Digital Marketing Strategy

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.