Digital Marketing Landscape and E-commerce Growth: Analysis and Evaluation

This report analyzes the impact of E-commerce growth on digital marketing practices. It compares offline and online marketing concepts, key trends driving digital marketing growth, and challenges and opportunities faced by this marketing. The report also evaluates the key drivers of digital marketing.

Submission Front Sheet
Programme BTEC HIgher National Diploma (HND) in
Business (RQF)
Unit and Title Number Digital Marketing (Unit 24)
Unit RQF level/Code Level 5 / D/508/0538
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3

Analysing and evaluating digital marketing landscape and how E-commerce growth is
influencing marketing practices-..................................................................................................3
Comparatively, analysing offline and online marketing concepts with key trends that drives
the growth of digital marketing and what are the challenges and opportunities faced by this
marketing.....................................................................................................................................5
Key consumer trends that drive the development and growth of Digital Marketing.......................6
Analysing key digital tools that are available to brick-and-mortar other physical channels
required to meet organizational marketing needs and differentiation between E-commerce
digital marketing, and other physical channels ...........................................................................8
Evolution of Omnichannel Marketing.......................................................................................10
Development of a coherent digital Omnichannel marketing plan including multichannel
strategies....................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
INTRODUCTION
Marketing refers to the process that is done by the businesses around the word. It
involves selling and promoting of the products and services. Digital marketing is linked to the
brand advertisements and promotion activities that are done to connect with the potential
customer base by using different online platforms and digital communication. This not only
includes social media, email marketing and web-based advertisements, but also other multimedia
messages and texts (Giovannoni., 2020). This is also called as online marketing and internet

marketing. With the help of this marketing a business can spread a global awareness and can
easily execute the marketing on mobiles, social media and on other websites. Asos, a cosmetic
and fashion, British brand with a very wide established online network. The company ships to
196 countries from its fulfilment centres and has over 850 brands on its website. The tag line of
the brand itself states that it is engaged in selling the products that are seen in the films and on
the television. Asos has also started a new line of business which has home appliances and
furnitures in it.
Following report will comprise analysis of online and offline marketing, how E-
commerce growth is influencing the marketing practices and the digital marketing benefits that a
firm gets.
MAIN BODY
Analysing and evaluating digital marketing landscape and how E-commerce growth is
influencing marketing practices-
Critical analysis of digital marketing-
Digital marketing landscape refers to a huge collection of hardware and software,
including social networks, websites, sales channels, brand generated content, and upcoming
technologies which are continuing to shape the digital infrastructure (Behera. And et.al.,2020). A
proper understanding of digital marketing landscape can help Asos to keep an eye on its
competitors and to keep its digital assets updated with time. As the time has evolved, various
other things have evolved with it. Of which, the retail business industry evolution showed the
shift to online platform from offline platform. These digital marketing advertisements and plans
can help the other companies and Asos to
 be aware of how to make money in the current market with the present business
 helps to understand how IT system have an impact on profits
 helps in getting aware of the customer’s interest
 makes a business turn itself into customer centric business
 and in better understanding of the costing
But on the same hand, when it comes to critically analysing the digital marketing landscapes, it
has both positive and the negative aspects. Here are some aspects mentioned below
Positive Aspects-

 Global reach- With the help of digital marketing a business can spread its awareness
across the globe with a very little investment. Asos with the help of these marketing
landscapes has made a global existence and has already started serving to a widespread
network.
 Measurable and trackable results- In this the business's plans and marketing is easily
tracked by using the web analytics to realize the productivity and effectiveness of the
campaign. Using this tool or other metric tools Asos can benefit itself as it can the brand
how the customers are using the websites and responding to the advertisements it is
giving.
 Personalization- Under this when a customer visits to the website of the business, the
business can see what the customer is looking for and can give them more offers
accordingly (Desai., 2019. Digital marketing). Asos by using the right marketing
landscapes can also start offering personalization to every customer that comes to its
website and can communicate with them. This can help in refining the customer profile.
 Good conversion rate- Having the websites can make a business get quick orders as the
customers do not have to waste time in phone calling and enquiring of the products. For
them, making an order is just a click away. Asos already has a good, developed website
which has a very efficient working and has proved out to be beneficial for the brand.
Negative Aspects-
 Training and skills- For the efficient working of digital marketing landscapes proper
trained and skilled workforce is required as the trends keep on changing constantly so it
becomes very hard to be up to date. Asos to get a good response on its established
website should keep updating its programmes and software, because when not done, it
can affect the effective working of the company.
 Time consuming- optimizing online advertisements and creating content is a very time-
consuming and a headache job for the creators. Also, for the Asos it can also get very
time-consuming for giving its new advertisements and sometimes may lead to delays.
 Complaints and feedbacks- As the online platforms hold good visibility, so any content,
showing feedbacks can directly leave an impact on the brands sales. Complaints and
negative feedbacks tend to affect the customer behaviour in a very bad way. Asos may
also get affected because of its online transparency that it holds.

Evaluation of digital marketing
Digital marketing is a concept which has its own pros and cons. Where the digital
marketing has proven out to be very beneficial for the businesses in the present world as it
provides the business with a good recognition around the world, it has also turned out to be very
difficult for the companies to adopt it, as it involves a huge costing and trained workforce. The
entire marketing is very effective and has shown beautiful results to many businesses but the
marketing also involves a lot of time which is dreadful for the companies, and they have to
higher a different department for it.
Channels and tools used in the digital marketing
As digital marketing refer to a broad term of online promotion techniques, there are
number of tools and channels that help in doing the marketing efficiently and smoothly. Here are
2 of them.
Email marketing-This tool offers a personal sense of connectivity to the customers. Email
marketing stands out the business amongst others as it directly collect attention from the
customers and provide to the business.
Search engine optimization- This enables a business organization to rank itself higher on the
websites such as Bing, Google etc. Using this way the business can get good amount of visibility
and heavy traffic on its doors.
DIFFERENCES AND SIMILARITIES BETWEEN DIGITAL MARKETING AND
PHYSICAL MARKETING
The similarities between both the channels of marketing are that they both uses marketing
techniques in order to attract sales and both the channels use 4Ps of marketing. The difference
between both methods are that traditional marketing is not good when it comes to creating a
brand and the effect is very difficult when it comes to measuring but the digital marketing helps
a brand to build fast and the effect is also easily measured by different analytics tools.
E-commerce growth affecting marketing practices-
E-commerce is a term associated with trading online. This means running a business
online and dealing with all the aspects online. The new trend of online shopping has made the
customers to shift their interest from traditional shopping to modern shopping. With this, they
can shop in their comfort (Gyenge. and et.al., 2021). But as the pattern of shopping has evolved

it became very important for the businesses also to change the pattern of their marketing and
advertising as well. With this shift, traditional marketing has limited its scope and the new
concept of online marketing has emerged. These online practices of marketing involve all the
advertisements that are done making the use of social websites, google, emails etc. The brands
are driven more towards the changing trends of the marketing rather than the old traditional style.
Asos is also engaged in online marketing. So yes, the marketing practices has completely
evolved along with the E-commerce and are highly influenced by the new concept of doing
business (Guercini. and et.al., 2018). This new pattern of marketing can also have other brands
and Asos to locate its customers early and helps them to reduce their cost which is used in
making, processing, outsourcing etc. Through this the company can also save paper and indulge
itself in nature curing practices.
Comparatively, analysing offline and online marketing concepts with key trends that drives the
growth of digital marketing and what are the challenges and opportunities faced by this
marketing
Marketing is defined as the process of promoting and attracting the customers towards
the brand's products or services. It can be done both online and offline, but nowadays as the
complete trading process has been taken online this has made several brands engaged in online
marketing. Mentioned below is the comparative analysis that is done on the online and offline
marketing
Online VS Offline marketing techniques
Competition between the online modes of marketing and offline modes of marketing is
very strong. With the good accessibility and other facilities, the internet has adversely affected
all the traditional marketing practices. And all the online opportunities the customers are having,
being in their comfort zones and shopping has really affected offline market and sellers both
(Aragoncillo. and Orus., 2018). Online brands are expanding their operations by giving a lot of
time and money both in the advertising that can help the brand to increase its sales. But the cost
of online marketing is comparatively very less than the offline marketing as it involves the cost
of banner, newspaper advertisements, TV advertisements etc. The trend is constantly changing
and thus, the business to sustain longer and retain its customers, are spending a lot of time in
their online marketing. With the help of this new trend the customers can place order anytime in
24 hrs.

Looking at this drastic change Asos also started its online marketing, through its website
and is giving its most of the time and efforts in advertising of the brand. The online marketing
has resulted very good for the brand and the brand can even expand more and more in the new
areas (Chiang. And et.al., 2018). But this online expansion has left and all the offline markets in
dreadful situation by showing a declination in the sales.
Key consumer trends that drive the development and growth of Digital Marketing
There are number of demands or trends in the society that has changed the complete
geographical area of shopping. Digital marketing has completely taken the traditional way of
shopping down and has shown immense growth in past few years. Asos is also engaged in digital
marketing practices and has framed its services according to the customers interests. There are
various factors that have influenced the growth and lead to the development of digital marketing
and has given good growth to the company's business. Here are some consumer trends that have
framed digital marketing
 Mobile convenience- Online websites are easy to access they can be used from anywhere
in the world using a mobile phone, which is a very handy device and something which
every person has. When the consumers find something easy, they tend to use it more
frequently. Asos should also make websites that can be easily used using the mobile
phones.
 24 hours accessibility- Consumers have a busy life schedule, and they don't get enough
time to go out and shop for themselves. Digital marketing offering such services of
anytime shopping gave it a good growth and thus a change in consumers behaviour were
observed. When found, that on Asos also they can place anytime orders it can have a
good impact on the sales of the brand.
 Feedback wants- Before making a purchase consumers tend to have a look on the
feedbacks of that product. Through the online marketing consumers can easily avail
feedbacks on the products they are interested in and thus, it leads to increasing demands
for online shopping. Asos can also keep a transparency by showing all the honest reviews
as that can leave a good image of the brand on the customers.
 Easy return policies- Through digital marketing, brands offer good policies of return by
providing a complete satisfaction to the customers. With such features the demand for

digital marketing is growing day by day. Asos, can also increase its demands by offering
such satisfactory features to the customers using digital marketing.
 Detailed features- Every product that is sold online has specific features mentioned
below. This gives the customers complete information about the product and a certain
kind of confidence before buying. These details and small-small conveniences have
influenced the growth of digital marketing. The brand also shows the product details
which is turning out to be every effective for its sales.
Evaluation of the key drivers-
With the evolution of technology alongside time, the society is becoming more advanced
with the upcoming and latest trends. Everything they want is in their comfort zone. This very
approach of the consumers is making them want the best for themselves and the digital
marketing is helping them in getting them so. The 24hour accessibility of the mobile phones, the
non reliance on the convenience, easy returns and everything else is giving the customers more
than they ever imagined. Driven towards these benefits the consumers, could not help but are
eventually driving the growth of digital marketing.
There are various opportunities and challenges that are faced by the digital marketing landscapes
as these are updated day to day according to the new trends (Katsikeas. and et.al., 2019).
Opportunities and challenges faced by digital marketing landscapes
Opportunities Challenges
 Good consumer reach which is driving
huge traffic to the businesses just by
using the mobile phones
 Global advertisements leading to a very
good awareness of the brands by
simply appearing daily on the mobile
screens
 Easy to promote brands as it involves
low costing and helps the businesses to
spend less
 Consumers convenience charges are
 Advanced competition of the brands as
with the evolution of technology the
brands compete in much advanced
ways
 Limited conversation leading the
customers to doubt about the products
and its after services
 Limited products advertisements
leading to low traffic and low sales
 Hacking risks as the hackers in today's
world can get access to anything even

zero as they only have to pay for the
standard shipping and can get things
done any time in the 24 hours
 Frequent advertisement displays which
eventually convert the people to
customers
 Low costing giving a benefit of great
revenue and savings to the businesses
the sensitive informations of the
business
 Opposing brand activities leading to
huge criticisms as everything is
displayed on the websites which can be
read by everyone.
Analysing key digital tools that are available to brick-and-mortar other physical channels
required to meet organizational marketing needs and differentiation between E-commerce
digital marketing, and other physical channels
As seen, the world is moving more towards digitalization, leaving behind all the
traditional methods, it is observed that maximum brands are indulging themselves into online
practices. Where the online shopping is dominating the traditional shopping, demand for more
digital marketing has arisen in the market. There are certain tools that pave way for the online
marketing, in both software and hardware, of which some are
SOFTWARE
 WASK- It's an all-in-one digital marketing software which gives a free trial for 15 days
and is suitable for beginners as well as professionals.
 Active Campaign-It includes marketing, CRM, sales automation, and E-mail. This has 14
days of free trial and is suitable for professionals and big marketing agencies.
 Google's analytics- This includes analytics and marketing both. It has a free version and
is used for deep insights and analytics.
 Augmented reality tool- This is used by Asos and can be very beneficial for the brand in
the future as it shows the models wearing the cloths, which can really help the customers
in their purchase.
HARDWARE
 Computers- With the help of computer and internet, all the marketing can be started and
even at a lower cost.

 Mobile phones-This is the cheapest source to start an online business or marketing and
can be accessed from anywhere in the world.
Tools Strengths Weaknesses
WASK Good results Requires a lot of training
Active campaign Good and dynamic email
content
Takes time for the result and
free trial is of only 14 days
Google's analytics Most reliable source which
provides the best
determination of the
marketing.
Sometimes lead to confusion
and becomes tough to find the
purpose
Augmented reality tool Gives a benefit of sharing real
time experience with the
people in the long distance
Sometimes become
inappropriate in many
situations
Computers Provides searching for various
information at one time
Huge cost in installing
Mobile phones Very handy and can be used
anywhere
Does not allow looking for
multiple things at once
WASK MODEL
Strengths- Good results as with the help f this software all the advertisements are managed,
created and published from one platform. It also provides the users autopilot and scheduler
which help them to plan and process the advertisements accordingly.
Weakness- To sue the particular software is not an easy task and therefore requires skilled
employees who can actually make use of the software. This software also requires a lot of
training.
Active campaign

Strengths- Good and dynamic email content. The tool is extremely affordable and does the best
in marketing automation. It also has a leading score feature and is able to segment the specific
customer list..
Weakness- Takes time for the result as the software performs slow sometimes. One more
drawback of the software is that the free trial period is of only 14 days.
Google's analytics
Strengths- It is one of the best strength of the software that it is the most reliable source which
provides the best determination of the marketing and is really of the companies in order to target
the customers and make the best of strategies.
Weakness- This software also required skilled workforce and training. Sometimes the software
also leads to confusion and it really becomes tough to find the purpose.
Augmented reality tool
Strengths- This particular tool is used by number of businesses worldwide as it gives a benefit
of sharing real time experience with the people in the long distance and provide them the sense
of the services.
Weakness- The only weakness this software has is it can be used for every purpose and
sometimes it become inappropriate in many situations.
Computers
Strengths- The computers provides searching for various information at one time and on one
screen. It serves multiple purpose and help to identify number of things in seconds.
Weakness- The only drawback of the computer is that it involves huge costing and is not very
affordable for every business.
Mobile phones
Strengths- The smart device facilitates number of things in a very short time and is very handy
and can be used anywhere and anytime.
Weakness- It does not allow looking for multiple things at once I.e the feature of showing
multiple things at once is not possible with the mobile phones and therefore can only serve one
purpose.

Traditional marketing tools
Handouts- These are usually the brochures or the flyres which are printed to carry out the
promotional activities of a business and are distributed or displayed in public areas to spread a
good aware of the business’s establishments.
Billboards- These are the boards that are placed on the highways and on the different roads for
the concern of promoting a company’s business or different kind of advertisements. This source
of marketing can reach to a good number of audience from different locations.
Print adds- This source of marketing reaches to a large number of customers, as businesses here
advertise their company in the magazines or newspapers. This type of marketing usually convert
most of the advertisements into the sales as it holds a very positive impression on the readers
about the brand of the business.
Tools Strengths weaknesses
Handouts Personal touch is there and is a
reliable source
Cannot focus on the
segmentation
Billboards Reaches to a large number of
audiences at one time
Involves heavy costing
Print adds Reaches to a large audience
and hold good influence on
them.
KPI’s are not clear, as digital
technologies provide a good
tracking.
DIFFERENTIATION BETWEEN MARKETINGS
Marketing refers to the activities that a company undertake to promote the buying and
selling of a product or service. It includes advertising, selling, delivering products to customers
or retailers. There are many types of marketing platforms and channels such as e-commerce,

digital marketing, and physical traditional marketing approaches that can be assessed in the
context of ASOS plc.
Evolution of e-commerce and digital marketing as compared to physical channels:
The traditional or physical channels of marketing does not mean that they have become a thing
of the past or are old-fashioned in any way. People still use these in various levels of their
advertising and marketing activities. It is just that with the advent of rising electronic equipments
and constantly developing modes of technological innovation, the sphere of marketing has
shifted significantly towards the digital medium. It is also to be noted that the rising shifts in the
buying demographic and the dynamic tastes and preferences of consumers have paved a much
wider path to the inception and evolution of modern marketing. This most importantly also
includes the highly growing segment of e-commerce marketing because of the different openings
of e-portals and social media optimization.
The physical forms of marketing have changed drastically through the transformation from
traditional to the digital forms of marketing. This can be seen in its shift of distribution channels
such as the retail and wholesale market expansion, flyers, digitalized poster formats, etc.
E-COMMERCE MARKETING
The E-commerce marketing industry provides a simplified platform for the consumers to
buy directly from a range of choices that are easily available online. It eliminates the need for the
customers to make their purchases by physically going to the stores and malls, rather it provides
them the opportunity of a good shopping experience straight from the comfort of their homes
(Yadav and Rahman, 2018). There are basically three types of E-commerce platforms as given
below –
 Business-to-business (b2b)- This refers to an uninterrupted business exchange channel
through which one sector's products and services can be directly accessed by another.
 Business-to-consumer (b2c)- It entails direct sales to the end users from various
business platforms.
 Consumer-to-consumer (c2c)- This means unmediated and first-hand exchanges of
goods and services between two or more consumers.
The UK based fashion retailer ASOS can make use of this form of marketing by
enhancing its already existing marketing platforms and creating a uniquely featured E-commerce

base. This can include various strategic tools such as an optimized SEO department, social media
and content marketing, paid advertising, email, and influencer marketing. It will not only provide
a 24/7 accessibility to customers but will also reduce overhead costs such as inventory and
overstocks.
DIGITAL MARKETING
Digital marketing is defined as that form of marketing which is carried out through online
means. Also known as the online marketing mode, Digital marketing can be regarded as the
future of marketing platform as it falls outside the traditional marketing zone which is confined
to a particular jurisdiction only (Bala and Verma, 2018). It is carried out through various
diversified means such as systematic content marketing, search engine marketing and
optimization, social media marketing, etc.
ASOS plc can highly benefit from applying the digital marketing strategy with the help of
different platforms such as mails, social media, mobile phones, search engines, text messages,
and more. The use of social media websites, affiliate marketing, PPC & SEM automation among
form the digital tools. The fashion and cosmetic retailer ASOS company can use this marketing
method for various reasons such as –
 Helps Generate Customer Engagement- With a proper use of website designing and an
integrated marketing strategy, customers will not only be satisfied and happy but will
lead to new leads. Sales Augmentation- The digital marketing strategy employs use of certain powerful
modes and platforms such as social media tools, credible web portals, banner ads,
customized media, and engaging blog content that increases sales and revenue.
TRADITIONAL MARKETING
Traditional marketing mainly focuses on selling products with the intent of profit
maximization which increases the sales and profit, but it leads to a lack of customers satisfaction.
As compared to modern marketing there is likely a low scope of growth in traditional marketing
channels as it involves extremely basic modes of promotion such as television & advertising
commercials, simply printed newspaper infomercials, billboards, and hoardings, etc.
These were without doubt popular till the 1990s but since the Internet boom as well as
with the advent of technological innovations the traditional marketing platforms took a back seat

and became outdated (Lawrence and et.al., 2018). That doesn't mean it has completely become
obsolete as today still this mode is used for marketing purposes along with the rising digital
tools. In the context of ASOS, the retail fashion conglomerate uses a two-way social marketing
strategy influenced by its digital tools and customers. Employing the use of traditional marketing
strategies within such a vast organization would mean going backwards.
Growth comparison between digital marketing and physical channels
The physical channels of marketing were used in the earlier times as the main source of
information back then was the newspaper, pamphlets, banners etc. which were suitable for the
growth that a business desires as it used to drive large number of customers to the following
business but, as the time has evolved there are a lot of changes in the living standard of people
and the sources which are used by them are completely changed. Digital marketing has shifted
the whole way of doing business as in the present world everything has shifted online the
continuous advertisements while using the social media drives the customers interest towards the
following business and its offerings. It has been recorded in the recent times that digital
platforms drives the actual growth of the businesses today as it attracts large number of crowd by
showing the recent trends and fashion and also giving advertisements of the businesses which are
offering those trends.
Evolution of Omnichannel Marketing
The purpose of marketing is to research and analyse the ideal customer wants and needs
by sending surveys through a timely follow-up of their preferential requirements for a satisfying
experience. The most basic channel of marketing is the direct buying model where the customer
physically goes to the store and buys their favoured items after discussing with the salesperson.
The subsequent form of marketing is through multi-channel platforms which innumerably
offers a wide range of shopping channels that contain the preferred products for customer. Apart
from the fact that it provides a lot of purchasing options to the end users, multi-channel
marketing still significantly lags in completely satisfying the consumers as each channel be it
email, or social media works in its own best interest (Banerjee and Bhardwaj, 2019).
The evolutionary shift from the traditional and physical forms of marketing have been expanded
further with a new and holistic approach of consumer interactions with the distinct forms and
methods of online and digital platform marketing channels. Unlike the multimedia channel of

conducting marketing activity the Omni channel method is much more of a fulfilling experience
for the end users as it involves an entire purchase journey roadmap for the end users.
However, the digital marketing scenario has tremendously changed and evolved with the
introduction of Omni-channel marketing in various organizations such as ASOS plc (Berman and
Thelen, 2018).
It can be defined as a comprehensive and integrated approach towards channelizing the product
marketing of businesses so that the customers can experience a seamless and holistic buying
experience. It might seem like its multi-channel counterpart, but it is far from true. Omni-channel
is a customer centric and data-driven marketing platform that uses the approach of target
audience segmentation for creating a personalized client base (Iannilli and Spagnoli, 2021). This
makes the consumer feel that the organization cares for them and leads to a fast brand
recognition and awareness among the buyers resulting in high retention rates.
In order to draft a comprehensive digital marketing plan, the organization that wants to upgrade
its strategic plans should and must set out some key digital marketing objectives. The plan
should aim at fulfilling these mentioned aspects:
 An improvement in the rates of conversion
 Generating more established brand
 Attracting more public attention to websites
 Increase in market share growth
Development of a coherent digital Omnichannel marketing plan including multichannel
strategies
As can be noted, from the above description of Omni-channel marketing it can be
adequately applied by the ASOS organization with a well-equipped action plan. Here's a 5-step
logical marketing plan to build multi and omni-channel capabilities for the retail conglomerate
(Chernev, 2020).

Data Collection Data Analysis Customer
Journey
Mapping
Brand
Guidelines
Testing &
Optimization
The first step of
this measurable
action plan
comprises
accurate
gathering and
collection of
time-to-time
updated consumer
data. This will
provide an
analytical
understanding of
the ASOS
organization's
preferred target
audience for the
implementation
of omni-channel
strategy.
Once the
customer level
data has been
collected the next
step is of
analysing it. This
can be done by
implementing the
acquired database
knowledge with
the help of an
efficient team.
This journey map
basically tracks
the entire timeline
from when a
customer became
aware of the
brand or
approached it to
the time of his/her
final purchase. It
helps outline and
evaluate the buyer
interface which
eventually helps
in the launching
of a cohesive
marketing
campaign.
This form of
marketing helps
businesses to
critically assess
their competitor's
market strategy
along with their
customer reach
and output.
It is important to
retain and obtain
customers along
with cost
effective growth
strategies and this
can be achieved
by consistently
testing the
effectiveness of
the strategic plan.
One good method
to do this is
through UMM-
Unified
Marketing
Measurement, a
model that works
This stage of data
analysis is
especially helpful
for big brands
like ASOS as
their management
teams can
These customer
journey maps
keenly note the
user experiences
which might
impact the firm
either
It is important to
build a good
brand identity that
creates a unified
message and a
unique voice for
the company. For
In the context of
ASOS plc the
organization can
regularly check
its workability by
optimizing testing
tools and update

with a combined
metrics
attribution of
consumers'
history of
purchasing
(Merritt and
Zhao, 2020).
effectively
position the
coveted data to
the ongoing
marketing
situations which
provide an
integrated and
featured base of
authentic
requirements of,
and problems
faced by
customers.
demographically
or economically.
In a way it keeps
the analytical
teams updated
across all
touchpoints
(Nguyen, 2019).
instance, ASOS
can use several
brand tracking
equipments for
leveraging
consumer
opinions.
its marketing
methods
wherever it seems
necessary (Risso
and Paesano,
2021). This helps
generate a good
amount of return
on investments
(ROI).
Marketing plan of ASOS plc under SOSTAC model
Introduced in the 1990s by PR Smith, the SOSTAC modular framework comprehensively covers
six major areas related to a full-fledged marketing plan that have been contextually explained
below. In the current scenario, the following SOSTAC model has been applied to ASOS plc
company brand:
1. Situational SWOT analysis of ASOS: The SWOT framework is an evaluative technique
with the primary goal of assessing the internal and external environmental factors
affecting a business firm. In this case, the swot analysis of ASOS plc company's
strengths include a strong brand image, authentic designs, stable supply-chain
distribution network and good influencer marketing methods. Its weaknesses comprise
lesser R&D initiatives/results, low profitability due to increased free shipping, and poor
product innovation. The company's associated opportunities are dynamic competition,
digital marketing scope, and global expansion. Lastly, some threats it faces consist of
rising market rivalry, economic factors and unreliable customer's buying trends.

2. SMART objectives: Two of the integral smart objectives of the ASOS company include
that its relative marketing goals are accurately defined and the resources to reach and
accomplish these are also well-equipped and allocated. This shows proper organizational
efforts the strategic formulation of the firm. Along with this, a second smart objective
incorporated by the company is that of a solid product segmentation strategy where it has
smoothly penetrated new markets. It is backed with the provision of customized product
accessories like varied sizes, differentiated goods, updated shipping methods, etc.
3. Strategy application: The applicability within this specific framework regrading strategy
of the ASOS brand is shown through the depiction of two different and effective models
which are the STP model and the RACE model.
STP model
The STP marketing analysis stands for Segmentation, Targeting, and Positioning processes.
These three steps benefit a firm/company in breaking down broad markets and in targeting them.
SEGMENTATION: Segmentation is the first stage in this target marketing strategy development.
ASOS can be informed through researching customer data and conducting market trends
analysis. It can also identify its customers and their needs and select the market segment for
investment in this stage.
TARGETING: Informed by a comprehensive analysis of customer demands and requirements,
target marketing succinctly evaluates the target market segments and selects online targeting
along with traditional marketing for increasing its customer base. This can help ASOS raise
revenue collection and contribution from each segment.
POSITIONING: Market positioning makes up the third stage of the STP process and is instructed
by intrinsic and competitive analysis. It includes identification of segment proposition wherein
the core brand is placed decisively in the market share. Here ASOS plc can focus on
communicating and developing brand value.
RACE model
RACE model will be used in this marketing plan and help facilitate implementing the plan for
achieving desired results. ASOS' digital channels would be directed towards reaching
prospective customers regarding its modified products. All its digital channels include high pace
in transmitting information targeted in reaching customers.
The first element, reaching, in this RACE Model will be accomplished.

The second element of this RACE Model comprises acting. The firm's digital channels will be
designed concerning a view of accomplishing digital objectives.
Its third channel in the RACE Model comprises the utilization of digital channels in converting
existing customers plus being loyal towards the altered products. Online sales advertising would
lure its existing customers.
The fourth element of this RACE Model includes use of digital ways in engaging customers. Its
digital channels mentioned will engage the consumers to a large extent.
4. Tactics: In this step of the SOSTAC model, the plan will include a combination of both
the offline and online tools for omni-channel marketing of the ASOS company. It is as
follows:
- Promoting company's offline events upon its website, blogs and social pages
- Inviting offline customer contacts to follow and like/subscribe its media profiles
- Using offline customer connections within ASOS' website's news blogs and other articles.
- Rather than automating email responses, online to offline though calling customers directly
could also be done.
5. Action plan:
 The data collection stage offers a situational analysis following which the company can
identify which customer type will be suitable with different devices and channels.
 Data analysis platform will give shape to the info-metrics of the organization's end users
and all their buying preferences can be noted and assessed in real time.
 Customer journey maps is a strategic tool that needs to be processed before carrying out
an extensive omni-channel marketing plan.
 With the use of effective webpage designs, carefully written content, and a proper target
audience; omni-channel marketing plan helps boost brand recognition of a business. The various channels of this omni-channel plan are easy to use which involves cost-
effective methods of marketing the product, service, or brand.
6. Control: In the case, the conducted situational analysis regarding ASOS company's
strengths comprise a solid brand image, original designs, stabilized supply-chain network
including profitable influencer marketing techniques. Its weaknesses consist of very low
research and development initiatives and results, lesser profit margins pertaining to raised
free shipping, plus unyielding product innovation.

Recommendations
 Create innovative buying journey for customers
 Setting a platform for long-term
 Overview customer service platforms
 Generating an ultimate purchasing experience
 Timely reviewing digital marketing procedures and refining them
CONCLUSION
The above report has analysed various scopes of the digital marketing scenario in the context of
the UK based fashion & cosmetics retail organization 'ASOS plc'. It has given a detailed
overview of the different modes of marketing and has comprehensively carried out a conceptual
analysis of the digital marketing landscape. It has also examined varied differentiating factors
that contribute to the growth of this marketing strategy. Further down the report various
opportunities and challenges have been mentioned that are faced by organizations in this regard.
The report has succinctly illustrated the evolution and growth of the omni-channel marketing and
has provided an integrated omni-channel marketing plan that includes a cohesive and relevant
scope of multi-channel capabilities.

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