Digital Marketing Report: ASOS Digital Marketing Plan

This report provides a comprehensive analysis of ASOS's digital marketing strategy. It begins with an overview of the digital marketing process, followed by a detailed examination of ASOS, a British online fashion retailer. The report conducts a situational analysis, utilizing SWOT and PESTLE frameworks...Read More

Digital Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAINBODY ...................................................................................................................................1
Overview of digital marketing process ......................................................................................1
Overview of ASOS :...................................................................................................................1
Step 1 - Situation Analysis / Marketing Audit. ..........................................................................2
Relation with Digital Business with Digital Marketing Strategy /plan. ....................................4
Formulate Objectives: ...............................................................................................................4
Implementation and control in DM marketing term...................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
A digital marketing plan is a document which consists of planning for digital marketing
campaigns or actions which will be taken in the context of digital business, its categorized details
among the things like business goals which consists of short, medium and long term goals. The
report below is based on ASOS a British online fashion and retailer of cosmetics which aim is to
serve the customer through its online platform. The report consists of the topic overview of
digital marketing, situational analysis, inter-relation with digital business with digital marketing
strategy and formulation of objectives in the context of digital marketing campaigns (Bala and
Verma, 2018).
MAINBODY
Overview of digital marketing process
Digital marketing process which deals with number of steps and stages involve in the
accomplishment of digital strategy with a view to attain procedures of the digital business
(Chaffey and Ellis-Chadwick, 2019). Digital marketing process relates with the scheduled posts,
and engage with your audience with having the part of social media strategy which involves with
the content social media, emails and with engagement activities which considered with research,
plan implement, measure and optimize these are the stages which defines the role under the
digital marketing process which takes several activities more effective through basic types of
digital marketing is that search engine optimization, search engine marketing, content marketing,
pay per click, affiliate marketing, instant messaging marketing and e-mail (Lui and Au, 2017).
Overview of ASOS:
ASOS is a British online fashion industry which deals in all types of fashion related
product is that clothes in trends for adults, they are following the market segment of dealing in
particular customers group by catering adults on the basis of their services like clothes, shoes
accessories and beauty products, this fashion industry was founded in 2000 in London). This
website sells more than approximately 850 brands of products as well as deals in its own range
of clothing and accessories which ships to their operating 196 countries by the source of online
platform that serves form their fulfilment centres in the UK. Websites in which they are dealing
is that asos.com, asosplc.com, the number of employees working in this online industry is
approx. 4000 plus workforce which are indulge in the activities related to operations and finance.
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Online industry relates with the activities which offers the best product or services by deliver
them to their customers, the aim of ASOS online fashion industry is by targeting the mass appeal
through operating their online marketing by magazines to promote the product which relates
with clothing which will help them in selling the product in large expand manner to their
customers.
Step 1 - Situation Analysis / Marketing Audit.
Situational analysis refers to the internal as well as external factor of the business here are
analysis of ASOS fashion industry which relates with the product like clothing, accessories and
cosmetics internationally by adopting the online platform. Here are some of the tools or model
by which situational analysis of the company ASOS will determine the models which are used in
this analysis are SWOT Analysis:
Strength:
 ASOS fashion industry deals in the product like clothing by having the aspect of branding
image, this brand also partnered with GLAAD, which is one of the biggest voice for the
LGBT community, this show they are not having any stereotypes (Chaffe and Smith
2017).
Weaknesses:
 The investment of ASOS on research and development are not above expectations having
the average approach of doing this R&D, they are not able to compete with the leading industry
in respect of the innovation, because they are dealing in already researched product in the market
by selling them on websites (Yoga, Korry and Yulianti, 2019).
Opportunities:
 Changing trends in the market industry in respect of the fashionable product or services
will be the opportunity for industry like ASOS because of online fashion market they will
deliver the product according to the trends because of lots of options to deliver the
customers (Piñeiro-Otero and Martínez-Rolán, 2016).
Threats:
 Because of their nature of dealing on the online platform by serving in 196 countries they
are highly engage in the risk of having the threats of their competitors which will affect
the organisation through new innovation by the other online industry by new innovation
(Chester and Montgomery, 2017).
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PESTLE Analysis:
Pestle analysis deals in determining and analysing the macro environmental factors which
is used in the environmental scanning, pestle analysis deals with forces which are considered
with political, Economic, social, Technology, legal and environmental they will impact the
organisation like ASOS because of their nature of business through online platform (Yoga, Korry
and Yulianti, 2019).
Political factor:
Impact of Brexit on retail business is that basically this organisation is that ASOS fashion
industry will get impact through their Brexit condition this is due to the impact of other countries
contract in relation to the Brexit (Chester and Montgomery, 2017).
Economic factor:
Due to the crisis, retail industry of the UK was impacted badly. This was because of the
depreciation of pounds (Piñeiro-Otero and Martínez-Rolán, 2016).
Social factor:
This retail industry will be making e-commerce all-inclusive by taking all the factors
which relates with the societal aspects is that customers’ beliefs and values regarding the product
(Chester and Montgomery, 2017).
Technology:
Technological advancement in retail industry will impact this organisation in respect of
their competitors by having the new strategies on innovative digital business approaches
(Chaffey and Smith, 2017).
Legal factor:
Cyber threats and security will impact the organisation because of security issues due to
large number of customer’s information gathering in their websites will impose the risk of threat
of cyber issues (Goldman and et. al., 2020).
Environmental factor:
Sustainability factor in the international market having the industry type retailing will
lead to the formation of the organisation in better way by utilizing the sources in future by
implementing industry growth factor in relation with the proper resources outcomes.
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COMPETITORS ANALYSIS
ASOS are compete with competitors like All saints, pretty little things, boohoo, they are dealing
in e-commerce fashion platform, so they are relatively having the same kind of digital marketing
campaigns. ASOS through their analysis on identifying the strength and weaknesses of their
competitors in respect of what's the new digital campaigns they are going to implement and by
determining the potential and opportunities in the future aspects this online retailing websites
will cover their competitors’ analysis (Dodson, 2016).
MARKET ANALYSIS
In this online retailing industry, the use of social platform and digital channels is an
effective and efficient approach of promotion. Distribution that will ensure about the
personalization and communication and by make sure about the audience demands and fulfil
their expectation through meeting those demands in respect of the online platform as this
company works under the digital approach (Hanlon, 2019). They have to be more focused on the
activities like inducing the market players into online platform by analysing the upcoming
strategies by their competitors. ASOS has adopted cross channels by using the approach of some
paid and organic channels to reach their target audience.
Conclusion on situational analysis
Situational analysis in the retailing industry like ASOS in relation to its digital marketing
is that they have to rely on a models like SWOT and PESTEL which will decide about the
strategy that has to be performed in the future through making changes if necessary in relations
to its external factor. It has been concluded that they have to operates their digital marketing
approaches with proper market and competitive analysis.
Relation with Digital Business with Digital Marketing Strategy /plan.
Digital business has to set their process on the basis of their digital marketing strategies,
it’s basically the creation of new business design by adopting the means of digital technology to
transform product and services or the businesses by replacing the method of non-digital or
manual processes with digital way of presenting the business in the retail industry through
maintaining the value of digital marketing strategies (Deiss and Henneberry, 2020). The different
strategies which are requires in field of digital business to adopt value of catering customers by
compete with their competitors as well so here is the relation which is mandatory in the action
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plan is that ASOS digital marketing plans are search engine optimisation which assist in
improving the quality and quantity aspects of websites traffic to a website or webpage from
search engines. Advertising with pay per click is the process to enhance the traffic to websites by
every click on the advertisement advertiser pays to the publisher this method is commonly used
by the retail online industry ASOS on the basis of their digital marketing strategies to build the
industry growth in respect to cater the customer and one of the most popular method of digital
strategy is that of social media sites like Facebook, Instagram and YouTube.
Formulate Objectives:
The SMART objectives which are considered under the digital marketing are as follow:
 Increase sale will leads to assist in revenue by making growth in them, it’s basically the
top level digital marketing objective for the online retailing business like ASOS by using
the key performance indicators will able to benchmark the progress, through that process
an industry will easily set the benchmark for obtaining the better results for their
particular objectives (Lui, and Au, 2017).
 Increasing of the conversion rate this is the digital marketing objective that can be tracked
in google analytics, setting the goals tracking in analytics, industry will get the report on
their conversion for the traffic sources, campaigns, locations, landing page in relation to
the sources of the page and keywords.
 Having the objective of organic traffic volume from the search engine result pages. It is
considered with free traffic rather than pay for it, Main objective of every digital
marketing industry to increase the organic visitors with the view to achieve high search
engine ranking by implementing the process of search engine optimization in the process
to reach the organic visitors (Lui and Au, 2017).
Implementation and control in DM marketing term
The first step in implementation strategies for the digital marketing is that to formulate
the goals and objectives, most of the business having average small targets to reach out their
customers is that by just getting 1000 likes on Facebook that is not the case they have to
implement the program of their digital marketing in more successive manner so as to achieve the
objectives relates to grow through the online sources. The type of goals that company needs to
address is that by having the target to reach the customer through increase the number of warm
leads to the emails by setting the messages count (Dodson, 2016).
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Get clear to the target audience is that online industry having the next step to determine
what will be their target market via the source of product in which they are dealing, they have to
categorized their product line according to the particular customer group which decides about the
proper market segmentation by the retailing industry (Dodson, 2016).
Get clear position in the marketplace this will be the final stage where industry will going
to set the mar of platform where they are going to start the channel of distribution and dealing the
customers with their product and services is that a digital online platform which includes the
social media platform to influence their customers by lots of efforts in it (Hanlon, 2019).
Design/devise implementation plan
Every industry needs to identify the target market in which they are going to serve their
customer by evaluating the customer group first so to develop this implementation plan they
have to undergo through the marketing strategies which are categorized in three particular
approach in the context of this industry ASOS they have to organise their approaches well due to
the online catering aspects of them so the marketing strategy they will going to perform is that:
STP of ASOS Segmentation is a process of categorized your customers into groups of people with their
common characteristics and needs and preferences, this process will attain the objective
to meet every customer group needs with cost effectively and this will set huge benefits
over their competitors through different market segment is that with customer group like
demographic according their age, marital status, gender, education and occupation etc
and other factor like geographic in which state, region and country comes and
psychographic through personality, values and aviation with behavioural factor in it)
(Goldman, . And et. Al 2020). Targeting is the next step in it after analysing the sort of customer groups ASOS will go
for their target audience to whom they will cater by opting the best attractive market in
respect to their customers through approaching with their products or service line in
which they are going to deal by properly segment the target customers.
 Positioning is the last analysis process which decides about the how the industry wants to
position their product to cater their target market is that target customers by adding the
importance of why would customer going to purchase this product on the basis of their
USP industry will deals with their product branding.
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7p’s of digital marketing:
Product: It defines in which product industry deals to cater their customer, in the context of
ASOS the products or services in which they are dealing right now is retailing product like
Faison clothing and cosmetics having their different brands with them (Bala and Verma, 2018).
Price: This retailing industry sets their price according to the other branding company
perspective but with theirs marking on their prices due to their offerings and servicing,
Place: As they are handling their handling their operation through the process of online platform
they are having the place of serving through websites and internet by social media apps as well
(Chaffey and Smith, 2017).
Promotion: This industry deals in promoting and advertise their products through social media
sites like Facebook, Instagram and other medium of websites in it.
Process: By adopting the channel of distributing the products on the basis of catering the
customer through online platform by their online websites and provides service through deliver
the products to their locations and specific areas which will be mention by the customer.
Physical evidence: This industry deals in the product which will be identical by their branding of
different industry is that the product in which ASOS deals in basically depends upon the other
company branding like If they are going to sale t-shirt by Zara so the branding will be Zara itself
(Goldman and et. al., 2020).
People: ASOS having the approach of dealing their employees through the channel of online
management which will having their own policies of regulating the people in their industry.
Budgeting:
Online retailing industry like ASOS will have to plan their budget according to the
service the will provides like if they are going to deal by another process in online platform like
through couple of other websites adding in their operational business will leads to the budget
cost because of handling the sources relates to them cost more in respect of their current websites
due to the promotional aspects they have to categorized the aspect of dealing in the platform like
this industry works on their social media aspects but to reach effectively they have to link their
business by adding some sharing with the appropriate websites or application in the context of
benefits on some profit by them , budgeting in online marketing depends upon the operations and
customer handling by their company on daily basis so as to obtain the objectives relates to reach
many customers(Hanlon, 2019).
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Measure the digital marketing campaign
The digital marketing campaigns in which this online industry works has to compete with
their digital platform is that by measuring the campaigns in which organisation going to work
starting with the specific goals or objectives which relates with the online goals (Kannan, 2017).
Commit to a time frame, by identify the target segment to focus on related product which are
necessary for enhancing the digital marketing campaigns through these approach by the online e-
commerce website, by establishing the key performance indicators of their digital performance
this online retailing website will maintain the analysis aspects of this digital marketing
campaigns. By identifying target for your success indicators.
CONCLUSION
It has been concluded from the above report is that every organisation or industry needs to attain
the aspect of digital business so as to accomplish the objective of reaching to their customers in
large will be possible by making an effort in digital marketing campaigns by emails. Social
media applications to build the growth of their selling process by advertising and promoting the
product offerings on it this will leads to influence the customers by setting appropriate budget in
respect of promotional activities. To identify the importance of digital marketing industry should
have to determine or work on the marketing strategy like STP and 7P’s which will assist in
making the online business more comfortably.
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REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in political campaigns.
Internet Policy Review, 6(4), pp.1-20.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Goldman, O.I. And et. al., 2020. Digital media environment for analysis of components of
content in a digital marketing campaign. U.S. Patent 10,685,375.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Lui, R.W. and Au, C.H., 2017, December. Designing simulation games for information systems
education—A case study in teaching for digital marketing. In 2017 IEEE 6th
International Conference on Teaching, Assessment, and Learning for Engineering
(TALE) (pp. 290-295). IEEE.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences
and humanities, 3(2), pp.95-104.
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