Digital Marketing Strategies for Zalando

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Part I.................................................................................................................................................1
1) An overview of digital marketing...........................................................................................1
2) Analyse the challenges that organisation faced by switching to digital marketing................2
3) Critically analyse the key digital tools and platforms as compare to physical channel..........3
4) Critically analyse the digital marketing landscape and impact of growth of e-commerce.....4
5) Explain how and why omni-channel marketing has developed.............................................5
Part 2................................................................................................................................................5
1) Develop the logical digital marketing strategy and determine its implications and generate
actionable measurement framework...........................................................................................5
2) Justification of choosing multi-channel capabilities and how it optimised the consumer
engagement and return on investment.........................................................................................7
3)Actions to be implemented to improve effectiveness of digital marketing using performance
metrics and critically evaluate it.................................................................................................7
4)Using data to inform and develop customised and personalised products and services..........8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital Marketing is a process by which company presents and sales their product and
services on the digital platform like internet, websites, phone apps, advertisement, emails and
many more (Alvermann, 2019). It is an effective medium through which company could attracts
the large number of customers as it conveys the 24/7 contact with the customers and there is an
ease in the access of the information and it can be handles by both online and offline medium.
Zalando is a e-commerce company that is based in Berlin, Germany and founded in 2008 by
Rocket Internet, Robert Gentz, David Schneider that deals with the fashion and lifestyle products
in the European market. This reports covers the different strategies that has been adopted by the
company in order to increase their sales and for that how they uses digital marketing.
Part I
1) An overview of digital marketing.
Digital marketing is a platform that is used by Zalando to present there product and
services to the customers on the platforms like social-media apps, websites, web portals etc.
Zalando markets there products in both the platforms as online as well as offline and that
includes the different concepts (What is digital marketing, 2019). Online marketing includes the
marketing of product on the digital platforms like social-media, websites, mobile apps etc.
Whereas, offline marketing includes the creation of the awareness in the market about the
product and services of the Zalando but doesn't access the internet as by using newspapers
advertisement, radio, banners, posters, pamphlets etc. Thus there is a difference between the
online and offline marketing concepts that are as defined below as:
Basis Online marketing concepts Offline marketing concepts
Cost Online marketing of Zalando includes
the optimization of the websites and
providing adds to the social-media
platforms that is comparatively less.
Offline marketing of Zalando include
the maintenance of stocks, rents, salary
of workers and many more indulge
more expense.
Convenience Online marketing is more convenient to
the Zalando as by this they can in direct
Offline marketing of Zalando is less
convenient as include a lot of cost with

contact with the customers as 24/7. that they get the sales when the shops
are open.
Exposure Online marketing of the Zalando is not
bounded it is the limitless process as
company covers a wide range and have
the maximum exposure (Bala, 2018).
Offline marketing of Zalando gets the
less exposure as it covers a particular
area that is surrounded by the stores.
As digital marketing is on boom as that Zalando measures the higher growth by that thus
there are different factors that contributes the growth some of them are as follows as:
 Time: Zalando takes lesser time as they can easily manages their products and
services and implement the new marketing strategies with lesser time, easily control
the changes with that also monitor all the feedbacks of customers and services as
well.
 Technology: Right use of technology brings the increment of the sales and
technology always comes with the advancement for that Zalando uses there own app
named as Zalando mobile app to delivered there product and services to the
customers.
2) Analyse the challenges that organisation faced by switching to digital marketing.
Zalando uses both the mediums for marketing and faced several challenges while
switching to digital marketing that are as follows as:
 Producing effective referrals: This is the major challenges that is faced by the Zalando
at the time of switching as it is the most basic need that customers must use there brand
website and find as well as click to there social post. Thus to get the attraction of the
customer and the referrals to expand there product information is the biggest challenge of
Zalando (Cao, 2018).
 Generating traffic: It is also be the challenge when Zalando wants to switch to digital
marketing as it is mandatory that people get attracts towards the websites and
continuously using that websites. To increases the traffic Zalando convince there
customers towards there product and analyse the market and make some scheme that
attracts the large customer base.