ASOS Case Study: E-Direct Marketing, SEO, and Content Strategies

This case study analyzes ASOS's marketing strategies, focusing on Search Engine Optimization (SEO), content marketing, and e-direct marketing. The study begins by defining SEO and its importance for ASOS, including strategies such as setting digital marketing goals, improving website speed, and utilizing long product descriptions. It then delves into content marketing, explaining its significance for building trust, brand awareness, and generating leads. The case study further advises ASOS on implementing e-direct marketing, emphasizing its role in leveraging networks and communicating with customers. Key stages in developing and implementing e-direct marketing are outlined, including determining organizational structure and refining action plans. The assignment explores various tactics, devices, and strategies for ASOS to enhance its online presence and customer engagement within the fashion industry.

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ASOS CASE STUDY
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Question One
Search Engine Optimization
Exploration engine for optimization refers to procedure of impacting online visibility of
any site or page within website search unpaid results tool normally referred to as "common,"
"natural," or "earned" outcomes. It remains to be methodology of different strategies, tactics, and
techniques applicable to increase the number of visitors to a website. It increases this number
through ideas of obtaining the high-ranking placement in the search outcomes page of various
search engines that include Yahoo, Google, Bing, as well as other search engines. Search Engine
Optimization has different goals that consist of need to create a great and seamless experience to
website users (A Survey on Search Engine Optimization (SEO) 2017, p. 3). It also remains to be
the engine used to communicate to the intentions of web users making it essential in
recommending an individual website for relevant searches. All these definitions of Search
Engine Optimization make it to be an ever-changing as well as the high science that is always
tough to understand (Poojary et al., 2017, p. 142). Website streamlining targets distinctive sorts
of pursuit that comprise of picture look, search of scholarly, search of video, news look, along
with industry-specific engines for vertical search.
Search Engine Optimization (SEO) Strategies advice to ASOS to implement to optimize
their business
ASOS can use various strategies through Search Engine Optimization (SEO) to maximize
their business operations that deal with the discovery of latest fashion together with trends in
menswear and womenswear. The first strategy will be the setting up the right goals for digital
marketing by the use of the 5Ss. The idea will ensure that all the online marketing of ASOS
cover all the bases for business operation (Berman and Katona 2011, p. 24). The purpose of
establishing a good set of digital marketing goals that includes a range of various measured can
help in setting, reviewing, and controlling performance of ASOS across all its digital marketing
activities. The strategy of using 5Ss of digital marketing can be an appropriate, simple starting
point that can help the ASOS to check that they are covering the whole digital marketing but not
just focusing on its sales of fashion wears. Improving speed of the site of ASOS can be a useful
strategy that can help the company to optimize their business. The rate at which the company’s
WebPages load remains to be the differentiator for search engines (Talarico 2018, p. 3).

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Therefore, focusing on increasing the rate of website access can help the company to attain the
high number of the consumer as they consumers will always get it easy to access the site and buy
their products. Besides, the company can embrace the idea of writing the lengthy description of
their products and pages along with sprinkle keywords can help in boosting operations of the
ASOS fashion organization
The use of long description s of different products differed from the company can help
most visitors to understand the value of company’s websites adequately. More content on ASOS
web pages allows search engines used to crawl as well as offer values to web uses (Scott 2015, p.
23). For instance, use of long descriptive can help ASOS to describe to their targeted client
issues concerning their items with long lead times that they know will offer, for example,
adornments together with calfskin coats. The strategy can also help ASOS to demonstrate to their
targeted client some of the short order that they purchase daily. Additionally, by use of SEO,
ASOS can concentrate on the use of neuromarketing hacks to help the company to maximize
page CTR. The idea will help the company to come out of the stress on the need to include its
main keyword on their page’s title page (Prakash and Verma 2016, p. 7). However, the strategy
of using prefixes or Click Magnets that comprise of “Cheap,” “Buy,” along with “Thirty percent
Off” can assist in increasing CTR of ASOS and help the organization to show up for long tail
search queries. Therefore, it will be advisable for the ASOS to utilize prefixes for every product
page as most visitors punch in more precise queries that include “cheap winter skips” or
“Nordstrom deals.” Additionally, other strategies of Search Engine Optimization (SEO) that
ASOS can use in implementing its marketing operations include the use of date modifiers for
coupons as an effective way of showing visitors that every card of wears they deal with are
brandy. The other strategy consists of the idea of implementing product review schema by
displaying snippets in Google as a way of using the Search Engine Optimization (SEO) to attract
more clients to purchase products from ASOS fashion industry. The use of snippets can help in
offering a way of adding extra data to the search listing that could be in the form of a star rating
of the review or price of the item (Berman and Katona 2011, p. 4). The strategy of implementing
such operations of SEO on ASOS can help in ensuring that every customer can assess products’
information without spending more time on company’s webpage.
Question Two

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Content marketing
It refers to a form of marketing that focuses on ideas of creating, publishing, as well as
distributing of different contents for the targeted online audience by different individuals or
organizations, especially in business community. Ideas of content marketing are always
applicable to various businesses to attract attention and making generate leads. It also used by
business to expand their customer base, create or increase sales on online, to raise awareness of
brand or credibility, and engage the online community of users (McKay-Nesbitt and Yoon 2015,
p. 43). Besides, content marketing attracts prospects along with transforming prospects into
clients by developing as well as sharing different valuable free content. Therefore, content
marketing helps most companies such as ASOS in creating sustainable loyal to their brands. It is
also an ideal platform used for the provision of valuable data to different consumers and creating
the willingness of targeted buyers to purchase different products from the organization in the
future (Pikula-Malachowska 2017, p. 294). Therefore, content marketing in most business
sectors continues to be approach of planned marketing that focused on development with
supplying relevant, valuable, along with predictable substance with the point of drawing in and
holding the unmistakably characterized group of onlookers and it ultimately helps in driving
profitable customer action.
Why content marketing is essential for ASOS
Like any other organization in the business world, ASOS business is likely wrestling with
the convergence of changes that are upending different familiar tactics the management use to
communicate with prospects along with customers. The method of content marketing has several
advantages to operations of ASOS (Wilcock 2017, p. 175). For instance, it helps in building the
trust of its operations with visitors. The more content that the company creates and share with its
target audience, the more apparent it becomes that the services are an authority in its field of
activities. Besides, content marketing help in building brand awareness for the ASOS. It also
improves the great for Organic Search where when an individual open the company browser and
type any keyword or phrase into Google (Jarvinene and Taiminem 2016, p. 169). The search
engine can work hard to bring the searcher the most relevant data regarding their search query.
The use of content marketing in operations of ASOS is essential as it helps in generating leads
for the business operations, attract ideal buyers during services, and convert more website

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visitors into points with lead nurturing. For instance, content marketing enables strangers to find
company’s offers through the user along with the informative content of the organization
(Toubia and Stephen 2013, p. 377). Therefore, usage of content marketing by ASOS is vital as it
helps in adding value to content it offers to clients, it generates material that improves search
engine optimization, and it allows the organization to understand and know their customers as it
operates in the competitive online marketplace.
How ASOS use content marketing?
Appropriate usage of content marketing by different companies helps them to grow their
brands. The use of such technique must start with the content strategy that will make operations
of organizations to be efficient. The approach helps in defining goals of an organization that
management would wish to attain and check if the content they produce is in line with their
operational goals (Wells and Ellsworth 2016, p. 4). The use of content marketing also needs to
streamline the organization content marketing process. The idea of optimizing ASOS content
marketing efforts assists it to be fast and efficient in producing content (Odongo 2016, p. 12).
The use of content marketing needs an establishment of authority and reputation by publishing
high-quality content regularly on site of ASOS to help in addressing the need of the potential
customers of the organization. The other way to use content marketing remains to be the idea of
analyzing the operational progress of an organization (Pikula-Malachowska 2017, p.29 5). The
ideal process or technique of analyzing progress allows management to identify how well their
content marketing efforts are performing in relations to the growing of their brand. Therefore,
content marketing can also be applicable as traffic success, excessive work requests, new
exposure, and expert reputation, and long-term reputation enhancement to support operations of
ASOS.
Question Three
Advise to ASOS to use e-Direct Marketing
It will be necessary to explain to the management of ASOS the importance of the usage of
eDirect Marketing. The process of convincing them will involve the idea of the illustrating
significance of the strategy to their operations (Kim et al., 2018, p. 597). For instance, it will be
necessary to explain to the management for ASOS that e-Direct Marketing remains to be the

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form of advertising that targets explicitly different people or companies with the aim of
generating new business, ideas, raise the profile of the organization or offered commodities and
services, or make the sale. It is necessary to advise ASOS to use e-Direct Marketing by
illustrating to management how the system can aid the organization to use various ways to
leverage the network as they communicate with as well as delivering products to their targeted
clients. Therefore, it is necessary to advise the company on the core marketing operations
processes to master while using the system of eDirect Marketing. Through the process of
recommending ASOS on the importance of eDirect Marketing can offer ideal setting on
illustrating to the management of the organization the need of marketing process illustration of
the process involved in the technique of marketing (Konstant and Riedl 2012, p. 117). It can help
in ensuring of different outcome that meets their quality goals with all these in mind, and some
advice was given to ASOS that a marketing center of excellence requires include lead
management, reporting and analytics, management of data, development of campaign strategies,
and development of content for operations.
Some critical stages in the development and implementation of the e-Direct Marketing
process
Implementation and development of the e-Direct Marketing in ASOS business operation
plan campaign or project comes down to the practical use of tools. It also comprises of use of
tactics, and strategies to convince create, and implement the sound e-Direct Marketing process
that will be successful in operations of ASOS needs to have different critical components such as
tactics, devices, and strategies (Chalhoub 2015, p. 693). The crucial first strategy remains to be
the determination of organizational structure as well as the process of implementing, evaluating,
and communicating the work of eDirect Marketing process in operations of an organization.
During the development of ASOS’s action plans for e-Direct marketing process, various partners
along with organizations need to be designated as being accountable for particular activities
together with objectives. The other step involves the review and refining of ASOS action plans
(Bayraktar 2016, p. 486). The step help in attaining realistic and measurable targets that relate to
the process of marketing. It also makes management to be responsible as they become the leads
in operations making realistic timelines to be set for every strategy.

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The other step in e-Direct Marketing process in operations of ASOS can be needed to
prepare for implementation and prepare for evaluation. After process of identifying the plan for
eDirect marketing process, the oversight committees or implementation committees of ASOS
can review the process with the aim of identifying ideal opportunities for coordinating as well as
combining resources (Kim et al., 2018, p. 597). Besides, there needs to be a step that deals with
the process of making mid-course corrections based on evaluation outcomes. The method of
evaluation result can be applicable not just to monitor the progress of ASOS, but also to improve
along with revising action plans as progress is attained and changes occurrences (Wells and
Ellsworth 2016, p. 12). Therefore, other major critical factors for consideration during
development and implementation of e-Direct Marketing process by ASOS include facts, features
of operations, communicating with staff, and monitoring the progress of activities, making
adjustments, and developing contingency plans among other key factors.
Question Four
Advice to ASOS to generate leads from using their online platforms and applications
The first step in advising the management of ASOS on the use of making leads from their
online platforms along with applications is through illustration the importance that arises from
such usage. It will be critical to advise management to use lead generation as it remains to be the
process of attracting and converting different strangers along with prospects into an individual
who has indicated interest in the organization’s product or service (Titus 2016, p. 23). The use of
online platforms and applications such as Facebook, Twitter, Instagram, and YouTube can help
ASOS to understand operations of their competitors thus allowing the company to focus on best
approaches to remain competitive in business operations. The company needs to use such
platforms as a way of offering special offers that ever party loves (Chalhoub 2015, p. 694). In
most cases, it is necessary to advise ASOS to use generally leads to generate special offers for
every individual around business community loves freebies. So ASOS should consider the idea
of hosting the sweepstake or offering giveaways on platforms and applications of social media.
The other advice to ASOS would be the need to illustrate to the management different
benefits that company can attain from the usage of their online application s and platforms such
as Facebook, YouTube, or Whatsapp. The empowering of operators of company’s webpage will
help in improving the e-commerce operations. It is essential to advice ASOS management to

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concentrate on ways of winning people by empowering them to use social media as a perfect
venue for its services to be critical for connecting with vendors and complete transactions (Zhang
et al., 2013, p. 2685). Besides, it will be necessary to advise people on how social network
perform the essential function in the online store regarding ROI, clients, leads, along with sales
so that management remains to have to be visit everywhere if possible. It will be necessary to use
different companies that embrace the use of leads from using their online platforms and
applications have been improving and attaining significant returns in their operations. The advice
would be necessary after finding how men and womenswear giant corporations around make to
be the most opportunity. Therefore, it will be required to advise ASOS on how leads from using
their online platforms and applications can lead to significant revenue (Cook 2014, p. 151) It will
be necessary to encourage the organization on how to select their target marketplace, set up their
campaign, and optimize the result while using generated leads from leads from using their online
platforms and applications. Therefore, it is advisable to tell management of ASOS to stop just
focusing on using their online platforms and applications such as Facebook, Twitter, YouTube,
Whatsapp, and Instagram for branding
Question Five
What would advise ASOS create the optimal user experience (i.e., Design, using surveys
campaigns)
It is clear that different marketers commonly use online operators in the business sector.
For instance ASOS PLC’s manager uses user experiences to boost their products, strategies, and
to collect essential data for operations. It is necessary to advise ASOS on ideal way of
developing the optimal user experience such as appropriate designing of the process as well as
using surveys campaigns to understand the needs of targeted clients (Bhatt and Saini 2015, p.
17). It is essential to advise ASOS on what it needs to include in its survey. The company should
ensure that the study they use to creating the optimal user experience remains to be the simple
device for the gathering of essential data for its operations. It is necessary to illustrate to the
management of the ASOS that survey typically comprises of a set of different questions utilized
to assess the preferences of participants. It is also necessary to alert the control of ASOS that
every study that they focus on using to create the optimal user experience must stay to focus on
attitudes of people characteristics, and characteristics and opinions on the particular factor of

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focus during operations (Luca and Narayan 2016, p. 12). Therefore, ideal concentrate on the
survey should be shown to the management of ASOS to be capable of allowing people to count
or quantify concepts of developing the optimal user experience.
It is necessary to alert the ASOS that the need to create the optimal user experience must
go in hand with benefits of improved user experience and barriers that arise to the user
experience. An individual as to advice ASOS on best survey campaign that concentrates on
mapping out the interactions as well as skills that every customer has with the particular brand or
product to be only half the work that involves the map of the customer journey (Matanda and
Ewing 2012, p. 9). The advice will help in alerting the management of ASOS that after the
process of identification of all stages included for creating the optimal user experience, from the
initial interest of online customers in the general kind of product or service to their usage of the
product of the company, appropriate design of survey becomes critical. It is also necessary to
advise ASOS on the use of ideal website portal well designed as it helps in improving the
consumer's experience as they shop for different menswear and womenswear within the online
platforms (Chalhoub 2015, p. 693). All these advice can support operations of this organization
in ensuring that lead generation remains to be the process that deals with attraction and
conversion of strangers as well as prospects into individuals that have indicated interest in the
products and services of a company in some way, form, or shape. There is need to advice ASOS
management to focus on conducting polls and surveys. The idea will be necessary rather than
assuming what the organization’s audience cares about by just asking the audience (Wells and
Ellsworth 2016, p. 13). The study can help in providing the management of ASOS with the
wealth of knowledge and polls offer the exclusive manner for individuals to express their
opinions.

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