An Analysis of Digital Marketing Communication Strategies for Zara

This report examines Zara's digital marketing strategies, focusing on how the company utilizes various online platforms to promote its products and services. It begins with an introduction to digital marketing and its role in connecting businesses with customers, followed by an analysis of how Zara employs different communication strategies. The main body of the report details Zara's use of social media marketing (Instagram, Facebook, LinkedIn, Snapchat), email marketing (newsletters, personalized offers), content marketing (attractive content videos), pay-per-click advertising, and affiliate marketing. The report also outlines the steps involved in developing effective digital communication strategies, including identifying business goals, understanding the target audience, and selecting the most appropriate digital tactics. Social media measures used by Zara are also discussed, highlighting the importance of attractive content and engagement. The report concludes by summarizing the key findings and emphasizing the significance of digital marketing in Zara's overall business strategy.

Digital marketing in a
specific
communications
strategy

Contents
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
How the company uses to contribute the communication strategies?......................................................3
Social media measures.............................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

Introduction
Digital marketing means and marketing that utilise the internet and online platforms
which are used to promote the goods and services of an organisation. It was developed in the last
century where the company is used to promote their products and services in the market with the
help of technology. Marketing please and significant rule in connecting the customers who look
for the unique products at a reasonable price (Büyüközkan and Göçer, 2018). The attractive
techniques of marketing makes it possible to reach into the large segment and establish a positive
brand image into the market. The report discussed Zara which is a company that deals in
fashionable accessories like clothes shoes beauty products and different kinds of fragrance
products. The company uses digital media marketing in order to promote their products in the
competitive market. The report is being discussed about how digital marketing can be used in
specific communication strategies.
Main body
How the company uses to contribute the communication strategies?
Digital marketing is a way which is used by the company in order to promote their
products and services with the targeted customers. The company uses different internet sources
and upgraded technologies in order to easily reach their customers. It not only includes the
advertisement on the TV but also includes the other social media platforms. The company uses
digital communication methods in order to promote their products and services in the
competitive market. The company used different strategies at different platforms in order to
attain the wider segment for this they used to develop their technologies in order to determine the
current trends in the market (Castellacci and Tveito, 2018). The company uses different pools
such as Search Engine, Optimization content marketing, social media marketing and pay per
click marketing. The Chosen organisation that is Zara use digital marketing in order to determine
the needs and wants of the customers and upgraded their systems which is highly recommended
to determine the activities on which the customers are mostly engaged (Kannan, 2017). The
effective tools must be used by the company in order to build the quality of the advertisement,
reviews, develop relations between business to business and business to customers. These are the

platforms which helps the company to reach their targeted customers on the digital device at just
the right moment. There are several platforms of digital marketing which are discussed below:
 Social media marketing is the platform on which the customers are highly reliant on it. It
includes Instagram, Facebook, LinkedIn and Snapchat. This is the reason the companies
are using this platform in order to promote their goods and services to the targeted
customers (Hsieh and Wu, 2019). The Zara uses this kind of mode of digital marketing in
order to attract their targeted customers. The company use to post the contents while
stating about the several offers which are offered by the organization in order to serve
their services to their customers by selling their products to them at the reasonable prices
or at the discounted rates (Islam, Rahman and Hollebeek, 2017).
 Email marketing is a kind of UN campaign where the company is used to connect with
their target customers by sending them newsletters and offers based on their past
shopping histories. Only 10% of the customers are connected by email marketing
platform. Many customers use email marketing in order to make and decide with respect
to their purchase and further transactions. Zara use this kind of digital marketing mode in
order to get connected with their customers. The company use to send E-mails stating
about the offers, discounts and other personalized offers which are made to the special
clients. For example: the company use to send E-mails to the client on his birthday month
or anniversary like 10%discount on any products. This helps the company to enhance
their sales and resulted in profitability of the firm. The company also enhances their
communication by this mode and helps in maintaining the health relations with their
present clients (Li, Chan and Kim, 2019). This helps the company to enhance their
revenue and attract the new customers to shop at their stores. The company also uses to
send E-mails on the festivals which help the customers to get aware about the offers
which are offered by the company. The company also uses to send their offers with the
help of text messages to their clients which also help the company to give a knowledge
about their offers.
 Content marketing helps the company to be proactive in answering the questions of their
customers. Getting used to create the attractive content videos and other acids in order to
provide a satisfactory answer to their customers. The company use to write attractive
contents on their websites and on other places in order to attract their customers and also

helps them to make tem aware about the offered offers and other discounts which the
business organization is offering to the customers. This is the mode which helps the
enterprise to communicate about their offers to the large number of customers at the same
time. It is not a personalized communication about the fellow offers and discounts.
 Pay per click is the form of a paid advertisement where the marketing team uses to allow
the tariff to purchase from their website (Saxena and Lamest, 2018). For this the
company used to provide an advertisement which will appear at the top of the search
result pages and helps in determining by beds and the specific keywords. Company also
used to promote their products by designing the different banners which usually talks
about the said prices and other offers which are offered by the company to their
customers. The Zara Company uses this kind of digital marketing mode which helps the
business enterprise to communicate the different offers which are offered by the company
with the help of single click. The customers can buy the products and services through
the online mode of shopping and select the mode of payment at their convince only.
 Affiliate marketing: it is similar to the referral program where the company used to
involve with outside individuals and the other companies into an agreement where they
agreed to promote their products in exchange of an commission from each sale that can
be attributed to their efforts (Valentini and et. al., 2018). It helps in cut down the cost and
outsources some of the heavy lifting of promotions. It can be done by those companies
which have a good reputation in the market. These kinds of techniques are required to
more extensive monitoring and tracking. The company uses this digital marketing mode
in order to communicate about the offers offered by the company and helps them to
attract their targeted customers in order to raise the profitability of the firm.
The company has created the different digital communication strategies in and changing
technological world may seem daunting. For this the company has to develop and effective
digital communication strategies for the same there are four steps for who h the company has to
undergone:
1. Identify your business goals firstly the company has to determine goals of a business for
which they have to develop the digital communication strategy. For example the growing
brand awareness when the company has and growing brand awareness as their objective

then they have to develop the social media marketing platform in order to attract the
customers which will be resulted in growing brand awareness in the competitive market.
2. Gain insight into your targeted audience when the company has determined their goals
for that they have to determine who you want to reach means what are their targeted
customers. The company has to determine the audience with what you hope to
accomplish by asking a few questions such as what are the different social media
channels on which the company can find their targeted customers so that they can post
there advertisements on such platforms which are used by their audience (Swani and et.
al., 2017). For that the company has to determine the devices which are more often used
by the audience so that they can promote their products to them. The company also has
to determine the attractive and accurate content which will be valuable in engaging and
used to promote about the products and services to their targeted customers. The
company also has to know about the existing brand image of the Organisation in the
competitive market so it will be used in determining the different offers which are offered
by the company to their clients. The company also has to track upon the Expectations of
the customers in order to satisfy their needs and wants by a company.
3. Determine the best suited digital tactics: when the company has determine the targeted
customers than for that they have to determine what actions are required in order to
determine the best place where the company has to invest in a mix of statics which is
recommended to them so that they can effectively promote about their products in the
competitive market. The company has two options the paid and owned.
4. Paid: It is the drive which helps that traffic to your site from search engines and ensures
that this traffic is relevant with respect to the products and services which are offered by
the company.
 Paid social media: It helps in increasing the brand reach and Awareness to the
targeted customers and promotes their products and services to them in an effective
manner (Veiga and et. al., 2017).
 Owned:
o Organic social media helps company in improving the online presence and
reputation in the market.

o Search Engine Optimisation and content Creations helps the company to
increase the website position on sides such as Google, Yahoo and Bing and
also improve the experience of the users with their usability on the sides of the
company.
o Mail marketing helps the company in building the effective relationship with
prospects leads current customers and even with the past customers.
o Measurement and Analytics: it is the last step of any strategy in putting place
before you are implementing your tactics. When the company is reviewing
their digital strategies and ensure that they can distinguish between vanity and
value metrics. These are used in measuring the success of the marketing
activity and provide the relevant data in order to develop their father ideas to
overcome with the issues faced by the company during their promotions.
Social media measures
The company uses different social media measures in order to attract their customers.
Zara use to heir the content writers which helps the company to think beyond the promotions
strategies but also attracts the customers towards the different strategies which are made by the
company. This helps the company to aware about the interest of their targeted customers. The
company uses different platforms to publish their contents such as Twitter, Instagram, Facebook
channels, snapchat and many others. With respect to their effectiveness order the most important
and beneficial for the company is to make attractive contents and post on the different platforms
which not only helps in promoting the sales but also helps in generating the job opportunity
which helps them in developing the economy conditions of the nation (Zhang, Omran and
Cobanoglu, 2017). The company can offer develop their strategy to get connected with the
customers in an effective manner by providing them giveaway offers with is beneficial for both
company and their customers. This will be resulted in enhancing their revenue and helps in
satisfying the needs and wants of their targeted customers.
Conclusion
From the above report it can be concluded that, digital marketing and social media
marketing plays an important role in order to promote the products and services which are

offered by the company. This helps in enhancing the techniques of communication and resulted
in establishing the positive relations between the customers and the company.

References
Books and Journals
Büyüközkan, G. and Göçer, F., 2018. Digital supply chain: literature review and a proposed
framework for future research. Computers in Industry, 97, pp.157-177.
Castellacci, F. and Tveito, V., 2018. Internet use and well-being: A survey and a theoretical
framework. Research policy, 47(1), pp.308-325.
Hsieh, Y.J. and Wu, Y.J., 2019. Entrepreneurship through the platform strategy in the digital era:
Insights and research opportunities. Computers in Human Behavior, 95, pp.315-323.
Islam, J.U., Rahman, Z. and Hollebeek, L.D., 2017. Personality factors as predictors of online
consumer engagement: an empirical investigation. Marketing Intelligence & Planning.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Li, X., Chan, K.W. and Kim, S., 2019. Service with emoticons: How customers interpret
employee use of emoticons in online service encounters. Journal of Consumer
Research, 45(5), pp.973-987.
Saxena, D. and Lamest, M., 2018. Information overload and coping strategies in the big data
context: Evidence from the hospitality sector. Journal of Information Science, 44(3),
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Swani and et. al., 2017. What messages to post? Evaluating the popularity of social media
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Valentini and et. al., 2018. Digital visual engagement: influencing purchase intentions on
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Zhang, T.C., Omran, B.A. and Cobanoglu, C., 2017. Generation Y’s positive and negative
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