Response to H&M Request for Proposal

COMPANY OVERVIEW

SUMMARY OF PROPOSAL

Google’s mission is to organize the world’s information and make it universally accessible and useful. Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages. Why not emerge your brand in the conversation. Google has 67.5% market share over other search platforms. Those impressive numbers give it an edge over any other sort of digital marketing opportunities making this an unparalleled ad-vertising medium for H&M.

We’re confident that our services and abilities are the best for H&M’s needs. We have every-thing you will want in order to create an overall increase in brand awareness and an increase in sales. With easy ways to monitor and measure your campaign’s success and ensure maximum efficiency, Google is an easy choice. Let’s have a look at what services we at Google think would best suit H&M…

SERVICES PROVIDED

Search Engine Marketing:With AdWords you can get the right message in front of the people you most want to reach with spe-cific keywords, specific locations and multiple ads. Several Ad Extensions will be relevant for you, such as offer extensions, product extensions and location extensions. You can also utilize Google’s extensive display network which will display your ads on relevant sites your target audience visits.

Mobile Advertising:An adwords enhanced campaign is a flexible way to reach consumers by location, device type, and the time of day. These are all convenient ways to narrow down the best way to reach a consumer. Since H&M doesn’t have the option to purchase online, these ads can direct viewers to the nearest location and only display advertisements on mobile devices during regular business hours.

Video Advertising:TrueView Youtube ads have several ways to reach an audience. Through In-stream, In-slate, In-search and In-display ads, a customized and efficient video campaign can be set up. Viewers can engage with your ad by clicking •In-stream ads* play like a TV-style ad before or during another video in which viewers see 5 seconds and have the opportunity to skip. •In-slate ads° show before videos that are 10 minutes or longer. Viewers choose to watch one of three ads or see regular commercial breaks during their video instead. •In-search ads° appear above or to the right of regular result on the search results page. •In-display ads° appear alongside other YouTube videos, or on websites on the Google Display Network that match your target audience.

Website OptimizationBy using Analytics, you will be able to improve your website and optimize it for maximized success. Viewing geographic performance reports and site speed reports can be especially helpful.

Google+In order to help fulfill your social media needs, Google+ is there with in-depth data about +1’s, analyt-ics and more. When your customers search on Google, results will include your shared content, right from your Google+ page.

*You pay if they watch for at least 30 seconds or to the end of the video (whichever is less). °You pay only when viewers choose to watch your video.

IMPLEMENTATION PLAN & SCHEDULE

Search engine marketing will take place invariably throughout the year. This will create a con-stant level of brand awareness during the campaign. Mobile advertising will occur on a pulsing schedule. Video advertising will be on a flighting schedule in order to keep up with the seasonal product arrivals of Spring/Summer and Fall/Winter. It is important to always be checking the analytics of the campaign in order to optimize its suc-cess. In order to maximize efficiency, Google Analytics will be used continuously throughout the year. Just as we are using SEM all throughout the year to maintain a high level of brand awareness, we will use Google+. Consumers can use this to stay connected and up-to-date with H&M and any big news and product releases throughout the year.