h&m digital strategy_lu gao
DESCRIPTION
H&M Digital StrategyTRANSCRIPT
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Company Profile
• 1947 in Sweden• More than 2,000 stores in 37
countries, including 196 stores in the US
• Mission : “ Fashion & Quality at the best price”
• World’s 3rd largest fashion chain and a leader in the fast fashion industry
• Top global markets include Europe, Asia, North America & Middle East
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Target Audience
• Primary: Men and women
age 18-45 • Secondary: Children and
teens, accessories
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Digital Strategy
• Social media strategy• Internet marketing strategy• Mobile marketing strategy
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Social Media Strategy
Objective: to make our fans recall about us and know we are always active.
• Facebook/Google+• Twitter• YouTube• Blog• LookBook.nu
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Online Marketing Strategy
Objective: to achieve Search Engine Optimization.
• Search Engine Marketing on Google, Yahoo, Bing
• Google AdWords Campaign
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Mobile Marketing Strategy
Objective: Smartphone App development and get subscribers
• Fashion studio smartphone app
• H&M news app
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Media Plan Evaluation
Social Media
• Dialogues created-comments, tweets, retweets, video/picture shares, etc.
Mobile Marketing• Subscribers, App downloa
ds
Online Marketing
• Google Analytics-traffic tracking; Pay Per Click on Google AdWords
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Budget and Timeline
• FourFour Seasonal Promotion Campaigns
• Annual Promotion Budget
• Search Engine Marketing: $10,000-15,000
• Google AdWords Campaign: $20,000-25,000
• Mobile App Development: $5,000-8,000
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Thank you