ASOS's E-Business Success: Digital Marketing, CRM, and Cyber Security

This report provides a comprehensive analysis of ASOS's e-business model, competitive and digital strategies, digital marketing approaches, customer traffic data, e-CRM, social network channels, and cyber security measures. It highlights the increasing importance of digital transformation for businesses to remain competitive and sustain their market presence. The report concludes that ASOS's success is attributed to its effective digital strategies, customer engagement, and robust cyber security implementations, making digital transformation a necessity for organizational survival and competitiveness in today's market. Desklib offers a wide range of past papers and solved assignments for students.

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Table of Content
 Introduction
 E-business model of ASOS
 Competitive strategy and digital business strategy of ASOS
 Digital marketing strategies of ASOS
 Customer traffic data on ASOS
 Company’s e-CRM and social network channels
 Cyber security measures of ASOS
 Conclusion
 References

Introduction
 Every day the digital business is increasing in the market as now every
organisation wants to transform their business into digital.
 It is identified that digital business is the process that is really very helpful for
organisation to reinvent their business model for providing better customer
experiences.

E-business model of ASOS
 This company was formed by British ASOS. British ASOS is own and operates
asos.com.
 It is the online B2C retail space that operates fashion globally. The process of
applying for the marketplace as a seller is quite easy, which is hard to accept.
ASOS is all about fashion.
 ASOS' designer explore the latest trend created by them and style by customer.
They won’ stop until the customer is their boss in their life.

Competitive strategy and digital
business strategy of ASOS
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 ASOS use social media account for marketing ex. Twitter.
 The company tweet regular for the latest outfit and suggestion from followers or
link with an image. ASOS offer an exclusive discount on Twitter.
 By giving an offer or discount ASOS encourage the customer to follow them and
purchase the product.

Digital marketing strategies of ASOS
 Digital Marketing: Digital marketing is an online marketing system by this
promotion of brand to connect the customer by the digital or internet.
 As a marketing channel, this includes web-based or social media, text, email.
ASOS claimed that the one Twitter follower for eight facebook fans and hundred
email subscribers. Marketing can be directly attributed to about 10% of the sale.

Customer traffic data on ASOS
 With the help of a similar web market intelligence platform, it is analysed that
ASOS is on 435 ranks in the global worldwide and have 3rd rank in their category
of business. It is identified that the website of the company is visited by 55.7
million people and have a bounce rate i.e. 36.47%.
 It is identified that the traffic has decreased by 17.51% compared to last month on
their website. In December, 74.1 million people visited their website, 67.5 million
people visited in January and 55.7 million people are visited in February.

Company’s e-CRM and social network
channels
 Customer relationship management is very important in each and every
organisation and it is crucial for the success of the business. Customers are the
king of any organisation.
 The company is not able to survive in the market without the satisfaction of
customers and that's why they need to put a customer relationship management is
strategy.

Cyber security measures of ASOS
 Cyber Security is the applications that take care of system security like data
protection, programs protection, secured networks from cyber-attacks & many
things.
 It’s very important for a company that’s running online businesses like ASOS
because cyber security almost reduces the risk of cyber-attack & protect the
system from unauthorized files which is harmful to the system.

Conclusion
 From the above discussion, it can be concluded that every day there is an
increasing digital transformation because it becomes a necessity for each and
every Organisation in order to sustain their business in the market.
 Due to this, it becomes crucial for an organisation to transform their business
digitally then only they are able to compete and survive in the market.

References
 Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature
review and a framework for future research. International journal of information
management, 47, pp.52-64.
 Nwaiwu, F., 2018. Review and comparison of conceptual frameworks on digital
business transformation. Journal of Competitiveness.
 Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The
digitalization and servitization of manufacturing: A review on digital business
models. Strategic Change, 27(2), pp.91-99.

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