E-Marketing Strategies and Impact on Sales
Added on 2020-07-23
18 Pages6679 Words291 Views
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Marketing Research/Literature Review
TABLE OF CONTENTSSection 1 : Research question and objectives .................................................................................11.1 Background of research.........................................................................................................1Section 2 : Literature Review .........................................................................................................32.1 Influence of social media on customer loyalty.....................................................................32.2 Impact of digital marketing activities on purchasing behaviour of consumer......................42.3 Issues associated with applying digital techniques in corporation........................................52.4 Different social media tools that are used for doing promotional activities.........................6Section 3 : Appreciation of methodological issues..........................................................................7Section 4 : Theory and Practise Compared .....................................................................................8Section 5 : Conclusion and Recommendation ..............................................................................12REFERENCES..............................................................................................................................14
TITLE: “To ascertain the impact of digital marketing activities on customer's loyalty andpurchasing behaviour – A case study on ZARA” SECTION 1: RESEARCH QUESTION AND OBJECTIVES 1.1 Background of researchThis is considered as the most significant section for investigation as this is used forhighlighting the overview of complete research. The primal motive is to show the influence ofsocial media applications on the loyalty of users and the way such techniques help in altering thebuying behaviours of clients (Huang and et. al., 2015). For doing same, some of key researchquestions are designed which are going to be answered in accordance with mentioned theme orreport. Zara is a famous Galician fast fashion corporation that mainly deals with clothing andother accessories associated with it and was established in the year 1975. Amancio Ortega andRosalia Mera is known as the founder of this venture. They are having around 2266 stores andserving people internationally. This above stated topic is chosen since this is a very hot topic in this era. Each and everyfirm needs to emphasis on this theme because without using digital technologies in segment ofcommerce, no one can compete from other competitors existing in this current market. In fact,any of the organisations could not maintain its positioning and as a bad result, they fall down ornot receive success in doing the identical thing. Therefore, it can be said that this is an importanttopic and requires to be studied carefully in order to attain the best possible outcomes at last.Hence, Zara ought to focus on the same subject and enforce modern ways of accomplishingdifferent chores associated with their business. For instance, they can use various social mediatools or techniques such as Instagram, Facebook, Twitter, YouTube and many more in doingpromotional activities. From this, they can reach to a large number of civilians exited in not onlyUnited Kingdom but also to those who are living in several other countries. Thus, this will assistthem a lot in gaining attention of people especially females and since these groups are moreconscious about fashion industry and wants to keep updated themselves regarding this. In order to conduct this research, investigator has made certain aim, objectives andquestions which are stated as below:Aim: “To ascertain the impact of digital marketing activitieson customer's loyalty and purchasing behaviour - A case study on ZARA” Some of the key objectives are framed as below:1
To identify the effect of modern marketing actions on allegiance of clients of Zara To determine the digital marketing tools that can be used for promotion within companyThese objectives are playing an important role in this investigation because this will helpteam members of research in starting their jobs. In addition to this, they also help in sticking oncorrect path that is investigator are easily performing their work without getting deviated towardsany other theme. There are numerous of questions that are rising in the minds of researcher. Main researchquestions are mentioned as follows: What is the influence of digital merchandising on customer loyalty of Zara?What are the contemporary tools that may be utilised for performing advertisement ofproducts and services?Above based questions are taken into consideration since it will give a clear descriptionabout the current theme of project. Newly developed commercialising techniques have beentaken into use by different firms present in the retail sector. This has brought a great competitionin the business world. Due to this reason, consumers have gained so many options and as aresult, negotiating power of buyers is getting higher for Zara. This is creating a large number ofissues for this venture. For example, they have to do various tasks for seeking attention of a largenumber of users so that they can increase their sales rate. For doing the same, management andadministration of Zara needs to concentrate on research activities. Thus, this report aids them alot in understanding the behaviour of consumers. Besides this, they can take help of answer ofabove mentioned question for the similar work. In addition to this, certain issues faced by citedventure while applying the digital methodologies in context to their business activity. This hasalso been discussed in this assignment that needs to be dealt by Zara. SECTION 2: LITERATURE REVIEW 2.1 Influence of social media on customer loyaltyAccording to Huang and et. al. (2015), in current trends, social media plays a huge role inday to day life of a human being. All the activities in day to day life are revolving around thetechnology and fashion industry is not lacking behind. The industry is using different socialmedia platform for promotion and merchandising practices. Zara is also using different socialmedia platforms for increasing their brand value as well as faith and loyalty. On the other hand,2
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