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    Zaradigitalstrategy 140407141325 Phpapp02

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    suranga fernando
    Zara aims to increase brand awareness through a digital marketing strategy targeting young adults and teenagers. The strategy focuses on social media promotion through platforms like Facebook, Twitter, Instagram and Pinterest. It also emphasizes search engine optimization, paid search ads, and a mobile app/website to engage customers and drive sales. The total budget allocated is $9 million spread across various online marketing channels over 12 months.

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    Zaradigitalstrategy 140407141325 Phpapp02

    Uploaded by

    suranga fernando
    112 views10 pages
    Zara aims to increase brand awareness through a digital marketing strategy targeting young adults and teenagers. The strategy focuses on social media promotion through platforms like Facebook, Twitter, Instagram and Pinterest. It also emphasizes search engine optimization, paid search ads, and a mobile app/website to engage customers and drive sales. The total budget allocated is $9 million spread across various online marketing channels over 12 months.

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    ZARA Digital Strategy

    Original Title

    zaradigitalstrategy-140407141325-phpapp02

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    Zara aims to increase brand awareness through a digital marketing strategy targeting young adults and teenagers. The strategy focuses on social media promotion through platforms like Facebook, Twitter, Instagram and Pinterest. It also emphasizes search engine optimization, paid search ads, and a mobile app/website to engage customers and drive sales. The total budget allocated is $9 million spread across various online marketing channels over 12 months.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    112 views10 pages

    Zaradigitalstrategy 140407141325 Phpapp02

    Uploaded by

    suranga fernando
    Zara aims to increase brand awareness through a digital marketing strategy targeting young adults and teenagers. The strategy focuses on social media promotion through platforms like Facebook, Twitter, Instagram and Pinterest. It also emphasizes search engine optimization, paid search ads, and a mobile app/website to engage customers and drive sales. The total budget allocated is $9 million spread across various online marketing channels over 12 months.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 10

    A Digital

    Marketing
    Strategy by
    Ross
    McCormick
    Zara Digital Strategy
    Goal: Increase brand awareness for Zara clothing
    apparel.

    Message: Zara offers high quality clothing for low


    value.

    Target Audience: Young adults and teenagers looking


    for affordable stylish clothing. Generation Y. But also
    offers kids clothing.

    Unique Selling Point: High quality, low value. The


    clothing is designed for Zara's demographic; a bunch
    of young designers designing the clothing. You are
    not paying Forever 21's ridicously cheap prices, but
    you are also not finding holes in your high quality
    clothing.
    Situational Analysis

    Strengths: Popular Weaknesses: Not


    brand. Low prices. as well known as
    Stylish clothing. other brands. Only
    located in big cities
    and online.

    Opportunities: Threats:
    Room for growth Competition is
    and popularity. fierce, many
    competitors for
    younger cheap
    fashionable clothing.
    Social Media

    -Facebook: To target young adults and teenagers,


    Zara will post twice a day afternoon and 8pm, with a
    weekly schedule for each post. To create better
    brand awareness competitions, photo sharing
    contests will be held. By liking the Zara page you will
    receive a 15% discount on your next purchase. A
    budget of $25-50 post increase will be enforced
    daily. Facebook’s Ad will also be created to increase
    sales and awareness.
    -Twitter: To target young adults and teenagers, Zara
    will tweet up to 7 times a day. Promoting new
    arrivals, awesome blogs, events going on. Hoping for
    a return of retweets and favorites.
    -Pinterest: To target young adults and teenagers, Zara will
    use promoted pins to show off latest styles and new
    arrivals. Specifically with boards directed towards the right
    audience.

    -Instagram: To target young adults and teenagers, Zara will


    promote new arrivals and new fashion, also pictures posted
    on Facebook and on Twitter. Contest of who wore it best
    will be held and winners will win $ 100 gift cards.

    -Youtube: To target young adults and teenagers, Zara will


    use the Live Event Page for fashion shows, new stores and
    new arrivals.

    -Wanelo: To target young adults and teenagers, Zara will


    promote like they did on pinterest. Specifying prices.
    Internet Marketing

    Zara will use Internet marketing to educate it’s customers


    through search engine optimization, emails and content creation
    with promotions. Internet marketing will work for Zara by being
    affordable and targeting the right young adults instead of
    targeting a broad audience. Paid ads on Google will be used.
    Internet Marketing
    -SEO: Zara will use seo to help their ranking throughout search
    engines and help gets visits to their website.

    -Google Adwords: Popular words will be used to help generate


    customers to their website. Google Paid Ads, Adwords would
    consist of fashion, clothing, young adult, teenager.

    -Google Analytics: To figure out how Zara is doing we will use


    Analytics to tell us our demographic, and amounts of views to
    our website.
    Mobile Strategy
    Zara has an mobile app. already so what we will do is promote
    coupons you can use online and in-stores. A discount will be
    given for college students and high school students. $2 million
    will be allocated to the budget for; coupons, special
    features, push notifications for campaigns we run.
    Budget
    To arrive at my budget of $9 million for the entire digital
    marketing strategy for the year I broke apart each aspect.

    Budget for 12 months


    Budget, 6%

    Mobile Facebook Wanelo


    Budget, 22%

    Budget, 22%

    Pinterest Twitter Youtube

    Budget, 6%
    Budget, 22%

    Budget, 6% Instagram SEO Adword

    Budget, 6%
    Budget, 5% Budget, 5%
    Big Idea

    Zara offers low prices for high quality clothing. Zara will promote
    with social media by competitions and promotions. Promoting
    new arrivals to target young adults and teenagers on their
    mobile site as well as their blog and social media sites.

    Thank You!

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