Inditex and Mercadona surrender to online advertising

On July 20, Emilio Osete participated in an interview in Vozpópuli where he analyzed the digital marketing strategy of two of the largest Spanish companies in the market: Inditex and Mercadona.

Did you know that great leaders who traditionally did not invest in conventional advertising have had to yield to marketing 2.0?

Inditex and Mercadona have traditionally based their business model on a voice-to-voice communication with their customers about their product and price where the store has been their main communication channel. With little investments in conventional advertising, the strategy revolved around stores perfectly located in the main arteries of each city in the world. However, times have changed and digital advertising has become a fundamental strategy within the global strategy of these companies.

“No brand can renounce this strategy, even some companies that traditionally never invested in traditional advertising, such as the well-known cases of Mercadona or Inditex, since their business model was based on the use of the physical store as their best and most efficient communication channel, they have had to transform this strategy”, describes Emilio Osete, Managing Director of FH in Europe.

About Inditex, Emilio Osete values his E-Commerce division: “Advances brand to brand for each of the countries where they operate globally. Only in 2017, Inditex’s online sales have grown 41%, but having a journey ahead, even with great potential and many activities to be incorporated (Instagram Shopping, etc.) as well as the assumption of new technologies “.

“The investment in Digital Marketing is already part of the budgets of all these companies. Those are places that create more opportunities than ever before to connect, interact, but also to influence and learn from potential clients”, he declares.