Digital Marketing Strategy

Digital Marketing Strategy

Table of Contents
INTRODUCTION................................................................................................................................3
Digital marketing process................................................................................................................3
Digital marketing campaign.............................................................................................................4
Step 1- Situational analysis..........................................................................................................4
Step 2- Digital business with digital marketing activities............................................................6
Step 3- Objectives........................................................................................................................7
Step 4- Implementation plan to meet objectives........................................................................8
Step 5- Budgeting......................................................................................................................10
Step 6- Measuring campaign.....................................................................................................10
CONCLUSION.................................................................................................................................11
REFERENCES...................................................................................................................................13

INTRODUCTION
Digital marketing can be defined as marketing in which all efforts in marketing utilises
electronic and digital channels. Digital marketing strategy is planning of organisation to market
through electronic and social media channels. This report aims at discussing digital marketing
activities of Asos, British online fashion and cosmetic retailer. Founded in 2000 Asos is
headquartered at London. Asos sells around 850 brands along with its own brand of clothing
and accessories and products are shipped to 196 countries and have fulfilment centres in UK,
US and Europe. Key products of Asos include clothes, shoes, accessories and beauty. This report
will discuss digital marketing process, and later will involve digital marketing campaign including
situational analysis, digital business, and implementation plan along with budgeting for digital
marketing plan.
Digital marketing process
Digital marketing process includes stages through which organisations implement their
digital marketing campaign and strategy. Digital marketing process includes following stages-
Research- This is first stage that involves making research regarding different aspects of digital
marketing (Bala and Verma, 2018). This involves undertaking research regarding potential
customers and market of the company. This involves analysing environment affecting digital
marketing.
Digital marketing strategy- This involves developing digital marketing strategy and
determination of channels for digital marketing and developing planning for digital marketing.
This involves planning through which Asos can achieve its goals and objectives. This involves
how digital marketing will be used to attract customers of company.
Design and production- This involves designing content for marketing that will be used for
marketing. This is because in digital marketing content plays very important role in success of

company. This involves producing digital marketing campaign and linking different activities in
digital marketing of Asos.
Launch and connect- This involves launch of digital marketing campaign on different digital
channels selected for the company. In addition to this, launch of digital marketing strategy
helps organisation connect with potential and target market.
Deliver and convert- This involves delivering content to potential audience and leading them to
convert in customers of the company (Chaffey and Smith, 2017). This is because converting
potentials is one of the key objective of digital marketing strategy.
Measurement- This involves measuring success of the company in its digital marketing against
set standards. This helps in identifying requirement of any type of change in digital marketing
strategy.
Optimise- This involves identifying difference between actual and standard performance of
Asos and making improvements so that best results can be achieved.
Digital marketing campaign
Step 1- Situational analysis
Pestle Analysis
Political- Political factor of digital marketing campaign of Asos includes different protocols and
regulations that government of UK and countries have implemented regarding use of internet
and digital channels. This involves data protection policies and privacy policies. This has
significant impact on digital marketing activities of the company. This is because digital
marketing activities and effective targeting highly depends on data of customers and these
policies have influence on digital marketing (Mihailova, 2020).
Economical- This factor includes cost of digital marketing and digital marketing resources. This
involves infrastructure of the country and organisation for digital marketing and availability of
internet (Barik and Kumar, 2018).