Digital Marketing and Social Media

The paper analyzes the online brand of ASOS, a British online fashion and cosmetic retailer, and describes its customer engagement strategy. It also analyzes the current digital marketing strategy of the chosen organization along with the appropriate recommendations for the improvement of the customer engagement. Read more on Desklib.

Running head: DIGITAL MARKETING AND SOCIAL MEDIA
Digital marketing and Social Media
Name of the Student
Name of the University
Author Note

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Introduction:
The market competition in the modern business world is seen to increase in
significant manner. The reason behind the increment of the intense competition in the modern
business world is majorly the inclusion of the considerable number of new entries. The
number of new organizations entering the fashion and clothing market in recent times is
observed to be significant (Taplin 2014). In order to avoid the intense competition of the
market, the modern business organizations are observed to opt for the increasing marketing
activities in order to make sure that their products and the services are able to attract larger
number of customers (Insley and Nunan 2014). Along with the marketing activities, the
online business conduction is observed to be a prime need for the modern business
organizations in increasing the generation of the profit. The paper is focused in the
elaboration of one such organization in the form of the ASOS. That paper analyses the online
brand of the chose organization and along with that, describes the customer engagement
strategy of the online brands. Apart from that, the paper analyses the current digital marketing
strategy of the chosen organization along with the appropriate recommendations for the
improvement of the customer engagement along with the increment in the loyalty of the
customers towards the chosen organization.
The ASOS online is known to be a British online fashion and cosmetic retailer. The
chosen organization operates in the British clothing industry and is able to concentrate on the
online business conduction. The chosen organization was established in the city of London in
the year 2000. Currently the organization is led by the excellent leadership of the chief
executive officers of the organization Brian McBride and Nick Beighton along with Anders
Holch Povlsen (Asos.com. 2019). The organization having the headquarter in London, is able
to establish a significantly strong brand for selling products such as the clothes, shoes and
beauty accessories. The excellence of the senior level management of the organization in the

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formation of the strong brand is significantly visible with the generation of 2.4 billion pounds
as the revenue in the year 2018 (Asos.com. 2019). Apart from that, the establishment of such
strong brand is seen to be of great significance for the organization in attracting larger
number of customers for their products.
Literature:
As mentioned earlier, the modern business world is becoming significantly
competitive. Specifically the clothing and the fashion retailing industry is seen experience the
entry of the notable number of new organizations with an objective of increasing the profit.
Under such situation, the increment in the competition is seen to be threatening for the
existing business organizations in their survival and in their growth as well. The increment of
the uncertainty in the business conduction of the modern business organizations in terms of
generating profit is seen to force them towards the effective management of the requirement
of the customers. Ashley and Tuten (2015), are also observed to comment on the fact that in
the modern business context, the modifications in the products and the services that the
modern business organizations design for their customers are majorly dependent on the
preferences of the customers.
In order to make sure that the customers are happy with their business conduction and
the products they design, the modern business organizations are seen to be notably focused in
gathering the information from the customers regarding their needs and preferences. Under
such situation, the effective engagement with the customers of the organizations become
expressively important (Venkatesan 2017). The reason behind this, is the scope of achieving
the information regarding the preferences of the customers which has the potential to result in
formation of the products and the services that will trigger repetitive purchases from the part
of the customers. As the youths or the people of the young generation are observed to be

3DIGITAL MARKETING AND SOCIAL MEDIA
the main targeted segment of the customers for the companies operating in the clothing and
fashion industry, the achievement of the preferences of them regarding the products and the
services will be better achieved through increasing the social media and online activities.
According to Armstrong et al. (2015) as it is pretty evident that the people of the
young generation are more inclined towards the technology and the social media platforms,
the initiation of the social media activities with a precise focus on the collection of the
requirements and preferences of the customers regarding their products produces a strong
base for the increased customer engagement. Kotler and Armstrong (2015) stated that the
collection of the preferences and views of the customers are significant for the organizations
in designing their products and services as that is instrumental in making the customers feel
that the products of the organization are designed for them. This is of great significance in the
improvement of the customer loyalty and that has the potential to increase the sales of the
organization with the increasing intention of the customers for the repetitive purchases
(Adeniji et al. 2014).
Dimensions of the customer engagement strategy:
Considering the three different dimensions of the digital customer engagement
strategy in the form of the cognitive, behavioural and the emotional, the impact of them on
the customer’s intention of purchasing a particular product is observed to be significant.
Behavioural:
The mentioned dimension is considered to be fundamental to the customer
engagement. It is observed to be more concerned on the exchange of the ideas, opinions and
the views regarding the experience of a particular brand amongst the customers and probable
customers of the brand. The application of the improved technology and the social media
platforms for the exchange of the ideas and experiences of the customers with the effective

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interaction amongst the customers is seen to be of great significance for the organization in
gaining the idea of the preferences of the customers (Harrigan et al. 2017). The interaction
amongst the members of the brand community is instrumental in the increment of the
involvement of the customers towards the organization.
Emotional:
The emotional dimension of the digital customer engagement strategy is seen to be
concentrated on the customer’s consideration of the relatedness to the products and the
services that a particular organization designs. The mentioned dimension triggers the
customers for the identification of their self-image in the products and the services (Harrigan
et al. 2017). As the strategy is more focused on the evaluation of the identity of the
customers, the consideration to both forms of identity that are the social and personal become
significant for the designer of the strategies. In the mentioned dimension, the brand that
reflects the individual identity of the customers are observed to get the maximum market
limelight.
Cognitive:
The cognitive dimension of the digital customer engagement strategy consists of three
different stages which are the enthusiasm, attention and absorption. The strategies that are
able to generate strong level of the interest and excitement towards a particular brand are seen
to be covered by the cognitive dimension. Under such situation, the strategies are considered
to have the potential to lead towards optimum experience such as customer satisfaction. The
strategies that are dedicated in the increment of the customer’s focus towards a particular
brand is seen to be in alignment with the attention stage (So, King and Sparks 2014). The
main objective of the stage is to make sure the persistent attention of the customers towards a
particular brand as that has the potential to lead to the higher levels of the customer

5DIGITAL MARKETING AND SOCIAL MEDIA
engagement. The absorption is also a major aspect of the mentioned dimension which is
concerned with the higher level of concentration of the customers towards a particular brand
and that leads to such a state where they are unaware of the amount of time and money that
they spent on that particular brand.
Digital Marketing Strategy of ASOS:
The chosen organization is observed to be significantly rich in terms of the online
activities for the improved business conduction. The organization is based on the online
shopping and adding to that, it is observed to be notably active in the online portals such as
the Twitter, Facebook, Instagram. Along with that, the company was observed to use the e-
mail subscriptions in a significant manner to reach out the customers.
Content development strategy:
The main objective of the content development strategy of the organization is the
operations regarding the dimensions such as the cognitive and emotional. The activities such
as the identification of the products that are appropriate for the customers of the organization,
the formation of the strong level excitement amongst the members of the organization
regarding the products of the organization along with the strategies to make sure that the
persistent attention towards their brand is achieved, is conducted through the online and
social media platform of the organization. The organization has a ratio of two twitter to eight
Facebook to hundred e-mail subscribers which is significant in stating the mode for the
exchange of the developed content to the customers of the organization (Asos.com. 2019).
Along with that, the organization is able to use the Instagram stories for the sharing of the
experience of the customers of the organization. In addition to this, the chosen company
launched a mobile app in the year 2018 for the effective management and exchange of the
information or the content amongst the members of the organization.

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Customer Interaction Strategy:
With the precise focus on the behavioural dimension of the digital customer
engagement strategy, the organization is able to concentrate on the social media activities in
order to make sure that the customers of the organization are able to interact amongst
themselves. The creation of the online portals and providing the scope to the customers of the
organization to comment on the merit and quality of the products and the services of the
company is seen to be of great significance in making sure that the exchange of the ideas and
the opinions amongst the customers of the organization take place (Chan et al. 2014).
Customer Experience Strategy:
Considering the cognitive dimension of the digital customer engagement strategy, the
organization was observed to strategize for the improvement of the customer experience in a
significant manner. The organization had their headquarters in Camden Town at Greater
London House for the conduction of their business experience with a precise focus for the
enhancement of the experiences of the customers. Adding to this, the organization was able to
increase the number of employees at the main fulfilment centre in Barnsley to more than
3000 (Asos.com. 2019). Along with that, the organization is able to improve the quality of
the performances of the employees in the customer care department which is based in the
Leavesden. Apart from that, with the objective of increasing the customer experiences, the
organization opened various fulfilment centres with the capability of connecting with the
customers, in the regions such as US, UK and Europe (Dessart, Veloutsou and Morgan-
Thomas 2015).
Social Media Strategy:
As mentioned earlier, the organization has a significantly strong social media
presence for the better business conduction. The organization uses the g-mail subscription,

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own mobile application along with Twitter for the exchange of the information regarding the
products that they are designing. Apart from that, the Instagram stories and the Facebook are
significantly used by the organization to provide a platform to their customers for the
effective interaction and exchange of the opinion (Kunz et al. 2017).
Recommendations:
The organization is seen to be significantly efficient in the online and social media
customer engagement. However, the organization is seen to be limited in the offline customer
engagement. The organization is recommended to participate in the launching events and in
the consultation sessions with the customers in order to understand the real time opinion and
preferences regarding the products and the services. This will also help the organization to
convince the customers regarding their idea of the product development and will be efficient
in the effective filtration of the non- productive and fake responses of many of the social
media handlers. However, the success of the organization is not limited to the conduction of
the mentioned activity as it is pretty evident that the appropriate implementation of the
collected preferences of the customers in the products of the organization will be much
needed.
Conclusion:
On a concluding note, the chosen organization is observed to have a lucrative brand
for the customers and adding to that, the company has considerable number of online and
social media activities in place for the improved business conduction. However, as the market
trends and the preferences of the customers in the clothing and fashion industry changes in
very quick succession, the organization is expected to conduct more offline customer
engagement campaigns for effective achievement of the varying preferences of the
customers.

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9DIGITAL MARKETING AND SOCIAL MEDIA
References:
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Available at: https://www.asos.com/
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