Digital Marketing Strategy

Digital Marketing Strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1 Impact of PESTEL factors on digital marketing campaign........................................3
Task 2 Evaluation of effectiveness of social web on building brands...................................6
Task 3 Integration of digital marketing with traditional marketing techniques.....................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital marketing is the process of delivering marketing message to targeted audience
through online medium. This is the fastest ever concept ever in business world. This is due to
advantages provided by this process for an enterprise. Furthermore, there are certain limitations
associated also with the process. These limitations come in picture due to impact of various
external environmental factors on digital marketing. This report focus on digital marketing
campaign of Zara. Report is divided in three segments, first part is completely focusing upon
conducting PESTEL analysis on digital marketing. Second part discusses effectiveness of social
webs in building brand image. Last part is determining concept of integration of traditional
marketing medium with digital marketing methods.
MAIN BODY
Task 1 Impact of PESTEL factors on digital marketing campaign
P1- Introduction of chosen organisation
Zara is a Spanish apparel brand founded in 1975. it has its specialisation in fast fashion
and its product portfolio includes clothing, accessories, shoes, swimwear, beauty and perfumes.
This company is operating under the name of big brand “Inditex”. Company is managing to be
number one in clothing industry every year. Behind immense success of the company, there lies
effective and efficient marketing plan. Main component of this plan is digital marketing. Desired
goal of digital strategy of Zara is to increase brand awareness for products of company. The main
message content of the plan is that company offers high quality clothing products at very low
value. Company targets segment of young adults and teenagers as they are much attracted to
stylish clothing which is offered at low prices. Company is also offering kids clothing. The main
channel of digital marketing used by company is social media.
Various platforms used are Facebook, Twitter, Pinterest, Instagram, You Tube and
Wanelo (Social media strategy of Zara, 2018). These all platforms are used by the company in
order to target young adults and teenagers who are frequently using these social sites. There are
various techniques used by company to promote the company in online mode. To illustrate,
photo sharing contests are held (Chaffey and Smith, 2017). According to other strategy,
customers liking posts of company will get discount in their next purchase. These advertisements
are made in order to give a boost to sales and revenues of company. Company focuses on
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