Social Media Marketing and Omnichannel Strategies of Zara

SEARCH AND METRICS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Justifying the selection of the brand............................................................................................3
Analysing omnichannel marketing of ZARA..............................................................................3
Critically evaluating the brand’s organic and paid search optimization technique.....................4
Zara’s inbound content and affiliate marketing strategies...........................................................5
How Zara deal with the issues related to compliance and ethics................................................6
Comparing Zara with other competitors......................................................................................7
Recommendations........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Social media marketing can be defined as the form of internet marketing such as using
the social site for promoting the business in order to improve the brand reputation in the global
market. The present report is based on Zara which is a retail industry that design, manufacture
and sell apparels and accessories. The company offer stylish clothing and accessories for men,
women and children that include dresses, jewellery, shoes and handbags (Zara’s Success: A
Culture of Customer Co-creation.,2021). Furthermore, the study will discuss on band
omnichannel marketing camping’s as well as brand affiliate marketing strategy. Lastly, the report
will throw light on company paid and search optimisation techniques and will suggest the
organization for improving the brands performance.
MAIN BODY
Justifying the selection of the brand
Zara is a clothing retail company that manufacture fashion cloths for men, women and
children. It is a prominent organization and has proven itself in the competitive business
environment. The main reason of choosing this brand for the assignment is to discuss on the
social media marketing of the firm (Jiang, 2020). This report will help other researcher in
identifying the marketing decision of the firm that will contribute in enhancing their knowledge.
Another reason is that this report will help the company in identifying the ups and down in their
marketing strategy.
Analysing omnichannel marketing of ZARA
Omni channel marketing is a promotional approach that allows firm in creating brand image
by using various online and offline ways. In other words, it is a corporation of various online
channel that help the company to interact with the consumer that contribute in creating a brand
reputation (Shi and et.al., 2020). The main aim of Omni channel is providing the customer with
seamless and convened experience for the user that result in creating various opportunity for the
company. In addition to this, marketing method gives customer a chance for buying the product
from online channel and can pick up it at store. Furthermore, it is a consumer centric approach
such as consumer can interact with the brand for various channels. It offers consumer with few
elements such as consistent, personalized messaging and content related to past search. Zara
provide their customer with both online and offline shopping such as company has their official

website and Application that allows customer to buy the product according to their choice and
company also allow the customer to pick the same product from their physical store. Such as
organization have sales assistant in the store that helps consumer in placing an order that is
unavailable in the physical store. And store notify them through email and text about the arrival
of the product so that it can pick the order from the physical store. Along with this, organization
also offer smart mirrors in the store that allows customer to have Hologram style reflection of
what they looked like wearing the outfit that have selected by them (Mishra, Singh and Koles,
2021). Moreover, the organization have also benefited the customer that avoid paying the
delivery charges while purchasing online so for those people it can pick the material directly
from the store as well as it can scan their receipt.
Critically evaluating the brand’s organic and paid search optimization technique
Organic search traffic comes from the people findings the business links among all the
search engines results. On the other side, Paid search traffic is all about click on a link in an
advertisement for which a business has paid to appear at the top of a results.
In the context of Zara, it have a strong presence in its organic search that helps to
generate the better results that assists to ensure that right customer actually connects with the
company (Angkie, 2019). However, it can be stated from the statistics that Zara uses variety of
links for its paid search optimization that helps to generate the better outcomes. Such that the
company has a presence on Reddit which in turn reflected that it focused upon paid marketing
that assists to generate the better outcomes and also reflected better outcomes as well. Moreover,
focusing upon paid marketing helps to create range of positive outcome and attract customers as
well.