Digital Marketing Individual Report Guidelines

Digital Marketing
Individual Report
Guidelines

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Setting appropriate SMART objectives.......................................................................................1
Setting strategy for the company.................................................................................................2
Setting SMART objectives and use of appropriate tactical tools................................................3
Examining and addressing the actions required for the plan to be implemented........................4
Controlling and evaluating performance of the company...........................................................5
Analysing one legal constraints which may affects one digital marketing activity within their
digital marketing plan..................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing refers to an activity of advertising which has been conducted with the help
of some digital channels which includes websites, search engines, email, social media, along
with the other mobile apps (Chowdhury, 2021). For the following report selected organisation is
ASOS Plc which is a online retailer of fashion and cosmetic products. The company is founded
by Nick Robertson, Andrew Regan, Quentin Griffiths and Deborah Thorpe in 3 June 2000 as
well as its headquarters is in London, England, UK. In this report, current digital marketing audit
of the company is described along with the current digital marketing plan for addressing the
theme for retaining current customers and customer loyalty as well as enhancing customer
experience. The time scale for the digital marketing plan of the company is 3 months. The report
covers assessing and analysing of the online marketplace as well as the impact that influence of
the dynamic digital environment marketing activity and consumers. It further cover the
development of a conceptual and analytical approach in the planning of digital marketing
programmes to an organisation and its markets.
MAIN BODY
Setting appropriate SMART objectives
For developing an effective digital marketing plan, it is important for the company in
order to set their SMART objectives which mean that they are specific, measurable, achievable,
and realistic as well as anchored within a time frame (Dabas, Sharma and Manaktola, 2021). For
setting SMART objectives of ASOS Plc related to its digital marketing plan for retaining their
current customers and their loyalty as well as enhancing their customer experience, 5s
frameworks and RACE elements is used which has been described below:
5s frameworks-
It refers to a systematic method which helps company in order to organise their working
environment by reducing waste and the number of processes as well as improving flow. It
involves 5 principles which includes Sort, Set in order, Shine, Standardise and Sustain. In
context of ASOS Plc, it has been described below:
Sort- This principle makes ASOS Plc to keep only those elements that are required to
complete task. This makes them to use only those digital marketing activity which helps in
retaining their current customers and their loyalty as well as enhancing their experience.
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