Practical Digital Marketing Report: Zara's Strategies

This report provides a comprehensive analysis of Zara's digital marketing strategies. It begins with an introduction to marketing, the marketing mix, and communication mix, followed by an explanation of digital marketing and its various components, including social media marketing. The report then delves into Zara's specific digital marketing practices, such as content marketing and affiliated marketing. Part 2 presents examples of social media content, including blogging and YouTube, and showcases the effectiveness of Zara's campaigns using the RACE model (Reach, Act, Convert, Engage). The report discusses the importance of social media content in enhancing brand awareness, customer satisfaction, and measurability. The report concludes by emphasizing the significance of digital marketing for businesses in reaching a wider audience and achieving their marketing objectives. Overall, the report highlights Zara's successful utilization of digital marketing to promote its brand and products, focusing on the importance of social media content and campaign effectiveness.

Practical Digital Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1............................................................................................................................................3
Discuss the term marketing................................................................................................3
Discuss about marketing mix and how communication mix fits...................................3
Explain digital marketing.....................................................................................................4
Discuss social media marketing........................................................................................5
Importance of digital marketing along with social marketing........................................5
PART 2............................................................................................................................................6
Examples of social media content....................................................................................6
Screenshots of effective campaign along with models & standards of digital
marketing...............................................................................................................................7
Effectiveness of social media content..............................................................................8
CONCLUSION...............................................................................................................................9
REFERENCE...............................................................................................................................10

INTRODUCTION
Digital marking is described as a effective mode of promotion related to goods at
marketplace. In current era internet is on top of the list and that is the outcome of
increment of digital platform in which there are various areas of marketing that consist
communication mix, social marketing and so on (Chaffey and Smith, 2017). Present
report is based on Zara Company. This assignment carried out discussion about
importance of marketing functions and the marketing mix along with the communication
mix. Additionally, how digital marketing is used in communication strategies.
MAIN BODY
PART 1
Discuss the term marketing
Marketing can be defines as a process that is used with the aim of
communicating and exchanging of values to end users, clients and with society peoples
at larger scale. In this the process term refers to reaching, promoting, selling and supply
of product or services to consumers (Chaffey, 2019). The main motive of marketing is to
create awareness about brands or products as well as to attract potential customers by
understanding their preferences and trends. Basically, it is a advertising activity that is
conducted by entities of company to advertise about services or commodity of
company. In relevance to this, there are numerous methods by which it can be done
such as social media, digital marketing, SEO and so on. This provides many benefits to
company in term of enhancing profit and sales margin of company. By which company
will able to accomplish its organisational goal. For instance Zara company is more
focused towards digital marketing instead of using other modes for promotion.
Discuss about marketing mix and how communication mix fits.
Marketing mix is a course of actions that is used by the entities of company for
promoting their brands or commodities. On the other hand the term communication mix
means the way of communication to consumers in order to understand their needs and
preferences (Hanlon, 2019). This is carried out in personal selling, direct selling, public
relation packaging and so on. In context of Zara, marking mix is explained below:

Product: Zara holds wide range of product line such as perfumes, clothes,
shoes, bags, accessories and so on in order to influence youth peoples. Their main
concern is sustainable development of company by reducing the production waste. For
this they offers biodegradable poly bags to their consumers at their stores. They also
makes sure for providing satisfaction to prospective consumers by delivering goods
according to their requirements. At office stores they make creative & attractive interior
of their store so that they will easily able to attract propels for their services.
Price: Zara company is mostly using premium skim of pricing decision as well as
they set the price of commodity by addressing the nation economy. They provides
fashionable products so that more peoples will get influenced and then ready to buy
(Deiss and Henneberry, 2020). In term of communication mix, the Zara company offers
some discount also to their consumers sometime and that will be mentioned at store
Place: Place refers to areas where services or goods get easily accessible to
consumers. Zara company adhere both online and offline mode of selling the products
so that they will increase their profit and sales margin. In offline mode they mainly use
direct selling as they have their own outlets in order to carry out effective
communication to consumers.
Promotion: Zara company uses various modes of promotion such as digital
marketing, e mailing, print, TV advertisement, new paper etc. they offers discount too
for grabbing more number of peoples towards their services like they offers 50%
discounts sales in two seasons within a year.
Explain digital marketing.
Digital marketing clasp all endeavour of marketing that conducted by using
internet or any other mode of electronic device while the traditional marketing is carried
out with the help of physical marketing which uses prints, ads, phone and so on. Digital
marketing includes social media, email, search engine options, and websites in order to
connect with prospective consumers. In this developed world it become essential for
entities of company to create awareness about product for enhancing sales and profit
margin of company (Spiller and Tuten, 2019). In context of Zara, some types of digital
marketing are as follows:

Content marketing: Content marketing tends to promoting information which is
accompanying with goods or services. This is carried out for generating brand
awareness, traffic growth for leading in market and consumers. The aspects which
plays essential role in content marketing are infographics, e-books, white papers and
blog posts. All these modes offers opportunity to corporations for changing websites
visitors into leading purchasers.
Affiliated marketing: It is considered as advanced marketing that is conducted
with the help of third party which get commission in order to do the same (Finotto and
Mauracher, 2020). The channel that it involves is you tube partners program that is
carried out by hosting video ads. In context of chosen firm they mainly prefers to
update link of brand on social media.
Discuss social media marketing
Social media marketing is a part of digital marketing which is explained above.
The use of social media platform is to form a bond with potential customers for
increasing sales and profit along with driving websites traffic. The platform it included
are Facebook, Instagram, twitter, Snap chat Pinterest and You tube. In relevance to this
there are number of tool available in order to mange all social media platforms along
with this these tool assist in section of best mode for social media (Makrides, Vrontis
and Christofi, 2020). In context of Zara, they adapt buffer tool and Hubspot for
connecting with channels like Facebook, twitter to attain success in social media
marketing. The five core tower of marketing are strategy, planning &publishing, listening
& engagement, analytic & reporting and advertising.
Importance of digital marketing along with social marketing.
The primary aim of any company is to run their business for attaining success
and development by reaching ample number of users and influence them to purchase
products. Internet is on top of the list for taking advantage of marketing and
technologies. This enables each business unit to address digital and social media
marketing.
Advantage of digital marketing:
 This is less costly compare to other modes of marketing.

 Now a days most of the people prefers online shopping over offline so it is useful
in that situation too.
 This assist chosen firm to understand the demands and preferences of
consumers as well as it is essential to compete with other players of market. This helps in reaching potential consumers by mailing, texting and marketing the
ads. Who are most likely to smartphones. It offers opportunity too for monitoring
the purchasing trends of customers (Finotto and Mauracher, 2020).
Significance of social media marketing:
 It enables company to gather data for launching creative goods by understanding
needs of consumers who are using social media.
 It aids in creating brand awareness along with conversation.
 It improves base of loyal consumers and that aids to gain competitive advantage.
 It became vital for calculating SEO.
PART 2
Examples of social media content
Social media content is an excellent way in order to increase engagement and
reachability. It is a sources of well welcoming feeling for new and old consumers. The
main aim of content creator is to take care about audience and engage them by sharing
created content. With the help of various modes of social media, company can use their
content and some of are as follows:
Blogging with the help of Instagram is an example of social media content,
which creates awareness about product or services offered by company Zara.
Instagram provides a perfect platform for the visualisation of brand image. Zara
company have 41.9 million followers on Instagram out of which 10.5 million were added
in last year. Zara registered the highest growth on Instagram along with profit among
other competitors. They published around 4000 post on Instagram out of which 3100
were photos and 900 were videos. In that they hires some models and then carry out
shoots with them and then post on story, reels and IGTV on page of Zara. They
released a sustainable clothing collections under the label # joinlife. However, the
success of Zara is can be seen by the growth and the development of company. And

this is because of creating awareness about product to consumers. People easily get
influence to this as well as get easily recognisable towards their brand products and by
this the company will not face any challenges in promoting fashionable clothes. The
other example could be the you tube blogging, where company posts video about
products. This will help them in conducing market and research analysis in effective
manners and that supports content mix in campaign for attaining success at
marketplace.
Screenshots of effective campaign along with models & standards of digital marketing
Effective campaign of Zara
RACE model:
Reach: It refers to building awareness about brand. There are more than 1.4
million clients, where firm approached successfully to them with their effective
campaign. By which the outcome that they get is positive in term of enhancement in
consumers. The potential consumers received information by Instagram page.
Act: It is short of interactions. Individuals who were approached by campaign got
inspired by getting information that is relevant to product or services. Like which creative

and fashionable product will be launched and that they get on advertisement on social
media.
Convert: This is the conversion to sale occurring either online or offline. It
include involvement of getting their audience to take vital next step. By this the sales
ratio of company will increased by 25% by launching new fashionable product with this
campaign so it is the witnessed of high conservation ratio (Hofacker, 2018).
Engage: They received 8.5 points out of 10 in context of offering fashionable
unique clothes by creating awareness with campaign. The clients of company highly get
inspiration by sharing graphics and posts related to outfit for engaging consumers. This
is a long term engagement that creates long term relationship with the first time buyers
in order to build consumers loyalty as repeat purchases using communications on their
sites.
Effectiveness of social media content.
The effectiveness of social media can be understood by analysing some below mentioned points:
Enhancing brand awareness: This aspect of social media marketing is so much
effective business strategies for creating brand value which is linked with the
information about products so that product will be easily accessible to consumers in
effective manner. Nevertheless, the shoppers will get easily awareness about product.
Customer satisfaction- With the developed world, the needs and the demands of
consumers are changing as well as the competition level is also increases which is
directly proportional to increment in consumers’ expectations (Heinze and et.al., 2020).
So by using social media content it become easy foe company to deliver total
satisfaction to customers. This is carried out by using images and video on social
media.
Measurable- Another significant reason of effectiveness of social media content is
this as it aids in measuring related to the satisfaction level of consumers as well as in
determining weather the consumer are seriously taking interest in campaigns or not.
This is carried out with the help of Google Analytics & Google Adwords. Thus, it has
become vital to use social media content in such way that goals & objectives will
achieved properly.

CONCLUSION
From above discussed report it has been analysed that marketing help company in
many ways like in creating awareness, promoting about services and in increasing the
selling of product. In which there various kinds of marketing but now a days most
effective and preferable is digital and social media marketing. Hence with the help of
marketing mix, company will able to accomplish its goal of promotion. It is an important
tower of digital marketing of products as it offers several advantages as cost cutting and
consumer loyalty. So it become effective tool for company in order to accomplish the
organisational goal.

REFERENCE
Books and journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education. 41(2). pp.77-90.
Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine
sector. International Journal of Globalisation and Small Business. 11(4). pp.373-390.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and Research.
8(1). pp.4-20.
Heinze, A., and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Hofacker, C. F., 2018. Digital marketing: communicating, selling and connecting. Edward Elgar
Publishing.
Books & Journal