CONTENTS

INTRODUCTION.............................................................................................................2
MAJOR FINDINGS..........................................................................................................3
TASK 1........................................................................................................................... 3
1.1 Establish activities in digital marketing plan and contribute multi-channel
capabilities...................................................................................................................3
1.2 The evolvement of omni-channel marketing.......................................................13
TASK 2......................................................................................................................... 16
2.1 The methods of measurement and performance metrics......................................16
2.2 The assemblage of activities to enhance performance in digital marketing.........19
CONCLUSION................................................................................................................ 22
 INTRODUCTION
This assignment is divided into two distinct parts. Specifically, in part 1, we mainly show
how to set up activities in digital marketing plan and understand more about omni-
channel. The knowledge given will be applied in practice with Zara's model. Part 2
mainly covers how to measure the performance of digital marketing campaigns. In
addition, assignment also points out some problems that businesses are prone to
encounter in the measurement and comparison process with problems encountered by
Zara.
 MAJOR FINDINGS
TASK 1
1.1 Establish activities in digital marketing plan and contribute multi-channel capabilities

a) Digital hardware landscape and the evolvement of digital platforms and online
interchanges in Vietnam
In the 4.0 era, technology has become one of the most important factors influencing
world change. Any industry or company is continually improving the level of use of
digital platforms so as not to become behind the competition. In Vietnam, the popularity
of digital hardware is increasing day by day, helping them increase the interaction with
their target customers

According to (Ha, 2020), Vietnam is one of the countries with a high proportion of
smartphones in the region with nearly 50%. Specifically, according to the General
Statistics Office, Vietnam's population as of February 2020 reached 97.4 million people,
with more than 43.7 million people owning smartphones of all ages. It can be seen that
the habit of using technology products, especially smartphones, takes up a large part of
the day. In addition, laptop/desktop computer/tablet is also popular technology items in
Vietnam when they are not only a tool for entertainment but also to support work
effectively. In addition, the Government is also proposing to popularize smartphones to
all Vietnamese when the 5G network is increasingly thriving to facilitate the management
of the people (Nguyen & Van, 2020).

Online shopping platform in Vietnam today is growing and gradually becoming a key
retail method for businesses wishing to catch up with the modernization of the world.
Specifically, according to (Vu, 2020), the total number of visits to online shopping
applications in Vietnam in the first half of 2020 reached 12.7 billion, highest ever when
user demand and trends change dramatically after a pandemic. The COVID-19 pandemic
has changed the shopping habits of many Vietnamese people, making them gradually
accept online shopping instead of traditional shopping. Even though they have to pay
extra shipping fees on ordered items, they are happy to use this method due to its
convenience and safety, especially during the outbreak. Therefore, more and more e-
commerce channels are opened such as Shopee, Lazada or Sendo, Tiki ... with many
promotions to promote customers' purchases. Besides, social networks are also the place
to provide much information about buying and selling products, such as Facebook,
Instagram, Youtube, Twiiter. However, in Vietnam, Facebook and Instagram are still the
two most popular social networks. The popularity of digital hardware and multi-channel
platforms or online transactions greatly influenced the growth of E-CRM.

b) E-CRM
Definition

According to (Dawn & Chowdhury, 2011) , CRM (Customer Relationship Management)

is business activities including defining, engaging and retaining customers. Specifically,
it provides businesses with methods to control and coordinate customer interactions,
thereby maximizing the value of every customer interaction and enhancing company
performance.

E-CRM (Electronic Customer Relationship Management) is taking advantage of the

development of technology to improve communication between customers and
businesses. They create an integrated online sales, marketing, and service strategy to
identify, engage, and retain customers. E-CRM software is a place to provide records and
history of each customer interaction with the business, thereby generating customer data
for small and medium businesses.

Opportunities of E-CRM

- Managing customer’s touch points

Customers are switching between business transactions on traditional and online channels
with increasing frequency. The E-CRM system is the place to support multi-channel
contact points with businesses and the question is how to provide a consistent experience
for customers. Although the company can provide many convenient scoring interaction
paths for the customer, the customer is forced to repeat the activity, causing more work
problems if the organizational parts are out of sync. Customers hope that if they convert
into an alternative channel, they can be able to get a quick and accurate response.
However, businesses need to make sure there is no change in the customer interaction
process to avoid spending a lot of time getting used to them. Therefore, effective omni-
channel management is gaining more attention as it becomes the hallmark of a successful
CRM strategy in the enterprise.

- Personalization and e-loyalty

Utilizing advanced E-CRM technology, businesses easily own a set of customer

experience data. The information should be accurate and based on personalization. In
addition, businesses need to constantly update information to recognize the changes in
customers' thoughts and behaviour. The existence of direct channels to customers is an
important factor for the system to automatically deliver relevant content to customers
through previously owned data.

- Utilizing E-CRM as a source of competitive edge

If E-CRM is implemented in a standard way, it automatically establishes a continuous

cycle of digital loyalty improvement to create a future competitive advantage for the
business. As an enterprise leverages E-CRM technology and carefully re-prepares
customer acquisition and retention processes, the company ensures its ability to make
purchasing decisions from customers and welcome new potential customers.

Challenges of E-CRM

- Customer relationship and interaction

E-CRM systems help businesses interact with customers through digital technology and
this has put a great pressure on ensuring synchronization when buying. Despite a lot of
help from virtual assistants or auto consultants, they still cannot build trust with
customers like traditional sales methods. Clients may provide little personal information
due to fear of personal information security so companies should take note of this clause
to attract customers.

- Managing an Online Channel

E-CRM is essentially just a small part of the CRM landscape of the business because
CRM is enabled using new electronic and interactive means. The online channels are
presented as part of the CRM quiz but it will be increasingly important for businesses
now to learn how to manage customer relationships as these channels grow and the
number of electronic customers increases. E-CRM is currently the most advanced method
applying the advancement of digitizing the priority of most businesses because of the
impact of electronic innovations on sales and services in parallel with companies
increasing investment in Internet-related distribution. The E-CRM was then seen as the
part that provided the structure for the strategic development of the technology-mediated
business relationship marketing framework.

- Marketing and IT Alignment

IT functionality is an essential element for the business development in an organization

today. However, mismatched perceptions and expectations between Marketing and IT
functions can adversely affect and delay E-CRM strategies. Marketing users often focus
on user interface and functional evaluation of E-CRM system with limited understanding
of data and Web integration issues, while IT function tends to evaluate quality thoroughly
its technique. Another concern is E-CRM projects driven by a head of functions, rarely
creating a business view of a customer and this leads to failure to model the application
for a functional view. Successful E-CRM strategies require improved integration between
functions in order to successfully exploit available opportunities.

Digital marketing activities within the scope of E-CRM

 - Website and online social impressions have become tools for customer growth
including creating potential customers, converting to online/offline sales via email
and web-based content to increase sales
- Customer’s personal information and email list quality are controlled (coverage of
email addresses and integration of customer profile information from other
databases to enable targeting)
- Customer interaction is managed by mobile phone, email and social networks to
support up-sell and cross-sell
- Collecting data to improve targeting
- Online personalization or bulk customization made to generate automated 'next
best product' recommendations

- Online customer services are created including FAQs, callback and chat support

- Quality of services online is controlled so that customers can experience the best
service for the first time, encouraging the next purchase.

- Multi-channel customer experiences are managed through different media

experiences as part of the purchasing process and customer life cycle.

c) Create a digital marketing plan for Zara

To create an effective advertising strategy for a new product in the market, Zara must
ensure it has a detailed digital marketing plan which is suitable for the real situation.
Specifically, they can use the 6 steps of a process that includes:

Step 1: Set goals and track (contribute goals and give a detailed implementation
direction to measure campaign success, thereby providing the most effective
feedback mechanism)
- In this scenario, Zara will launch 2021 spring clothing collection and they set two
clear goals. First, for an overarching marketing communication target for the
whole year 2021, Zara must reach a certain number of leads and higher than in
2020 to evaluate a brand's long-term performance through data about the number
 of visitors on search engines. Second, the specific communication goal for this
spring campaign is to get closer to the new customer segment aged 18 to 35 and
turn them into real customers.
- First, thanks to tools to collect and analyze data about Internet customers such as
Google Analytics, IP addresses on personal computers... Zara can determine the
number of clicks on their official website. Thereby, they easily control
information about the brand coverage and the ability to reach target customers set
out previously.
- Second, Zara needs to calculate the success of your campaign by considering the
bounce rate and conversion rate to action through the percentage of visitor from
various sources. The formula for this calculation is to divide the conversion
events by the number of visitor sessions over a specified time period.
- Zara continues to pay attention to communication costs by applying cost per
thousand (CPM) to own positions to display ads on the Internet through the
number of sessions
- The acquisition cost measures need to be tightly controlled to ensure high rates.
So I choose to adjust the cost of each visitor towards larger goals.
- Zara needs to calculate Return on Investment (ROI) using a formula that divides
the profit generated from the referral by the amount spent on the ad with the
referral.
- Finally, Zara needs to measure the customer's brand awareness, advertising
recall, brand preference and purchasing ability.
Step 2: Determine campaign insight (analyzing potential customers and competitors).
Zara can be assessed through the following factors:
- Site audience reach and composition: Through customer information including
gender, age, economic potential in the online audience, Zara can analyze them on
different websites.
- Online buying behaviour and preferences: Take advantage of Forrester Internet
User Monitor or TGI.net to find out customers' buying preferences then
recommend suitable products.
- Customer media consumption: Take advantage of Hitwise to analyze online,
offline media platforms for different target demographics.
- Customer search behaviour: Shorten key words or phrases that cover all content
about the product and company to convey the message
- Competitors' campaign activities: Understand thoroughly the work that
competitors have done in current and previous advertising campaigns.
- Competitor performance: Update competitor insights and then analyze how they
apply tools and techniques to reach and capture target customers' attention
- Digital profiles: Target customers' digital habits and preferences are continuously
archived and upgraded. Zara needs to find out customers 'visitor trends through
data on competitors' websites and social media
- Personal profile: control customer’s personal profiles including customer
database, content preferences to analyse their needs, wants and preferences when
using technical channels digital.
Step 3: Set segmentation and targeting (define the target audience to focus on in the
ad campaign)
- Relationship with the company: continue to interact with customers who have
been using Zara products. Besides, Zara also needs to pay attention to new
potential customers to expand the brand's coverage
- Demographic segmentation: For this new collection of Zara, they focus on
customers aged 18 to 35 of all genders and living in big cities. With this group of
customers, they have more access to the Internet, consistent with digital
marketing set out earlier
- Psychological segmentation: Customers are sensitive to the development of
fashion and also love to buy new fashion products.
 - Value: For Zara, their goal is to provide customers with the best of trendy
designs in the shortest time at low prices. They can also enhance the value of the
brand to create even more wonderful customer experiences
- Life cycle: send emails, make phone calls and receive notifications about new
products via app and website to advertise products and support customer care
- Behaviour: Using search engines on the Internet and social networks, Zara will
learn the favourite reading content of each customer, personal data including
their preferences and habits through follow, like and share. From there, Zara
easily identifies customers' desires to make products that match the needs of the
market. For behavioural targeting, I will apply pay-per-click search engine
marketing to identify customer behaviour through search terms and clicks.
Step 4: Develop offer and message (classify information, messages and offers of new
product). Zara can apply CODAR framework for integrated marketing
communication

Figure 1: CODAR framework

- Idea forming: In the 2021 spring collection, Zara applies the design with shirring
details, emphasizes the shoulder and sheer material. The given colour palette is
also outstanding pastel, creating a youthful and dynamic feeling for the wearer.
Therefore, Zara has given the appropriate message for this promotion: "Be young,
 be yourself". The slogan has shown the breakthrough of this collection, both
showing the diversity of personality shown in the clothes, thereby attracting the
attention of young people who are eager to show off. Yourself
- Relationship building: Through social media (Facebook, Instagram) and the
official website, Zara will store customer data files with information: name,
gender, age, address, email, phone number, previous orders. The number of
purchases and invoice value are converted into points for redemption or vouchers
to encourage the following purchases.
- Sales activation: Zara can interact with customers through mini-games on social
media (Facebook, Instagram, Twitter) to increase their brand awareness. In
addition, they can offer a variety of favours and gifts on special occasions.
- Help: Zara must focus on customer care to assist in finding information and
solving problems for customers.
- Product experience: Zara can change to refresh the interface of Facebook and the
official website in accordance with the general market trend.
Step 5: Make a list of budget and choose digital media mix (combining regular digital
marketing campaigns with different platforms and media) Zara can budget and make
investment decisions through three important factors including:
- The level of investment in digital compared to traditional: Although traditional
advertising has a high level of recognition and attracts the maximum number of
customers, it is still not as effective as expected. Therefore, Zara is advised to use
25% - 35% of the investment cost for big-size banners, posters that are hung
outside the store. On the other hand, they should leverage digital marketing to
increase brand awareness and customer engagement. The remaining budget will be
used for video clips to introduce products and create advertisements on social
media (Facebook, Twitter, Instagram)
- Incorporate appropriate investment in digital media channels and electronic media
tools: For more than 40 years in the fashion industry, Zara has a stable customer
base, including great loyal customers. This time, Zara invests more in customer
 interaction, thereby increasing sales and profits. They accept to pay pay-per-click
(PPC) to reach target customers because they understand young's tendency to
listen to the opinion of those who experience before making a purchase. Also, a
hugely popular way of advertising nowadays is to run ads on downloadable apps
that apply to Zara's case. Product ads will be displayed on apps at appropriate
times with the right audience. Big-size posters and banners are also displayed at all
stores to increase brand coverage and attract customers.
- Investment in digital assets: For pay-per-click (PPC) costs, Zara decided to spend
about 25% of the investment budget. In addition, 35% of the budget will be used
to run ads on the aforementioned social platforms. This campaign by Zara will last
for 4 months

The integration of online and offline communication channels requires proper tuning to
create consistency in product messaging. Zara's integrated communication plan is
assessed through the 4Cs model of (Hanlon, 2020) including:

- Coherence: Various communication channels in Zara's system need to be

connected smoothly. Marketing campaigns can take place both online and offline
simultaneously through different tools such as pay-per-search, running social
media and SMS
- Consistency: No matter how many marketing channels Zara uses, they still have to
ensure the message delivered is consistent and mutually supportive. For this
collection, a collection of youthful and trendy styles and different personalities,
their message needs to be towards youth dynamism and different personality. All
keywords about the product must be related to the youthfulness, the fashion, and
the individual personality to match the slogan "Be young, be yourself"
- Continuity: Information, messages of products and companies must be presented
in many positions and continuously updated throughout the campaign.
- Complementary: Zara needs to ensure all offline and online marketing channels
used in a campaign support each other. Before deciding to buy a product,
 customers can search information about the product from many different sources
on search engines or the official website. At the same time, the ads on Facebook
and the offers shown on big-size posters, banners will motivate customers to buy
the products. After purchasing, Zara will send an email, call or send SMS to
receive feedback from customers.

1.2 The evolvement of omni-channel marketing

Definition

According to (Winkler, 2019), omni-channel is not just about selling in many different
channels, but it is also the synchronization of business products across sales channels and
works smoothly on a management system to motivate in buying for customers. For omni-
channel, they put the customer at the center of interest instead of the company's product.
Omni - channel is the spread between channels and providing the customer experience
when buying goods within and between channels in the system.

Benefits of omni–channel

According to (Vincle, 2019), there are some of benefits when a company applies omni-
channel including:

- Ability to retain customers better

For customers, they always want to experience the feeling of buying in the most
convenient way and by applying omni-channel, businesses can achieve that. They are
allowed to take advantage of all the channels offered by the business to easily access the
product, while it also understands the customer's desire to improve the product to be more
and more relevant. According to Mgage, if businesses in the market today successfully
apply omni-channel, they can increase their customer retention rate up to 13%.

- Increase sales

When customers find it easy to buy, they will increasingly love it and make it a habit.
This will help businesses increase sales more with each product. Research conducted by
Harvard Business Review mentioned previously found that omni- channel customers are
30% more valuable. Likewise, associated with the highest customer retention rates, it's
worth remembering that repeat customers, even if they make up only 8% of the total,
generate 40% of the sales.

- Increase in customer satisfaction

An omni-channel strategy is a collection of many different directions but targeting the

same customer. Customers expect businesses to provide them with a good product or
service through whatever channel they decide to choose. Moreover, omni-channel assists
businesses in receiving different feedback from customers, making it easy for them to
analyse the satisfaction level of each customer to tailor it to suit each individual. Mgage
also provided data to prove this, in particular:

 64% of customers want to receive real-time, specific support, regardless of channel

 75% of customers are willing to return to buy a product or use a service if they are
well served
- Improve customer data collection

Customer data is a tool to help businesses understand details of each individual buying
through their purchase behaviour tracking. Businesses that rely on information gathered
through the use of omni-channel can suggest products or promotional information to
customers, thereby motivating them to buy more. Customers are more likely to be
attracted to information that is relevant to them and feel special about their personal
preferences.

- Connect offline and online experiences

Nowadays, online and offline cannot be just two separate arrays, everything has to be
connected together for the best performance. The ultimate goal of every business is not to
generate incredible sales in a particular channel, but to unify customer purchases across
all channels and make it flow naturally and smoothly in the channel your customer
chooses. This type of interaction easily improves customer relationships and makes them
engage and interact with the company as they wish.

Interaction is a sign that this customer will go through your sales process like this: from
leads to customers, from one-time customer to repeat customer, from repeat customer to
customer goods actively introduce you to their acquaintances.

Omni–channel in Zara

Zara is really suitable as a typical business for applying omni-channel strategy to the
sales process. While some other retailers in the market choose to distribute their products
online or offline, Zara succeeds in driving customers' purchases on both 2. They own a
chain of close 2000 major stores around the world. Stores have a similar way of dividing
and arranging things to create a sense of intimacy for visitors because they will lessen the
feeling of being surprised when visiting an unfamiliar store. However, some special
stores are still applied on the system with a unique style, breaking the way to attract the
attention of customers who are sensitive to fashion and art. On the online part, customers
of Zara can make purchases on the website or app. Zara almost designed the working
mechanism, arranging the positions of the operations in these 2 channels quite similarly
so that customers do not need to learn too much when changing between the two
channels alternately. In addition, according to (Natarajan, 2019), Zara also bring the
functions of online sales channels into real stores including:

- Sales assistants walk in the store and bring iPads for customers to choose from
clothes that are not available in the physical store, requiring the store employee to
notify the customer when the store owns the item that the customer requested.
- With "smart mirrors" installed in many corners of the store, customers can easily
see themselves in multiple angles when wearing clothes without trying
- Customers can pay for themselves after buying without the presence of the cashier.
- Some customers are not interested in paying shipping, Zara is ready to assist
customers to order online and receive goods when they arrive at the store. In
 addition, they are supported with automatic receipt scanning and robotic package
scanning

Zara's omni-channel strategy gives their customers a seamless experience integrating all
sales channels. This has contributed in large part to increasing the likelihood of a return
to the brand and improving Zara's service quality. It can be said that Zara's strategy is
extremely seamless because they have spent a lot of effort testing different channels and
finding a complete integration method for the channels.

TASK 2
2.1 The methods of measurement and performance metrics
Performance measurement

A performance measurement is a quantification providing specific and objective

evidences about the degree to which an organization's performance result is a occurring
over time through data collection, arrangement, interpretation and dissemination (Barr,
2012)

KPIs

Key performance indicators (KPIs) are defined as a set of quantifiable measures used to
gauge a business's overall long-term performance. KPIs helps Zara determine a
company's strategic, financial, and operational achievements, especially compared to that
of other businesses in the same industry. There are normally 3 different kinds of KPIs
including: The Marketing Campaign KPIs, Company KPIs and Teams KPIs:

- The Marketing Campaign KPIs: In corporate campaigns, KPIs are often set right
from the start based on relevant goals. For Zara, this is often briefly represented in
annual reports, official website, hit rate, and bounce rate across different digital
platforms.
- Company KPIs: Zara's fields of activity are of primary concern. KPIs in customer
relationships demonstrate their enduring support for products, and they can be
 varied to recoup. Meanwhile, for employees working at Zara, it is a tool to
demonstrate employee retention, Zara’s short-term and long-term business goals.
- Teams KPIs: This is a criterion evaluated based on the company's profits and
revenue, the level of brand awareness of the customer. These KPIs are especially
for the marketing and sales team because they are in direct contact with customers.
Team KPIs are normally analyzed by tools of Google Analytical with their
provided extensive data.

Measurable metrics

Measurable metrics continually reflect a business's progression through its business goals
and the ability of success over a specified period of time. It is usually expressed through
the following factors:

- Channel promotion: is used to evaluate the level of customer engagement on the

official website, social media through quantity, quality and value data. Zara is able
to use analytics to find out websites which are the source of customers or the
keywords customers often type in search engines to look up products.
- Channels result: is normally used to evaluate the campaign's effectiveness based
on conversion rates and customer retention. Specifically, two main metrics that are
commonly used include: conversion rate - visitors to purchase, conversion rate -
visitors to registration
- Behavior of channel buyer: not only recognizes the buying behavior of the same
consumer, but also shows the level of customer attraction of the website. Brands
like Zara can analyze data about the content of customers visiting, the time they
visit to judge the effectiveness of the website in fact. To ensure stable efficiency,
Zara must achieve a Bounce Rate KPI of less than 30%. Furthermore, customer
engagement indicates their level of interest in the brand's website. Specifically,
Zara also needs to set KPI on the rate of first-time visitors to the website when
advertising to ensure freshness in customer sources.
 - Channels result: is used to determine campaign's effectiveness based on
conversion rate and customer retention rate. Two main metrics that are commonly
used include: conversion rate-purchasing visitors and conversion rate-registering
visitors. Conversion rate of Zara at the moment is 12% (Ecommerce News, 2016)
- Customer satisfaction: assessed through business surveys with their customers
about product and service experience. For Zara, they can evaluate whether the
customer experience is satisfied based on factors: completion of previously set
tasks, percentage of customers returning to the brand and introduce new
customers. To ensure work efficiency, Zara should reach at least 60% of returning
visitors (Shakespeare, 2020)
- Social media metrics: collected from the brand's social media channels. KIDO can
measure customer reach through social media stats including Facebook, Instagram,
Twitter and Pinterest. In particular, Instagram is the social network that attracts the
most followers with higher engagement than all other pages.
- Mobile metrics: app engagement statistics across operating systems based on app
downloads and app ratings
- Multi-channel evaluation: Traditional marketing metrics are adjusted to match
digital marketing channels and determine input resources and potential customers,
the value of sales which was generated

Analytic platforms

Currently, the Internet has a number of popular platforms used as a tool for data
collection and analysis including:

- WebValidator: by responding to pre-provided questions, it measures customer

experience levels
- iPerceptions: create online observations to measure customer experience level and
retain customer information
- SurveyMonkey: supports users to create surveys, then collect and analyze data
 - Survey analysis: assisting in data collection through tasks including creating
surveys, sending email invitations and analyzing data

To ensure that customers collect enough information about the satisfaction rating when
experiencing products, Zara can apply SurveyMonkey - a very popular tool nowadays to
make surveys for customer to feedback. row. After that, they continue to use iPerceptions
to store customer information and update the following customer experiences to generate
time-series data. From there, Zara will evaluate customers' desire to change to products
and improve product quality. However, the weakness of utilizing digital tools to collect
data is low authenticity because customer feedback is often inaccurate or does not fully
represent the aspect they expect the brand to change. Therefore, the advice for Zara is that
they should also apply direct surveys to customers, although it is not really convenient as
above, but it will ensure the accuracy of the data and the multidimensional of
information.

2.2 The assemblage of activities to enhance performance in digital marketing

Definition of lagging performance indicator

According to (Potter, 2021), a lagging perfomance indicator is the variation of a business

that can be observed or measured after it has encountered an economic, financial, or
business variable that it correlates with changes. Late indicators confirm trend and
changes in trend. They can be used to identify trends in the general economy, as tools in
business performance and strategy, or as signals to buy or sell assets in financial markets.

Solutions for different problems

- Situation 1: With senior management's myopic vision, they do not pay much
attention to measuring performance, misidentifying targets, and focusing on cost-
cutting instead of improving efficiency.
→ Select a measure of effectiveness in accordance with the actual situation of the
company
 - Situation 2: Failure to understand responsibilities for providing and improving the
system of measurements
→ Establish and control an appropriate mechanism to evaluate performance and
make improvements
- Situation 3: Resourcing problems including deficiency of time, motivation of
employees, the required technology and system integration
→ Data needs to be carefully collected and analyzed to make changes to improve
performance
- Situation 4: Data issues including poor-quality data or data overloaded, limited
data compared to benchmarking
→ Take advantage of modern software to collect, process and filter data in order
to minimize data problems

To ensure that companies will not encounter the same problems as above and increase
productivity, managements need to put in place a consistent, normally four-step
measurement process:

- Step 1: Create specific goals that give detailed directions for your digital
marketing jobs
- Step 2: Set up a performance metering system that includes the right data
collection in preparation for the next step.
- Step 3: Evaluate performance through data analysis and choose the appropriate
marketing method with the results
- Step 4: Through the results of previously evaluated performance, propose work to
combine the operation of the channels accordingly.

In the situation of Zara, although they did a great job gathering customer information
with customer experience surveys, they still had problems with analytics and data
processing. Specifically, when customers respond to surveys about their bad experience
with a brand, Zara often responds slowly to customers. Some customers also agreed that
they received no response when responding badly to the product or service. This will
create a corollary that customers will gradually lazy to respond to the product, thereby
reducing the interaction between the customer and the brand. To mitigate this problem,
Zara can create direct customer interactions or shorten distance with customers such as
offline surveys or sending SMS/E-mail for customers.
 CONCLUSION
In conclusion, part 1 gives me an overview of digital hardware lanscape and the
development of media channels in Vietnam recently. In addition, I also understand more
about E-CRM when assessing its opportunities and challenges in the current context.
Finally, by creating a plan for Zara, I not only understand more about the steps to create a
digital marketing plan in practice, but also understand more about the digital marketing
aspect of Zara through 6 steps. Part 2 is the place to evaluate the success of Zara's digital
marketing plan and evaluate the problem Zara faces when measuring performance,
thereby drawing valuable experience for them.
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