Digital Marketing and Social Media

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

1DIGITAL MARKETING AND SOCIAL MEDIA
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

2DIGITAL MARKETING AND SOCIAL MEDIA
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