Analyzing Zara's Digital Marketing Communication Strategy Mix

This essay provides an analysis of Zara's digital marketing communication strategy. It begins by defining digital marketing and the communication mix, then delves into the various components of the marketing communication mix, such as advertising, personal selling, sales promotions, public relations, and direct marketing. The essay highlights how Zara utilizes digital marketing within its communication mix, including the types of advertising employed, such as television, social media, and display advertising, as well as search engine optimization (SEO). It also discusses the advantages and disadvantages of Zara's digital marketing efforts, including cost reduction, increased revenue, global market reach, competition, and pricing challenges. The essay concludes with recommendations for Zara to improve its digital marketing communication mix by focusing on market segmentation and enhancing brand attractiveness. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

USE OF DIGITAL MARKETING
IN A SPECIFIC
COMMUNICATIONS STRATEGY
- ZARA

 INTRODUCTION
 DIGITAL MARKETING
 COMMUNICATION MIX
 DIFFERENT TYPES OF MARKETING COMMUNICATION MIX
ARE
 USING THE DIGITAL MARKETING WITHIN THE
COMMUNICATIONS MIX
 ADVANTAGES OF DIGITAL MARKETING
 DISADVANTAGES OF DIGITAL MARKETING
 EXAMPLES AND RECOMMENDATIONS FOR DIGITAL
MARKETING COMMUICATION MIX
 CONCLUSION
 REFERENCES
TABLE OF CONTENTS

 Digital marketing is part of online marketing of selling
goods and services online through advertising and
social media (Saura, 2021).
 Zara is a retail company of United Kingdom which
selling its product online through online platforms.
INTRODUCTION

 Digital marketing refers to online marketing in which
all the products and services of company are sold
online through social media and advertisement
(Soedarsono, 2020).
 It is the use of internet to promote the products and
services to the potential buyers and increasing the
profits of the company.
DIGITAL MARKETING

 Communication is the method that company uses to
communicate with the potential customers for
promoting goods and services ( Alhawamdeh, 2019).
 Company uses various tools like advertising, social
media, websites, personal selling, sponsorships etc.
COMMUNICATION MIX

 Advertisement
It includes the message related to particular product or
brand about the price or descriptions to be sended to all
the customer at one time through online platforms
(Muhammedrisaevna, 2021).
DIFFERENT TYPES OF MARKETING
COMMUNICATION MIX

 This type of selling is used by most of the small
businesses for selling products personally.
 Personal selling involves the sales person convincing
the customers to by the products through phones or
emails.
PERSONAL SELLING

 Sales promotion is used for promoting a new product
or selling the existing product on low prices or with
some discount.
Sales promotions

 Public relation is used to create a good relation with
market audience through events and sponsorships.
 Digital marketing helps public relations to make
companies product and brand remain consistent on all
online platforms.
PUBLIC RELATIONS

 Direct marketing is used to reach out the target
customers through advertising or SEO directly.
 It involves directly selling the products to the
customers without using any third party or any
distribution channels.
DIRECT MARKETING

 Zara is an international retail company selling its
product worldwide through various marketing strategy
and distribution channels.
 Selling the products in bulk quantity by Zara to mass
population from children to adults and increasing and
developing new products every month.
 The company is using digital marketing strategies to
promote or sell its product online by websites and
advertisement.
USING THE DIGITAL MARKETING WITHIN
THE COMMUNICATIONS MIX

 Television
 Television is a good source for advertising the products
and reaching the mass population.
TYPES OF ADVERTISING USED BY
ZARA