Digital Marketing Audit of H&M and Zara

This report presents a comprehensive digital marketing audit of H&M and Zara, analyzing their online presence, marketing strategies, and effectiveness in engaging customers through various digital channels. It compares their use of social media, mobile applications, and website functionalities, highlighting the strengths and weaknesses of each brand in the retail industry. The findings suggest that both companies effectively utilize digital marketing to enhance their brand presence and connect with customers globally.

DIGITAL AUDIT OF

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MOBILE APPS................................................................................................................................4
H&M MOBILE APP.......................................................................................................................5
OFFICIAL WEBSITE OF ZARA...................................................................................................6
H&M website...................................................................................................................................8
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

ILLUSTRATION INDEX
Illustration 1: H&M blog.................................................................................................................2
Illustration 2: Zara Facebook profile...............................................................................................3
Illustration 3: Facebook profile H&M.............................................................................................4
Illustration 4: Zara mobile app........................................................................................................5
Illustration 5: H&M CoolHaunter I phone App.............................................................................6
Illustration 6: Official website of Zara............................................................................................7
Illustration 7: H&M website page...................................................................................................8
Illustration 8: Zara brand positioning............................................................................................10
Illustration 9: Zara post on Facebook............................................................................................11
Illustration 10: Social media habits of converse............................................................................12

INTRODUCTION
A digital marketing audit assists different organisations to understand the effectiveness
and value of present online channels and show the way it measures up against existing
competitors. Along with this, digital marketing audit analyses the performance across a variety
of channels through assessing same key areas that is content, architecture, reach, conversion and
integration. Present report is based on Zara and H&M who are operating their business in retail
industry. Zara is a Spanish fashion clothing with its 2000 stores having women, men as well as
children’s clothing. Zara website also have one of the most individual search tool which is not
ever come across on an e commerce site. On the other hand, H&M is known as a Swedish
multinational clothing retailer company who has over 4500 stores in 62 countries. It used
different social networking sites for promoting products in all over the world. In the present
report, comparison will be done on the effective of digital presence of both H&M and Zara.
Marketing communication – Promotion
Comparing with H&M, Zara does not spend its money on promotion. It spends up to
0.3% on sales and advertisement. Company thinks that the store windows and content are one of
the most essential advertising for them. On the other hand, H&M advertisement is produced
centrally at the head office in Stockholm. Therefore, it can be stated that for promoting the
products, H&M uses video advertisement, the concept of e-marketing and print advertisement
(Keller, 2012). Along with this, it is consistently engaged with consumers on Facebook,
YouTube and twitter. This promotional strategy will help in driving traffic to its online and the
physical stores. H&M uses its online media more for communication to its activities externally.
Along with this, H&M invites some famous bloggers every day and shows the latest fashion
news in all over the world. This leads to attract more subscribers and fans as well as bring real
feedback from the customers.
1

Zara online advertisement
Zara has also taken the benefits of low cost advertising by creating an account on
Facebook, twitter, and YouTube. Facebook profile of firm is attractive as its posts are about the
photos of their merchandise, activities and look book. Zara was ranked to be at 18th number in
2015 which become famous on Facebook
2
Illustration 1: H&M blog
( Sources: H&M magazine 2016 )

FACEBOOK PROFILE PAGE OF H&M
3
Illustration 2: Zara Facebook profile
(Source: Zara Facebook page, 2017)

Facebook page of H&M is attractive and its content grab the attention of large number of
customer. Along with this, company respond to its customer feedback daily on its Facebook
page. It daily update new post which was liked by most of its customer. Further H&M also create
account on twitter and Instagram for promoting its products.
MOBILE APPS
ZARA
Mobile channel become one of the effective way for promoting the products. Zara
launched mobile app for Tablet, I-phone and android phone so that customers can purchase their
company’s product from wherever they want to.
4
Illustration 3: Facebook profile H&M
(Sources: H&M Facebook page, 2016)

H&M MOBILE APP
At present, H&M is also using mobile marketing campaign. Therefore, for in mobile
marketing strategy customer of H&M send SMS coupons and some mobile banner ads which
are place on their websites Along with this, H&M combines both; the social media website and
mobile marketing strategy for holding some marketing campaign. This encourages customers to
review the hunted items and like them on Facebook page of H&M.
5
Illustration 4: Zara mobile app
(Source: Zara mobile app, 2016)

6
Illustration 5: H&M CoolHaunter I phone
App
(Source: H&M I Tunes, 2017)

OFFICIAL WEBSITE OF ZARA
7
Illustration 6: Official website of Zara
(Source: Zara, 2017)

Zara websites has one of the unique search tool, which is located across all the pages of
sites. It made easier for the customers to search product of their choices on website without
wasting lots of time.
H&M WEBSITE
H&M website is also attractive but it doesn't provide search box on every page as
compared to Zara.
8
Illustration 7: H&M website page
(Source: H&M, 2017)

Table 1: Zara and H&M brand competitor online operations
The Brand Product
description
Detailed
filling
advice
Stylish
advise trend
guide
Cross/
link/Unique
Proposition
selling
Customer
reviews
Selling
quantity
monitor
H&M Yes None None Very weak Yes None
ZARA Yes None Yes Yes Yes None
2
Interpretation
Zara and H&M online value proposition
Zara is selling its products online and there are some factors which value to the
customers. Zara is delivering to its customer unique , fashionable and customized products and
accessories with affordable price which have added some value that is emotional value, beauty
etc to the customers. On the other hand, H&M provides instant fashion to its customers at high
price.
9
Illu
stration 8: Zara brand positioning
(Source: Zara brand positioning 2017 )