FIRST ASSESSMENT DIGITAL MARKETING ANALYSISDeadline: 4 April 2019, Friday, 11.59 pmValue: 40%Word count: 2,000 wordsFormat: ReportTask: Conduct a research and investigate how a particular brand...

DIGITAL MARKETING ANALYSIS
DIGITAL MARKETING ANALYSIS
Digital Marketing:
Student Name:
University Name:
Unit Name:
Date:
Contents
Introduction    3
Brand overview    3
Audit of digital media channels    4
Brand voice    5
Consumer persona    6
Engagement    7
6. SWOT analysis    10
Strengths    10
Weaknesses    10
Opportunities    12
Threats    12
7. Recommendations    13
References    14
Introduction
Zara is a well-known brand of clothing and accessories around the world. It’s a very popular fashion design or manufacturing industry that has been declared a most effective market responsive company. Only some brands of fashion keep up with the latest fashions, Zara is the best brands, because always it offers the highest quality of the latest trends at the most affordable price. It can be seen that Zara spends the least amount of promotion in promotion compared to other fashion brands, which leads to their success. Compared to other brands that invest 3.5% of revenue, the brand only uses 0.3% of its sales to promote its products. However, it does implement a promotional strategy by maintaining shop windows, and by viewing their unique collections, customers can easily attract customers.
Brand overview
Britain's Zara is more than just clothing. Zara is the part of Inditex Group. Zara has 5,000 stores around the world. They operate in Europe, the United States, and the Middle East. Designs that people can get from Zara are beyond the reach of other brands, and this is one of the reasons why people around the world are excited about trying Zara clothing (Amiri and Maroofi, 2016). Zara's well-designed design is very similar to the requirements and requirements of today's fashion needs. Fashion is very suitable for both women and men, so Zara offers an `extensive range of superior designer clothes for women and men.
The clothing provided by Zara will only be loved by fashion enthusiasts. They have the best technology and designers, so they offer the best design for the market at a reasonable price. Today, most retail brands face fierce competition from the new brands, however, Zara is not. Zara has witnessed continued growth over the past few years, so they have the motivation to come up with more designs. They trying to know the fashion market as well as keep updating their stores so that the customers can be find something whenever they walk into a store (Besharat, 2010).
Audit of digital media channels
Zara is very aware of the significance of digital marketing, so they make sure they have a place in digital marketing. Zara knows they must be active on Facebook, therefore, they can attract the customers to their pages frequently. Twice a day, Zara, the UK page updated the new picture. If users like the Zara Facebook page in the UK, they will also be suitable for a 15% discount. This prompted users to like the page to get a discount. Facebook members have the motivation to share their work so they can also be identified, which will raise a number of people watching Zara on the page of UK Facebook (Cho, Fiore and Yu, 2018). Twitter is widely used by Zara in the UK. It's understood that at least seven tweets will be published in one day. These tweets are associated to the fashion blogs, novel works and anything linked to the fashion. Most of the people on Twitter have sent back a letter, so the number of people who know it will increase automatically. Pinterest is utilized by the British Zara to let people know about fashion clothes in the store. Most clients are prepared to know the price of new fashion launch in the market, so through Zara, Pinterest, UK make sure that the customers can understand the price, which allows them to shop accordingly. Instagram is widely used to attract customers to shop. Every piece of fabric in the UK Zara can be worn in a variety of ways. Customers have the motivation to get ready in their personal way and post them on Twitter and Facebook. A photo is posted on Instagram that best captures the dress. This has made them more fashionable and fashionable. The British Zara regularly hosts live fashion shows (Dahan and Peltekoglu, 2011). Videos of this event have been posted to YouTube.This helps the UK Zara disseminate information about new designs available in stores to loyal customers.
In addition to social media, the flag also uses different types of online marketing strategies to educate their clients. SEO is one of the main strategies used by fashion stores. He has also written much SEO-friendly content so that search engines can display the fashion-related search. Google's paid advertisements are also widely used. This is a small part of the cheap advertising strategy that attracts young people's market. Google Analytics is used to understand the demographics of users. The sales team uses these demographics so that they can plan their next marketing strategies. Mobile devices can also be used to attract target markets. Each year, a budget of $ 2 million is allocated to the UK craft (Datta, Ailawadi and van Heerde, 2017).
Brand voice
Identify the way brands are presented through various forms of digital media content (audio, theme tags, visual effects, video, etc.). It's especially good on Facebook, Twitter, and Instagram, and most brand professionals and producers are mainly on these three platforms. The video is so attractive to people that they can work virtually anywhere, so Facebook, Instagram, and Twitter are fully implemented - even though it is not said that YouTube is the main focus of video content, but many creators also upload videos separately on Facebook. Due to its algorithmic priority for the original content, Zara uses the...