Digital Marketing Assignment | Digital Marketing Plan

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

3DIGITAL MARKETING PLAN
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).

4DIGITAL MARKETING PLAN
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