Zara's Marketing: Search Optimization, Metrics, Omnichannel Strategy

This report provides an in-depth analysis of Zara's marketing strategies, focusing on its omnichannel approach, search engine optimization (SEO) techniques, and inbound content strategies. It evaluates Zara's organic and paid search optimization efforts, highlighting the company's presence on various online platforms and the effectiveness of its inbound content. The report also examines Zara's handling of compliance and ethical issues, particularly concerning environmental impact and data protection. A competitive analysis compares Zara's social media presence and performance against major competitors like Burberry, Gucci, and Louis Vuitton. The report concludes with recommendations for Zara to enhance its marketing effectiveness, including leveraging affiliate marketing, focusing on YouTube and Instagram marketing, and aligning product offerings with ethical considerations and cultural preferences to foster customer loyalty. Desklib offers a range of solved assignments and study resources for students.

SEARCH AND METRICS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Justifying the selection of the brand............................................................................................3
Analysing omnichannel marketing of ZARA..............................................................................3
Critically evaluating the brand’s organic and paid search optimization technique.....................4
Zara’s inbound content and affiliate marketing strategies...........................................................5
How Zara deal with the issues related to compliance and ethics................................................6
Comparing Zara with other competitors......................................................................................7
Recommendations........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Social media marketing can be defined as the form of internet marketing such as using
the social site for promoting the business in order to improve the brand reputation in the global
market. The present report is based on Zara which is a retail industry that design, manufacture
and sell apparels and accessories. The company offer stylish clothing and accessories for men,
women and children that include dresses, jewellery, shoes and handbags (Zara’s Success: A
Culture of Customer Co-creation.,2021). Furthermore, the study will discuss on band
omnichannel marketing camping’s as well as brand affiliate marketing strategy. Lastly, the report
will throw light on company paid and search optimisation techniques and will suggest the
organization for improving the brands performance.
MAIN BODY
Justifying the selection of the brand
Zara is a clothing retail company that manufacture fashion cloths for men, women and
children. It is a prominent organization and has proven itself in the competitive business
environment. The main reason of choosing this brand for the assignment is to discuss on the
social media marketing of the firm (Jiang, 2020). This report will help other researcher in
identifying the marketing decision of the firm that will contribute in enhancing their knowledge.
Another reason is that this report will help the company in identifying the ups and down in their
marketing strategy.
Analysing omnichannel marketing of ZARA
Omni channel marketing is a promotional approach that allows firm in creating brand image
by using various online and offline ways. In other words, it is a corporation of various online
channel that help the company to interact with the consumer that contribute in creating a brand
reputation (Shi and et.al., 2020). The main aim of Omni channel is providing the customer with
seamless and convened experience for the user that result in creating various opportunity for the
company. In addition to this, marketing method gives customer a chance for buying the product
from online channel and can pick up it at store. Furthermore, it is a consumer centric approach
such as consumer can interact with the brand for various channels. It offers consumer with few
elements such as consistent, personalized messaging and content related to past search. Zara
provide their customer with both online and offline shopping such as company has their official

website and Application that allows customer to buy the product according to their choice and
company also allow the customer to pick the same product from their physical store. Such as
organization have sales assistant in the store that helps consumer in placing an order that is
unavailable in the physical store. And store notify them through email and text about the arrival
of the product so that it can pick the order from the physical store. Along with this, organization
also offer smart mirrors in the store that allows customer to have Hologram style reflection of
what they looked like wearing the outfit that have selected by them (Mishra, Singh and Koles,
2021). Moreover, the organization have also benefited the customer that avoid paying the
delivery charges while purchasing online so for those people it can pick the material directly
from the store as well as it can scan their receipt.
Critically evaluating the brand’s organic and paid search optimization technique
Organic search traffic comes from the people findings the business links among all the
search engines results. On the other side, Paid search traffic is all about click on a link in an
advertisement for which a business has paid to appear at the top of a results.
In the context of Zara, it have a strong presence in its organic search that helps to
generate the better results that assists to ensure that right customer actually connects with the
company (Angkie, 2019). However, it can be stated from the statistics that Zara uses variety of
links for its paid search optimization that helps to generate the better outcomes. Such that the
company has a presence on Reddit which in turn reflected that it focused upon paid marketing
that assists to generate the better outcomes and also reflected better outcomes as well. Moreover,
focusing upon paid marketing helps to create range of positive outcome and attract customers as
well.

From the above, it has been interpreted that Zara is focusing upon different paid websites
that helps to attract the customers such that year by year, company is developing different ways
which helps to attact range of customers. Furher, the organic search rat of the company is also
increases from 2017 to 2018 and this is because Zara is mainly focused upon its organic search
and this in turn helps to increase the overall performance.
Zara’s inbound content and affiliate marketing strategies
The inbound content of Zara is effective but it does not use all the effective metric within a
business. Such that, company does not use effective methods like its YouTube marketing is zero
and that is why, company should focused upon this. A
Sentiments on social media
Positive 57
Negative 23
Neutral 246

Through the above table, it has been identified that the sentiments on the inbound content is low
because there are only 17% of the total people share the views in positive manner whereas only
7% of the total share negative views. However, it has been identified that 246 out of the total
viewers did not show any respond. Therefore, it has been identified that company did not have
proper respond towards a social media and this in turn causes adverse impact.
Apart from this, it has been analyzed that affiliate marketing strategies is another method
which also helps to promote the products towards a company. Zara dos not uses any affiliate
marketing strategies and that is why, there is a need to focused upon the same so that it assists to
generate the positive impact (Popović-Šević and et.al., 2021).
How Zara deal with the issues related to compliance and ethics
Each organization faces issue with regard to compliance and ethics and that is why,
businesses must use effective sources that helps to run a business in ethical manner. Similarly,
the company has become one of the most successful fashion companies in a world and but it also
faces unethical issues such as its sweatshirt raises the troubling fashion ethics issues and this
affect the brand image at global level (Zara’s sustainable sweatshirt raises troubling fashion
ethics issues, 2020). The company overcome the issue by adopting to reduce the environmental
impact upon its systems which further allow to adjust waster and energy consumption to the real
needs of a store. This in turn reflected that company focused upon different methods which helps
to become it more sustainable such as it banned to use wool, leather and other animal skin
products within its business.

Zara also uses online mode of payment and for that it is necessary to make sure that it
maintain confidentiality so that company attract the customers toward it. It has its own privacy
policy that helps to protect the sensitive data of customers with themselves only. This in turn
reflected that company is quite concern towards a business policy and that is why, it comply with
Data protection act that helps to generate the better outcomes and satisfy the need of customers
as well. The company also transmit the customer’s credit card’s data as per the main standards of
confidentiality so that customer gain their trust towards a business. This shows that business has
a brand image and there is a need to comply the same within changing market needs.
Comparing Zara with other competitors
it has been analyzed that Zara is one of the top international brand at global level due to its
quality products. However, there are many competitors of quoted brand which shows that there is
a stiff competition played by the business in terms of financial performance. There are three
main competitors of Zara such as Burberry, Gucci and Louis Vuitton.
Zara Burberry Gucci
Louis
Vuitton.
Facebook 3 4 4 4
Youtube 0 40 0 48
Instagram 0 0 0 0
Twitter 87 84 85 90
Reddit 77 87 26 8

Through the above, it has been identified that all the competitors including Zara is uses different
social media metric in order to stay ahead in the competition and this in turn assists to generate
the better outcome (Orzan and et.al., 2021). For example, through the above table, it can be
stated that Twitter is the only social media matrix which is highly used by all companies such
that Zara has 87 active users on it, where Burberry has 84, Gucci has 85 and Louis Vuitton has
90 users which are clearly reflected that there is a strong competition in market. Currently, Zara
has 195 active users whereas 256 users are of Burberry and 148 has Gucci, while 178 has Louis
Vuitton. This in turn reflected that Burberry has highest active members and the financial
performance of a company is also improved.
Recommendations
From the above, it has been identified that company does not have enough focused upon the
social media marketing tools and that is why, there is a need to implement the same in order to
generate the best outcome (Helal, Ozuem and Lancaster, 2018). Therefore, there are some ways
that are recommended below:
 Company can make use of affiliated marketing that can be define as advertisement tool in
that organization use third party in order to promote their products (Dwivedi, Rana
and Alryala, 2017). Zara can make use of the publisher such social media sites and can
take advantage of celebrities for advertising their goods and services. This way of
marketing will allow organization to target the customer according to the decided
demography that will contributes in increasing her sales as well as contributes in
increasing the overall profit of the firm. Moreover, it will allow the firm in effective
marketing their product at low cost, less time and well contained risk level. Along with
this, it will also guarantee business with high return on investment as well as increase the
brand reputation of the firm that will enhance the overall growth of the firm in the
competitive market.
 Zara should also focus on YouTube and Instagram application and E-mail marketing as
it will contribute in increasing the sales of the firm. Such as Instagram Hashtag feature
will allow firm in grabbing the attention of the customer. Moreover, the organization can
create a blog on YouTube related to the new cloths and accessory that will help the firm
in knowing the quality of the material that will contribute in increasing the brand
awareness of the firm among the customer.

 It is to be suggested to the company that it can make the product according to the ethics
of the country as it will help the company in increasing the loyalty of the customer. The
company can produce the product according the needs and culture of the firm as it will
allow the customers to connect more to the company. For instance, Zara can make ethics
wear for the customer of India and can provide sales and discount on the bigger festival
of each country it has expanded their business. As it will help in building the strong
relation with them as well as increase the brand awareness of the frim in the competitive
market.
CONCLUSION
From the above report it can be concluded that Social media marketing is one of the
effective tool that allow organization to promote their products on various platform. That
contributes in attracting more and more customer as well as increasing the overall sales and
revenue of the company. Moreover, the study has also summarized about the Omni channel that
are been used by the firm in order to expand their business. lastly, the study has thrown light on
the paid search optimising techniques used by the firm as well as recommended organization in
improving their marketing strategy.

REFERENCES
Books and journals
Angkie, N. S., 2019. Pengaruh Social Media Marketing terhadap Brand Equity pada Brand
Fashion ZARA, H&M, PULL&BEAR, dan STRADIVARIUS di Surabaya. Agora. 7(1).
Dwivedi, Y. K., Rana, N. P. and Alryalat, M. A. A., 2017. Affiliate marketing: An overview and
analysis of emerging literature. The Marketing Review. 17(1). pp.33-50.
Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.
Jiang, S., 2020. A Comparative Analysis of Chinese and British Consumers’ Consumption
Behaviours and Attitudes Toward Fast-Fashion Brand as Zara and H&M. Asian Journal
of Social Science Studies. 5(2). p.17.
Mishra, R., Singh, R. K. and Koles, B., 2021. Consumer decision‐making in Omnichannel
retailing: Literature review and future research agenda. International Journal of
Consumer Studies. 45(2). pp.147-174.
Orzan, M.C. and et.al., 2021. Social Media Networks as a Business Environment, During
COVID-19 Crisis. Revista de Management Comparat International. 22(1). pp.64-73.
Popović-Šević, N. and et.al., 2021. Marketing focused on the online brand community: The
example of Zara. Marketing. 52(1). pp.32-42.
Shi, S. and et.al., 2020. Conceptualization of omnichannel customer experience and its impact on
shopping intention: A mixed-method approach. International Journal of Information
Management. 50. pp.325-336.
Online
Zara’s Success: A Culture of Customer Co-creation., 2021. [Online]. Available through
<https://martinroll.com/resources/articles/strategy/the-secret-of-zaras-success-a-culture-of-
customer-co-creation/>.
Zara’s sustainable sweatshirt raises troubling fashion ethics issues. 2020. [Online]. Available
through: <https://qz.com/quartzy/1752597/how-a-zara-shirt-raises-ethical-issues-in-
sustainable-fashion/>.
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