2. 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.
Zara Digital Strategy
3. Strengths: Popular
brand. Low prices.
Stylish clothing.
Situational Analysis
Weaknesses: Not
as well known as
other brands. Only
located in big cities
and online.
Opportunities:
Room for growth
and popularity.
Threats:
Competition is
fierce, many
competitors for
younger cheap
fashionable clothing.
4. 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.
5. -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.
6. 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.
7. -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.
Internet Marketing
8. 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.
9. Budget
To arrive at my budget of $9 million for the entire digital
marketing strategy for the year I broke apart each aspect.
Budget, 22%
Budget, 22%
Budget, 5%Budget, 5%
Budget, 6%
Budget, 6%
Budget, 6%
Budget, 22%
Budget, 6%
Budget for 12 months
Mobile Facebook Wanelo
Pinterest Twitter Youtube
Instagram SEO Adword
10. 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!
