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My Marketing Research – H&M


As part of completing the course at Jolt College, I decided to build a future work plan and competitor research. The mission is to increase the male audience ages 25-40 among H&M customers.
 

  • Future work plan: This will include identifying the target audience, setting goals and objectives, and outlining a strategy for reaching and engaging with the target audience.

  • Competitor research: This will include analyzing the marketing strategies and campaigns of H&M's competitors, as well as identifying any gaps in their offerings that H&M can fill.

  • Market analysis: This will include research on the demographics and purchasing habits of the target audience, as well as identifying any trends or changes in the market that may impact the success of the campaign.

  • Campaign development: Based on the research and analysis, the project will include developing a comprehensive marketing campaign to reach and engage the target audience, including advertising, social media, and events.

  • Evaluation and iteration: The project will include ongoing evaluation of the campaign's effectiveness and iteration based on the results, to ensure that the goals and objectives are met.
     

In continues to above, I chose to focus on sponsored platforms: Facebook, Google and Taboola to build a path and strategy for execution.
My budget is 30,000 NIS, which is divided as follows: 50% for Google, 30% for Facebook and 20% for Taboola.










Here is a possible strategy for executing the campaign on these platforms:
 

Google: Will use Google Ads to target the target audience through search and display ads. Using keywords related to H&M and male fashion to reach the target audience.
For the campaign on Google, some targeting options that I may want to consider include:

Keywords: Target users searching for keywords related to men's fashion and clothing, such as "men's clothing," "men's fashion," "men's suits," etc.

Demographics: Target males ages 25-40.
 

Facebook: Utilize Facebook's targeting options to reach the target audience. Will create a Facebook special page for H&M's male customers and run regular promotions, contests and post engaging content that appeals to this demographic.
For the campaign on Facebook, some targeting options that I may want to consider include:

Demographics: Target males ages 25-40.

Interests: Target users interested in fashion, clothing, and retail.

Behaviors: Target users who have recently made a purchase online or in-store.

 

Taboola: Utilize Taboola's targeting options to reach the target audience through sponsored content on various websites. Use creative and engaging ads that showcase H&M's offerings for men.
For the campaign on Taboola, some targeting options that I may want to consider include:

Demographics: Target males ages 25-40.

Interests: Target users interested in fashion, clothing, and retail.

Site targeting: Target specific websites that are likely to have a high percentage of my target audience, such as men's fashion and lifestyle websites.
 

The path will be to start with Facebook and Google and measure the results, in case of positive results, Taboola will be added.

Measurement and evaluation: I Will use metrics such as click-through rate, conversion rate, and engagement rate to measure the success of the campaign on each platform, using this data to make adjustments and optimize the campaigns for better results.

It's important to note that these targeting options can be adjusted and refined over time as I gather more data on my audience and the success of my campaigns. Additionally, It could be a good idea to A/B test different ads and targeting options to see which perform the best.
 


Competitor Research

Here are a few steps to check conduct companies similar to H&M with a focus on increasing the male audience ages 25-40:

  • Identify competitors: Identify companies that are similar to H&M and also targeting the same audience (male ages 25-40) for example, Zara, Uniqlo, Topman, etc.

  • Analyze their marketing strategies: Research their current marketing campaigns and strategies, including their advertising, social media presence, and events. Take note of what they are doing well and what they could be doing better.

  • Analyze their offerings: Look at the products and services they offer and compare them to H&M's offerings. Identify any gaps in H&M's offerings that could be filled to better attract the target audience.

  • Study their online presence: Look at their website, online store, and social media presence. Analyze the content, design, and functionality of each platform. Identify any areas that H&M could improve to better engage with the target audience.

  • Look for customer reviews: Search for customer reviews and testimonials of the competitors and see what customers are saying about them, especially for the target audience.

  • Identify unique selling points: Identify what sets each competitor apart from H&M and other competitors, such as unique products, services, or branding.

 

By conducting this research, I will be able to identify areas where H&M can improve it's marketing strategies and offerings to better attract the target audience of males ages 25-40.

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