MC7080 Digital Marketing & Social Media Report Sample
Assignment Brief
The individual written report requires students to provide a digital marketing plan containing a justified digital marketing and social media campaign for the brand addressed in assessment
1. Students should refer to and link their findings of the current digital audit, and poster content from assessment 1, to guide and justify the proposed objectives, strategies, tactics, and action and control tasks of their intended digital marketing campaign.
Task: Using the same brand and poster content from assessment 1, develop a digital marketing plan that explains and justifies, the marketing strategies and tactics that will be used to display and promote the poster content, and attract the target audience to specific online communication channels and platforms of the brand.
You are specifically requested to deliver the campaign under a 4 month period, and launch the campaign from 1st August to end November 2024.
The report must contain an executive summary that provides an overview of the proposed digital marketing and social media campaign. This should be no more than half a page (250 words).
After your executive summary page, provide specific objectives and an online value proposition (OVP) of your digital marketing and social media campaign. It will be essential to include frameworks like, the 5S (Sell, Serve, Speak, Save, and Sizzle) objectives and 6Cs (Content, Customisation, Community and participation, Convenience, Cost reduction, and Choice). Apply two or three of the 5S objectives and the 6Cs that correspond with the main purpose of the campaign.
There must be a clearly defined customer / target audience segmentation strategy, that details a customer profile. There must be a content strategy that includes reference to the content matrix and anticipated consumer behaviours relevant to the campaign, and for the poster content developed in Assessment 1.
Using a table, demonstrate the order sequence of the tactics, with reference to the digital customer journey map stages, and RACE framework (Reach, Act, Covert, and Engagement). Explain the digital marketing and social media tactics that will used, supporting your arguments with appropriate and professional resources and references.
Provide a timed action plan in the form of a table, you can use a Gantt if preferred, outlining the key tasks and Key Performance Indicators (KPIs).
Submission requirements:
You MUST place your student ID number on the first page of the report, along with the name and logo image of the chosen brand. Failure to do so will delay the marking, feedback and grade reporting process.
Solution
Introduction
"Zara, a global fast-fashion retailer”, strategically analyzing the digital marketing frameworks like the 5S Objectives and 6Cs Framework to enhance its online value proposition. By signifying its customer journey, content strategy, and content strategy, Zara ensures an effective experience for urban, fashion-forward individuals like different customers.
Digital Objectives and Online Value Proposition
Signifying Zara’s value proposition through the 5s objectives framework is vital because it highlights a structured approach to understand the brand’s objectives in the core key areas such as selling, serving, speaking, saving costs and differentiation (Popovi? et al. 2021). By analyzing Zara’s digital marketing strategies with these potential objectives, this campaign can effectively deliver and communicate to customers while driving business growth and differentiation in the competitive fashion market for university assignment help.
5s objectives
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Table 1: 5s objectives
(Source: Self-created)
Analyzing 5s objective framework, Zara’s digital marketing strategy and social media campaign offer the customers shopping experience and connect trendy fashion offerings with the seamless online interaction. The main focus on the cost value, the campaign aims to decrease the customer acquisition costs by 10 % through the targeting and optimization (Ševi? et al. 2021). The exclusive promotions and other loyalty programs drive sales and the interactive engagement like Q&A sessions and Instagram polls will enhance the engagement that establishes Zara as a global fashion destination for urban millennial fashion influencers.
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Figure 1: Competitive positioning of Zara
(Source: business-review.com, 2024)
6cs framework
Understand the 6c framework and it helps to understand Zara’s unique value proposition, competitive advantage and market positioning in the fashion industry.
Content: Zara's website and mobile app feature high-quality, trend guides product images, and fashion influence to inform customers.
Customization: customization strategy based on browsing history and purchase behavior develop the shopping experience, ensuring relevant product suggestions for each customer (Senjawati et al. 2024).
Community and Participation: Zara engages with its community through social media campaigns, user-generated content initiatives, and interactive features like polls and Q&A sessions.
Convenience: Zara offers fast and flexible delivery options, including in-store pickup and the same-day delivery options in select locations, providing convenience to busy urban customers (Shabir and AlBishri, 2021).
Cost Reduction: Zara's efficient supply chain model enables it to offer trendy fashion at competitive prices, appealing to cost-conscious shoppers.
Choice: The new arrivals and a wide range of styles, sizes, and colors, Zara provides customers with abundant choices to express their individual style preferences.
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Figure 2: Zara’s social media profile
(Source: startuptalky.com, 2024)
Analyzing Zara's unique value proposition that lies in its fast fashion model and offering trendy clothing at affordable prices with the rapid turnover of global inventory (Barredo et al. 2023). Zara is well-known in “Fast fashion” and maintains the competitive advantages through its integrated supply chain and enabling quick response to market trends and other efficient production. Zara utilizes the operational customization and adopting production based real time sales. Zara significantly reduced the production cost to estimate 20% through reduced markdowns (zara.com, 2024). The specific campaign name “Trend rush” could promote Zara’s latest collections and enhance convenience, chic styles and cost-effectiveness to customers.
Digital strategy and target audience
Target audience
Zara’s customer segmentation strategy basically targets the urban dwelling women and their ages between 25-35, as customers like Emma, who lead a busy lifestyle and seek convenience without compromising on her style. Emma is a marketing professional and signifies Zara’s ideal customer because she is fashion forward, socially active and discerning about affordability and quality.
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Table 2: Customer Profile
(Source: Self-created)
She value a trendy versatile clothing that reflects her individual styles and keeps up the latest fashion trends. Emma enjoys browsing in the stores for the instant gratification and once online shopping for its main convenience (Sudirjo et al. 2024). The budget conscious Emma expects good value for money and wants to explore different brands. Zara’s main success with customer like Emma understand its ability to deliver fashion forward rapidly and maintain affordability to create brand image through sleek stores and impactful campaigns.
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Table 3: Ansoff Matrix
(Source: Self-created)
Content Marketing Matrix
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Table 6: Content strategy matrix
(Source: Self-created)
Zara’s effective content strategy integrates digital marketing concepts such as user-generated content, influencer marketing and other interactive engagement drives through brand awareness. Analyzing theories like the AIDA model, Zara showcases the main content to attract, convert and engage all customers. This approach aligns with the contemporary preferences for effective brand experiences.
Digital tactics
The customer mapping journey basically begins with awareness, where customers discover the brand through influencers, social media and online advertisements (Nunes et al. 2024). As they are moved to consideration, they focus on browsing Zara’s website and mobile application and exploring product offerings and other styles.
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Figure 3: Customer journey mapping
(Source: Self-created)
The main purchase follows that, customers completing transactions either online or in-store, driven by Zara’s useful checkout process and fast fashion. In the stage of post-purchase, customers engage with Zara through social media, sharing their experiences and purchases, moreover, it contributes to the brand advocacy (zara.com, 2024). Zara’s customer journey is signifying an effective transition from awareness to advocacy and it is facilitated by a strong customer-centric approach.
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Figure 4: Zara’s social media engagement
(Source: Self-created)
Zara is a famous fashion store from Spain and it is part of the large clothing company called Inditex. The total social media followers of Zara in the year of 2022, Zara have 59 million followers on Instagram and it signifies around 1.5 million followers on Twitter and 1.6 million on we chat, that many people use in China (statista.com, 2024).
Camping poster
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Figure 5: Camping poster
(Source: Self-created)
(Source: Self-created)
This campaign poster serves as a vital aspect of Zara's marketing plan by showcasing its key brand attributes such as exclusive collections, unmatched quality, and trendsetting styles. Through the QR code, it entices customers with exclusive offers and instant savings, enhancing engagement. The overall message promotes Zara as a destination to one's fashion persona and it elevate the shopping experience, effectively reinforcing brand identity and attracting potential customers
Race Framework
Table 6: RACE framework
(Source: Self-created)
Zara’s digital marketing and the social media tactics signify the influencer collaborations to expand the market reach and trend-driven look books to inspire action, user-generated content influence on community engagement and other interactive social polls sustain audience interaction (Nunes et al. 2024). These potential strategies align with Zara’s value on rapid trend reflection and customer involvement. According to the marketer research, influencer marketing value on 6.51 return investment, while the user-generated content easily can increase the rates by 16% (brandvm.com 2024). These tactics capitalize the customer trends towards interaction and authenticity to drive brand awareness, sales and loyalty.
Actions and control
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Table 7: Action plan
(Source: Self-created)
Conclusion
It can be concluded that, Zara's digital marketing strategy effectively targets urban, fashion-forward customers like Emma through an effective customer engagement, innovative content, and effective customer experiences. By aligning with consumer preferences and signifying the digital tactics, Zara maintains its competitive edge in the fast-paced fashion industry.
Reference
Barredo, B.R., González-Valerio, B.G. and Critikián, D.M., 2023. Zara Joins the Trends: Analysis of Its Content Creation Within the Framework of Its Business Strategy. In Handbook of Research on Digitalization Solutions for Social and Economic Needs (pp. 274-289). IGI Global. https://www.igi-global.com/chapter/zara-joins-the-trends/319607
brandvm.com (2024) Available at https://www.brandvm.com/post/zaras-marketing-news [Accessed on: 18.4.2024]
collidu.com (2024) Available at https://www.collidu.com/presentation-5c-framework [Accessed on: 18.4.2024]
George-business-review.com (2024) Available at:https://www.george-business-review.com/marketing-management-strategies-for-zara/ [Accessed on:18.4.2024]
González-Padilla, P. and Zori, C.G., 2021. Big Data Optimization in Zara: How Zara Will Optimize Its Process With Big Data Due to the COVID-19 Situation. In Advanced
Digital Marketing Strategies in a Data-Driven Era (pp. 145-157). IGI Global. https://www.igi-global.com/chapter/big-data-optimization-in-zara/284286
linkedin.com(2024) Available at https://www.linkedin.com/pulse/6c-approach-sanjeev-sharma-pmp [Accessed on: 18.4.2024]
Liu, S., Huang, Y. and Pan, Q., 2024. Analyzing the Strategic Impact of Zara’s Branding Strategies on Consumer Engagement and Market Position. In SHS Web of Conferences (Vol. 185, p. 03018). EDP Sciences. https://www.shs-conferences.org/articles/shsconf/pdf/2024/05/shsconf_iclcc2024_03018.pdf
Nunes, S., Moniz, A. and Silva, O., 2024, January. Online Shopping Experience: The Case of Zara. In International Conference on Information Technology & Systems (pp. 12-25). Cham: Springer Nature Switzerland. https://link.springer.com/chapter/10.1007/978-3-031-54256-5_2
Popovi?, Š.N., Jeremi?, A., Slijep?evi?, M. and Ili?, M., 2021. Marketing focused on the online brand community: The example of Zara. Marketing, 52(1), pp.32-42. https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2021/0354-34712101032p.pdf
Senjawati, V., Setiasih, S. and Dandono, Y.R., 2024. Do Marketing Strategy, Product Characteristics, and Brand Affect The Sale of Zara Fashion Products?. Asean International Journal of Business, 3(1), pp.1-11. https://journal.adpebi.com/index.php/AIJB/article/view/568
Ševi?, N.P., Jeremi?, A., Slijep?evi?, M. and Ili?, M., 2021. Marketing Focused on The Online Brand Community–The Example of Zara. Marketing (0354-3471), 52(1). https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=03543471&AN=151476047&h=oE43wHFxdD%2
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Shabir, S. and AlBishri, N.A., 2021. Sustainable retailing performance of Zara during COVID-19 pandemic. Open Journal of Business and Management, 9(03), p.1013. https://www.scirp.org/html/3-1531766_108440.htm
statista.com (2024) Available at https://www.statista.com/statistics/762313/worldwide-number-of-followers-of-zara-on-social-networks/ [Accessed on: 18.4.2024]
Sudirjo, F., Sari, E.N. and Apramilda, R., 2024. The Role of Customer Trust Toward Digital Sales and Website Visitor Satisfaction on Customer Loyalty of Zara Indonesia. Jurnal Informasi dan Teknologi, pp.291-296. https://jidt.org/jidt/article/view/517
totalassignmenthelp.com (2024) Available at https://www.totalassignmenthelp.com/free-sample/zara-business-model [Accessed on: 18.4.2024]
zara.com (2024) Available at https://www.zara.com/ww/ [Accessed on: 18.4.2024]
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