ASOS Digital Marketing Plan: Online Appeal, Ads, and User Experience

This report provides a comprehensive analysis of digital marketing strategies for ASOS, focusing on understanding the consumer persona and developing effective online message appeals. It examines the use of digital advertising channels like YouTube and Instagram, along with website optimization and targeted advertising advice for platforms like Facebook and Instagram. The report includes recommendations for ad content, justified additional advertising avenues such as Vogue and Teen Vogue, and improvements to user experience based on competitor analysis with brands like Boohoo. Search marketing strategies are also explored, identifying key search terms to attract the target demographic. The conclusion emphasizes the importance of influencer marketing and social media engagement in reaching young consumers, and the recommendations suggest collaborating with diverse influencers and increasing celebrity ad content to enhance brand visibility and appeal. This document is available on Desklib, where students can access a wealth of study resources including past papers and solved assignments.

ASSESSMENT

TABLE OF CONTENT
 Abstract and Introduction
 Consumer Persona
 Online message appeal
 Digital Advertising
 Websites
 Targeting Advice

TABLE OF CONTENT
 Ad Content
 Justified Additional Advertising
 User Experience
 Search Marketing
 Conclusion Recommendation

ABSTRACT AND INTRODUCTION
 In the current
environment
digital marketing
and digital
advertising is
essential for
businesses in the
fashion industry.

CONSUMER PERSONA
Persona
Characteristics
Suggested persona content Data source/ evidence for
your choice
Young age consumers
Digitally active
Daily usage of social
media
Online shopping
Influenced by social
media trends
 This elected person now for the company is of a young age demographic with the
rationale that this demographic mostly utilize online channels for shopping their
clothing products.
 This is not a new segment as the company is primarily targeting youth consumers
cool are active on various online platforms including social media sites.
Conscore data showcasing
large number of consumers
are from young age category
Demographics Young age consumers between the ages of 6-34 Comscore demographic
profile.
Web browsing
behaviour
1. The demographic is highly engaged in social media activities and is the primary
demographic reaching the company website in order to order clothing items.
2. In addition to this other website which the buyer personal visits is social media
sites such as Facebook and Twitter.
3. The shopping approach for the buyer persona is online only and rarely go for
offline shopping because it is easier to the buyer persona to utilize the digital
technology for ordering clothing items.
Conscore data on instagram

CONSUMER PERSONA
Competitor analysis and response
Many other businesses are performing well in comparison to ASOS which can be seen by looking at Comscore data of
players in the UK apparel industry. The main companies with better reach than ASOS are Shein, Zalando and HM.com with
Shin having 10% reach.
Shopping
approach
preferred
1. The preferred shopping
approach of young age
consumers is online shopping and
looking at clothing inspiration
from social media.
1. Visits to Social Networking websites or mobile apps in the
week of March 16-22, 2020 went up by 12% in the UK.
Interpretative
persona ‘layer’
1. The fashion styles preferred by the
buyer persona are heavily
influenced by the current social
media trends and important
considerations made by the buyer
persona for buying specific
products include sustainability
along with ethical fashion and the
range of products.
1. British brand all saints is an example of such type of
consume behaviour because it collaborated with influencers
to reach larger markers.

CONSUMER PERSONA
Conversations The conversation surrounding fashion made by
the demographic focus on social media trends
and celebrity trends as engage consumers are
heavily influenced by celebrity and social media
culture.
 Almost half (47.5 percent) of the online
fashion shoppers surveyed by say their most
recent online fashion purchase was inspired
by social media.
Message strategy that is
most appealing
The message strategy that is most appealing to this
by persona and will support the respective company
in attracting their attention is combination of a feels
as both love fear and human can be used to attract
the audience.
Based on all your analysis.
Include a brief argument, supported be references, to
sources that most inform your approach.
Where are they in the
buying lifecycle stage?
This buyer is in the consideration stage as the buyer
persona visits the website of the company And also
of the competitors in order to compare and look at
various products so that the most suitable product
according to their budget and likeness can be
ordered.
1. Comscore % of demographic NOT visiting the
website and comscore indexing for site visits
and engagement metrics.
2. Comscore Video, mobile and desktop audience
duplication report.

CONSUMER PERSONA

ONLINE MESSAGE APPEAL
 The online
message
appeal which
will be
created for
ASOS will
focus on love
and humor.

DIGITAL ADVERTISING
Youtube and Instagram

WEBSITES
 Facebook and Instagram

TARGETING ADVICE
 The targeting advice for
ASOS is paid Instagram and
Facebook advertising