There are different areas in the business world that continue to experience significant transformations in the way they operate due to the adoption and proliferation of different technologies in the societies across the globe. One of these areas is marketing. In reference to Ryan (2016), the emergence of different technologies continues to promote the evolution of the marketing field, thus altering the way businesses communicate with their existing and potential customers. Whereas technologies such as the radio and the television had a great impact on marketing, the emergence of digital market in the 21st century is poised to have a far greater impact on marketing than all the previous technologies. This is particularly the case considering the fact that the amount of time that people spend using different forms of digital technologies such as the internet and social media continues to rise (Stephen, 2016). For example, Stephen (2016) observes that in the United Kingdom, adults spent online close to 20.5 hours per week, with most of them spending this time on social media. Thus, this increasing exposure to social and digital media continues to fuel the growth of digital marketing because of the opportunities it provides to businesses across the globe.
The number of businesses that utilise digital marketing as a way to communicate with their existing and potential customers is rising rapidly. Among the brands that have increased their online presence as a way to market themselves and their products is the multinational retail fashion company, H&M Group. This company traces its history way back to 1947 and has since grown into a multinational retail company with nine unique brands namely H&M, Monki, COS, Weekday, H&M Home, Afound, Cheap Monday, & Other Stories, and ARKET. The company depends on its diverse brands to target and reach and reach diverse consumers in the markets in which it has established its operations. The success of this company is attributed to its marketing approach to different markets, and is considered one of the most successful retail clothing companies that rely on digital marketing to reach its target consumers. This study therefore explores the effectiveness of H&M’s digital marketing campaigns in its sales promotion activities.
利用数字营销与现有和潜在客户沟通的企业数量正在迅速增加。跨国零售时尚公司H&M Group是提高其在线知名度以推销自身及其产品的品牌之一。这家公司的历史可以追溯到1947年，后来发展成为一家跨国零售公司，拥有9个独特的品牌，即H&M、Monki、COS、Weekday、H&M Home、Afound、廉价星期一和其他故事以及ARKET。该公司依靠其多样化的品牌，在其建立业务的市场中瞄准并接触到不同的消费者。该公司的成功归功于其针对不同市场的营销方法，并被认为是依靠数字营销达到目标消费者的最成功的零售服装公司之一。因此，本研究探讨了H&M数字营销活动在其促销活动中的有效性。
1.2 Statement of the Problem 问题陈述
As mentioned above, digital marketing is fast gaining popularity and acceptance among markets as an effective way that businesses and organisations across the globe can rely upon to reach their target customers. In their analysis of digital marketing and why it matters in the modern world, Tiago and Veríssimo (2014) argue that businesses in the 21st century cannot ignore this form of marketing since the growth of online communities is fast changing the consumer behaviour, thus necessitating the adoption of new marketing approaches. Similarly, despite the fast growth of digital marketing, there is little research that has been conducted to establish the effectiveness of this marketing approach, especially when considering the return on marketing investment metrics. Similarly, the inability to understand its effectiveness implies that most firms are yet to establish ways of enhancing their digital marketing campaigns in order to obtain optimum results in the digital market.