Use of Digital Marketing in a Specific Communications Strategy - Zara

This presentation explores how Zara, an international retail company, uses digital marketing in their communication mix to promote their products online. It discusses the different types of marketing communication mix and the advantages and disadvantages of digital marketing. The presentation also provides examples and recommendations for digital marketing communication mix. The subject is digital marketing and the course code and college/university are not mentioned.

USE OF DIGITAL MARKETING
IN A SPECIFIC
COMMUNICATIONS STRATEGY
- ZARA

 INTRODUCTION
 DIGITAL MARKETING
 COMMUNICATION MIX
 DIFFERENT TYPES OF MARKETING COMMUNICATION MIX
ARE
 USING THE DIGITAL MARKETING WITHIN THE
COMMUNICATIONS MIX
 ADVANTAGES OF DIGITAL MARKETING
 DISADVANTAGES OF DIGITAL MARKETING
 EXAMPLES AND RECOMMENDATIONS FOR DIGITAL
MARKETING COMMUICATION MIX
 CONCLUSION
 REFERENCES
TABLE OF CONTENTS

 Digital marketing is part of online marketing of selling
goods and services online through advertising and
social media (Saura, 2021).
 Zara is a retail company of United Kingdom which
selling its product online through online platforms.
INTRODUCTION

 Digital marketing refers to online marketing in which
all the products and services of company are sold
online through social media and advertisement
(Soedarsono, 2020).
 It is the use of internet to promote the products and
services to the potential buyers and increasing the
profits of the company.
DIGITAL MARKETING

 Communication is the method that company uses to
communicate with the potential customers for
promoting goods and services ( Alhawamdeh, 2019).
 Company uses various tools like advertising, social
media, websites, personal selling, sponsorships etc.
COMMUNICATION MIX

 Advertisement
It includes the message related to particular product or
brand about the price or descriptions to be sended to all
the customer at one time through online platforms
(Muhammedrisaevna, 2021).
DIFFERENT TYPES OF MARKETING
COMMUNICATION MIX

 This type of selling is used by most of the small
businesses for selling products personally.
 Personal selling involves the sales person convincing
the customers to by the products through phones or
emails.
PERSONAL SELLING

 Sales promotion is used for promoting a new product
or selling the existing product on low prices or with
some discount.
Sales promotions

 Public relation is used to create a good relation with
market audience through events and sponsorships.
 Digital marketing helps public relations to make
companies product and brand remain consistent on all
online platforms.
PUBLIC RELATIONS

 Direct marketing is used to reach out the target
customers through advertising or SEO directly.
 It involves directly selling the products to the
customers without using any third party or any
distribution channels.
DIRECT MARKETING

 Zara is an international retail company selling its
product worldwide through various marketing strategy
and distribution channels.
 Selling the products in bulk quantity by Zara to mass
population from children to adults and increasing and
developing new products every month.
 The company is using digital marketing strategies to
promote or sell its product online by websites and
advertisement.
USING THE DIGITAL MARKETING WITHIN
THE COMMUNICATIONS MIX

 Television
 Television is a good source for advertising the products
and reaching the mass population.
TYPES OF ADVERTISING USED BY
ZARA

 Social media
 Due to increasing use of mobile phones and computers
people of every age is using social media and buying
products online (Veleva, 2020).
 Display advertising
 This type of advertisement is used by Zara to link the
image, video, audio and banners on websites so the
customer will get the knowledge of the products.

 SEO is the method of making the website to come first
on the Google pages searched by the customers for
increasing more traffic.
SEARCH ENGINE OPTIMIZATION

 Zara is using digital marketing methods to reduce its
cost of marketing the products which is a financial
burden of every company.
 Using digital marketing increases the revenue of Zara
company and have great return on investment due to
large amount of buying.
 Zara is dealing in global market and selling products
globally to large number of customers with the help of
digital marketing.
ADVANTAGES OF DIGITAL
MARKETING

 Due to increase in competition worldwide Zara has to
keep update its product time to time to be competitive
in the present world.
 Every company is selling its products at different prices
and promotion activities it becomes difficult for the
Zara to decide the price and method used for
advertisement.
DISADVANTAGES OF DIGITAL
MARKETING

 Zara Company should first decide its audience for
which and need to decide its target market for selling
the products.
 By market segmentation by the company the focus will
be on the particular market and the consumers needs
can be fulfilled easily.
 This company should make its brand and advertisement
more attractive for attracting more customers.
EXAMPLES AND RECOMMENDATIONS FOR
DIGITAL MARKETING COMMUICATION MIX

 From the above presentation it has been concluded that
digital marketing in business is necessary for selling
products globally.
 Furthermore, the company needs to decide carefully its
communication mix strategies for promoting its
products at least cost.
CONCLUSION

 Books and journals
 Saura, J.R., 2021. Using data sciences in digital
marketing: Framework, methods, and performance
metrics. Journal of Innovation & Knowledge, 6(2), pp.92-
102.
 Soedarsono, and et.al., 2020. Managing Digital
Marketing Communication of Coffee Shop Using
Instagram. International Journal of Interactive Mobile
Technologies, 14(5).
 Alhawamdeh, Z.M., 2019. The implementation of the
marketing communication mix using internet platforms
on Turkish Cypriot Hotels. International Journal of
Business and Management, 14(3).
REFERENCES