Digital Technologies in Marketing: A Case Study of ASOS

This report explores the significance of digital technology in marketing with a case study of ASOS. It covers data collection methods, current service provision, and its advantages and disadvantages.

Digital technologies

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Data technologies........................................................................................................................3
Current service provision............................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital technology are termed as the electronic tool, system tool, devices and resources that
produces process sections. The significance of digital technology in marketing will relates to the
record and examine the implementation and outcome of their drive. The digital technical experts
spend their time and cost in creating efficient campaigns, that they require to present an effective
result of those campaign (Brock, and Von Wangenheim, 2019). The organisation consider in this
report is ASOS. It is an online cosmetic and fashion retailer that manages several goods
including shoes, accessories, beauty and wearing apparel. The business was established by Nick
Robertson, Quentin Griffiths, Andrew Regan and Deborah Thorpe in the year of 2000 with the
purpose to influence teenagers. The following report covers the collection of data from social
media, the media and statistics that will examine while utilising suitable qualitative and
quantitative method. At last it covers advantages and disadvantages of organisation's current
service provision.
TASK
Data technologies
Data is meant by the collection of objects, figures, facts, events and symbols gathered
from various sources. In context of ASOS, collecting data from various sources can help to make
better decisions. Without collecting information, it becomes difficult for the company to make
relevant decisions, that is why data is important to be collected from different audiences. For
example, before introducing or commercializing a new product, the ASOS needs to gather
information on the demands of product, competitors, preferences and many more. If in case, the
data is not gathered then there will be high chances of product failure for several reasons, such as
inability to meet the demands and so on (Smith, Iversen, and Veerasawmy, 2018). Analysing
data can take different formats. In context of ASOS, the data can be collected by two methods,
which are discussed below:
Primary Data: This is the data collected from first hand experience and not available in the
historical data. These are particular in nature and highly accurate.
Quantitative methods: Quantitative techniques for demand forecasting and market
research generally make use of statistical tools. In this method, demand forecasting is based on
the past records.

 Time Series Analysis: It defines to a sequential order of values of a factor, identified as s
trend at equal time intervals. ASOS can predict the products' demand for the projected
time. Smoothing Techniques: This is useful where time series lacks with trend. They detect
and eliminate a random variation from the past records (Wang, Sigerson, and Cheng,
2019). It helps in finding demand levels and patterns to forecast future.
Qualitative method: It is based on words, colours, feelings, sounds and other elements.
These are based von judgement, experience, intuition, emotion and so on. Interviews: In this method, interviewer ask different questions either on call or face to
face to the respondents. Polls: It is include of one single or MCQ. It is known to online polls, surveys and so on
that can be integrated into different platforms such as Instagram or Facebook.
Secondary Data: It is a data that is used in the past. This can involve both quantitative and
qualitative data techniques. Data can be gathered from sources like internet, social media
platforms, business journals, government reports and so on. These are time-consuming as well
as expensive.
Current service provision
The manner of the current service will manage their dealings in wider section of the actions and
activities that involves the provision of the required mentioned devices and facilities in terms of
the therapy and services as effectively and efficiently. Current Service provision is an essential
factor in a residential field of area (Kane, 2019). It covers effective and efficient set of the
techniques that might be causing difficulty in the procedure of delivery as per to the facilities. It
relates to the term of waste products, facilities and services in respect to the collection of the data
that need wider term of section in the field of the area. As there are several advantages and
disadvantages of the current service provision in ASOS business of management that are as
follows -
Advantages No inventory - If the business of management sells the services and facilities they might
not have any inventory. In terms of the buying and selling goods, they manage their
consumers to take several term of the benefits as per to their capability to make their life
easy. They might not have any manufacture terms of the production services that might

not get finished of their inventory accordingly. It will help the individuals in
concentrating on their sales instead of their inventory and manufacturing.
 Individual need to be expert – As by maximising the manner of size of the business of
management it will help the individuals in managing their skills and abilities with level of
service (Li, Pearce, and Low, 2018). It need consistent supervising, evaluation and
training of candidates as effectively and efficiently. The management of ASOS focus on
their enhancement of service and facilities that can evaluate the term of the productivity.
Disadvantages Difficult valuation – The management of service business is an effective to maintain the
dealings of the value in the field of the manufacturing and retail sector of the business.
The manner of business have to be inventory, equipment and other hard assets that might
have the value in terms of the business.
 Demand cut back – In the tough situation of the economic time will relates to the
customers who cut back on their facilities (Ross, Beath, and Sebastian, 2017). As the
business management of ASOS concentrates on their goods that require to survive and
expand in terms of the facilities that frequently maintained in an effective and efficient
manner.
CONCLUSION
From the above mentioned report it has been concluded that, the management of ASOS offers
wider term of the facilities and goods to their consumers in order to satisfy them and capture
them for longer period of time as effectively and efficiently. It will help them in influencing
wider individuals in respect to enhance the development of business with suitable technique of
current service provision with its advantages and disadvantages.

REFERENCES
Books and Journals
Brock, J.K.U. and Von Wangenheim, F., 2019. Demystifying AI: What digital transformation
leaders can teach you about realistic artificial intelligence. California Management
Review, 61(4), pp.110-134.
Kane, G., 2019. The technology fallacy: people are the real key to digital
transformation. Research-Technology Management, 62(6), pp.44-49.
Li, J., Pearce, P.L. and Low, D., 2018. Media representation of digital-free tourism: A critical
discourse analysis. Tourism Management, 69, pp.317-329.
Ross, J.W., Beath, C.M. and Sebastian, I.M., 2017. How to develop a great digital strategy. MIT
Sloan Management Review, 58(2), p.7.
Smith, R.C., Iversen, O.S. and Veerasawmy, R., 2018. Impediments to digital fabrication in
education: A study of teachers' role in digital fabrication. In Information and
Technology Literacy: Concepts, Methodologies, Tools, and Applications (pp. 301-319).
IGI Global.
Wang, H.Y., Sigerson, L. and Cheng, C., 2019. Digital nativity and information technology
addiction: Age cohort versus individual difference approaches. Computers in Human
Behavior, 90, pp.1-9.