Digital Marketing Strategy

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BOODY...............................................................................................................................3
TASK 1............................................................................................................................................3
Impact of Macro-Environmental factors on company’s performance.........................................3
TASK 2............................................................................................................................................5
Issues of internet usage................................................................................................................5
TASK 3............................................................................................................................................7
Benefits and shortcomings of social media.................................................................................7
TASK 4............................................................................................................................................9
Effectiveness of social web in building brands...........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is the organizational activities by which organizations tend to increase
their brand awareness through the means of internet in such a way that high level of brand
awareness can be spread which will increase company’s customer count. ZARA is the chosen
organization for the analysis in this report, ZARA provide clothing options to its customers at an
affordable pricing through the medium of internet. Analysis of social media platform and social
web is done in this report. With that evaluation of company’s utilization on the usage of social
media platform is done in this report, also analysis of different approaches for social media
platforms for different organizations is done in this report.
MAIN BOODY
TASK 1
Impact of Macro-Environmental factors on company’s performance
Macro environment is the environment is the environment at which company operates in
and external factors make a direct impact on company’s performance. Following is the PESTLE
analysis of ZARA.
Political-
Political instabilities make a direct impact on company’s performance and this can be
seen in the case of ZARA in which UK’s decision of leaving Brexit has reduced company’s
market because company has to pay taxes in the areas which were freely available before the
events of Brexit. Although ZARA sells its products through the means of internet because of
which company is having a limited number of physical evidences as compared to its
competitions (Bakhtieva, 2017). However transportation costs have increased and because of
which company is forced to increase the pricing on its products due to which customer’s
engagement with organization is reduced. But still company is able to reduce the chances of
brand switching because it make its advertisements through the means of internet and since
number of internet users are increasing in number because of which company is able to maintain

high brand awareness. ZARA also has to make chances in its digital marketing due to the
impacts of Brexit UK may implement changes in the data protection law.
Economical-
Economic conditions of a geographic location make a direct and significant impact on
company’s economic performance because ZARA has to establish pricing in such a way that it is
able to attract wide range of customers for high sales and large profit or to establish premium
pricing for high profit with low sales (Kingsnorth, 2019). Now since due to the events of Brexit
many customers have lost their jobs and thus in order to maintain high sales company has to
change its pricing strategy in such way. This also make a impact on company’s social media
marketing because since organization has to advertise itself through the means of internet and
company has to develop its working strategy in such a way that customers can be attracted
without reducing the profit margin otherwise it will make a negative impact on company’s
economic growth.
Social-
Customers are changing the ways of buying products and there in order to increase their
engagement with organization company has to make sure that it is able to provide as per their
requirements by which customer count can be increased. These social factors include several
factors such as changing market trend or customer requirements this is important for ZARA to
continuously improvise its working in such a way that it is able to provide products on the basis
of customer requirements (Mandal and Joshi, 2017). Thus company has to analyse its targeted
market audience and then must improvise its working process in such a way that customers can
be attracted towards the organization by which company can seen increment in its organizational
sales.
Technological-
Technological advancements and their increasing their reach towards customers is
motivating organization to extend their reach towards these technological developments by
which high organizational sales can be achieved which will ensure that company is able to
achieve its organizational sales by improving the communication bridge with the customers.