Practical Digital Marketing: Zara's Strategies and Content Analysis

This report delves into the core concepts of digital marketing, emphasizing its significance in contemporary business environments. It explores the marketing mix, communication strategies, and the pivotal role of social media marketing. The report uses Zara, a fashion retailer, as a case study to illustrate practical applications. It examines Zara's marketing strategies, including its use of social media platforms like Facebook, Twitter, and Instagram, analyzing specific examples of effective social media content, such as posts, blogs, articles, contests, and giveaways. The report concludes by highlighting the importance of digital marketing and social media marketing for businesses and the effectiveness of these tools in reaching a wider audience and driving customer engagement. The report uses the Forrester’s 5ls and 6Cs of customer motivation model to analyze Zara’s strategies.

Practical digital
marketing

Contents
Practical digital marketing...............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
What is marketing?......................................................................................................................3
What is marketing mix and use of communication mix?............................................................3
What is digital marketing?...........................................................................................................4
What is social media marketing?.................................................................................................4
Why digital and social media marketing is important for business.............................................4
PART 2............................................................................................................................................5
Present two examples of social media contents that really works and justify why.....................5
CONCLUSION................................................................................................................................8
References........................................................................................................................................9
Books and journals:.....................................................................................................................9

INTRODUCTION
The report aims to present about marketing elements and its essential factors. marketing is a
process of promotion branding , sales and distribution to the aim to achieve high turnover for the
company. Marketing plays a crucial role connecting with customers and people who look for a
unique product with a reasonable price. Marketing makes it possible to reach into large segment
and establish a brand name into the market(Aryanto, and Victor, 2019) . Therefore the report is
going to present about Zara, the company deals in fashion accessories like clothes shoes beauty
and fragrance. It has a wide serving into the globe through making use of digital media
marketing. This report is going to present importance of marketing mix factors and role of
communication mix in making powerful social media content.
MAIN BODY
PART 1
What is marketing?
Marketing is a function that undertaken by every business organisation whether it is
walking into small or large level. It is a process of selling and distributing product and services
of the company in order to ascertain arrival of large number of customer. In the Global world and
immense competition, it is difficult to reach with every person and make sale of product and
service. So that marketing enable techniques and tools which help in solving business problems
in product supply. Therefore, marketing offers complementary functions like promotion branding
price and product selection, place for product distribution. These decisions help the company e to
grow and expand into large market unique marketing strategies through digital media. Marketing
done by advertising promotional events exhibition newspaper article and personal selling.
What is marketing mix and use of communication mix?
Marketing mix: it is describe as an effective marketing tool which assist business
Enterprise to take decisions regarding product promotion price and selling. This function of
marketing is a best to take competitive decision regarding how to make sales which will give the

higher profit into market and customer retention. The crucial factors of marketing mix are
described below:
Product: it is the thing which company sells in the market and their customers rely upon.
Product needs to be as per customers demand and market trends so that it gain some value
Insight(Geralda, and Kasih, 2020). In context of Zara, it has its unique selling proposition that
they work on latest trends and eradicate all the old styles from their stores within a few days.
Their product is valued for high quality and customer satisfaction but they Face problem in
fulfilling fluctuation in seasonal requirements. Communication mix could help here by
connecting with large people and know about the upcoming and existing cultural and modern
trends at often through Public Relations and social media marketing channels.
Price: it must be reasonable and efficient to the value of the product. Pricing decision into
marketing mix based on competition and product value in to market. As the the Zara has its M2
set an affordable pricing range by minimising operational cost. Due to having large brand name ,
products of Zara are much minimum of its price if focus on its quality.
Promotion: it is essential factor of marketing mix to promote the product into market in order to
be active and competitive against the Rivals. Zara does not make large promotional events rather
it invests in mouth publicity and digital media strategy to advertise and make product branding.
As the company falls under category of middle class and high class people so that they increase
their sales by serving to these segments. They have a unique strategy for promotion within their
stores which is the biggest charm of the company.
Place: in marketing mix, the decisions are on the basis of companies expansion and growth.
Businesses must select places for launching products which give their Brand high name and
value(Makwana, and Malhotra, 2019). As like Zara working into more than 30 countries also
looking forward for more. So that they select the most appropriate area for their fashionable
products through using communication mix elements like personal selling direct marketing and
digital strategy.
What is digital marketing?
Digital marketing is a way of making promotion and connect with potential customers my
undertaking the use of internet sources and upgraded Technologies. It does not include only

advertising for TV promotions rather it is based on social media and information technology.
Therefore digital marketing is defined else promotion which include digital communication
method. A company use digital marketing strategy and various platforms in order to make
promotions into a wide segment. The technology has much updated to take inspection on
consumers arrival on internet sources(Mustika, 2019). The tools include Search Engine
Optimisation content marketing social media marketing and pay-per-click marketing. Zara use
digital marketing through making Jay products available on social sites and upgraded system
which is highly recommended to check customer’s engagement an activity. These marketing
tools help in building advertising quality, reviews, B2B and B2C relationship and content
Optimisation.
What is social media marketing?
Social media marketing: as like other Marketing concept, social media marketing is also
an affecting way to distribute product and services into large number of customers by using
social platforms. In nowadays people are often active and engage in social media channels and
get influence with their content and services. Therefore businesses use this as a marketing tool to
get in the eye of customers through making brand promotions and product sale. This social
media marketing involve platforms like Facebook, Instagram, Twitter or other apps. It helps in
building brand and generates traffic on websites. Also social media is used to make their
customer aware by fully informs them about product features and its price.
Why digital and social media marketing is important for business
Social media and digital marketing is equally important for all the businesses into the world. It is
fact that when time changes things are going to change appropriately. Therefore in traditional
ways, business would market their products through mouth selling and Advertising. But now it
becomes wider through these social media channels that generate more of customers and
eventually more of profit into competitive market(Nair, 2017). In the population of number in
billions comma every company look forward to take their high growth and attend large customer
base which will not be possible without making efforts to influence them buy attractive schemes
and discounted offers.

PART 2
Present two examples of social media contents that really works and justify why.
This tool of marketing mix solves the problem on reaching through wide number of customers
and grab the attention towards product and services. There are many e on growing companies
like Zara, H&M, Marks and Spencer, use their marketing mix tools in order to make their
products as per customer demands and market competition. The tools of digital marketing helps
in identify and contain information about customers their behaviour about purchasing and market
trends in a low-cost manner(Schöni, 2017). As the time changes marketing took and up
gradation through digital and social media which is now easier to make the promotion among
number of people at a time. Zara is using social media channels like Facebook Twitter and
Instagram to solve their customers query and doubts also make them aware about new you and
frequent fashion trends arrived into the store.
Social media is used as a content developer through which business could think of Beyond
making only promotion but make the customers attractive towards their strategy. These social
media strategy could be in form of videos post blogs articles and news. There are a lot of social
media content that help business provide solutions of making customer interest towards
company. People are taking much interest in watching interesting videos share post and like
comment also share the reviews on Twitter which is being a mode of communication between
company and customers. Show that social media work as a communication tool also in order to
connect potential customers which business practices of company. Zara is using this social media
contents at a high range on internet sources for stop the launch promotional campaigns and
events at social media to Twitter Instagram Facebook channels(Sharmila, and Kavitha, 2018) .
Their main content are based on post and blogs which the share on Twitter about new product
offering and features. Further details about the social media content about are as follows:
Post, blogs and articles: It is one of the best social media content growing into the market
through which business engage in internet sources like Instagram Twitter Facebook full stop the
content in the form of blog and post include contains challenges and program on which people
take interest for long time. The idea of making blog and post is 2 to take customer attention
towards new product launch of the company. This blog post not only used for making sales
promotion but for also creating job opportunity E Company news and element development.

Now the business is look to have maximum likes used in share on the post so that the company
could recognise what their customers think about their upcoming production strategy. For an
example coma Starbucks launch the new coffee cup on the occasion of Christmas. There they
created a competition called red Cup art. To this the engage customers in making festival
preparation and support Starbucks. Zara makes use of Facebook in engagement with lots of
people by showcase their latest collection and made 26.4 million followers, the used as
sustainable strategy to launch collections which support environment conditions as well as new
fashion trend into market. Also use Twitter in order to create a level of excitement for customers
towards their upcoming product launch as they are shown in 2017 by women autumn winter
campaign (Stojiljković, 2019) . The company not only promote their products but also work for
positivity into the environment by launching campaigns and also come into allegations for not
think their workers by following to love your curves campaign. Apart from this, the company
made a consistent strategy to boost social media platforms by maintaining brand identity and
provide products as per customers need.
Contest and giveaways: it is also an effective strategy to get connect with customers
most prominently. This social media content is used for get benefit and provides benefit at the
same time for both organisation and customers full stop by being a part of a contest customer
could win price for exciting offers from the company by fulfilling their requirement and rules of
contest. These contests are mainly used to promote the brand as much as possible so that
company could increase its sales and make customers benefit also. This contest is mainly used by
small business or recently started using social media to connect with customers. These business
uses give away in contest alert to engage large number of people.

By seeing the examples of social media content which develop effective campaigns in through
establish digital media marketing models like Forrester’s 5ls and 6Cs of customer
motivation(Zaenal, Kamase, and Serang, 2020). Through these models, the company Zara look
to interact and influence large market through post and make them aware about their strategic
formulation. Also, customer motivation model is use to set channels of communication for
company..
CONCLUSION
The report has concluded about significance of digital marketing and social media
marketing with a set of communication mix. It has analysed what the marketing exist for and
how can company could make use of it effectively. It is shown that elements of marketing mix
play a crucial role in setting product and price standards also to make understand about effective
promotional strategies.

References
Books and journals:
Aryanto, G.E. and Victor, R., 2019. Penggunaan Digital Marketing Pada Jasa Usaha Fotografi
“X”. Jurnal STRATEGI-Jurnal Maranatha, 1(2), pp.411-425.
Geralda, M. and Kasih, J., 2020. Implementasi Digital Marketing pada Sosial Media dan Website
Bimbel Media Bandung. Jurnal STRATEGI-Jurnal Maranatha, 2(1), pp.27-38.
Makwana, K. and Malhotra, S., 2019. IMPACT OF DIGITAL MARKETING ON THE
CONUSMER BUYING BEHAVIOR (with special reference to Online Food Services
in Central India). NOLEGEIN-Journal of Advertising and Brand Management, pp.24-
30.
Mustika, M., 2019. Penerapan Teknologi Digital Marketing Untuk Meningkatkan Strategi
Pemasaran Snack Tiwul. JSAI (Journal Scientific and Applied Informatics), 2(2),
pp.165-171.
Nair, T., 2017. Relevance of e-permission marketing in today's digital world. In Conference
Neotric advances and predicaments in business environment.
Schöni, P., 2017. Digital marketing in retail: what are the benefits a Swiss premium department
store could reap when adapting to the changing environment of digitization? A
maturity model.
Sharmila, R. and Kavitha, M., 2018. Effectiveness of social media marketing. Indian Journal of
Public Health Research and Development, 9(11), pp.192-196.
Stojiljković, A., 2019. The impact of social media marketing on customer relationship
development. Journal of Process Management. New Technologies, 7(3), pp.41-48.
Zaenal, A.Z., Kamase, J. and Serang, S., 2020. Analisis Digital Marketing Dan Word of Mouth
Sebagai Strategi Promosi Pariwisata. Tata Kelola, 7(1), pp.62-77.