Evaluating Digital Marketing in Communications: Zara & M&S

This report reviews the digital marketing strategies of Zara and Marks & Spencer, focusing on their contribution to communication strategies as part of the promotional aspect of the marketing mix. It discusses digital marketing strategies, digital communication strategies, and the promotional and marketing mix, providing examples from both organizations. The report evaluates the effectiveness of their digital marketing efforts by utilizing social media measures, such as followers, likes, shares, engagement, and reach. It also considers customer responses, feedback, and advocacy efforts. The analysis concludes that digital marketing plays a vital role in promoting products and services, with both Zara and Marks & Spencer leveraging social media for marketing purposes, enabling them to communicate and reach customers effectively. The report references various studies and publications on digital marketing strategies and their impact on businesses.

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

Contents-As21. 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. ZARA
b. Marks and Spencer
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 covers about the review of the digital marketing
examples with their contribution towards the communication strategy as
their part in terms of promotional aspects of the marketing mix. Along
with this, the effectiveness, utilizing the social media measures is also
included.
• The use of digital marketing in a specific communications strategy helps in boosting up the
organisational as well as their brands with in a large customer segment. This also includes the details
about the product or service which are launching by the organisation.
• I will discuss about what is digital marketing, its strategies, digital communication strategy, promotional
and marketing mix with the examples of the organization including its effectiveness and utilizing the
social media measures.
• DM is defined as the marketing of the goods and services with the assists of different marketing methods
which uses electric gadgets and an internet connection. It encompasses of marketing efforts are
conducted online which could leverage social media, emails, blogs and many more. By using such tool,
the organisation could easily reach them, target them and also make sure that customers made a

What is digital marketing strategy?
• Digital marketing strategy is considered as an action for achieving the
aims and objectives. The aim and objectives are identified by the
business objectives and also in a prioritize manner. It is different from
the digital marketing plan or framework. the digital marketing campaigns
would be developed and then executed. The tactics utilised by firms are
vital as the goal for achieving the micro, short term goals inside the
digital marketing strategy.

Digital communication strategy
• Communications strategy- A communications strategy is also referred to as a
plan which is a documentation that reflects the goals as well as methods of a
firm operations and functions that encompasses about the company which
wishes to share with the prospects and customers and also to whom the firm
is trying to
 Target Customers
 The Goals - Objectives Of Communications
 Message
 Media Methods
 Monitoring And Control The Effectiveness

Click to add picture
Review the digital
marketing
examples .
• BRAND 1: ZARA
• ZARA is a Spanish retailer which specialises in selling fashion
products such as clothing, shoes, beauty and perfumes and many
more. Along with this, the organisation is considered as the
world’s largest retailer. The message of Zara is to provide
consumers what they want and getting it as quick as possible
before anyone else
• BRAND 2: Marks and Spencer
• Marks and Spencer is a British multinational retailer which has its
headquartered in London, UK. The organisation is specialises in
selling of clothing, food products and home products. The
message of Marks and Spencer is to generate an inspiring quality

ZARA - how they contribute to the communications strategy for the
respective organisations, as part of the promotional aspect of the
marketing mix.
 Target Customers- The target customers of Zara includes young, price conscious and huge sensitive
to all the latest fashion trends. Zara does not define their target segments and customers which
provides a broad market as well as advantageous as compared to the traditional retailers.
 The Goals - Objectives Of Communications- As Zara is offering fashionable products at an
affordable price, the reason is that, it has an effective marketing strategies which assists them in
capturing the trendy fashion designs and style. Along with this, they also get feedbacks from the
customer in which help them in making themselves better in those areas where they lack.
 Message- The message of Zara is to provides with all those goods and services that the customers
want without any delay as well as before anyone else.
 Media Methods- Zara uses social media heavily for their promotion such as using Facebook, Twitter,
Instagram and many more.
 Monitoring And Control The Effectiveness- In order to monitor the performance of the organisation,
the company track using analytics where it tells about the number of social media users visits its page,
number of likes, comments and shares. This will also mentioned about the number of new followers,
number of posts which are saved by the people. The organisation is also tracking their number of

Marks and spencer - how they contribute to the
communications strategy for the respective organisations, as part of the
promotional aspect of the marketing mix.
 Target Customers- The target market of M&S is not fixed as they set target on several individuals
regarding with their range of commodities. Mostly, middle aged women tend to purchase from the
company.
 The Goals - Objectives Of Communications- The objective of M&S is to create a aspirational quality
which could be accessible to all. Along with this, they also make sure to be the standard against
which others are measured.
 Message- The message of Marks and Spencer is to develop that products which could be
accessible to others
 Media Methods- Marks and Spencer uses social media for their promotion purposes. Also, they use
Instagram stories heavily such they posts stores at least three times per week for Marks and
Spencer food which enables them for maximizing the organic reach. Their stories include polls
which has aim to create a meaningful engagement as well as represents as a good test bed for
several contents concepts.
 Monitoring And Control The Effectiveness- They utilize social media analytic tools which enables
them to monitor their performance as well as their reach. They could easily analyse the number

promotional and marketing mix
How promotional and marketing mix related in those examples
Marketing mix for Zara
Zara is the multinational Spanish Brand that has strong market position through its marketing strategies.
The company's marketing mix will reflect the marketing strategy used to achieve its business objectives.
• Product: The product of Zara is its major strength because it does not outsource its manufacturing
process. The Zara has strategy to pull out its product out off the store with they are not selling for long
time which bring new collection.
• Price : The pricing strategy used by the Zara is the premium pricing because the clothes of Zara has
customer segment of rich segment of society and the people who are fashion enthusiasts- ready to pay
for new fashionable clothes.
• Place: Zara is unique with its store décor, website design and other places where the company sell its
products. Zara sell its products in over 35 countries and each has different representation as per the
culture and people choice.
• Promotion: Zara invest very low money in marketing and totally depend on social media and word of

Effectiveness and rank the examples in order of effectiveness, utilising the social media
measures -Measuring effectiveness of DM Communications :
ZARA
1. Awareness- The organisation has its presence in more than 2200
stores across the globe. The majority of customers are range from 18
to mid 30 years old. Along with this, the organisation is also offering
any reasons for consumers to visit the stores to showcase their latest
fashion trends.
2. Followers- 44.8 million followers on Instagram with 1.4 million on
Twiter
3. Likes/ interests- 29782737 likes on Facebook
4. Shares- It is less than Marks and Spencer
5. Responses and Feedback- Zara got a mixed response from the
customers as the products are affordable and trendy and there are
some demerits which is mentioned by the customers.
6. Track Engagement- The organisation is able to track their
performance with the help of Google analytical tools as well as social
media inbuilt tools which could be easily used to track their reach as
well as their productivity.
7. Turnover- €18,021 million in 2018
8. Reach-Zara has its presence globally with the help of more than 2200
stores
9. Advocacy- Zara wants to help the sustainable developments of the
society and the environments with which it interacts. This commitment
to the environment is a part of the Inditex group corporate social
responsibility policy.
10. Effectiveness of chosen media- As Zara is using social media
platform such as Facebook, Instagram and Twitter heavily, they are
able to penetrates the market easily whenever this is any new launch.
MARKS AND SPENCER
1. Awareness- The organisation has its presence in more than1400 locations. The
firm has no limited range of customers, instead they produce goods and services
as per the individual requirements.
2. Followers- 1.8 million followers on Instagram
3. Likes/ interests-5613294 likes in Facebook
4. Shares- Shares are more than Zara as Marks and Spencer are in more demand
5. Responses and Feedback.- The customers commonly gives feedback on the basis
of the quality of the cloth as well as on their other product but it also faces negative
comments for their price the price of products are quite expensive.
6. Track Engagement- Marks and Spencer track their performance with the help of
inbuilt social media platform tools which shows about certain information such as
number of visitors on their social media page, number of individuals who see and
participate in their polls on the Instagram stories.
7. Turnover- £27.4 million in 2020
8. Reach- It has a global presence with the help at more than 1400 locations
9. Advocacy- They are having international standards and benchmarks such as the
UN Universal Declaration of Human Rights, the ILO Declaration on Fundamental
Principles and Rights at Work, the UN Guiding Principles on Business and Human
Rights, the UN Women’s Empowerment Principles, the UN Human Right to Water
and Sanitation and the UN Global Compact.
10. Eeffectiveness of chosen media- With using of Instagram stores, the organisation
is able to capture and engage customers easily

Conclusion
From the presentation, it can be concluded that digital
marketing play a vital role in order to promote their
product and services. Along with this, both Zara and Marks
and Spencer uses social media heavily for marketing
purpose. The digital marketing strategies are important for
both the firm as this enables them to communicate and
reach to the customers easily.

References used
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Bly, R. W., 2018. The Digital Marketing Handbook: A Step-by-step Guide to Creating Websites that Sell. Entrepreneur Press.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing & its impact on youth. International
Journal on Global Business Management & Research, 7(3). pp.19-30.
Ghoshal, N. D., 2020. Digital marketing: the opportunity and the imperative. International Journal of Public Sector Performance
Management, 6(2), pp.246-259.
Prasad, R. K. and Verma, S., 2020. An investigation on brand boycott: understanding negative psychology of consumers in the era
of digital marketing. Academy of Marketing Studies Journal, 24(1). pp.1-16.
Singh, S., 2017. Digital marketing in online education services. International Journal of Online Marketing (IJOM), 7(3). pp.20-29.
Sofia, R., 2019. The Truth about Digital Marketing. Journal of Financial Planning, 32(4). pp.24-25.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury Publishing.

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