practices is another key facilitation arranged with SEO marketing. Application of SEO practices within H&M’s marketing operations generates more trust among customers with more values and engagement of sustainability for business as well.

Enriched with sumptuous values and sustainable aspects of this business it promotes a new way of content among the new customers in order to attract them with sales development. Building trust is another way of handling customer development for business and revenue growth in future as well. Finally, the last facilitation of the SEO communication process is that it advances the bargaining process between businesses and customers by increasing the profitability margin of business as well.

2.2 Discussion about SEM for H&M’s content development

Apart from “SEO operations” another key content development tool is associated with H&M’s marketing development such as “Search Engine Marketing (SEM))”. Installation of SEM operation for H&M’s business development is one of the best ways to increase customer reach, especially among targeted customers.

Operating SEM practices ensures the reach of targeted audiences with their content of business. Through the evaluation of SEM practices, H&M might be able to enhance new customer growth with their targeted customers in the UK. On the other hand, Nusairat et al., (2022) depicted that the SEM strategy manages to evaluate a “Market Penetration” system to establish quality content marketing for H&M.

Inclusion of a market penetration further enhances the communication system of H&M which directly increases customer retention rate as well. Evaluating the product quality and customer reviews of fashionable products of H&M will also be evaluated through the activation of market penetration scenarios as well.

Controlling the market is another essential attribute of this SEM marketing process with the consideration of feedback management. Lewandowski and Schultheiß, (2022) highlighted that the installation of SEM practices in a business generates a great market grip over the targeted customer while increasing the reach of customers for more revenue.

Sale margin will also be enhanced over the customer reaches with this consideration of SEM practices. On the other hand, the quality of content will also be tested through the customer purchase ratio and sustainability of business practices as well.

Customer feedback further helps to evaluate the quality of content evaluated by H&M in the niche market of the UK and further manages to regenerate new content marketing according to the feedback management (Sun et al., 2022). This SEM practice is quite simple as well in order to test and refine the quality of content marketing scenarios in business practices. Developing content quality and communication between customers this marketing strategy further develops interrelationships between business and customers as well.

Task 3: Critically assess the influence of paid, owned and earned media on the content

H&M Plc has managed to engage with different social media platforms to promote its business and product growth with the consideration of enriching new customer bases. Additionally, H&M has also managed to increase its cost budgetary margin up to 12% compared to its previous year to generate more customer reach through social media marketing.

According to the organisational overview and annual report of H&M group, it has invested nearly $25 million, especially for its social media and content marketing along with digital advertisements. Engaged with different social platforms, the H&M group has also encompassed its targeted market up to a huge margin along with custom reach in recent times.

According to Distelhorst and SHIN, (2023), “website content marketing” is one of the most initial and paid digital marketing compliances of the H&M group in order to generate revenue inclination.  Website content marketing also optimises security and business build-up for this company initially.

On the other hand, social content marketing is another essential paid marketing orientation of H&M group in order to expand more arrays of revenue sources. “Social Media Marketing ” is the latest way of managing online marketing practices for businesses in this organisation to generate more target audiences.

According to Fernandes, (2022), the utilisation of different arrays of platforms for the development of social content marketing in terms of “YouTube, Twitter, and Facebook” are rationally engaged with optimization. On the other hand, Bilovodska et al., (2022), further highlighted that “Instagram” is the latest platform and the most upgraded platform which has been utilised by H&M the most in the last few years.

H&M has further managed to acquire 37.8 million followers on their Instagram handle which is one of the most recent uprising growth compared to all of its other social networking channels. Additionally, H&M have a total of 42.5 million followers on Facebook, just after the fashion brand Zara makes this organisation the second biggest fashion retailer in the world (Sanny and Daulay, 2022).http://Digital Marketing Communication Assignment Sample

Advertisement development is one of the best frameworks for this organisation in order to generate more customer growth and engage custom reach. Investment in the advertisement has been increased up to $281.9 million by the end of 2022 for H&M, especially on social platforms.

Nearly 23% of its annual advertisement cost and 65% of advertisement investments have been arranged for Instagram marketing and Facebook marketing respectively by H&M group (Hong, 2023).http://Digital Marketing Communication Assignment Sample Utilisation of “hashtags”, and “engaging social media influencers” to promote this brand are two valuable content strategies of H&M to generate more sales margin in future.

Eventually, the application and investment of these higher amounts of financial sources managed to increase customer growth and brand loyalty among the customers in the UK.

H&M has managed to increase its custom retention rate up to 94% in 2022 through its digital marketing approaches along with loyalty development in the UK (Bilro et al., 2022). http://Digital Marketing Communication Assignment SampleEngaged with content marketing further managed to increase operational sustainability and executed the social equilibrium for future growth in this regard.

Figure 2: Brand Loyalty growth of H&M group

(Source: Statista, 2023)

Moreover, the customer retention rate has increased up to 43% compared to the previous year’s report of the H&M group in the UK. Comprising content marketing has explored this company with a massive customer reach and generated more trust among existing customers as well.

Another key marketing approach has also included the orientation of digital marketing such as “e-commerce business practices” (Javed, 2022). http://Digital Marketing Communication Assignment SampleEngaged with e-commerce business practices H&M group has managed to extend its different arrays of revenue sources and upgraded its website content marketing to increase brand loyalty as well.

Eventually, the installation of paid social media marketing managed to generate 11.5 billion Swedish Krona in the UK by the end of 2022 (Hong, 2023). http://Digital Marketing Communication Assignment SampleMoreover, paid content marketing of H&M group also managed to increase customer growth by 114 million in the UK, according to the annual report.

Development of sales marketing and increment of brand value further generated a 35% of market expansion and brand share of this organisation to maintain the sustainability of business in future as well. Finally, this social content and media marketing is evaluated and managed to develop core sustainability for this H&M group to adjust more market development in future.

Conclusion

This study concludes a market analysis and overview of social content marketing of H&M Grow Up which is the second largest fashion retailer in the world. An overview of the business analytics and market evaluation have been constructed over the UK market growth of this organisation.

Demonstrating the five arrays of marketing funnel business overview estimated that the H&M group was required to manage 35% of market share development with the consideration of social media development. On the contrary, an investment of $281.9 million on advertisements is also adjusted on the development of the content marketing scenario of this organisation in order to maintain sustainability and project deliverables.

Completion of this project has been estimated with the discussion about social media marketing and its effectiveness on the customer reaching up to 94% along with sales development of up to 12.7% of the H&M group in 2022.

Reference List

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