Marketing Management
1.0 Introduction
Digital marketing helps to promote the products or services in the marketplace. There are
significant changes in digital marketing with the development of internet and social
media. People cooperate with the brand through digital media and it is attracting
customers. Digital marketing includes mobile phones, social media marketing, display
advertising, search engine marketing and other forms of digital media. Social media
marketing is one important technique in digital marketing as companies can use social
media form to distribute their messages to their target audience without paying for the
publishers or distributor. All types of social media provide an opportunity to present
company itself or its products to dynamic communities and individuals that may show
interest. Social media marketing networks include Facebook, Twitter, LinkedIn and
Google+ (Yasmin, Tasneem and Fatema, 2015) (Bekoglu and Onaylı, 2016). The main
objective of this assignment is to analyse social media marketing strategies adopted by
Harrods.
2.0 Harrods’ Social Media Marketing
Harrods is the biggest luxurious department store in London, United Kingdom attracting
more than 15 million people every year. There are 330 departments offer clothing and
jewellery product and services. Charles Harrod founded Harrods in 1849, which has rich
history and heritage (LinkedIn, 2018). Currently, Harrods ‘own by Qatar Holding. As
strengths, Harrods covers a large range of customers and age groups as it internationally
well-known respected brand. It is getting more attraction from tourists. Customer can buy
everything in one store and loads of space.
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It has underground car parking. On the other hand, Harrods` product range is too
comprehensive and its regular customer base is very small. However, Harrods is vital in
engaging with current customers and attracting new customers from across the world.
The Harrods motto is 'anything is possible'. The marketing team of Harrods represents
brilliant customer awareness, with the latest trends. The team is dedicated to providing
future and current customers with dynamic and amazing marketing campaigns. Harrods
mission is to make customers aware that Harrods is a leader and authority in luxury retail
(Harrods Careers, 2018).
There are 794, 164 likes in Harrods` Facebook page and 774, 545 of people follow
Harrods (Facebook.com, 2018). Through Facebook, company can promote events
concerning product and services, run promotions. Through Twitter, company can
increase the awareness and visibility of their brand. It is the best tool for the promotion of
company’s products and services. Harrods put its latest fashion, accessories, beauty and
more links on Twitter that customers can follow easily (Twitter.com, 2018). Furthermore,
people can apply to jobs in Harrods via LinkedIn. Through LinkedIn, professionals write
their profile and share information with others. Company can develop their profile in
LinkedIn so that the professionals can view and can get more information about the
company’s product and services (LinkedIn, 2018). Google+ is also social media network
that is more effective than other social media like Facebook, Twitter. It is advance social
media network, which links web-content directly with its owner (Yasmin, Tasneem and
Fatema, 2015). The media team designed Harrods' media page on google to target the
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Harrods customer, mapping customer journey in-store, and targeting customers at home
or on the move (Jing Daily, 2018).
Recommendations
Search engine optimization (SEO) is the procedure of search results of a website or a web
page. The higher ranked pages more frequently appear in the search result list. Social
media correlate with SEO and helps to increase sales. In Search Engine Marketing (SEM)
process, search engine visibility is getting higher by more free ads or paid ads. Harrods
have all processes such as company website, Facebook Page, Twitter Page and LinkedIn
account. Harrods Magazine app engages with customers through communicating
fundamentals such as film, audio, animated images and adverts, shopping hotspots, and
interactive product pages as connecting marketing. It is better to put more effort on
influencer marketing, as the regular customers of Harrods are few. Harrods can attract
people that are more influential rather than the target market.
3.0 Conclusion
The objective of digital marketing is attracting customers and interact them with brand.
The primary advantages of social media marketing is dropping costs and enhancing the
reach. The social media marketing is more effective than other marketing processes due
to its lower cost. In addition, social media marketing allows firms to reach customers that
may not be accessible due to temporal and locational limitations of current distribution
networks. Generally, main advantage of social media is that it can allow companies to
increase reach and reduce costs (Yasmin, Tasneem and Fatema, 2015).
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References
Bekoglu, F. and Onaylı, C. (2016). Strategic Approach in Social Media Marketing
and a Study on Successful Facebook Cases. [online] Eujournal.org. Available at:
https://eujournal.org/index.php/esj/article/viewFile/7132/6959 [Accessed 16 Sep.
2018].
Facebook.com. (2018). Redirecting.... [online] Available at:
https://www.facebook.com/pg/Harrods/about/?ref=page_internal [Accessed 17
Sep. 2018].
Harrods Careers. (2018). Marketing | Harrods Careers. [online] Available at:
https://www.harrodscareers.com/marketing-jobs [Accessed 17 Sep. 2018].
Jing Daily. (2018). Harrods' Christmas Weibo Campaign Engages London's
Chinese Tourist Influx | Jing Daily. [online] Available at:
https://jingdaily.com/harrods-christmas-weibo-campaign-engages-londons-
chinese-tourist-influx/ [Accessed 15 Sep. 2018].
LinkedIn. (2018). [online] Available at:
https://www.linkedin.com/company/harrods [Accessed 17 Sep. 2018].
Twitter.com. (2018). Harrods (@Harrods) on Twitter. [online] Available at:
https://twitter.com/harrods?lang=en [Accessed 17 Sep. 2018].
Yasmin, A., Tasneem, S. and Fatema, K. (2015). Effectiveness of Digital
Marketing in the Challenging Age: An Empirical Study. [online]
Researchleap.com. Available at:
https://researchleap.com/wp-content/uploads/2015/04/6.-Effectiveness-of-Digital-
Marketing-in-the-Challenging-Age-An-Empirical-Study1.pdf [Accessed 16 Sep.
2018].
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Appendices
Harrods Website – Source: http://www.harrods.com/en-gb
Harrods Media Page – Source: www.harrods-media.com
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Harrods Facebook Page – Source: http://www.facebook.com/Harrods/
Harros Twitter Page – Source: http://twitter.com/Harrods
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