Digital Marketing: Zara and Burberry Strategies Analysis Report

This report provides an analysis of digital marketing strategies, focusing on the approaches of Zara and Burberry. It begins with an introduction to digital marketing and its importance, followed by discussions of digital marketing and communication strategies. The report then examines the promotional mixes used by Zara and Burberry, including advertising, social media presence, and celebrity endorsements. The effectiveness of these strategies is evaluated, considering factors like media impressions, follower counts, and market share. The analysis ranks the examples based on their effectiveness and utilizes social media measures to assess brand awareness and customer engagement. The report concludes by summarizing the key findings and emphasizing the significance of digital marketing in enhancing brand visibility and sales. The report also references various academic sources to support its findings.

Digital Marketing

Table of Content
Introduction
Digital marketing strategy
Digital communication strategy
Examples of reviewing digital marketing
Two brands have been taken for reviewing digital marketing
Promotional mix
Effectiveness and rank the examples in order of effectiveness and utilizing the social media
measures
Conclusion
References

Introduction
In the current period and international economy cyberspace has
providing numerous prospects to the business. The swiftness and
effortlessness of digital mass media transmission data universally.
The digital marketing comprises the usage of technology which
profits the party in several behaviors. The phrase digital marketing
denotes to the communicating and quantifiable publicizing of the
product or service aimed at attainment the audiences to clients and
creation retaining of them by means of digital technologies
(Dadwal and et.al., 2019). The usage of technology in the
association is same imperative as it benefits in preserve the
information flow, track procedures and sustains member records.

Digital marketing strategy
A digital marketing approach mentions to sequence of
activities that includes the custom of online channels for
attaining aims and targets of the business. The channels can
be remunerated, received or possessed media. With the
practice of digital marketing a proposed strategy of online
marketing policy can be created and recruit with
achievement. Digital marketing strategy is a network that
must be knowledgeable to investigator in opinion of the
client channel performance and Marketplace activities for
product or service.

Digital communication strategy
It describes the procedure of linking persons crosswise the world
through usage of online channels. It commences the introduction
of social media campaigns successively notable advertisement
allocating electronic mail, newsletters and publication inherent
advertising apprenticeships. The digital communication is castoff
by the party for intensifying their scope distribution messaging
by generating obliging association with the viewers. Business
introduces numerous digital communication campaigns for
constructing a brand, producing awareness in customers
concerning the product, services and worth by pouring alteration
that stimulate the customer for purchasing the product through
marketing channels.

Examples of reviewing digital marketing
 Brand 1- Zara
Zara takes social media profiles on the Facebook,
Instagram, Twitter, YouTube, Pinterest and several more
and owing to the consequence of pictures and videos on
Instagram and Facebook are measured and realize prime
social media platforms. In this framework the column of
Zara is constantly connected to the product attentive
contented that willing the viewers a forthright peak in
the direction of their newest offering. Zara further added
than 1 million followers by seeing one of the greatest
positive fashion retail brands on Facebook with 26.4
million followers.

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 Brand 2- Burberry
Burberry deals in fashion market by providing trench coats,
leather goods; cosmetics etc. For this Burberry tense to usage
Twitter for the operative publicizing of their products. The main
filter account has more than 8.6 million followers by which
Twitter represent the products of company by engaging their
customer base. With the help of Instagram Burberry has made
3761 posts on Instagram and also has 22.9 million followers by
following their brand. It is assumed as very high number and
also replicate the achievement of companies with achieved by
advertising on Instagram.

Promotional mix
Zara- The Zara is a strong brand by generating awareness of the clothing in the consumer market,
to endorse its product its kinds the usage of advertisement and campaigns for generating
perceptibility in the attention of the customer regarding the brand. Through television and print
media it promotes it product. With this there is a use of newspaper, magazines and billboards.
Through twitter, Face book and You Tube it created fan following by having media presence on
the social platform. It also takes part in trade exhibitions and put emphasis on personal selling
through the use of large sales force for increasing presence of retail stores. It relies on word-of-
mouth spending some of percentage of revenue in opening of new stores. The brand spends
money on expensive real estate for the stores and on its interior designs. Zara has unique selling
proposition which is this short processing time and the large variety of styles and affordable
pricing (Riyadi and et.al., 2019).

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Burberry- Burberry emphases very on its marketing activities. Promotion is the greatest significant
share of apparel industry. The advertisements are selected to be located in high class periodicals to
mark the exact audience. Burberry usages promotions of all types of like TV, online ads, print ads,
billboards etc. in its marketing mix. Burberry familiar the position of social media marketing and
has been contemporary since then. Investments in digital marketing helped Burberry interconnect
their brand message effortlessly to customers. They heavily rely on celebrity endorsements.
Primarily viral advertising is used as a promotional approach and less of TV advertisements are
seen promotion the Burberry brand. Some of the celebrities include Kate Moss, Agyness Deyn. The
adoption of digital technology is the key factor of success for promotions. It also takes part in trade
exhibitions and put emphasis on personal selling through the use of large sales force for increasing
presence of retail stores.

Effectiveness and rank the examples in order
of effectiveness and utilizing the social media
measures
The Zara created 40 million media impressions. On Instagram the brand has 412K followers and
on Facebook, it’s 24.3 million. The brand creates awareness by using the social media presence of
social platform on Facebook, Instagram, Twitter, You Tube etc. The brand targets to international
customers which accepts the dependable response and answers from customers. The path
engagement is continuous of the product. The turnover of is Zara is approx. 53.7 billion. It has
gain Approx. 567,478 likes and interest for the product. The effectiveness of choosing media is on
Face book and advertisement on television. The total share for the brand is above 19k.

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The Burberry creates awareness by using the social media presence of social platform on
Facebook, Instagram, Twitter, You Tube etc. The brand marks to universal customers which
receives the consistent feedback and responses from customers having a continuous track
engagement of the product. On Instagram the brand has 614K followers and on Facebook, it’s
658Million. It has gain Approx. 127, 0343 likes and interest for the product. it has a market share
of 13%. The turnover is approx. 5.57 billion. The effectiveness of choosing media is You Tube and
face book. The Burberry has the high effectiveness of using social media presence. Burberry uses
various technologies for meeting the expectations of target customers. It provides the facility of
online shopping which leads to increases in sales and improves the image (Srivastava 2019).

Conclusion
It has been concluded from above report that digital marketing includes the medium of
communication through social media, websites, and e-mail. The part of digital marketing is significant
fragment in mixing of digital marketing owing to the community marketing which is cooperative for
an association to scope in the direction of the supreme quantity of customers in command to increase
their development and accomplishment. The digital marketing is a platform used by the venders for
endorsing their brand by significant the merchandise in such a means that upsurges credibility. The
brand Zara and Burberry efficiently uses the digital marketing for the elevation of product and create
awareness in the consumers. Its usages several communication strategies so that extra clienteles reach
to the product which increases more sales and profitability for the organization.