Re: Session 4 - Assignment One Question

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.

NOTE: You are free to use your own examples, or any of the examples I shared with you in class or in the class blog.

As we know, Internet marketing is using digital technologies to help sell your goods or services. I want to share my opinion on 2 very popular Fashion brands in Hong Kong (non-local) in the recently year:

*Effective - H&M

I think everyone in Hong Kong know about H&M very well. How can they expand in Hong Kong for only launched 2 years? I think internet marketing helps a lot.

They invite artists/ organizations to design some cloths as a crossover with their brand and launch to the fashion market. It can personalize their brand.

H&M is a world trade company so that its website have different language can be choose for, it is a kind of online community. Company can be searched by internet in 24 hours around the world. The website will auto count the visit track for H&M too.

In the website, customer can search the top 5 hot items in H&M almong Hong Kong. Their have their own catalogue with the price, size in details updated in there. We can find that they are not only updating their products, but also provide a customer services area to get the complaint/comment from the buyers. It can get a long-term relationship with the customers and improve their product marketing.

When the seasonal changes, we can find H&M's advertising is shown in Yahoo headlines/ full pages of the newspaper all the time. Moreover, H&M is sponsoring Olympia, the London International Horse Show 2009 as a brand-building. It can develop their company to be more famous in different field although the sponsorship is not offering in Hong Kong.

That's the reasons why i think H&M is an effective brand by using information marketing.

*Ineffective - Cutton on

On the other hand, cutton on is an Aus brand which launch in Hong Kong last year. And it runs 1 year without a website/ advertising/ promotion in Hong Kong. And it is an ineffective example for using information marketing.

Although Cutton on have their website in Aus, it is useless in Hong Kong. This is because the products and information is not updated/fit to Hong Kong. And here are some suggestions that they may get a better profit by using internet marketing:

1) First of all, building a local website for people know more about them. They can start it by writting a offical blog, to show what is the updated product of their shop every week, how to dress up as the simple model shown in the display, etc.

2) They can creat/ join some social network group, each as facebook and twitter.

3) They can post some video/ advertising in the free online broadcast(You tube) to get more attention.

4) They also can try to get office/ online commuications with customer by using VIP programme. For example, customer who bought over $1000 can become the member and get 10% off on the normal items. *Once they apply the membership, we can get their personal information (like e-mail) to send the promotion data to them next time.

5) They can offer some sponsor to the local activities to have the brand-building. Just like adidas, I think Cutton on also can sponsor their clothes to some of the organization.