Digital Landscape Insights (Part 1)

This report discusses the digital marketing plan, objectives, and strategies identified for ASOS, a British online retailer in the fashion industry. It also explains how omni-channel marketing has evolved over the last decade, the social media features to be implemented, and how data is used to inform and develop customized products and services. The report concludes with actions to improve the effectiveness of digital marketing using performance metrics.

Unit Number
and Title Unit 24 Digital Marketing
Project Title Digital Landscape Insights
(Part 1)

Table of Content
Part 2: Report
1.0 Introduction to the local business p
2.0 An explanation of how and why omni-channel
marketing has developed and evolved over the last decade
p
3.0 An overview of the proposed digital marketing plan,
objectives and strategies identified p
4.0 The social media features to be implemented using a
variety of multi-media capabilities p
5.0 Justification of the chosen multi-media capabilities to
be used, and how they will optimise consumer
engagement and return on investment (ROI) p
6.0 Using data to informing and developing customised
products and services p
7.0 Actions to be implemented to improve effectiveness of
digital marketing using performance metrics based on
critical evaluation p
8.0 Conclusions p
References p
1.0 Introduction to the local business

ASOS, is mainly operating the UK as mainly recognized as the British online
mainly retailing in the fashion industry by selling wide range of fashion apparels to
consumer. The company is globally recognized for selling footwear, accessories,
jewelry and the beauty products. The company is mainly founded in the 2000 n
London with establishing large websites for selling more than 800 branded products
By operating the business online with using website. The company is mainly
established and operating its business with using the online platforms and networks.
With using the online distribution channels it has established the strong networks for
meeting the needs and want of the consumers by selling large fashion apparels and
accessories.
2.0 An explanation of how and why omni-channel
marketing has developed and evolved over the last decade
Omni channel marketing is mainly defining about interacting and marketing by
using various channels by the company for interacting with the consumers for
achieving constantly brand reputation and experiences. This marketing is mainly
developed for improvising the consumer loyalty, also it helps in strengthening the
brand loyalty and promoting the purchases this helps to increase the sales of the
company products (Wang and et.al., 2021). This marketing is mainly developed by
integration branding, sending personalized messaging and is used for improving the
consumer experiences for providing the consumer centric view by improving the
experiences. This marketing is mainly evolved as for focusing on building the
consistent with providing personalized shopping experience with using mobile
devices. In this marketing the channels are engaged with viewing the centralized
system which helps in creating better customer interactions with seamless
environment by engaging it for purchasing the products. The evolution of this
marketing is for providing the superior customer experience with allowing the
customers to get more efficient experience and gaining more benefits with providing
the wealth with engaging consumer insights. In the retail sector this marketing is
supporting business by unifying consumer experiences across different channels by
providing te seamless experiences with transacting smoothly with acknowledging the
costumer journey. This marketing mainly helps in providing the key insights to the
consumers with the consistent and identifiable brand tone by emphasizing on the
personalized experiences. Further for providing the best customer experiences the

ASOS is using the Omni channel marketing strategy for targeting its target market
with using the social media marketing this strategy helps the company in constantly
interacting with each other by using multiple channels. But the company is using the
sames messaging with different content on different channels by marketing with the
social media. Thus, the company is workings hard by using this strategy as it helps
in engaging all its consumers with providing multiple delivery options for strategically
engaging as for purchasing the products via online platform.
3.0 An overview of the proposed digital marketing plan,
objectives and strategies identified
Overview
ASOS is going to start a digital marketing campaign which is going to focus on
increasing social media marketing for generation of business growth.
Vision
To be able to increase the marketing practices of ASOS in the fashion retail market.
Mission
Gather information required for marketing practices growth and development of
strategies
Objectives
Being able to gain competitive advantage for ASOS in the fashion retail market
through marketing practices.
Pestle analysis
Political factors
The rules and regulation of UK
government related to the marketing
practices.
Economic factors
Economic stability is going to affect the
growth of business.
Social factors
The society preferences affect the ways
in which the marketing needs to be
Technological factors
The technological advances are the key
factors which bring effectiveness to the

influenced. marketing practices.
Legal factors
Legal considerations are the factors
which are considered to be responsible
for the lawful practices in the digital
marketing practices.
Environmental factors
It is important for the marketing to be
sustainable towards the environment.
SWOT analysis
Strength
The brand image of this organization is
its strength
Weakness
High level of competition in the market
is its weakness.
Opportunity
Utilization of new marketing practices is
an opportunity to growth.
Threats
Threat of new entrants is affecting their
performance.
Competitor analysis
Basis of difference M&S ASOS
Product Great quality and
experiences that would be
able gather increase in
products marketing
It also has enhanced
marketing growth.
Place Offline marketing
platforms
Social media sites, SEO
and content marketing
Price High price Medium price
Promotion Through offline practices Using Internet

Monitoring and control
The use of KPI for marketing practices can help in gathering information regarding
the ways in which the business can be monitored.
4.0 The social media features to be implemented using a
variety of multi-media capabilities
Social media marketing is mainly used for building the brand image which
helps in deriving sales and boosting revenue of the fir by optimizing its target market
and strategically selling the products by engaging the consumers for purchasing the
products (Canovi and Pucciarelli, 2019). As the social media is filled with the
multimedia and helps in providing ways for marketing the business via using digital
platforms Various social media features which is implemented for using the
multimedia capabilities as:
Podcasting: The social media helps in podcasting as it helps in creating the podcasts
by listening ad helps in networking with all the communities. As social media is the
best channel which helps in podcasting. With using the social media podcast helps in
sharing the information about the new products offered to the consumers. This social
media feature helps in businesses in establishing trust by growing the audiences
with promoting the businesses.
Video marketing: This social media feature help in fulfilling and implementing into
fulfilling the multimedia capabilities. The video marketing is mainly used for engaging
the audiences. This helps in influencing the buying decisions which helps in
increasing the traffic and purchasing the products while visiting the sites while
operating the business online. This is effectively used for marketing the business
their products for influencing the decisions as mainly the Instagram and you tube
enable this strategy which helps in marketing with using social media with videos.
Photo sharing: This feature of social media enable the businesses to share the
photos for selling the products by emphasizing its range and the size of products
offered. As by sharing the images helps to build the interest by the products and

services offered by the business as to engage the audiences and increasing the
sales and earning more revenues by attracting consumers for purchasing the
company products.
5.0 Justification of the chosen multi-media capabilities to
be used, and how they will optimise consumer
engagement and return on investment (ROI)
With using the above multimedia capabilities, helps in optimizing the
consumer engagement and earning the return on investments. With using the video
marketing helps in engaging consumers for attracting and maintaining the loyal
consumer base and targeting the customer for purchasing the products being offered
by the ASOS (Mason, Narcum and Mason, 2021). As with using the video marketing
while operating the business helps in engaging the consumers by makings
entertaining and versatile videos, this results in building the brand image and helps
in influencing the buying decisions of the consumers for purchasing the products via
using online platform of ASOS. S the video marketing mainly aims in combining the
facial ad well as the visual stimuli which engages the individuals for purchasing the
products which are offered by the businesses.
The video marketing helps in attaining revenues at highest by investing in this
marketing strategy. As by uploading the videos on the social media channels helps
in attracting and engaging the large audience which results in increasing sales.
Which results in boosting the return on investments for the company by attaining
more profits. Thus, this is the best tool for marketing the business which results in
boosting the ROI at the peak by investing in this marketing tool. Further more
sharing and posting the image on the social media also engages the audiences by
engaging by content posted and the photos related to the products which is mainly
offered by the companies of selling (Li Larimo and Leonidou, 2021). Further using
the social media capability aid in increasing the ROI at moderate level. But by
posting the videos and photos on the Facebook, Instagram and twitter helps in
boosting the ROI at the most which results in generating more sales of the products
which is offered by the ASOS (Kumaravadivelan, 2020). Also with using the
podcasting this helps in targeting and reaching the audiences as by investing in this
helps in increasing the traffic on the sites which helps in engaging and attracting the
consumers for purchasing the products by offering it on the online platform.

6.0 Using data to informing and developing customised
products and services
Business mainly uses different data is being used by the companies for
customizing the products and services being offered to the target market. This
mainly helps the business in attracting and retaining the target customers by
satisfying their needs and wants. With collecting the right data at the right time by the
business helps in customizing the products to be offered for retaining and targeting
by producing the right products with satisfying the needs and wants (Afifah and
Najib, 2018). Collecting and using the intent data as for identifying the actions taken
by the consumers. It helps in measuring the insights as by searching about what
types of products the consumers are mainly searching about. With tracking the sites
and the intent scoring helps in researching about the information by acquiring the
intent data from the site behavior as the visited pricing range.
Further from the transnational data helps in customizing the products which is being
offered by the ASOS. This data mainly helps in analyzing about the visits made by
the consumers, the add to cart options and the completed transaction for the
products and services. This data help in regulating the prices what which the
products are offered and aid in informing for making discounts. As by using this data
helps in updating the products and building the products by satisfying the customer
preferences. Further more analyzing and evaluating the psycho demographics helps
in personalizing the products to be offered to the consumers, this data mainly
focuses on the age, location, gender, the values , perceptions , taste, interest and
the opinions. This helps in customizing offering the products which satisfies the
needs, wants of the consumers (Silvia, 2019). Thus, using these all data helps in
informing the company as for producing and manufacturing the products according
to the nature and interest of the consumers this results in satisfying and retaining the
target consumer market as for constantly purchasing and maintaining the loyal
consumer market by offering products with following latest trend.

7.0 Actions to be implemented to improve effectiveness of
digital marketing using performance metrics based on
critical evaluation
KPI is used for measuring the indices which helps in identifying the achievable
objectives which are set as by attracting the consumers with promoting the products.
This metric is mainly used for increasing the revues by tracking the websites and the
traffic which is generated with outlining the goals. With using the KPI metrics helps in
measuring the drivers for earning the revenues (Bala and Verma, 2018). Various
metrics used by the business for measuring and improving the digital marketing and
which results in growing the business performance.
The return visitor metric mainly tracks on consumers visiting the website at the
multiple times. This helps in building and retaining the audiences online. This helps
in evaluating the content marketing achieving objectives or not.
ROMI metrics it is the return on marketing investment mainly helps in defining about
measuring the revenue earned by the marketing campaign.
Incremental sales in the KPI is measuring the contribution of the marketing efforts
which results in increasing sales for earning more revenues.
Web traffic sources this helps in measuring the traffic sources which is attracting the
consumers to visit on the site for purchasing the products offered in the online
platform by ASOS.
The purchasing funnel in the KPI helps in measuring an evaluating the interest,
preferences, considerations mailing list and the sales contacts.
Thus, these metric helps in improving the performance of the digital marketing by
maintaining the consumer insights with effectively promoting the products to the
consumers in effective way as for attracting to purchase the products offered by
ASOS.
8.0 Conclusions
From the above report it can be concluded that digital marketing is mainly
used by the business and benefits with ever-increasing and attracting the consumers

for purchasing the products offered by them via online platform The ASOS is mainly
established for serving the consumers with offering wides range of fashion apparels.
The omni channel marketing strategy is used for better engaging the consumers for
purchasing the products offered. Further various social media features helps in
engaging customer for purchasing products as it mainly influences the decisions for
buying the products which is offered by the company. Also using the data driven
strategy helps in customising the products which is offered to the consumers and
helps in improvising the customer experiences by researching and determining the
consumer insights for gaining growth in the business. Further using the KPI helps in
maintaining and improving effectiveness of digital marketing in the company.
References
Afifah. A. N. and Najib. M. 2018. Digital marketing adoption and the influences
towards business successes of MSMEs creative sector in Indonesia and
Malaysia. Jurnal Aplikasi Manajemen. 16(3). pp.377-386.
Bala. M. and Verma. D. 2018. A critical review of digital marketing. M. Bala. D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management. IT & Engineering. 8(10). pp.321-339.
Canovi. M. and Pucciarelli. F. 2019. Social media marketing in wine tourism: Winery
owners’ perceptions. Journal of Travel & Tourism Marketing. 36(6). pp.653-664.
Kumaravadivelan J. 2020. The New Era Of Different Types Of Digital Marketing For
Economy Growth In India. International Review of Business and
Economics. 4(2). p.17.
Li. F. Larimo. J. and Leonidou. L.C. 2021. Social media marketing strategy:
definition, conceptualization, taxonomy, validation, and future agenda. Journal
of the Academy of Marketing Science. 49(1). pp.51-70.
Mason. A.N. Narcum J. and Mason. K. 2021. Social media marketing gains
importance after Covid-19. Cogent Business & Management. 8(1). p.1870797.
Silvia. S. 2019. The importance of social media and digital marketing to attract
millennials’ behavior as a consumer. Marketing. 4(2).
Wang. Y. Deng. Q. Rod. M. and Ji. S. 2021. A thematic exploration of social media
analytics in marketing research and an agenda for future inquiry. Journal of
Strategic Marketing. 29(6). pp.471-491.