Digital Audit of Zara and H&M : Report
16 Pages2136 Words881 Views
Added on 2020-07-22
Digital Audit of Zara and H&M : Report
Added on 2020-07-22
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DIGITAL AUDIT OF
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MOBILE APPS................................................................................................................................4H&M MOBILE APP.......................................................................................................................5OFFICIAL WEBSITE OF ZARA...................................................................................................6H&M website...................................................................................................................................8CONCLUSION..............................................................................................................................14REFERENCES................................................................................................................................1
ILLUSTRATION INDEXIllustration 1: H&M blog.................................................................................................................2Illustration 2: Zara Facebook profile...............................................................................................3Illustration 3: Facebook profile H&M.............................................................................................4Illustration 4: Zara mobile app........................................................................................................5Illustration 5: H&M CoolHaunter I phone App.............................................................................6Illustration 6: Official website of Zara............................................................................................7Illustration 7: H&M website page...................................................................................................8Illustration 8: Zara brand positioning............................................................................................10Illustration 9: Zara post on Facebook............................................................................................11Illustration 10: Social media habits of converse............................................................................12
INTRODUCTIONA digital marketing audit assists different organisations to understand the effectivenessand value of present online channels and show the way it measures up against existingcompetitors. Along with this, digital marketing audit analyses the performance across a varietyof channels through assessing same key areas that is content, architecture, reach, conversion andintegration. Present report is based on Zara and H&M who are operating their business in retailindustry. Zara is a Spanish fashion clothing with its 2000 stores having women, men as well aschildren’s clothing. Zara website also have one of the most individual search tool which is notever come across on an e commerce site. On the other hand, H&M is known as a Swedishmultinational clothing retailer company who has over 4500 stores in 62 countries. It useddifferent social networking sites for promoting products in all over the world. In the presentreport, comparison will be done on the effective of digital presence of both H&M and Zara.Marketing communication – PromotionComparing with H&M, Zara does not spend its money on promotion. It spends up to0.3% on sales and advertisement. Company thinks that the store windows and content are one ofthe most essential advertising for them. On the other hand, H&M advertisement is producedcentrally at the head office in Stockholm. Therefore, it can be stated that for promoting theproducts, H&M uses video advertisement, the concept of e-marketing and print advertisement(Keller, 2012). Along with this, it is consistently engaged with consumers on Facebook,YouTube and twitter. This promotional strategy will help in driving traffic to its online and thephysical stores. H&M uses its online media more for communication to its activities externally.Along with this, H&M invites some famous bloggers every day and shows the latest fashionnews in all over the world. This leads to attract more subscribers and fans as well as bring realfeedback from the customers.1
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