Digital Communication Channels and Customer Experience at ASOS

This report provides a comprehensive analysis of ASOS's digital brand presence, focusing on its communication channels and customer experience strategies. The report begins with an introduction that defines brand presence and its significance in the digital age, emphasizing the importance of online visibility for businesses. It then presents a SWOT analysis of ASOS's digital presence, highlighting its strengths, weaknesses, opportunities, and threats. The core of the report evaluates various communication channels, including websites, social media, email marketing, advertising, SEO, and PPC, assessing their effectiveness in building brand visibility and engaging customers. The report also examines the digital customer experience, discussing how ASOS assesses its performance based on customer engagement and agility. The report concludes with recommendations for ASOS to optimize its digital strategies for enhanced brand presence and customer satisfaction. The report emphasizes the importance of SEO and social media as key strategies for ASOS to attract and retain customers in the competitive e-retail market.

Digital Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
A) Evaluation of Communication Channels....................................................................................4
B) Assessment of the Digital Customer Experience........................................................................6
CONCLUSION ...............................................................................................................................9
RECOMMENDATION............................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Brand presence is the extent to which customers are able and willing to recall the brand.
Brand presence or awareness is a key point in the consumer behaviour, management of
advertisement, brand expansion and strategic development. In this world where consumer
behaviour has been changed as a result of continuous use of digital technologies, brands are
creating a impacting online brand presence. On the other hands, many small and large businesses
are now starts focusing on the creating traffic on the websites to increase the value of the product
or brands. Brands digital presence enables the user to create the meaningful and sound presence
of mind about the particular product or brand. Presence of digital marketing is helpful in
enabling customer needs to the centric of the brand or product. Through digital brand presence, it
is now easy to reach to the customer at the most right and effective way. Digitalisation in context
with brand awareness is pre-requisites for every organisation to adopt it to gain effectiveness and
efficiency in business of the company(Fechtel, 2017).
Digital empowerment in brand presence has comes up with innovative and creative idea
to focus on targeting of the customer on the basis of age, gender, occupation and education etc.
The main advantage of digital brand presence is to make self product differentiate with other's
products. For such differentiation, companies has now implemented various strategies in which
they are preparing budgets for incurring expenses on the brand presence in the markets. This
report will talk about the ASOS which is the leading e-retailer of online fashion and cosmetic
market headquartered in London, United Kingdom. It is first important to evaluate various goals
of the branding: how do customers research about products, where customer's would buy their
products and what target market companies are trying to reach. For assessing brief about the
digital presence of brand, SWOT analysis is best suitable ways for assessing it are as follows:
Strength Weakness
Social media is the best suitable way to engage
audience and customers. Still there has some
scope for improvements.
Using of outdated and old websites would
create problem of slow navigation and
scrolling. Low ranking can also be issues with
the websites over the search engines.
Opportunities Threat
Search engine optimization could be an Competitors with advanced technology,

opportunity for the brand's digital presence
which will allow customer to make easy and
quick their access to websites etc.
effective brand recognition and more followers
could be a threat for other companies. The
budget for such presence might be limited. As
a result, it is possible that threat would arise.
After this SWOT analysis, it is overviewed that digital brand presence would help in
building the reputation of the company. From aspects of this report, it will put light on discuss
regarding various communication channels to build better brand visibility and presence. Also,
this report will also discuss regarding the digital customer experience for the effective brand
engagement and satisfaction. This report will precisely discussed about brand presence and
visibility across the organisation(Meyr, 2017).
A) Evaluation of Communication Channels
Communication channels is the sources or modes by which particular campaign reach to
their audience such as print media, audio visual media etc. For the purpose of effectiveness in the
messaging, there is a requirement of evaluation of different communication channels for the
ASOS organisation. It must be chosen to grab the target audience attention and response
precisely and effectively. Communication channels such as websites, SEO, Ads, Email
marketing, PPC etc. are their enough to explain about the scope of different communication
channels for generating the valuable brand presence and engagement. In context with ASOS, it is
necessary to understand and discuss various communication channels such as social media,
internet, websites etc. There are various channels which are as follow:
Websites: It is important for every organisation to create and make their own websites for
the purpose to educate and aware customers about the products or services of the company.
Websites is the only mode on which heavy and bulk data and information can be uploaded. In
context with ASOS, which is online fashion and cosmetic retailer, it is necessary for this e-
retailer to add most relevant data, knowledge and information on the websites which would be
beneficial for ASOS to gain customer trust and portfolio. The main benefit is to get customer's
opinion and review on spot after the getting the order through the websites. Innovation and
creativity in the websites would help ASOS to deliver better and effective information to the
customer with the proper implementation(Moeneclaey, 2015).

Social media: Now a days, social media is the most effective and reliable modes of
communicating to target audience at the one place. Social media has several platforms such as
Facebook, twitter, Instagram, Pinterest etc. In today era, social media has grown at bigger level
because of interaction of different peoples at common place to share each other views and
opinions. It is the most effective internet platform for huge base of people. In context with
ASOS, this fashion and cosmetic e-retailer must target and position their customers through all
given platforms of the social media. They can run social media campaign on which customer's
can win various fashion and cosmetics gift and prizes. User's of such platforms are 15 years old
or more. Female customer base are more higher than male in ASOS. So accordingly, this e-
retailer needs to target female as well as male through social media campaigns, contest etc.
Email marketing: In present time, Email is the most professional way of doing
marketing. Email is generally used to share value information such as feedback, payment
receipts, any web link etc. In context with ASOS, Email marketing would help in sharing true
and official information and knowledge of products or services. But, it is also true that not
everyone is habitual about the usage of Email. Hence, it would be beneficial for working
professionals, any business person etc. Email awareness is the main solution of this, but this is
not in the ASOS hands. After from this, Email marketing would beneficial in the future for
ASOS to target and fulfil their customer, but this requires awareness regarding it(Grischkowsky,
2015).
Ads: This is the most prime and foremost mode of marketing. Usage of Ads has raised a
lot form past and still leading present era. Ads is defined as kind of communication which
includes printed, online and media involvement to target huge base of people. The benefit of Ads
is that it can target huge base of customer at one particular period of time. In context with ASOS,
Ads always helped company to gain the business and adding more customer for the generation of
profit. As this is the leading e-retailer of fashion and cosmetics, it is advisable for company to
use maximum online Ads through social media engagement. The most effective thing is that if
company would use Ads on websites and social media using search engine optimization, it will
help ASOS to attract more and more customers(Yang, 2016).
SEO: It stands for search engine optimization. It is the brief process of making a web
page easy to find, scroll and use. The main advantage of SEO is that it helps customers to find
out available products or services of the business more easily and effectively. It tells that web

page must be so optimized that customer should find your product out of the thousands of
outcomes over the internet. In context with ASOS, company should optimize and manage their
web page in such way that first and final outcome of search will be of ASOS products. It require
weekly and even monthly up-gradation in company's websites and pages. It will be beneficial for
this e-retailer to easy access to their customer for buying and purchasing fashion and cosmetics
products. It is required to upgrade the websites in such a way that if customer wants to find
something he/she could get first response of ASOS fashion and cosmetics products.
PPC: It stands for pay per click. In PPC, promoters pays the amount of charge every time
on the click of advertisement. It is the method for buying visits for the site rather than gaining
visits normally. It is commonly connected with first tier search engines(Google AdWords and
Microsoft bing ads). Social media such as Facebook and Twitter has also enabled the use of pay
per click as their major advertising models. In context with ASOS, company must prefer this
technique to attract and target huge base of customer. As amount of pay is not as such bigger
that It would effect the profitability of the company(Mandehgar, 2015).
Lastly, it is advisable that ASOS should use social media and SEO as their focal strategy
in order to target and attract customers at bigger level. As this e-retailer deals on online basis, so
social media would be more helpful and relevant for increasing an efficiency and effectiveness in
their business(Wessels, 2014). Out of all six communication channels, only one communication
channels should be approached that is SEO(search engine optimization) This is the most suitable
channel for facilitating customers with advanced usage of web page and websites. Apart from
one, even ASOS can use social media as second most effective channels for the better brand's
digital presence()
B) Assessment of the Digital Customer Experience
Customer experience is an interaction between an organisation and their customers
regarding any any kind of products or services. In present era, customer experience is considered
as the most important aspects of every organisation to record user's satisfaction and comfort for
driving the best quality in the future. Customer experience needs to be fulfilled in order to gain
high market share and growth. In context with ASOS, it is crucial to manage and record at the
same time, but with help of proper IT systems and software, company can satisfy their customer
more and gain maximum experience from them. For more experience, it is required that

company should start serving as customer centric. To succeed this, ASOS should start making
incisive analysis of the customer expectation and desires to understand their present capabilities
and meet them. To understand customer experience, ASOS should start assessing their
performance on the basis of their core business characteristics:
Engaging: In this context, company needs to assessing and analysis the current level of
engagement with their customers and identify for the communication channel preference.
Engaging customers via the usage of electronic devices is becoming trend in each and every
industry. Taking feedback, opinion, reviews and other post purchase evaluation has been adopted
by every company whose focus are mainly lies on customer centric. In context with ASOS,
company could use idea of community where they can accumulate all user's of their fashion and
cosmetic products. This would helps to more engage with customers to understand their current
and additional wants. For higher customer engagement, it is necessary for companies to use more
updated technology to interact more with customer via whatsupp and other messaging apps to
know their view, opinion and feedbacks(Baron, 2013).
Agile: For engaging customers, it is necessary and pre-requisites for the company to be
more agile and fast adaptive to add and gain things more easily and quickly. Agile, in sense,
move quickly towards adopting digital technology, manpower and other electronic resources etc.
for realizing customer experience at the greater extent. In context with ASOS, it would be
significant for company to be fast adaptive for advanced technology, software, skilled manpower
and other useful resources. Adaptability comes from changes and smoothness towards culture,
environment and behaviour in an organisation. If company wants to engage more customers
digitally, they needs to updated their digitalisation to the present stage. Adaption in technology is
required in the current time to overcome an issue of lacking of consumer awareness for the
fashion and cosmetics products of the ASOS. Current scenario of technology involves both
positive and negative effects, where technology has decreased the job opportunity and on the
other hand, it has led customer to drive the needs and wants easily and quickly.
Insight-driven: It reveals that social media platforms such as Facebook, twitter,
Instagram etc. has changed the dynamics and requirements of the business enterprises.
Measuring social engagement is complicated and critical because of personalization and
judgement of people on the basis of different mindset, thoughts, idea and views etc. Every person
is not similar in every context, they needs to be different in order to judge their behaviour and

attitude. In context with ASOS, insightedness is required to understand and analysing social
aspects of every person to enhance and motivate them to purchase and engage more with the
products or services of the company. In future, surely this thing will result in maximum customer
satisfaction and experience
Innovative: Being innovative is important for every organisation. In this time, every
company is focusing towards improving their customer satisfaction and enhances their maximum
engagement. In the current scenario, market is changing so fast that customer experiences is
really needs to be developed over the websites and mobile phones very quickly and rapidly. To
keep move with digital development and dynamics, company must evaluate, collect and test new
creative and innovative ideas for the purpose of gaining the market attractiveness. In context
with ASOS, for better digital customer experience, first of all, it is required to have an innovative
ideas and thought for purpose to develop customer service to gain better advantages of it. ASOS
is the developed e-retailer of fashion and cosmetics products, so it is important to apply creative
and innovative ideas for the future better and effective customer satisfaction which will drive
premium experience to the customers(Barton, 2012).
Collaborative: Various digital channels has enable companies to work in collaboration
with customer in a new and specific ways. To stay away from competition, organisation are
forced to collaborate with other companies to use existing resources to save cost and time in
order to gain more profitability and effectiveness. In collaboration, companies can easily work
with other organisation to gain benefits of their present business and digital empowerment in the
scenario. As discussed previously that companies are now collaborating with customers,
community over the social media is best suitable and possible source to attract maximum number
of people at one place to discuss various issues and problem to arrive at conclusion of an issues.
In context with ASOS, company can use this creative and innovative idea of community over the
social media or even using whatsupp to listen to their each and every customers to understanding
their purchase pattern or buying behaviour in order to provide maximum experience and
satisfaction.
Lastly, it is advisable that companies should use engaging and innovative approach to
increase the maximum customer engagement and involvement to gain the competitive advantage
of the market.

CONCLUSION
From the above report, it is concluded that brand presence and awareness is important to
know its actual importance and benefits. Different communication channels are present such as
social media, Ads, SEO and PPC are here for driven effective customer satisfaction, experience
and engagement. Managing customer experience through digital mode is observed as most
suitable and effective way. Engaging customer's is important for every business to purchase and
buy their products. Fast and smart adaption is required to manage more customer for beneficial
of the business. Lastly, it is also concluded that being customer centric is important to know their
actual wants and desires.

RECOMMENDATION
It is recommended that every organisation needs to be customer centric, whatsoever they
are doing in favour of their customers. If any company wants to lead the market, they need to
update their technology, use more skilled manpower, valuable resources, time and money for
achieving trust of the customer's and probability. In my opinion, it is advisable that company
should go and work with growing trends of technology for perfect digital growth in the business.
It is also recommendable that company should mainly focus on social media as most important
medium to attract maximum number of customer at the one point of time.

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