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.
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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
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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.
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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.
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Illustration 4: Zara mobile app
(Source: Zara mobile app, 2016)

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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.
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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
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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.
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Illu
stration 8: Zara brand positioning
(Source: Zara brand positioning 2017 )

Interpretation
The above chart reflects that Zara among others has about 3000 stores all over the world.
H&M in Sweden have 2500 stores after including its smaller stores. Zara has becomes 70% of
inditex income and it makes strong position in market.
Social media habit of retail industry
Interpretation
From the above chart, it can be seen that H&M creates the longest video on average as
compare to Zara. In second quarter, it shows that Zara has no new videos in a day. However, it
can be critically analysed that H&M is top in performing hashtag in the second quarter.
H&M Audit
Marketing 10 C'S OF H&M and Zara
Current situation in
Zara
Current situation in
H&M
The way business can
improve its offer.
1. Customer Men, women and kids Men, women and kids Both the organisations
can sell home
products.
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Illustration 9: social media habits of converse

2. Corporate culture There is transparency
between customers
and company.
There is no
transparency between
customers and
company.
Company can focus on
integrity, community
and services.
3. Convenience For customers, it is
easy to reach its
websites through
mobile app.
H&M also provides
facility for customers
to shop anytime at
anywhere.
Both the companies
can sell its products
through online store.
4. Competition Zara uses new
technology for selling
quality products.
H&M focuses on
selling the latest trend
product.
Both the firms can
make innovative
products for gaining
competitive advantage.
5. Communication Key message and
email is used for
communicating
customer
Through phone call,
company sells its
products.
Different ways of
communication can be
used by both the
companies.
6. Consistency It always delivers
quality products.
It focuses on selling
new products every
time.
Both the firms can
improve quality and
range of their products
and services.
7. Creative content Website content is
creative.
Website content is not
much creative.
Company can create
content which attract
customers.
8 Customisation Zara website is
different as it provides
search tool on each
page.
There is not suggested
or new tool option at
H&M websites.
The organisation can
provide option of
customer review on its
website.
9. Coordination The company provides
product deliver on
The customer query is
resolved on time.
The organisation can
improve its
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time. coordination through
providing all the
services on time.
10. Control It controls all e-
marketing tools in an
effective manner.
The organisation has
control on its all
selling activities.
CONCLUSION
From the above report, it can be concluded that Zara and H&M; both are effective with
respect to improve their brand presence online. It has been assessed that there are different social
networking sites which firms can use for promoting their products. Further it is concluded that
both Zara and H&M is using new tool for grabbing the attention of large customer from all over
the world. They are using digital marketing which help them in connecting from customer
around the world. Zara is making product which are of high quality and sale them at reasonable
price which lead to increase in sale
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REFERENCES
Books and Journals
Adi, A., Crowther, D. and Grigore, G. eds., 2015. Introduction to Corporate Social
Responsibility in the Digital Age. In Corporate Social Responsibility in the Digital
Age (pp. ix-xvi). Emerald Group Publishing Limited.
Fair Labor Association, 2011. Tracking Report 2011 H&M, Turkey 440076137J.
Keller, A. A., 2012. Zara Marketing Audit.
Oborune, K., 2014. The" Mexx" Brand. Strategic Audit, SWOT Analysis and Brand
Rejuvenation Strategy.
Online
H&M Magzine. 2017. [Online]. Available through: <https://play.google.com/store/apps/details?
id=com.inditex.zara&hl=en>. [Accessed on 1st August 2017].
H&M Facebook. 2017. [Online]. Available through: <https://www.facebook.com/hm/>.
[Accessed on 1st August 2017].
H&M mobile app. 2017. [Online]. Available through:
<https://itunes.apple.com/ro/app/h-m-app/id834465911?mt=8>. [Accessed on 1st August
2017].
H&M. 2017. [Online]. Available through: <http://www2.hm.com/en_gb/ladies.html>. [Accessed
on 1st August 2017].
Zara Facebook. 2017. [Online]. Available through: <https://www.facebook.com/Zara/>.
[Accessed on 1st August 2017].
Zara positioning. 2017. [Online]. Available through:
<http://zarafashion2013.wixsite.com/zara/brand-position>. [Accessed on 1st August
2017].
Zara. 2017. [Online]. Available through: <https://www.zara.com/#utm_referrer=https%3A%2F
%2Fwww.google.co.in%2F>. [Accessed on 1st August 2017].
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