Analysis of Digital Marketing Strategies: Zara and H&M's Approach

This report provides an in-depth analysis of digital marketing strategies, focusing on the approaches of Zara and H&M. It begins by defining digital marketing and communication strategies, emphasizing their importance in reaching target audiences through electronic media and social media channels. The report then reviews the digital marketing examples of Zara and H&M, examining their social media presence across platforms like Facebook, Instagram, Twitter, and Pinterest. It delves into their promotional and marketing mixes, analyzing their product, price, place, and promotion strategies. The effectiveness of each brand's chosen media is evaluated, including reach, awareness, advocacy, and engagement metrics such as likes, shares, and feedback. The report concludes by summarizing the significance of effective marketing strategies and the value of social media content for brand awareness and customer involvement. The analysis uses relevant references to support the findings.

Use of digital marketing in a
specific communications strategy

Table of Content
• Introduction
• What is digital marketing strategy?
• Digital communication strategy
• Review the digital marketing examples
• Promotional and marketing mix
• Effectiveness and rank the examples in order of effectiveness and utilizing the
social media measures
• Conclusion
• References

Introduction
Within the competitive market digital marketing is considered as the
suitable tool and technique which is useful for the marketers to target
their audience with the help of electronic media. Social media is turning
as an essential instrument within the marketing campaign in order to
target maximum number of customer base. In this the marketers of an
organization always focus on communication mix in order to effectively
communicate with their potential customers. For this it and take several
elements of communication mix in which marketing leads to enable the
growth and success of business in order to promote their business with
the help of several modes of advertisement.

What is digital marketing strategy?
Digital marketing strategy depict the set of actions which are useful for the online
marketing channels in order to achieve several goals. These channels undertake
earned and paid media. Digital marketing is considered as the action plan that
permit organization to develop and launch their online marketing strategy
successfully. Digital marketing strategy is a channel that should be informed by
research considering the customer channel behavior and Marketplace activities
and it is also based on the objectives for the future offline and online channel
contribution.

Digital communication strategy
Digital communication strategy is the process of connecting with people across
the online channels as it undertakes the launching of social media campaigns
running banner advertisement distributing email newsletters and publishing
native advertising articles. Organizations tend to use digital communication in
terms of expending their reach and develop valuable relationship with their
audiences. Along with this organization tends to create an effective brand image
and transform their image for the legacy of company which is pivoting in a new
direction.

Review the digital marketing examples
Brand 1: Zara
Zara has social media profiles on the Facebook
Instagram Twitter YouTube Pinterest and many more
and due to the significance of pictures and videos on
Instagram and Facebook are considered and see
primary social media platforms. In this context the
post of Zara is always related to the product focused
content that game the audience a straightforward
peak towards their latest offering.

Continue…
Brand 2: H&M
Social media became the important platform for tea brands in order to try to get
close for the target market. For this H&M tense to use Twitter for the effective
marketing of their products. The main filter account has more than 8.6 million
followers by which Twitter represent the products of company by engaging their
customer base. With the help of Instagram H&M has made 3761 posts on
Instagram and also has 22.9 million followers by following their brand. It is
undertaken as very high number and also reflect the success of companies with
achieved by marketing on Instagram.

Promotional and marketing mix
Zara prominently focus over the style with affordability that helps in developing
the repetition within the fashion sector. Most of the people adore the designer
clothes and due to this Zara offer their products in premium quality with premium
price considering the latest design at insanely affordable prices.
• Product
• Price
• Place
• Promotion

Effectiveness and rank the examples in order of
effectiveness and utilizing the social media
measures
BRAND 1: Zara
Awareness: With the help of social media and magazines
Followers: 24.3 Million
Likes/ interests: Approx. 567,478
Shares: Above 19k
Responses and Feedback: Consistent
Track Engagement: Continuous
Turnover: 1,570.54 Crore
Reach: World Wide
Advocacy: 1200 stores at the global level
Effectiveness of chosen media: Zara opt
Facebook in order to attract customers

Continue…
BRAND 2: H&M
Awareness: Through Instagram, Facebook, pop-up ads and
so on.
Followers: 36.8 Million
Likes/ interests: Approx. 765,863
Shares: Above 24k
Responses and Feedback: Consistent
Track Engagement: Continuous
Turnover: 1700 Crore
Reach: World Wide
Advocacy: Approx. 5000 stores at global level
Effectiveness of chosen media: H&M opt
Instagram to target their audience

Conclusion
From the above discussion it has been summarized that effective marketing
strategy is required as an effective communication skill in order to reach
towards the potential customers on a daily basis. Besides from this it has
been analyzed that the role of digital marketing is important part of
Integrated digital marketing due to the social marketing which is helpful for
an organization to reach towards the maximum number of customers in order
to enhance their growth and success. Away with this it is also summarized
that the social media content is valuable for the company regarding the brand
awareness and to enhance the customer involvement.

References
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• Livingstone, S and et. al., 2017. Maximizing opportunities and minimizing risks for
children online: The role of digital skills in emerging strategies of parental mediation.
Journal of communication, 67(1), pp.82-105.
• Roque, V. and Raposo, R., 2016. Social media as a communication and marketing tool in
tourism: an analysis of online activities from international key player DMO. Anatolia,
27(1), pp.58-70.