Marketing digital strategy for promoting brand of global retailer achieving sustainability

Abstract

Development of the marketing strategy is a necessary process to promote the brand, create and implement the general company’s program. And considering the speed of digital tools’ development, the adaptation of the customer to certain approaches, there is a constant search for new effective strategies and methods of promotion. After all, those strategies and methods that were relevant 3-4 years ago (for example, mass-following, hashtags, etc.) are now not effective enough for global retailers especially. The purpose of this paper is to access the current state implementation of global retailer’s digital marketing strategy for its brand promotion. So using modern marketing methods of analysis, a marketing management issue was identified, namely the development of a digital strategy of global retailer, which must be solved to improve the business activities of the company and to achieve sustainability. The marketing activity of global retailer in case for H&M Ukraine was analyzed and the current state of implementation the H&M Ukraine's digital marketing strategy was assessed. The main digital tools used by the company were described and their performance evaluation was provided. Based on the results of analyze data, the recommendations for improving the digital marketing strategy of the company were formed.