Impact of Digital Technologies on Online Marketing: A Case Study of Asos

This report analyzes the impact of digital technologies on online marketing using Asos as a case study. It discusses the pros and cons of online marketing, provides recommendations for improvement, and concludes with references to relevant literature.

Digital Technologies

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Organisation Overview................................................................................................................1
Pros of the online marketing........................................................................................................3
Cons of Online marketing............................................................................................................3
Recommendations........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital technologies are the electronic tools which is used by the organisation to make the
business more effective and capture a huge market share with the new changing trends (Liu, and
et.al 2022). These technological implementations could help the organisation to make the
employee more productive. It also help to achieve the inherent goals and objectives in the
market. Asos is a British online retailer which provides fashion and cosmetic products to the
consumers. In this report there will be brief discussion about how social media and the statistics
measured by the qualitative and quantitative methods. Along with that, there will be brief
evaluation of the findings which can help the company to emerge and become more innovative
to generate more revenues in the market. For further instance, this report will analyse various
factors which stops the growth of the organisation.
MAIN BODY
Organisation Overview.
Asos is a British multinational corporation which offers fashion and cosmetics products
to the consumers. It was founded in 2000 in London the main aim is to primarily attract the
young customers (Martínez-Caro, Cegarra-Navarro, and Alfonso-Ruiz, 2020). Due to their
ethical practices the organisation is growing at an significant rate in the market. Most of their
business is practically conducting on the online applications and websites. The structure of the
company is agile which helps them to dominate the current market situation. The organisation
sells over 850 brand products on their websites. They are giving tough competition to other
brands in the retail industry. They are regulating their business operations in more than 196
countries. The organisation has seen an exponential growth in the market. Asos Innovates a
tagline buy what you see on films and TV to attract various customers in the market. This is the
aspect through which the the organisation has managed to achieve the inherent goals and
objectives in an systematic manner. The management is innovating new ideas and methods to
capture a huge share. To attract different customers they are using social media platforms and
provide contracts to social media influencers to promote the products.
Digital technologies are the electronic tools which is used by the organisation to become
more profitable in the market. The organisation use digital marketing to capitalise on various
new opportunities. With the help of websites they carry out the necessary operations workplace.
1

Digital marketing also helps the organisation to introduce various products with the effective
brand campaigns. Digital tools can improve the working structure of the workplace. The
management could become more productive in terms of achieving the goals and objectives in the
current market. Through this they generate revenues and attain maximum customer satisfaction
in the market.
Asos is using different digital marketing strategies to grow their business in an effective manner.
Various digital factors are described below:
 The organisation use the websites to grow their business at an efficient rate. The main
vision is to prove the quality products to the consumers in the market. The management is
improving by implementing different strategies and models in order to to become more
profitable in the market (Barnewold, and Lottermoser, 2020). Asos provides benefits to
the customers while purchasing the products online. This gives the organisation a
competitive enhancement in the market. They attract different customers with the proper
use of technology in an effective way. The management experience also plays a vital role
in managing the operations in the company.
 Asos use various social media platforms to improve the brand integrity and target
different customers in the market. The main focus is to acquire a huge share in the
market. There are various new implementation which could make the organisation to
carry out the operations smoothly in the market. The management update about new
products which is about to launched on the websites. Through this the organisation
maintains a sustainable performance in the market. On the other hand, social media
platforms improve the brand reputation (Neves, and Vetere, 2019). Making quality
products also help the organisation to provide maximum customer satisfaction in the
market. They have created a positive impact in the market from the customer perspective.
 The organisation has segmented their audience in the right manner which help them to
get a huge share in the market. To influence the younger generation with their products
the organisation employs a two pronged social marketing strategy. They promote their
products with different social media influencers. This helps them to create a better
engagement and attract large audience in the market. Due to their significant different
companies are changing their way of operations in the workplace.
2

Pros of the online marketing
There are various pros of using the online marketing in today world depending upon the
new market trends. The main focus of the organisation is become better with the new
technology. The advantages of online marketing are described below:
 Organisation can sell their products in an better way – With the help of effective
online marketing the organisation could generate more revenues in the market. Right
promotion of products on social media platforms can help the company to attract
different customers in the market (Usai,and et.al 2021). With the help of innovative
campaigns the organisation indulge different segmented audience from the industry.
 Provides better growth opportunities – The organisation could grow better with
improvement of the technology in different key areas. Right campaigning could help the
organisation to generate more revenues in the market. Asos is already using the websites
to promote the products and attracts a large number of audience through their campaigns.
Cons of Online marketing
There are various disadvantages of online marketing which are described below:
 Dependency on the technology – Most of the organisation in today's world are
dependent on the technology. This is the main disadvantage which most of the
organisation is facing in the market. There are different errors from which the
organisation could face the consequences in various situations.
 Security and privacy issues – It is the most common factor which the consumer seeks
from different brands. While using the websites the customer needs privacy the
organisation has to make their websites according to the customer demands. Asos is
already safeguarding their websites to provide a proper use of the technology in the
market. This help the organisation to attain maximum customer satisfaction in the market.
Recommendations
There are various improvements which the organisation can use in order to improve their
business operations (Rippa, and Secundo, 2019). With the help of these recommendations the
organisation can achieve the inherent goals and objectives in an systematic manner.
 Technological enhancements – The organisation can improve with the help of
technology different methods could be used to innovate new ideas. Asos could improve
their websites in order to provide the best user experience to the customers in the market.
3

The management has to become innovate in creating out different campaigns which could
attract the customers. The company needs to engage the customers with the newer
products.
 Making the websites more stable – The websites of the organisation could be improved
in order provide an engaging customer experience in the market. Asos is using different
technological tools to make improve their services. The research and development
department of the organisation could create different innovate ideas to generate more
revenues in the market.
 Focus on improving the best customer experience – The organisation needs to deliver
the best products to attain a maximum customer satisfaction in the market. Asos needs to
improve the service experience in order to attract different customers. The management
could asses various critical points which help them to emerge in the market in an
effective manner (Uçar, Le Dain, and Joly, 2020). Giving best experience to the
customers also improves the brand reputation and their authenticity in an effective way.
 Authenticity in the products – With the help of old traditions and methods the
organisation could attract different customers in the market. Asos is making the products
according to the market trends. The organisation could make different traditional
products to attract different customers in the market. They are also viable to the
authenticity of their services.
CONCLUSION
From the above report it has concluded that the organisation needs to implement new
technological improvements to become more stable in the market. On the other hand, in this
report there will be brief discussion about there is discussion about the organisation current
service provision. Along with that, there are various recommendation which the organisation
could use to make the business operations more effective. The main objective is to achieve the
goals and objectives in an systematic manner. For further instance, there will be evaluation about
the advantages and disadvantages of digital marketing.
4

REFERENCES
Books and Journals:
Liu, and et.al 2022. A framework of digital technologies for the circular economy: Digital
functions and mechanisms. Business Strategy and the Environment.
Martínez-Caro, E., Cegarra-Navarro, J.G. and Alfonso-Ruiz, F.J., 2020. Digital technologies and
firm performance: The role of digital organisational culture. Technological Forecasting
and Social Change, 154, p.119962.
Barnewold, L. and Lottermoser, B.G., 2020. Identification of digital technologies and
digitalisation trends in the mining industry. International Journal of Mining Science and
Technology, 30(6), pp.747-757.
Usai,and et.al 2021. Unveiling the impact of the adoption of digital technologies on firms’
innovation performance. Journal of Business Research, 133, pp.327-336.
Rippa, P. and Secundo, G., 2019. Digital academic entrepreneurship: The potential of digital
technologies on academic entrepreneurship. Technological Forecasting and Social
Change, 146, pp.900-911.
Uçar, E., Le Dain, M.A. and Joly, I., 2020. Digital technologies in circular economy transition:
evidence from case studies. Procedia cirp, 90, pp.133-136.
Neves, B.B. and Vetere, F., 2019. Ageing and emerging digital technologies. In Ageing and
Digital Technology (pp. 1-14). Springer, Singapore.
5