Digital Marketing for ASOS: Overview, Strategies, and Implementation

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.
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
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plus workforce which are indulge in the activities related to operations and finance. 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.
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 .
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.
PESTLE Analysis:
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