Digital Marketing Strategy

This document discusses the implementation of digital marketing strategies and campaigns for ASOS plc. It covers the interrelation between ASOS and digital strategies, objectives, segmentation, targeting, positioning, marketing mix, and budgeting.

DIGITAL MARKETING
STRATEGY

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
Step 1...........................................................................................................................................3
Step 2...........................................................................................................................................5
Step 3...........................................................................................................................................6
Step 4...........................................................................................................................................7
Step 5...........................................................................................................................................8
Step 6...........................................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing plan is known to be a document which shares all the relevant
information about the planning of digital campaigns to achieve the goal of the company. Digital
marketing plan can be implemented for short term, medium term and long term. In short digital
marketing plan is a strategy to accomplish the future goal of the company by using its digital
channels such as – twitter, Facebook, Instagram and website of the company (Kemp, 2020).
Digital marketing campaign at ASOS, is their strategy to execute their marketing strategy at all
the digital channels where customer can interact with their brand. This report defines digital
marketing campaign for ASOS plc, and how the company is using such channels to enhance the
profitability. ASOS plc s a British retailer of cosmetics and fashion. It is a global brand UK, US
and Europe are the major countries where it sales most of the products. This report provides an
environmental analysing of the company in which Swot and Pestle has been explained. Apart
from this, the link between company and its digital strategy has elaborated in the report.
Marketing mix, Segmentation, targeting and positioning of the company has been described,
which helps the company in making digital campaign for different regions. Except this budgeting
for the company along with the digital marketing campaign has been explained which includes
survey, employee engagement and public engagement etc.
Step 1
Situation analysis
Situational analysis is used to find out the internal and external factors that affects the company.
It is helpful in identifying the opportunities and problems in the organization. It will be explained
through PESTLE and SWOT analysis.
PESTLE: pestle analysis is the technique which is used to measure the external environment of
the business. It has six factors which are:
Political factors:
ASOS is operating in many companies, so they are exposed with many political risks. UK
has introduced the digital sales tax policy which can enable the company to pay tax on the sales
done through digital medium. Brexit is the main factor which will affect the company, earlier
they easily get low income labour from EU but now it will difficult to get as government has
restricted on movement of labours.. For digital marketing campaign company need to understand
all the political factors of the country.

Economic factors:
Economic factors shows the economic performance of the country and it involves factors
like inflation rate, foreign exchange rates etc. Company can do promotion through digital
marketing and can also give the exiting offers which can increase the sales of the company in
their lower times (Perera, 2017). The impact of covid 19 can help the company in increasing the
online sales.
Social factors:
These factors include religion, income, gender, culture etc (Nandonde, 2019). Social
analysis helps the company in finding out the market trends or spending power through digital
marketing company can target the customers .
Technological factors:
Digital innovations will help the company in achieving efficiencies in the operations.
Company can use social media marketing by posting regularly on social media can help the
company in the growth.
Legal factors:
Company should take care about the data of customer as cyber threats are always there
and without the permission of their consumers data should not be shared. Consumer protection
rights and E commerce rights should also protect.
Environmental factors:
Environment standards depends on the country markets and can affect the profitability of
the company (Islam and Mamun, 2017). Weather, climate change etc. can affect the revenue of
the company.
SWOT: swot analysis is the technique which is used to identify the internal environment of the
firm.
Strength:
Technological innovation is the biggest strength for the ASOS company. The company is
known for giving good quality of customer services. This company have attractive website which
attracts many customers and which also increase the sales of the company. It will also increase
the brand image and customer loyalty (Longhurst and et.al., 2020). Digital marketing will help
the company in giving strong performance as compare to competition.
Weakness:

The company is having high non-strategic costs. The investment which is done for R&D
by the company is very little whereas proper research is needed if the company want to launch
the innovative products in the market (Gürel and Tat, 2017). The shipping strategy of the
company is very good but the free shipping is hitting the overall profits of the company.
Opportunities:
Changing trends is the opportunity for the company which can open the new market for
the ASOS. Tends changing and demand can also help the company in increasing their product
portfolio. By doing digital marketing company can do their promotion in less price.
Threats:
With the increase in the digital marketing every company is advertising their products
digitally which is increasing competition for the company. Brexit which cause the supply of
skilled labour low and trade wars are the threat to the company.
Competitor analysis
For analysing the strategies used by its competitors, ASOS is conducting market survey
and keeping an eye on the market trends. To know more it is taking feedback from the customers
like- what specific quality in a product they are looking for, what made them to switch etc. by
knowing the views of customer it can analyse the competitors(ASOS,2020). The major
competitors for ASOS are Allsaints, Zalando, Boohoo, Bestseller and Alibaba .
Market analysis
To analyse the market, ASOS is looking for the customer segment, their buying pattern,
economic environment, market needs and values. This will help the company to make plan and
policies for the products.
With the help of situational analysis, ASOS get to know the strength and weaknesses how
it can use the opportunities to eliminate the weaknesses and how it can take advantage of Pestle.
Step 2
Interrelation between ASOS and digital strategies
Uses of social media channels and digital platforms is very popular method to promote
the products of ASOS. For the promotion of the product company is using various digital
platform such as Facebook, its own websites, Facebook page, twitter and Instagram.
Facebook page

As is the oldest and iconic global brand among the various countries so it has millions of
users and customers on its Facebook page, company is taking advantage from its social media as
they update its users by providing relevant information and upcoming offers, which is not
available at any other site of the company not even at the physical stores (Polanco and et.al,
2020). It also gives exclusive offers when any customer buy anything from its online website.
Twitter
As many celebrities remain active on Twitter, so the company also upload various
pictures and images of models who wear the clothes of ASOS (Behera and et.al, 2020). Apart
from this they have started a new trend that who ever wear clothes of ASOS they will have to
post a picture with a hashtag of ASOS on twitter, this will help the company for the promotion
and the person who shares the pictures will also feel special.
Step 3
Objectives
Objectives are basically the aims where the business or the organisation wishes to reach
in the future or are termed as goals. These are also referred to as the measurable and stated
targets of the ways in which business aims can be achieved (Algie and Mead, 2019). Every
company has its own objectives. ASOS which is a well known retailer of online fashion and
cosmetics also has its SMART objectives behind organising the digital campaigns. SMART
objectives are basically form of objectives which helps in allowing the employees and the
managers to track, create and achieve the long as well as short term goals (Safanta and et.al.,
2019). Objectives which are Specific, Measurable, Achievable, Realistic and Timely are termed
as SMART objectives. The SMART objectives of ASOS regarding the digital campaign are as
follows:
 To enhance the orders via applications and social networking sites by 38% along with
managing the online reputation of the company ASOS.
 To ensure that 75% of all the orders come from the mobile devices (ASOS, UK, 2020).
 To reduce the bounce rate by shifting from pay-per-click traffic to 45% regarding every
ads by November 2021.
 To increase the average order value of the sales through websites to £40 per customer by
the starting of October 2021.

 To increase the organic traffic by 30% and receive 30,000 visitors per month from Bing
natural results and Google by the end of the year .
This marketing plan can help out in accomplishing all these goals (Bäck and et.al., 2018).
Promotional and distribution strategy of the company can help in attracting customers to the
great extent. Use of social media platforms allow to reach global customers and providing
them better quality of products and services. So with the help of this plan marketing manager
can increase average order value of sales and also can reduce bounce rate.
Step 4
The company will have to make sure that the implementation in the market is taking
place effectively so that there would be higher satisfaction level.
Segmentation, targeting and positioning
 Segmentation
The company is going to opt for segmentation for fashion and beauty products which are
present in the market. The company needs to plan according to the segment of the products and
services which is going to be very helpful and good for the brand value of the company to be
increased in the market.
 Targeting
The target of the company is going to be young adults which is going to make the
company be able to make the right placing and positioning for themselves (Rohm, Stefl and Saint
Clair, 2019). Set goals and aims is going to help the company be able to have the right sales and
profitability in the market which is going to be good for the standards of the company.
 Positioning
The platforms which are going to be used by ASOS is very practical in nature and make
the company be able to have the right base and standards as well. Fashion industry is growing
rapidly which is why the organization will have to make sure that there are right actions and
activities which are present for the performance of the company.
Marketing Mix
 People

Sales is provided on the products and services of ASOS which is going to make the
performance of the company be higher. Training is being provided to employees of the
organization so that there is going to be higher functioning.
 Place
There is a lot of traffic which is present online for ASOS there the company will have to
come up with more stores so that there is going to be higher functioning. 500 retailers in the
country are positioning the products of ASOS so that there would be higher performance and
sales.
 Process
There has to be good delivery which has to be present and also make the right standard
for the organization to have for a long run.
 Physical evidence
Interiors and facilities are going to be right for the organization which is going to make
the processing of the organization be higher and be able to attract more customers.
 Price
The pricing of the products of ASOS is according to the competition in the market which
is going to make the working and processing of the company be present(Sirajudeen and Janani,
2018).There are right budgets and profitability which the company is having for a long.
 Product
The design, packaging, technology and other aspect of the company are being used
effective which is going to be a great factor for the organization to have for a long run.
 Promotions
Special offers and advertisements which are being used by ASOS is very practical
making the organization have a higher competitive advantage which is good for the reputation of
the organization.
Step 5
Budget is expenses and revenue which is going to be used in the future for the plan which
the company comes up with so that there is going to be higher achievement of objectives. This
budget is made by a group of people, individual, government or anyone else who wants to spend
the money. Aim of ASOS is to make sure that they are making sure that the customers and

clients are aware of the products and services which are present. Challenges and goals have to be
overcome on time and implementation has to be stronger so that there would be higher tracking
which is going to be present. There is a huge investment which the campaign will have to make
in social media marketing and advertisement and email marketing so that the campaign can be
successful. Having the right technology to be able to make the clients aware and make sure that
the impact on the population is huge is very important for the company to have in the market so
that there is going to be higher satisfaction and operations which is going to be present.
Step 6
Measure the campaign
There are various methods which can be used to measure the success of the digital
campaigns organized by the companies. The company ASOS also measures the digital
campaigns organize by it through the following measures:
Committing to the time frame
The company must set the time frame for the campaign of digital marketing which can
help in creating the sense of emergency as well as also helps in accomplishing the goals. This
also helps in setting parameters which can help in comparing the activities of the campaigns to
the efficiency which was decided by the company (Picorone and et.al., 2020). The company must
decide the time in which digital campaign needs to be continued and the deadline for reaching
the goals must be decided. For this, overall website traffic must be measured. This can also be
done by monitoring the online platforms from which the traffic is coming to the website of
ASOS.
Determining the success factors
If the goal of the company is earning 500,000 impressions from the digital campaigns and
it helped in driving 10,000 new visitors to the website and the social networking sites. Then this
can be considered as the success factors of excellent digital campaigning. The time frame for
reaching the objectives of ASOS will give an outline about the time at which the success factors
must be analysed. It can be 12 months or more than this which depends on the effort of the
campaign of digital marketing. For this, the page view can be measured. The company marketing
campaign can be triggered by noticing the repeated visits by the customers. This can also be

done by measuring the exit rate which tells the place at which the customers have lost interest
and the company can make modifications in the same.
Providing Specific details
This will help in preparing the company for executing the campaign as the roadmap can
be served for this. This will help in pinpointing the things which work and the things which does
not work in increasing the customer base of the company. The company can also develop
measurement template which will serve as the guideline which can be used to measure the
success of every campaign (Neufeld, 2017). The new visitors vs. the returning visitors must be
analysed to evaluate that which information is considered as valuable for the customers and
which not. The company can also measure the most visited pages so that they can be used in the
digital campaigns and also the behaviour flow can be analysed by the ASOS Company to
evaluate the effectiveness of the digital campaign.
CONCLUSION
By analysing the entire report it can be concluded that this report states about the digital
marketing and how it is important for the promotion and advertisement for the product of a
company. Apart from this, it also explains that how swot and pestle help the company to know
its strength and weakness and how company can use the opportunity to remove the threat, and
how company can take advantage by analysing Pestle. Besides this, how company can use its
digital platforms for the promotion has been mentioned in this report. Apart from this, three
major objectives have been explained in the report which will help the company to grow, along
with this importance of Segmentation, targeting and positioning has been elaborated here. With
the help of digital marketing mix, how company can gain profit from this, has defined in this
report, along with this, what kind of budget should company use in their day to day activity and
how the recurses should distribute in a way which help the company in profit maximization. Last
but not the least the measurement of all the digital marketing campaign has defined in this report,
and how it benefited the company has been explained in this report.

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Online
ASOS, UK, 2020. [ONLINE]. Available through :< https://www.asos.com/about/who-we-are/>.
Kemp. S., 2020 How to Create a Digital Marketing Strategy [online].Available
through :<https://exposureninja.com/blog/how-to-digital-marketing-
campaign/>
ASOS ,2020., [online]. Available through <https://craft.co/asos>