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Zara digital strategy
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- 2. TIME TO CHANGE Past: Industry average percentage advertising/sales: 3.5% Zara’s percentage advertising/sales: 0.3% Future : Online Shopping ! DIGITAL MARKETING
- 3. DIGITAL STRATEGY SOLUTION •Goal: Getting more exposure to young generation, More awareness of the brand on internet and increases revenue from online shopping • Slogan: Be your own label, only at Zara. • Target Audience: Young generation people especially young girls • Unique selling point: High quality with low price. Carry the latest world fashion. Finding your own style and make it happen.
- 4. SOCIAL MEDIA • LinkedIn:✖️ • Facebook/fashion blog: ✔️ • Instagram/ Pinterest : ✔️ • Twitter: ✔️
- 5. WEBSITES • We noticethat many items on Zara website are out of stock. Especially those popular clothes and shoes, almost non of them have all sizes in stock. It is certain that customers will disappoint if they only see size of extra extra large available. • Zara need to prepare more backups in inventory especially for popular products
- 6. ONLINE ADVERTISING • Zarawill use online marketing to inform its customers through search engine optimization (SEO), emails and content creating with promotions. Online advertising and internet marketing could help Zara distribute target advertisement to target customer with an affordable price and high conversion rates . Zara will corporate with Google ads to start the SEO for having more exposure • Also, we will use google analytics to analyze viewers of advertisements by data analytics
- 7. INBOUND MARKETING •Content offers •Blogposts •Email marketing •Metrics + reporting
- 8. MOBILE ADVERTISING • Spend$ 3 million in the following 6 months on promotions and sales only available on the mobile application shopping for attracting new users.
- 9. BUDGET ANALYSIS • Havetotal of $6million as digital marketing expense for 6 months period. Mobile 35% Android 9% SEO 18% facebook 9% youtube 9% instagram 9% twitter 2% Pinterest 9% AMOUNT
- 10. BIG IDEA &THANK YOU • Zara offers designer’s clothes and accessories with high quality for low price. Promoting most updated fashion products to target young generation through digital marketing with focus on SEO, content marketing, mobile application and social media.
Editor's Notes
- #2 Hi everyone, Today I am going to present my Digital Strategy for Zara.
- #3 Here is some statistics from market watch, Industry average’s ratio of advertising over sales is 3.5%, while Zara is only 0.3%. Obviously Zara didn‘t’t spent as much as other clothing brand on advertising and digital marketing while favoring the best location of the city rather than advertisements because they never worry about the sales of their most fashioned products. With that strategy, Zara had grown from a local Spanish clothing and accessories retailer to one of world’s largest apparel retailer and had 160 billion revenue in 2016. By google, it is easy to find out Zara loves paying high rent to take the best spot in the mall for retailing. However, based on statistic from PWC, online retailing is growing at 16 percent each year, well beyond traditional retail. On Black Friday 2016, about 10 million more Americans shopped online than in stores. It is a time for Zara to make change on advertisement budget especially on digital strategy.
- #5 LinkedIn: It is a professional networking website, Zara will not advertise on it. Facebook: Zara mush have good homepage on Facebook. When visitors enters the page, they could click the shop now icon to start shopping. Currently the page is well maintained but we must make sure the continuation of that effort. Instagram/ Pinterest: People on these two platforms caring about visuals are likely to care about fashion. They are mostly young adults who are willing to spend money on fashion clothes. The pictures chosen for these campaigns should be artistic and stylish. And there mush be a link under each picture which could link customer from application to the product page. Twitter: we will have advertisement on twitter but not as much as above. Because twitter is having a shrinking user base. And also a text-centered platform will not stand our visuals
- #6 The Website of Zara USA is being developed very artistic and stylish and we hope the continuation of effort.
- #8 Content Offers: In order to well communicate with fashion women, we propose content offers that provide them ways to visualize and try our Zara’s products for free. The audience want to be informed of fashion trends. Two interesting fashion offers that we suggest Zara to start with are Free tools and Product demos. We can develop new tool in form of an app or a website that allow customer to mix and match different products of Zara. Also, we can have short product demos on YouTube that teach people how to wear Zara outfit in creative ways Blog posts: One way to catch people’s eyes to have blog with title like “How to look different Mon-Fri with only 5 items”. We could these type of blogposts to help promoting Zara products. Email marketing: it should be a short overview of what Zara could offer recently. It should be brief and well-designed content that list out Zara’s latest content offers, blogposts, news, and promotion events. Ideally, recepient should be able to glance the email and know exactly what Zara’s newest ideas are Metrics: metrics used to measure the effectiveness of inbound marketing are sale, number of subscribers to emails, and click-through rates. We also need very clear visual report system to understand number of new users from different channels.
- #9 It is always hard to bring users to install application on their phone and let customer use them. So at early stage, it is necessary to give out coupons and promotion to attract download and installments by users. There is trend of people especially young generation spending more time on their phone, so if we could educate our customers to getting used to shopping on the Zara application, it could be a breakpoint for our online revenue growth.
- #10 SEO usually ranges from $200-300/hour for big brands. With some brand negotiation power, it should cost about $1 million for half year. Facebook/Instagram is charged by each clicker at about $0.5/click, since we will only promote events, our estimation budget for each of them is half million. Android promotion need to be accomplished by third party and agency as well. Their half year price for promotion is around half million. Since we will not focus on twitter, we will only have some seasonal promotion on twitter for cost of 100,000