Analysis of Digital Marketing Strategies and Tactics for ASOS Website

This report provides a detailed analysis of the digital marketing strategies and tactics employed by ASOS.com, a British online fashion and beauty store. It explores key issues in optimizing website design and usability, including content uniqueness, keyword research, and broken links. The report examines graphic design principles and describes the ASOS website's features, including image utilization. It outlines approaches for measuring website effectiveness, such as visitor records, desirability testing, and feedback forms. The report discusses strategies for getting customer attention, including search engine optimization (SEO) and listing strategies across various platforms like Google, Bing, and Yahoo. It covers communication and promotional strategies, including advertising, public relations, and sales promotions, along with online promotional techniques such as email marketing and linking strategies. The report includes a wireframe diagram, a sample email letter, and potential collaboration partners like Tommy Hilfiger, Nike, and Gucci. Furthermore, it explores methods for revenue generation, such as Pay Per Click (PPC) and CPM advertising, and discusses customer service, relationship, and loyalty plans. Finally, the report outlines a timeline for promotion strategies and a five-year plan for ASOS's future, including potential technological additions to the website.

Digital Marketing Strategies
and Tactics of ASOS website

Table of Contents
INTRODUCTION...........................................................................................................................1
3.1a Strategies and Tactics to achieve the objectives......................................................................1
Key issues in optimizing the design and usability of the cited firm.......................................1
Brief description of graphic design........................................................................................1
Description about the company website.................................................................................2
Approaches for measuring effectiveness of website..............................................................2
3.1b Getting customers attention.....................................................................................................3
List of the search engines, directories, portals......................................................................3
Search engine listing monitoring and optimisation strategies................................................3
3.1c Getting customers interest........................................................................................................4
Communication/promotional strategies..................................................................................4
Online promotional technique................................................................................................4
Provide the following.............................................................................................................4
First e-mail letter....................................................................................................................5
Companies for collaboration..................................................................................................5
3.1d Generate revenue.....................................................................................................................6
4 Customer Service, Relationship and Loyalty Plan.......................................................................6
Customer service and customer relationship management....................................................6
Strategies for excellent customer service...............................................................................7
Strategies to generate customer loyalty..................................................................................7
5 Times line for promotion strategies..............................................................................................8
Some forms which will be promoted more than once in a year.............................................8
Some promotion to be done in relation to specific objectives or offers.................................9
Rational for the timeline.........................................................................................................9
6. The future...................................................................................................................................10
Technologies and features which will be added in website.................................................10
Five year plan for ASOS......................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Digital Marketing can be defined as a process with the help of which organizations
promote their products and services by using different forms of electronic media. There are
different sources used by firms which enable to promote their commodities. It includes sources
like social media, internet, electronic billboards and mobile phones. In addition to this, it also
includes tools for promotion like radio, television, etc (Alavi, Ahuja and Medury, 2011). Present
report is about ASOS.com which was founded by Nick Robertson and Quentin Griffiths in the
year 2000 and is headquartered in London. It is a British online beauty and fashion store. Mainly
focuses on young adults and provides over 850 brands and different range of accessories and
clothing. This report describes various factors which would make the website of cited firm to be
more attractive. Further, it includes the various strategies which can be adopted in order to attract
customers.
3.1a Strategies and Tactics to achieve the objectives
Key issues in optimizing the design and usability of the cited firm
Organization should develop website which would enable to attract customers
effectiveness. However, there are many issues which are been faced by firms, among which few
are as follows:
Content uniqueness: It is essential for the organization to make their content unique and
effective. This would enable to attract customers effectively. e-commerse websites contains less
content and the content is developed according to the types of product which the cited firm
provides (Baker and Hart, 2008).
Analysis and keywords research: It is a type of map which enable to find out the treasure. But
these are many cases in which SEO specialists spend less time on it. This creates issues for
people who visit the site.
Broken links: This can be determined as one of the harmful factors related to dynamic websites
and static. In e-commerce websites generally the possibility of broken links are very high and it
affects the appearance of the website (Charlesworth, 2009).
Brief description of graphic design
Graphic design is the process which enables to make the visual communication and helps
to understand the information more specifically. This very helpful in developing brand image of
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the organization. Further, the graphic design should be developed according to the target
audience. Moreover, different tools should be used which would enable to make achieve the
desired goals and objectives effectively (Chen, Fay and Wang, 2011).
Description about the company website
ASOS. com has mainly covered all the areas which helps to attract customers. In order to
achieve the defined objectives, it is essential to make the website attractive and easy to use.
Following are the things which are been adopted by the firm on their website:
Utilization of image: Cited firm make use of images which makes the website attractive.
As it was stated above that this organization provides clothing and accessories. The images
which has been displayed provides a deep understanding about the types of product which cited
firm provides (Dann, 2010).
Broken links: Organization has focused on the broken links and they have no issues
related to broken links. They have presented their website in such a way that they have utilized
all the space and provided adequate information regarding the type s of products which are been
provided by the firm.
Approaches for measuring effectiveness of website
There are many ways through which effectiveness of website can be measured, among
which few are as follows:
Visitors record: In order to measure the effectiveness, it can be measured by keeping a
record of the people who visit the website (Grover and Vriens, 2006).
Desirability testing: This is a type of test which organization can be taken for people
which visit the website. This is very helpful to know perception of people towards the website.
On of the main advantage through this is that organization can identify the areas in which firm
can make improvement.
Feedback form: This enables to know the customers who do care for the services which
are been provide by the website. This enable also enable to make changes in the website which
are been preferred by visitors (Kim and Hawamdeh, 2008).
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3.1b Getting customers attention
List of the search engines, directories, portals
Search engine can be defined as a program which help to search and helps to identify
items which in the database (Lee and Lin, 2005). Mainly people prefer to use the website which
ranks first in the search engine. Following are the list of search engine which can be planned for
listing out:
Google: It was started in the year 1988 and has bought its search out up to 3 million par
day.
Bing: Founded in the year 2009, it is very helpful for the organization to promote ther
website. Further, it holds on about 25% of the market share.
Yahoo: It was one of the lead in search engine but because of bad decisions it affected its
brand image and growth.
Following are the directories which can be used by the organization:
BOTW: This is one of the best effective directories as it allow for permanent listing. It
was founded in the year 1994 as is listed to be the best of the web (Prasad, Ramamurthy and
Naidu, 2001).
Business.com: It was founded in the year 1999 which is termed as search engine for
corporates and business.
Search engine listing monitoring and optimisation strategies
In order to continue to get top ranking, organization can should do following things
which will enable to continue on top ranking:
Updates: ASOS.com should regularly update their day to day activities, it can include
information regarding the issues, decisions which are to be taken, future plans, etc. This will help
to provide stay longer on the top rank (Weinberg, 2009).
Innovations: Firm should provided all the new products developed. In order to maintain
the top rank organization should make innovations at constant bases. It also includes the new
technology which has been adopted by the organization.
Advertisements: This would include the new product or the services which are been
provided by the firm should be updated frequently.
By following the above given points, firm will be able to continue their top rank and to
monitor the effectiveness firm can monito0r the rate of visitors and through the feedback forms.
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3.1c Getting customers interest
Communication/promotional strategies
There are many strategies which can be followed by the organization in order to promote
the product and services provided by the firm, few of the strategies are as follows:
Advertisement: This is one of the most powerful marketing communication device which
provides extended reach for the audience and delivers message effectively (Tiago and Veríssimo,
2014). The main disadvantage is that it is expensive but is very effective. It includes tools like
television, radio, social media, etc. There are many local channels with the help of which
organization can convey information regarding product and services which are been provided by
the firm.
Public relation: It enables to develop brand awareness among customers. This is the
main aspect which makes it different from advertisement. PR enable to communicate with the
product in an effective manner.
Sales promotion: It includes providing discounts, free gifts which are some of the types
of sales promotion. This very effective and enable to increase the brand image and positioning
among customers mind (Turban and Wetherbe, 2008).
Online promotional technique
Following are the different types of techniques which are included in online promotion:
E-mail marketing: It is very effective as it enables to provide information to customers
and make the organization have proper interaction with their customers. This is helpful to know
the customers needs and requirement. It can be made effective only when the firm will provide
attractive offers like discounts, free gifts, etc.
Linking strategies: It can be determined as a process for acquiring hyperlinks with the
help of other websites. Hyperlink is a process through which navigation is possible for among
the internet pages (Wertime and Fenwick, 2011). With this respect, there are many strategies
which can be used in order to build links. In SEO developing links is very difficult task and it is
the hardest part.
Provide the following
Wire frame diagram:
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From the above given diagram organization will be able to make promote their product and
services effectively.
First e-mail letter
Companies for collaboration
Following are the companies for which ASOS can collaborate:
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Illustration 1: Wire frame diagram
Illustration 2: E-mail letter

Tommy Hilfiger: It is a multinational organization which provides different styles of clothing for
both men and women. The preference for the products provided by their firm is very high. This
will be beneficial for the organization as it will help in achieving the objectives (Wymbs, 2011).
Nike: This firm provides unique shoes for customers. It frequently conducts research and surveys
with the help of which it effectively understands it customers and developed products
accordingly.
Gucci: This firm provides different variety of bags. One of the main strategy which this firm
adopts is by its pricing strategy. Further, it focuses on providing its customer with high quality
services and also in affordable price. With collaboration with these organizations, ASOS will be
able to achieve their objectives effectively and efficiently.
Woodland: This is another shoe producers and it is making use of different strategies through
which are increasing their sales. ASOS will get highly benefited by the high quality products and
the services which are been provided by them.
3.1d Generate revenue
There are many ways through which organization can increase their revenue for their
sales. With this respect, it includes Pay Per Click advertisement network, in this the person just
need to sign up website and paste the code on the website. Then the network would develop
many contextual ads for the firms website. Profitability of PPC depends upon the traffic level.
Another network is CPM advertising, it is similar to PPC but the only difference is that it pay
according to the number of impressions which are been displayed on the site (E-business
solutions. 2015). In addition to this, firm can provide other organization with the opportunity to
display their advertisement on the other website. The number of times for which the
advertisement has been displayed cited firm will earn money. Another types of marketing that is
affiliate marketing, in this system there is a merchant who would let other people to sell
indirectly or directly the product and service provided by the organization.
4 Customer Service, Relationship and Loyalty Plan
Customer service and customer relationship management
Customer just need to make an account on their website and they can buy the product
which they want to. The product will be provide to customers on their door steps. Further,
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customer relationship management is a type of software with the help of which organization keep
the record of their service users (Kim and Hawamdeh, 2008). This is very helpful in maintaining
relationship with customers and in providing them with product and services which are very
helpful to satisfy them. When needs and requirements are been analysed, then new customers can
be attracted. In addition to this, the service users who stopped using the product and services can
also be retained with the help of customer relationship management.
Strategies for excellent customer service
Following are the things which can be followed in order to provide excellent customer
service:
Responding the feedbacks: Most of the organization provide the facility to provide
feedback in case they do not find that the service provided is not good. When customers give
negative feedback, then it is very important for the company to make sure that the feedback is
been responded and proper steps has been taken to over come the problem (Prasad, Ramamurthy
and Naidu, 2001).
Responding to customers quickly: Customers develop negative perception if
organization do not respond quickly. Service users expect they are been heard and adequate
services are been provided. As there are many organizations which provide similar service so it
becomes very easy for customer to shift to other company.
Understanding customers: The quality of services can be improved when the
organization will understand their customers and provide them product and services which will
be effective enough to satisfy service users.
Strategies to generate customer loyalty
There are many strategies which can be made in order to generate customers loyalty, with
this respect, following are few of them:
One -to-one marketing is type of customer relationship management which helps to
emphasize personalized interaction with service users (Alavi, Ahuja and Medury, 2011). This is
very helpful in developing strong relationship with customers and in increasing customer's
loyalty and also helps in getting better returns for marketing investment.
Rewards: There are organizations which provides rewards frequently and it is very helpful in
attracting customers and in increasing customer's loyalty. Customers become loyal only when
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they are been provide with high quality services and given different types of offers which help in
developing customers loyalty towards the product.
5 Times line for promotion strategies
Activities/Months 1 2 3 4 5 6 7 8 9 10 11 12
Television
Radio
Email
Banners
Social media
Rewards
Public relation
Linking strategy
From the above given chart organization will be bale to make their promotion in an
effective manner. All the activities which are been planned will be operated in three months
time. This way within one year organization will be able to make their promotions properly and
this will also help in achieving the objectives which are been by the ASOS.
Some forms which will be promoted more than once in a year
There are many forms of promotional tools which will be made more than once in a year.
Which are as follows:
E-mail: This is one of the promotional strategies in which organization need not have to
spend money highly (Dann, 2010). This is very effective as cited firm will be able to make the
promotion for the product and services. In addition to this, organization can also develop strong
relationship with their clients by using email.
Banners: Banners are also very effective as it provides wide information regarding the
product and services provided by the organization. Banners catches the eyes very quickly it just
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pops out on the screen and the offer provide in it develops curiosity among the mind of
customers towards the product and organization (Grover and Vriens, 2006).
In addition to this, all the other promotional activities are been scheduled in such a way
that it will be helpful in enough to achieve the objectives which are been set by the organization.
Some promotion to be done in relation to specific objectives or offers
There are some of the promotional strategies which are been developed by the
organization for specific objectives, among which few are as follows:
Reward: It is been provided according to different schemes which are been developed by
the organization. There are only few of the cases in which they will be able provide rewards to
customers. In this context, in order to provide customers with rewards, it is important to have
proper record of customers who will be provided with reward (Weinberg, 2009). This is a type of
system in which customers get highly motivated and it also encourages to purchase more
products.
Social media: This very effective as organization will be able to provide all the
information to customers regarding the product and services which are been provided by them.
In addition to this, it also enables to know the customer's perception towards the product.
Rational for the timeline
There are many issues which are been faced by the organization. In this context the main
rational are as follows:
Engagement in social media: There are many social websites like Facebook, Twitter,
official site, etc. Organization was not able to make engage customers because of which they
were facing issues. With this respect, it is important to understand the importance of social media
and to engage customers effectively (Turban and Wetherbe, 2008).
Product awareness: Organization will be able to increase their revenue only when they
will would provide proper information regarding the products. When information are been
provided, then customer will get to know the products which will satisfy their customers.
Email: As it was discussed above, email is one of the cheapest sources which help the
firm to provide information. ASOS do not make use of email effectively because of which they
are not able to put on their full efforts in increasing their sales.
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6. The future
Technologies and features which will be added in website
There are many things which can be added by the organization in the future and it will be
helpful in customers attention. In which context, following are few of the things which will be
followed by ASOS:
Visuals: When a content is in written form, then it becomes difficult to understand and it
takes time (Wymbs, 2011). With this respect, organization can make use of visuals which will
help the firm to make customers understand the offers and description regarding the product
effectively.
Languages: Most commonly used language in english in the websites, but there are also
customer's who may find difficulty to understand it. With this respect, organization should focus
to develop an option in which they could change the language according to customers
preferences.
Five year plan for ASOS
In future organization will focus on proving their services to other counties. There are
many market in which organization has not entered and through market entry strategy
organization will enter into new markets and this will enable to increase the profit and revenue of
the organization (Weinberg, 2009). In addition to this, organization will also focus on developing
physical outlet in many of new markets in five year time.
CONCLUSION
From this report, it can be articulated that organization need to conduct research and
survey with the help of which they get to know the areas in which will enable to satisfy
customers. In addition to this, for gaining maximum profit, firm should focus on developing
product which would satisfy customers effectively. Further, there are many other promotional
tools through which organization can provide information regarding the product and services
provide by customers.
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REFERENCES
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Grover, R., and Vriens, M., 2006. The handbook of marketing research: uses, misuses, and
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E-business solutions. 2015. [Online]. Available Through: <http://tfig.unece.org/contents/e-
business-solutions.htm>. [Accessed on: 28th April 2015].
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