Digital Marketing for ASOS: Overview, Strategies, and Objectives

Digital Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAINBODY ...................................................................................................................................1
Overview of digital marketing process ......................................................................................1
Overview of ASOS :...................................................................................................................1
Step 1 - Situation Analysis / Marketing Audit. ..........................................................................2
Relation with Digital Business with Digital Marketing Strategy /plan. ....................................4
Formulate Objectives: ...............................................................................................................4
Implementation and control in DM marketing term...................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
A digital marketing plan is a document which consists of planning for digital marketing
campaigns or actions which will be taken in the context of digital business, its categorized details
among the things like business goals which consists of short, medium and long term goals. The
report below is based on ASOS a British online fashion and retailer of cosmetics which aim is to
serve the customer through its online platform. The report consists of the topic overview of
digital marketing, situational analysis, inter-relation with digital business with digital marketing
strategy and formulation of objectives in the context of digital marketing campaigns (Bala and
Verma, 2018).
MAINBODY
Overview of digital marketing process
Digital marketing process which deals with number of steps and stages involve in the
accomplishment of digital strategy with a view to attain procedures of the digital business
(Chaffey and Ellis-Chadwick, 2019). Digital marketing process relates with the scheduled posts,
and engage with your audience with having the part of social media strategy which involves with
the content social media, emails and with engagement activities which considered with research,
plan implement, measure and optimize these are the stages which defines the role under the
digital marketing process which takes several activities more effective through basic types of
digital marketing is that search engine optimization, search engine marketing, content marketing,
pay per click, affiliate marketing, instant messaging marketing and e-mail (Lui and Au, 2017).
Overview of ASOS:
ASOS is a British online fashion industry which deals in all types of fashion related
product is that clothes in trends for adults, they are following the market segment of dealing in
particular customers group by catering adults on the basis of their services like clothes, shoes
accessories and beauty products, this fashion industry was founded in 2000 in London). This
website sells more than approximately 850 brands of products as well as deals in its own range
of clothing and accessories which ships to their operating 196 countries by the source of online
platform that serves form their fulfilment centres in the UK. Websites in which they are dealing
is that asos.com, asosplc.com, the number of employees working in this online industry is
approx. 4000 plus workforce which are indulge in the activities related to operations and finance.
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Online industry relates with the activities which offers the best product or services by deliver
them to their customers, the aim of ASOS online fashion industry is by targeting the mass appeal
through operating their online marketing by magazines to promote the product which relates
with clothing which will help them in selling the product in large expand manner to their
customers.
Step 1 - Situation Analysis / Marketing Audit.
Situational analysis refers to the internal as well as external factor of the business here are
analysis of ASOS fashion industry which relates with the product like clothing, accessories and
cosmetics internationally by adopting the online platform. Here are some of the tools or model
by which situational analysis of the company ASOS will determine the models which are used in
this analysis are SWOT Analysis:
Strength:
 ASOS fashion industry deals in the product like clothing by having the aspect of branding
image, this brand also partnered with GLAAD, which is one of the biggest voice for the
LGBT community, this show they are not having any stereotypes (Chaffe and Smith
2017).
Weaknesses:
 The investment of ASOS on research and development are not above expectations having
the average approach of doing this R&D, they are not able to compete with the leading industry
in respect of the innovation, because they are dealing in already researched product in the market
by selling them on websites (Yoga, Korry and Yulianti, 2019).
Opportunities:
 Changing trends in the market industry in respect of the fashionable product or services
will be the opportunity for industry like ASOS because of online fashion market they will
deliver the product according to the trends because of lots of options to deliver the
customers (Piñeiro-Otero and Martínez-Rolán, 2016).
Threats:
 Because of their nature of dealing on the online platform by serving in 196 countries they
are highly engage in the risk of having the threats of their competitors which will affect
the organisation through new innovation by the other online industry by new innovation
(Chester and Montgomery, 2017).
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