Abstract 摘要
Since the introduction of the internet, social media and other digital communication channels, businesses and organisations are increasingly focusing on adopting digital marketing as a way to conduct its sales promotion campaigns. In this regard, through harnessing the power of digital media, the business world have found digital marketing as a critical tool that could significant improve their overall marketing campaigns. One of the companies that have adopted digital marketing in its sales promotion is H&M, a multinational fashion retailer. This study explored the effectiveness of H&M’s digital marketing in its sales promotion campaigns. As such, the study explored how H&M uses digital marketing, its strengths and weaknesses, and made recommendations on areas that this company needs to improve in order to enhance the effectiveness of its digital marketing in its sales promotion activities. The findings reveal that as an early adopted of digital marketing, H&M mainly relies on social media marketing as a way to reach out to its customers. Importantly, while the performance of this company on social media points to effectiveness of digital marketing, results from its web analytics reveal that the company’s website had little contribution to the effectiveness of its digital marketing. Therefore, the study recommends the need for H&M to improve the quality of its content on its website, the need to remain consistent in posting its content, and the need to explore different web analytics tools such as search engine optimisation to enhance the role of its website in its digital marketing campaigns.
自从互联网、社交媒体和其他数字通信渠道引入以来，企业和组织越来越注重采用数字营销作为开展促销活动的一种方式。在这方面，通过利用数字媒体的力量，商业世界发现数字营销是一个关键工具，可以显著改善其整体营销活动。跨国时装零售商H&M是在促销活动中采用数字营销的公司之一。本研究探讨了H&M数字营销在其促销活动中的有效性。因此，该研究探讨了H&M如何利用数字营销、其优势和劣势，并就该公司需要改进的领域提出了建议，以提高其数字营销在促销活动中的有效性。调查结果显示，作为早期采用的数字营销，H&M主要依靠社交媒体营销来接触客户。重要的是，虽然该公司在社交媒体上的表现表明了数字营销的有效性，但其网络分析结果显示，该公司网站对其数字营销的有效性贡献甚微。因此，该研究建议H&M需要提高其网站内容的质量，需要保持发布内容的一致性，需要探索不同的网络分析工具，如搜索引擎优化，以增强其网站在数字营销活动中的作用。
Table of Contents 目录
Abstract 摘要
1.0 Introduction 导言
1.1 Background of the Problem 问题的背景
1.2 Statement of the Problem 问题陈述
1.3 Aims and Objectives of the Miryala, R. K. (2015). Trends, challenges & innovations in management - Volume III. Hyderabad: Zenon Academic Publishing.Study 米里亚拉河的目的和目标。K(2015). 管理的趋势、挑战和创新——第三卷。海得拉巴：泽农学术出版社。研究
1.4 Research Questions 研究问题
2.0 Literature Review 文献综述
2.1 Marketing and Digital Marketing 营销和数字营销
Digital marketing opportunities 数字营销机会
Effectiveness of digital marketing 数字营销的有效性
Strategies for digital marketing 数字营销策略
Limitations of digital marketing 数字营销的局限性
3.0 Methodology 方法
3.1 Research Strategy 研究战略
3.2 Data collection 数据收集
3.3 SWOT Analysis model SWOT分析模型
4.0 Results and Analysis 结果和分析
4.1 H&M’S Digital Marketing H&M的数字营销
4.2 Social Media Presences 社交媒体的存在
4.2.1 H&M’s use of social media H&M对社交媒体的使用
4.2.2 Shop Link in Social Media 社交媒体中的店铺链接
4.3 Websites 网站
4.4 SWOT Analysis of H&M Digital Marketing H&M数字营销SWOT分析
4.4.1 Strengths 优势
4.4.2 Weaknesses 弱点
4.4.3 Opportunities 机会
4.4.4 Threats 威胁
5.0 Conclusion and recommendations 结论和建议
References 工具书类
Appendix 附录
Number of mobile users across the globe 全球移动用户数量
Social media representation of H&M on Facebook H&M在Facebook上的社交媒体代表
Social media representation of H&M on Instagram H&M在Instagram上的社交媒体表现
Social media representation of H&M on Twitter H&M在Twitter上的社交媒体代表
Social media representation of H&M on YouTube H&M在YouTube上的社交媒体表现
1.0 Introduction 导言
“We should no longer be talking about ‘digital marketing’ but marketing in a digital world.” – Keith Weed, Unilever, 2015
“我们不应该再谈论‘数字营销’，而应该谈论数字世界中的营销。”–Keith Weed，联合利华，2015年
1.1 Background of the Problem 问题的背景
Since the late 1990s and the beginning of the 21st century, the global community has witnessed an increased adoption of different technologies, thus transforming the way people communicate with each other. In this regard, there is a significant increase in the number of people who use technologies such as smartphones and other smart devices as well as technologies such as the internet and social media across the globe. Statistics reveal that by 2017, 4.1 billion people, that is, 54.4 percent of the global population had access to the internet (Internet World Stats, 2018). In a report by Statista, a statistics portal, revealed that the number of mobile phone users is expected to pass the 5 billion mark by 2019, while the number of smartphone users is expected to reach 2.5 billion people in 2019 down from 2.1 billion people in 2016 (Statista, 2016). These projections indicate the number of people who have access to digital technologies such as the internet and social media is expected to grow even further considering the fact that most mobile phones have capabilities to access the internet. Importantly, the number of people who have access to such technologies has significant implications, particularly in the business world.
自20世纪90年代末和21世纪初以来，全球社会越来越多地采用不同的技术，从而改变了人们相互交流的方式。在这方面，全球使用智能手机和其他智能设备等技术以及互联网和社交媒体等技术的人数显著增加。统计数据显示，到2017年，有41亿人，即54.4%的全球人口能够访问互联网（互联网世界统计，2018年）。统计门户网站Statista的一份报告显示，到2019年，手机用户数量预计将超过50亿，而智能手机用户数量预计将从2016年的21亿下降到2019年的25亿（Statista，2016）。这些预测表明，考虑到大多数移动电话都具有访问互联网的能力，能够使用互联网和社交媒体等数字技术的人数预计还会进一步增加。重要的是，获得此类技术的人数具有重大影响，特别是在商业领域。