ASOS and H&M
Inbound Marketing has been around since 2005. This is a huge part of a business, without a successful marketing strategy in place it will be hard to stay in business in this day and age. Social Media has become huge part of everyday life. To be able to engage with customers and to create a great online experience for them it is important to be consistent online, blogging and creating content via their socials and website.
Approach to Inbound Marketing
With ASOS being online and available to customers all over the world for 20 years now ,they have utilized every online marketing tool available. With their presence on Instagram and Twitter being a sensation they have incorporated Hashtags for customers to have the opportunity to be featured on their main page. Allowing a great online experience for them. This is their two main platforms when it comes to inbound marketing. As well as the website.
ASOS and H&M’s approach to inbound marketing includes promotion via the website, right at the top of the page you will clearly see the current promotional/discount codes available at the time of viewing the site. This helps draw and attract the customers in. With H&M’s website looking a little less welcoming to Asos. Asos have actually invested in their technology in order to track all customers habits. Their approach is to engage with their loyal and potential customers. Using influencers and popular Instagram stars has proven to maximize customer engagement.
Strengths and weaknesses
H&M’s Instagram following currently sits at 37.6M and ASOS on 12.6M. They both utilize this app to interact with followers and to attract attention to the brand.
With it being hard to find a weakness, ASOS recently cancelled a loyalty program in 2018 due to it not being financially viable as well as discontinuing their magazine in 2019 as it was not proving to generate new customers.
Since H&M launched their app in 2010, still appears to be not as easy to navigate around as some apps appear to work. However, with their Instagram following being so strong and their YouTube presence being available to customers the brands digitalization has improved.
Which organization was the best at Inbound Marketing and why?
With both companies having a positive and successful strategy in place. Overall, I would say that ASOS appears to have the most attractive structure in place. Although the Instagram followers are not as high, they make sure that they are regularly posting, with attractive images and using the most popular influencers to maintain attraction with customer engagement.
How could both organizations improve their Inbound Marketing
I think H&M could improve their affiliate marketing to potentially increase an overall Action. I also feel that their website could be tailored slightly to perhaps include more photos, discount and promotional codes that are on offer at the time. The difference between both their website, ends up with ASOS drawing me in more with all the different colors and information set out clearly at the top of the page. An improvement for ASOS could simply be ensuring that they are managing their engagement to increase their following on Instagram. The more content posted, and hashtags used the increase they will notice in their following.
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