Zara's Digital Marketing Strategy

This assignment delves into Zara's strategic utilization of digital marketing channels. It requires a comprehensive analysis of their social media presence, email marketing campaigns, and mobile applications. Students are tasked with evaluating the effectiveness of these strategies, identifying their strengths and weaknesses, and providing recommendations for improvement. The analysis should be supported by relevant data and industry best practices.

Running head: DIGITAL MARKETING PLAN
Digital Marketing Plan
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING PLAN
Executive summary
This business report highlighted a digital marketing plan for ZARA. ZARA have 2000 stored all
over the world but they also have to struggle in entering in new market due to their poor
advertising strategies as many people do not know about their brand. It is found form the
situation analysis that is obtained through SWOT analysis. ZARA also have presence in all kind
of social media but the highest popularity they get through Facebook and Instagram. This report
highlighted some of the tactics through which they can enhance their other digital marketing
platform especially YouTube. The selected tactics for improving the advertisement and
promotional activities of ZARA are- Social media marketing, E-mail marketing, Marketing
Automation, Affiliate Marketing, App development and Video production. Apart from
implementing these strategies, the report also highlight additional action plan for hiring some
professional for handling digital marketing operation and also formulating a new department that
deals with such operations along with development of business partnership in the nation, where
there outlets are not present.

2DIGITAL MARKETING PLAN
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Discussion..................................................................................................................................4
2.1 Situation Analysis..................................................................................................................4
2.2 Objectives..............................................................................................................................6
2.3 Digital Strategy......................................................................................................................7
2.4 Tactics....................................................................................................................................9
2.4.1 Social media marketing..................................................................................................9
2.4.2 E-mail marketing............................................................................................................9
2.4.3 Marketing Automation....................................................................................................9
2.4.4 Affiliate Marketing.......................................................................................................10
2.4.5 App development..........................................................................................................10
2.4.6 Video production..........................................................................................................11
2.5 Action & Control.................................................................................................................11
3.0 Conclusion...............................................................................................................................14
4.0 Reference List..........................................................................................................................16
5.0 Appendix..................................................................................................................................19

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1.0 Introduction
Al-Jabri and Sohail (2012) depicted that due to the presence of digital marketing, not
only the large business but small business also get the advantage to reach a wider audience at a
very low cost. Another advantage of digital marketing is that it helps generating higher sales
through delivering conversion. This medium also allows effective and direct intercalation with
the target audiences and it also caters the mobile consumers. However, Armstrong et al. (2015)
argued that not all companies are able to utilize the digital marketing effectively and often
suffers loss. The company that is taken into consideration is ZARA, which is one of the know
fashion brands but still struggles to attract more customers due to improper use of digital
marketing. There are several digital media through which the customers can be targeted like
Facebook, Twitter, Instagram, Pinterest and Youtube. ZARA on the other hand is available in all
these digital media but still this organization failed to attracts their customers through other
digital media apart from Facebook and Instragram (Statista 2018). There are total of 25,233,087
followers in Faacebook; while there are 15,731,099 followers in Instagram (Statista 2018).

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Image 1: Followers of the Retail Company Zara on Digital Platform
(Source: Statista 2018)
This business report highlighted the situation analysis of the ZARA that shows that they
need improvement in the digital marketing plan, SMART objectives, identification of target
audience and positioning, appropriate recommendations for action followed with 12-months
digital marketing plan. The business report will also illustrate the metrics to evaluate success of
recommended tactics.
2.0 Discussion
2.1 Situation Analysis
Kajanus et al. (2012) stated that in order to identify the internal stretch and weakness
along with identification of the threats and utilization of opportunity. Thus, in this section,
SWOT analysis is used for evaluating the current scenario of the concerned organization.
Image 2: SWOT analysis

5DIGITAL MARKETING PLAN
(Source: Kajanus et al. 2012)
Strengths- Zara has a total of 2000 stores across the world and is one of the biggest Spanish
retailers. The supply chain process is economic friendly since their operations are integrated.
(Keller 2012) also highlighted that they only manufacture apparels once they get order and hence
there is low wastage of inventory. They have fashion detective all over the world and this is the
reason that they pick the trendiest apparel in their store and attract customers through their stores.
Hammoudeh (2014) also stated that they also target customers through their accessories like
handbags and shoes.
Weakness- The advertising strategy is poor. This limited marketing and advertising approach is
the reason that they do not target customers from territories where there outlets are not present.
Mertens (2015) highlight that due to less advertisement strategy; their initiative to open their
brand in Argentina fails.
Threat- ZARA has many allegations for their brand’s products like they produce copied fashion
apparel and some of their apparel violates some traditional beliefs. Moon et al. (2013) states that
economic downturn among the target segment is also a threat for the concerned organization.
Due to the effective brand awareness of other fashion brands, a large percentage of customers get
switched over those brands.
Opportunity- ZARA has the opportunity to research more on fashion trends so that they can
create some signature apparels. Otherwise they have the opportunity to develop their digital
marketing strategy. ZARA usually invest a portion of their annual revenue in store promotion
and not on the advertisement. They thus have the opportunity to spend more on advertising their

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apparels, developing the content of the advertisement and formulate different products according
to flexible income level so that more audiences can be targeted.
2.2 Objectives
Factors of S.M.A.R.T. Objectives Description of the factors
Specific The development in the digital marketing will be able to get
30,000 new customer at the end of the 1 year plan
Measurable The digital meeting plan will be developed in the first
month and it is successfully implemented in the next two
months. Moreover, per month the goal is to attain minimum
of $50,000 profit trough online business and 30,000 more
followers through different social media sites..
Attainable In the first month, the other digital media like Pinterest,
Twitter and Weido will be improved for attracting more
people. Investment will be made for developing the
advertising strategies.
Relevant The effective advertisement strategy will able to make more
customers knowledgeable regarding their products and
initiative that they are taking for the customer. This goal
will surely able to obtain more profitability.
Timely The digital marketing plan will be implemented successfully
by the third month and the company will have more 10,000
orders that is to be delivered within next two months.
Table: S.M.A.R.T. Goal for digital marketing plan

7DIGITAL MARKETING PLAN
(Source: Created by Author)
2.3 Digital Strategy
Segmentation- Market segmentation can be done through demographic and geographic. In case
of ZARA digital marketing plan, the segmentation for demographics is comprises of age, marital
status, education, occupation, ethnicity, or sexuality. The plan is developed so as to attract people
mainly of 18- 35 years of age. Since, fashion is like by boys and girls equally, the plan also
targets both the male and female customers equally. The high-income people are mainly targeted
through the digital plan of ZARA. The internet platform is available across the world and hence
cannot be separated by country, region or state.
Targeting- ZARA mainly deals with fashion apparels and accessories that is hugely liked by
millennial that is from 18- 35 years old people. The digital platform contains all the details of the
new fashion trends, ramp shows and sale in their stores. In this way, more people show their
interest to purchase their products.
Brand positioning- ZARA has a sound positioning in Facebook and Instagram. However, this
plan also targets other digital platform like YouTube, Google+, Pinterest and Weido. This digital
plan also hosts a picture competition on Instagram so as to attract more people for attractive
discount in their store shopping through their channels.
Integrated communication strategy- Thorson and Moore (2013) stated that integrated
communication strategy considers customer database, strategies, tactics, evaluation of the results
and measurements. The communication strategies comprises of the following aspects-
Factors for communication Details of the factors
Target audience for communication The target audience for communication is the millennial

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that are from college students to young professionals.
These people need regular updates regarding the recent
fashion trends and new designs that they can experience.
Content for communication  Details regarding new fashion apparels and design
 Their research on different fashion trends
 The discounts that customer can get from
purchasing online
 The other facility that they get by using digital
medium for purchasing items.
 The ramp shows and store promotions that is going
to occur
 The CSR activity and green initiative in their new
bulletins
Selected channels for communication All kind og digital media is targeted. Initiatives for
enhancing the performances of YouTube will also be
taken into consideration. Moreover, the content of their
website should also be improved.
Positive and negative aspects Positive:
 People from distant place can experience ZARA’s
apparel
 Brand promotion of thee ZARA through the most
adopted media that is digital platform
Negative:

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 New partnership will be formulated for shipping the
ordered to the destined place
 Separate legislation for maintaining digital presence
should be followed in different nations.
Table 1: Integrated communication strategy
(Source: Created by Author)
2.4 Tactics
2.4.1 Social media marketing- A customized digital platform is designed in every marketing
tool like Facebook, YouTube, Twitter, Google+, Pinterest and others to engage 40% of fans. In
this way, registration for upcoming events can be promoted along with the details of upcoming
photo and video contests, contest essays. These systems should also feature customer’s reviews,
interview with leading fashion experts and case studies on the achievements of ZARA.
2.4.2 E-mail marketing- This tactic is used to acknowledge more people personally for getting
19% increase in sales. Salehi et al. (2012) stated that people also like personalizes e-mails as
they can see the research that the organization has made on them along with the buyer persona to
deliver relevant information and hence it can bring relevant results. The popularity of the
effective digital marketing plan can be seen by the increasing rate of e-mail sign-up rates. The e-
mail list segmentation results in increased open rates, lower unsubscribe rates, better
deliverability, and greater customer acquisitions and improve word-of-mouth promotions (See
Appendix, Fig-1).
2.4.3 Marketing Automation- Email marketing can be automated by triggering the behavioral
aspects. This is comprises of behaviors like what kind of material a user saved their on their cart,

10DIGITAL MARKETING PLAN
how many people subscribe new and many have enrolled for “let me know, when the item is
available”. These are the tactics through which the customers are targeted more effectively and
the sense of customization is attained effectively. The automation also collected data from the
customers to get better idea about their choice and likeness. ZARA’s marketing automation
system also develop unique and transparent system of collecting customer data regarding their
height, fitting size, type of style for both apparel and shoes (See Appendix, Fig-2). The market
automation also target people based on their Google search by a person concerning ZARA, select
potential customers from the faceook fanpage through their active comments and regular posting
of images, targeting customers, based on the type of products they choose and repeatedly buy
from the sites and target individual, who responds to e-mail programs.
2.4.4 Affiliate Marketing- ZARA also plan to do affiliated marketing through which they pays
commission to external website for creating internet traffic in their site. This tactic targets to
attain extra $45,000 monthly profit by attracting more people. According to this tactic ZARA
will give additional of 30% off on their second day’s purchase. ZARA will also give ZARA gift
coupons for making purchase on their next orders and it is targeted to generate product order
increase by 9.8%. In this way, it can obtain its goal to enhance the overall profitability of their
organization.
2.4.5 App development- Persaud and Azhar (2012) stated that another way to gather data from
the customers is to develop mobile applications. Mobiles are considered as the powerful sensor
platforms and are used majorly used by the mobile commerce vendors and digital marketers.
ZARA will also develop mobile applications through which they can search their desired
products by applying filters to their orders. This will help ZARA to formulate a customized

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mobile application through which they can get online every time. Customer will get updated
news regarding the new offers, recent trendy apparels and the available discounts.
2.4.6 Video production- This tactic is use to improve the fan following of the YouTube
platform. ZARA plan to shoot their apparel production and their ways to taken to improve the
customer loyalty. The strategy is to be consistent and upload at least three videos per week. The
content of the video should be optimized and deliver a valuable message. The video should also
accept the customer’s comments and the management also hire some staffs to respond on those
comments as fast as possible. ZARA will also use cookies to identify what kind of video a
customer prefer and search frequently in the YouTube. In this way, related videos can be
suggested for the customers and effective images can be get from the customer.
2.5 Action & Control
Selected Action & Control Actions that is taken to
accomplish the goals
Benefits gets from the
actions taken
Time-
frame
Social media marketing
(1st -3rd month)
Incorporation of
registration for upcoming
events
The number of
customers enrolled for
the contests can be
increased and easily
evaluated. The number
of videos and picture
uploads also enhances
the popularity of the
digital platform for
1st- 2nd
month

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ZARA.
Design the process to
identify the number of
customers enrolled,
number of likes obtained,
number of subscribers for
upcoming photo and video
contests and contest
essays, once the details
has been published
This will help ZARA to
measure the
performance of the
digital media
2nd- 3rd
Month
Marketing Automation
(2nd - 5th Month)
To identify the buying
behavior of the people
In this way, it is easier
to find what kinds of
products are more
preferable by the
customers and ZARA
can start focusing on
those products more.
2nd to 3rd
Month
Ask for their preferred
style for purchasing their
fashion apparel
This will help ZARA to
customized the digital
platform and people will
intend to shop from their
sites as they can
visualize the in-depth
4th- 5th
Month

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research from the
organization
App development
(6th- 9th Month)
Development of mobile
application starting from
planning of the platform
adaptability and options
that is seen by the people
for searching their
products.
This will develop the
customization of the
digital platform through
which customers data
collection can be done
easily.
6th- 8th
Month
Ability to perform filter to
search for their preferred
products
This will also help
customer to find their
product in lesser time,
which also enhances the
performance of the
digital presence
7th-8th
Month
Provide regular updates of
the application so that
customer can view all the
changes that is
incorporated
New technology can be
timely incorporated and
provide ZARA
competitive advantage
7th-9th
Month
Video production
(8th – 10th Month)
Upload at least three
videos per week, develop
optimized content of the
This will result in
increase in subscribers
in YouTube and also
8th- 10th
month in
weekly

14DIGITAL MARKETING PLAN
video, ZARA also plan to
deliver a valuable
message, accept the
customer’s comments
results in more customer
engagement. This will
increase the internet
traffic in their YouTube
channel.
basis
Using cookies to identify
what kind of video a
customer prefer and
suggest related videos for
the customers
This will help ZARA to
optimize their digital
performance by
personalizing the digital
platform for an
individual.
9th- 10th
Month
Overcome ad frauds
(10th - 12th Month)
Identify the fraudulent
advertising organization
and block those sites from
their sites.
Provides safety to the
digital platform
10th-12th
Month
To implement optimized
funnel that includes items
on which fraud can be
done, context research,
increase viability and
performance (See
Appendix, Fig- 3).
Developing on-site Improve the searching 10th-11th

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analytics that identifies
short session durations
and high bounce rates.
experience of the
customers
Month
Check on regularly IP
addresses of the ads’
clickers
This will results in safe
digital media platform.
11th- 12th
Month
Hiring of new staffs
(3rd- 6th Month)
Generate job opening for
handling the digital
marketing operations
This will help ZARA
with some staffs that are
experts in digital
marketing and they can
regularly assess the
development of the
digital advertisement
and respective customer
response.
3rd -4th
Month
Formulate a department
for digital marketing and
focusing more on
advertising their products
and facilities a customer
can get through
purchasing their products.
Close analysis of the
digital marketing
performance
Well identification of
the aspects that can
improve the digital
presence for attracting
new customers
4th to 6th
month

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Quick response to the
user’s questions
This will increase the
customer satisfaction
3rd- 6th
Month
Staff training
(4th month- 8th Month)
Select potential staffs
from existing employee
Staffs will get the
opportunity to perform
challenging roles that
enhances the employee
satisfaction
4th
month
Identify the recent digital
marketing trends
This will help ZARA to
attain competitive
advantage
4th- 5th
month
Conduct training session
from digital marketing
experts
This will enhance the
knowledge base of the
employees
5th- 7th
month
Regular assessment of the
staffs
This will help manager
to evaluate the staff’s
performance and how
well they can take
initiatives for attracting
more people
5th- 8th
month
Developing partnership with
external suppliers
(4th- 8th Month)
Identify the most potential
and effective supplier in
every nation where ZARA
want to do business
In this way, ZARA can
adapt more profitability
and gain more customer
base through their online
4th
Month

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platform.
Adopt all the governing
legislations of those
nations and development
of business rules in
collaboration with
government
This will lower the risk
of legal issues and
frequent changes in the
business legislations
4th- 6th
Month
Develop partnership with
these supplier for
delivering the ordered
products to the destined
places
This way, users can
order ZARA’s products
through online sites and
get it delivered to their
preferable location. This
will also results in high
customer base and
effective brand
recognition.
6th – 9th
Month
Table 2: Action & Control for implementing the plan
(Source: Created by Author)
3.0 Conclusion
Thus, it can be sated that ZARA being one of the most re-known brands have a poor
advertising strategy. They invest a proportion of their annual revenue in store promotion but not
in fashion shows and advertising their products to the customers. This business report identifies

18DIGITAL MARKETING PLAN
some of strategies through which the concerned organization can improve their advertising
Strategy and people can get more knowledge regarding their profits and the trends that they have
developed for the people. It is also identified from this business report that ZARA should
develop the approaches they use in social media marketing like post details of the upcoming
photo and video contests, ramp shows and brand promotions. ZARA should also look after their
marketing automation through identifying the preferable items that their potential customers and
existing customer are looking through their websites. They can also use cookies to identify these
details. The organization can also adapt App development, where they can provide their
customer the privilege to go through their website and make purchase through their mobile
device. Moreover it is also identified that in order to improve their YouTube subscribers and
internet traffic they can also focus on video production and uploads at least three videos per
week and develops effective and optimized content. They also plan for hiring of new staffs for
handling the digital marketing operation and develop partnership with external suppliers so that
the business can be expanded in other nations.

19DIGITAL MARKETING PLAN
4.0 Reference List
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