Digital Strategy: Objectives, Audience, and Performance Metrics
Digital Strategy Objectives
Specific Objectives (AW 1.2)
- Strengthening emotional connection with 18–30-year-olds.
- Increasing e-commerce conversions.
- Promoting sustainability.
- Enhancing overall digital performance.
General Objectives (AW 1.3)
- Increase new customer conversions.
- Drive qualified website traffic.
- Grow newsletter subscriber base.
- Strengthen sustainability brand perception.
- Improve engagement across digital channels.
- Optimize lead generation and ad performance.
- Increase customer lifetime value (CLV).
Target Audience Profile
Demographic Characteristics (3.1)
- Age: 18–30
- Gender: Male and female
- Location: Urban/suburban areas in Spain
- Occupation: Students, young professionals
- Income: Moderate, budget-conscious
- Education: College students/graduates
Psychographic Characteristics (3.2)
- Digitally connected, social media-driven.
- Views fashion as self-expression.
- Emotionally connected to brands.
- Values sustainability, diversity, and transparency.
Behavioral Characteristics (3.3)
- Primarily mobile/online shoppers.
- Influenced by social media and peer recommendations.
- Frequently make impulse purchases.
- Loyal to brands that offer personalized and transparent experiences.
Marketing Funnel Actions
⭚ Awareness
Actions designed to capture public attention and generate brand recognition.
- SMART Objective 4: Improve brand perception as sustainable by 20% in 1 month.
- H&M Stories Blog
- TikTok Treasure Hunt Challenge
- H&M Moving Runway
- One Outfit, One Story mini-series
- 24h Challenge with influencers
- Targeted SEO content for key events and seasons
- Event-specific landing pages
- Image SEO (alt text, naming)
- Behind-the-Scenes (Sustainability focus)
- Origins Podcast
- Culture Quiz Challenge
- Influencer Partnerships
⭛ Consideration
Actions that generate interest, inform, and invite the audience to evaluate options.
- SMART Objective 2: Increase qualified e-commerce traffic by 10% in 3 months.
- H&M Style Quest
- H&M Smart Fit Experience
- H&M Stories Blog (also relevant here)
- Interactive Guides
- SEO Landing Pages for campaigns
- Targeted seasonal/event SEO content
- Origins Podcast (also relevant here)
- Influencer Partnerships (also relevant here)
⭜ Decision
Actions that drive conversion: purchases, registrations, and leads.
- SMART Objective 1: Increase new customer conversions by 10%.
- SMART Objective 3: Grow newsletter subscribers by 5%.
- H&M Smart Fit Experience (also relevant here)
- SEO Landing Pages focused on conversion
- Flash Sales Exclusives
- Personal Shopping AI Assistant
- 24h Challenge with influencers (conversion-driven format)
⭝ Loyalty
Actions that foster long-term retention, repurchase, and connection.
- H&M Stories Blog (strengthens loyalty)
- Personal Shopping AI Assistant (personalized retention emails)
- Behind-the-Scenes (Sustainability focus)
- Origins Podcast (engaging long-term storytelling)
Monitoring and Evaluation (7.5)
- Weekly: Monitor CTR, traffic, engagement; adjust underperforming ads.
- Monthly: Review conversion, ROAS, SEO performance, and segmentation.
- Quarterly: Evaluate Customer Lifetime Value (CLV), lead quality, and CRM strategies.
- End of Campaign: Produce a final report comparing results vs. SMART goals, with recommendations.