This sample paper answers this assignment prompt: Choose one company from the retail industry and critically analyse how they use Digital Marketing to engage with their customers. Using appropriate theory recommend how they can improve their online engagement in the future. Your report should include: Introduction, critical analysis of engagement theory and digital marketing, application of digital marketing by the supermarket/retail shop, recommendations for improvement. Digital Marketing Zara Case Study – This paper focuses on how Zara applies digital marketing. It includes theory on digital marketing and customer engagement. Here is a preview of the report.