Analysis of Digital Marketing in Communication Strategy: Zara & H&M

This report examines the application of digital marketing within communication strategies, using Zara and H&M as case studies. It explores how these brands leverage digital channels, including social media and email, to engage with their target audiences and promote their products. The analysis covers the promotional aspect of the marketing mix, detailing the goals, media methods, and effectiveness of their digital marketing efforts. Key Performance Indicators (KPIs) are assessed, and social media metrics are used to rank the effectiveness of each brand's approach. The report concludes with an overview of the importance of digital marketing in today's business environment, emphasizing its role in customer interaction, purchasing decisions, and building customer loyalty. The report references several academic sources to support its findings.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective
organisations, as part of the promotional aspect of the marketing mix.
a. example 1
b. example 2
c. promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
• This Assessment is about digital marketing and digital marketing can be used in a specific
communications strategy. Digital media and social media marketing are frequently
considered as the most suitable and contemporary type of marketing, as well as the most
efficient method of connecting with the intended audience.
• The technique of communicating with individuals using online channels is known as digital
communication. Launching social media campaigns, delivering email newsletters, running
banner advertisements, or writing native advertising articles are all examples of this.
Businesses may utilize digital communication to broaden its reach, convey customized
messaging and cultivate meaningful connections with its target consumers.
• I will discuss with the help of various examples such as reaching to the customers with the
help of e-mail, connecting with social media to directly interact with the customer at a huge
level.
• Digital Marketing is defined as the advertising of companies by the use of the internet as
well as other kinds of digital communication to interact with prospective consumers. Not
only does this encompass email, social media, and web-based advertising, but it also
covers text and multimedia communications as a marketing channel.

WHAT IS DIGITAL MARKETING
STRATEGY?
• A digital marketing strategy is a series of scheduled actions carried out
online in order to achieve certain company objectives. In layman's words,
this implies taking continuous activities at the correct moment using the
most appropriate internet channels in order to grow income and
strengthen connections with the audiences. It allows businesses to have
a better understanding of their market share. Without a defined plan, it is
all too easy to estimate potential of digital services. Furthermore, it is
likely that they will not fully comprehend the dynamics of the online
marketplace, such as customer behaviors, competitors, and customer
profiles.

DIGITAL COMMUNICATION STRATEGY
• Communication strategy- Communication strategy refers to the selection of the most
beneficial communication objectives, as well as the acknowledgment of a certain brand as
well as its strategy in terms of personality. A strategy must be related to the foundation of the
company and must be treated extremely seriously. Members of the company are expected to
be totally dedicated to the business's strategy.
Target Customers
The Goals - Objectives Of Communications
 Message
Media Methods
Monitoring And Control The Effectiveness

REVIEW THE DIGITAL MARKETING EXAMPLES
Brand 1-------- Zara
Fast fashion is the business's specialty, and its products include clothes,
accessories, shoes, swimwear, cosmetics, and fragrances. It is the most
important firm in the Index group, which is the world's largest clothing retailer.
Brand 2- ------- H&M
H&M's product line comprises sportswear, underwear, cosmetics, accessories,
and shoes, as well as collections for women, men, teens, children, and
newborns. H&M strives to remain current, modern, and relevant at all times.

ZARA- HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE RESPECTIVE
ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: Zara's target customer base is youthful, price-conscious, and acutely aware of current
fashion trends. They do not specify their target by segmenting ages and lifestyles, allowing them access to a far
larger market and an edge over traditional merchants.
 The Goals - The major goal is to boost consumer demand and happiness by providing them with the opportunity
to sample fresh distinctive designs on a weekly basis.
 Zara has maintained true to its fundamental principles, which are simply defined in four essential terms that
characterize all of our shops and online platforms: beauty, clarity, utility, and sustainability.
 Media Methods: Zara has developed distinct advantages through its 4Es strategy to marketing, concentrating
on customer experience, exchange, evangelism, and every place tactics, rather of the traditional product, price,
promotion, and location idea centered on the business. Instagram and Facebook are their major social media
platforms so to the significance of images and videos in fashion.
 Monitoring And Control The Effectiveness : Key Performance Indicators are performance indicators that
assess particular goals for Zara.

H&M- HOW THEY CONTRIBUTE TO THE COMMUNICATIONS STRATEGY FOR THE RESPECTIVE
ORGANISATIONS, AS PART OF THE PROMOTIONAL ASPECT OF THE MARKETING MIX.
 Target Customers: Considering of its vast product selection, H&M's target market is quite broad. Their major
target demographic consists of ladies between the ages of 20 and 34 who are looking for contemporary apparel at
an affordable price. These women are modern, contemporary, and fashionable shoppers.
 The Goals :The major goal of this campaign is to persuade EcoConscious Millennials that H&M is a sustainability-
focused business that strives to create apparel that is trendy, affordable, and good for individuals and the
environment
 Message: They provide the business opportunity , fashion and quality at the best price – to all those in a
sustainable manner, today, tomorrow, and in the future.

PROMOTIONAL AND
MARKETING MIX
• It is important to use the marketing mix as the basis of the business
strategy to produce goods, services, and message that effectively engage
with the target market. Promotion is an important component of the
marketing mix, and the promotional mix connects firms with their target
audience in order to create leads. Both Zara and H&M uses various types
of promotional methods to advertise its products and services. Zara
adheres to the principle of "zero marketing investment." This one-of-a-
kind yet unexpectedly effective technique aids the fashion line in
publicizing the launch of new outlets. The shop places a high value on
brand awareness by word-of-mouth, which is fulfilled by their
commitment to every aspect of its showrooms.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -MEASURING EFFECTIVENESS OF DM COMMUNICATIONS :
ZARA
1. Awareness- Zara does not have an advertising budget; but, they
do spend a lot of money on buying premises adjacent to premium
labels in order to "possess the moniker of cheap luxury." Zara's
goal is to approach them as closely as feasible. By having a
physical store adjacent to a luxury store, the Zara brand is
promoted as attainable fashion luxury products. Zara has made a
reputation for itself through customer word-of-mouth and offering
stylish goods faster than anybody else.
2. Followers- 4.4 million followers on Instagram
3. Likes/ interests- 2,97,58,798 likes on Facebook
4. Shares- Not much sharing of posts
5. Responses and Feedback- Many people found that prices are
quite high than H&M
6. Track Engagement- The firm is tracking their productivity by using
various tools such as Google analytics, social media effectiveness
and so on.
7. Turnover- 20,402 million Euros in 2020
8. Reach- There are 2259 Zara stores in 96 countries
9. Advocacy-Environmental practices at customer service,
environmental policies with the product, animal welfare policy and
so on
10. Effectiveness of chosen media- The organisation has the highest
number of followers on Instagram and they can promote heavily
using Instagram.
H&M
1. Awareness:Green clothing tags are used by the company to assist shoppers in
making eco-friendly selections. The label guarantees that their apparel is
manufactured from at least 50% sustainable resources, such as organic cotton
and recycled polyester. In addition, the firm is offering a garment recycling
program in all of its locations, where customers may contribute their old clothing
from any brand.
2. Followers: 8 million followers on Twitter
3. Likes/ interests: 3,95,00,591 likes on Facebook
4. Shares- Sharing of posts are greater than Zara
5. Responses and Feedback- The people gave a positive feedback as the products
are affordable
6. Track Engagement- Tracking their activities on various platforms such as
Facebook, Twitter and Instagram.
7. Turnover- $20.2 billion in 2020
8. Reach- The total number of H&M stores worldwide amounted to 5,018.
9. Advocacy-Global Policy on Diversity, Inclusiveness and Equality, Global Health
and Safety Policy, Global Compensation and Benefits Policy and many more
10. Effectiveness of chosen media- As the organisation has large number of
followers on Twitter, the firm could continue to maintain their promotional
strategy. Along with this, they can also opt for social media promotion in a huge
way.

CONCLUSION
• From the above discussion, it can be concluded that digital marketing
plays a vital role in this contemporary world as all organisation is opting
this type of marketing method. The use of digital marketing in
communication strategy not only helps the organisation in interaction
with the customers but also enables them to make a purchase and covert
it into prospective to loyal customers. In this presentation, it includes
contribution to the communications strategy for the respective
organisations as part of the promotional aspect of the marketing and the
effectiveness and rank the examples in order of effectiveness, utilising
the social media measures.

REFERENCES USED
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Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of
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Richards, M. B. and Marshall, S. W., 2019. Experiential learning theory in digital marketing communication: Application and outcomes of the applied
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