Report: ASOS Digital Marketing Plan for Customer Retention and Loyalty

This report provides a comprehensive analysis of ASOS Plc's digital marketing plan, focusing on strategies for customer retention, loyalty enhancement, and improved customer experience. It begins with setting SMART objectives using the 5s framework and RACE elements, emphasizing specific, measurable, achievable, realistic, and time-bound goals. The report then outlines the digital marketing strategies, including online value proposition and the integration of various web tools like social media, email marketing, search engine optimization, and influencer marketing. Tactical tools such as the RACE framework and customer journey maps are utilized to refine these strategies. The report also examines the actions required for implementing the plan, addresses potential legal constraints like data privacy, and evaluates the company's performance using key performance indicators. A TOWS analysis is conducted to link SWOT elements and develop clear actions for the company, ultimately aiming to enhance ASOS's competitive edge and customer relationships.

Digital Marketing
Individual Report
Guidelines

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Setting appropriate SMART objectives.......................................................................................1
Setting strategy for the company.................................................................................................2
Setting SMART objectives and use of appropriate tactical tools................................................3
Examining and addressing the actions required for the plan to be implemented........................4
Controlling and evaluating performance of the company...........................................................5
Analysing one legal constraints which may affects one digital marketing activity within their
digital marketing plan..................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing refers to an activity of advertising which has been conducted with the help
of some digital channels which includes websites, search engines, email, social media, along
with the other mobile apps (Chowdhury, 2021). For the following report selected organisation is
ASOS Plc which is a online retailer of fashion and cosmetic products. The company is founded
by Nick Robertson, Andrew Regan, Quentin Griffiths and Deborah Thorpe in 3 June 2000 as
well as its headquarters is in London, England, UK. In this report, current digital marketing audit
of the company is described along with the current digital marketing plan for addressing the
theme for retaining current customers and customer loyalty as well as enhancing customer
experience. The time scale for the digital marketing plan of the company is 3 months. The report
covers assessing and analysing of the online marketplace as well as the impact that influence of
the dynamic digital environment marketing activity and consumers. It further cover the
development of a conceptual and analytical approach in the planning of digital marketing
programmes to an organisation and its markets.
MAIN BODY
Setting appropriate SMART objectives
For developing an effective digital marketing plan, it is important for the company in
order to set their SMART objectives which mean that they are specific, measurable, achievable,
and realistic as well as anchored within a time frame (Dabas, Sharma and Manaktola, 2021). For
setting SMART objectives of ASOS Plc related to its digital marketing plan for retaining their
current customers and their loyalty as well as enhancing their customer experience, 5s
frameworks and RACE elements is used which has been described below:
5s frameworks-
It refers to a systematic method which helps company in order to organise their working
environment by reducing waste and the number of processes as well as improving flow. It
involves 5 principles which includes Sort, Set in order, Shine, Standardise and Sustain. In
context of ASOS Plc, it has been described below:
Sort- This principle makes ASOS Plc to keep only those elements that are required to
complete task. This makes them to use only those digital marketing activity which helps in
retaining their current customers and their loyalty as well as enhancing their experience.
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Set in order- This makes ASOS Plc to organise their each digital marketing activity in a
effective manner in order to make easier for achieving their objectives through digital marketing.
Shine- This principles makes ASOS Plc to develop their objective clear and effective in
order to make understandable to their employees for making their digital marketing activity
better for achieving their organisational goals.
Standardise- This makes manager of ASOS Plc to set standards related to their digital
marketing plan. This makes understandable to their employees how to be performed and operate
their digital marketing activity for achieving their objectives (Das, 2018).
Sustain- This principle makes their manager in order to sustain new practices which help
in achieving their objectives in order to retain current customers and their loyalty as well as
enhance their customer experience.
RACE Frameworks-
This refers to an effective tool which helps company in order to develop their digital
marketing plan in order to improve their growth of the business. It summarises the important
online and multichannel marketing activities which has been required by the company to
managed their digital marketing in better manner. This will covers 4 steps that are Reach, Act,
Convert as well as Engage.
The SMART objectives for the ASOS Ltd for its digital marketing plan are described below:
 To improve their social media presence for enhancing their customer experiences in next
3 months.
 To use different digital marketing tools for retaining their current customers
 To provide customer service through digital tools in order to make customer loyalty
within 3 months.
Setting strategy for the company
For achieving the objectives, it is important for the managers of ASOS Plc to set some
strategy related to their digital marketing plan to retain their current customers and their loyalty
as well as enhanced their experience in better manner (Deiss and Henneberry, 2020). These
strategies is required to be used to address the customers segments, online value proposition as
well as integration of various web tools such as email, social media, etc. The digital marketing
strategies of ASOS Plc are used online value proposition in order to make customer loyalty of
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their each customer segments. These strategies also make company in order to use different
online tools in order to make easier for their customers in order to know about their products.
This will includes social media platforms, email marketing, search engine optimisation and
influencer marketing. These will also help company in order to retain their current customers
towards their products in better manner.
Setting SMART objectives and use of appropriate tactical tools
There are various tactical tools exist which help company to order to set their SMART
objectives for improving their business performance. RACE Frameworks and consumer journey
map is an effective tool which help company to make their marketing more effective (Hall,
2020). This makes important for the management of ASOS Plc to use these tools in order to set
their SMART objectives for their digital marketing plan are described below:
RACE Frameworks-
This describes the most effective tool that helps company in order to use different types
of digital marketing activity. This describe 4 steps and that are reach, act, convert as well as
engage. In context of ASOS Plc, these are described below:
Reach- This step is used to focus on building awareness of brand along with their
products and services on many websites as well as in other offline media for building traffic
through driving visits to various web presences such as main site of the company, social media
pages and so on.
Act- It encourage interactions in social media and on websites for generating leads in
order to make easier for customers to find out more about the products of ASOS Plc.
Convert- This refers to a conversion for the sale that may occur either in the form of
online or offline (Kumar and Singh, 2020). This strategy makes ASOS Plc to allow their
customers in make their payment through online transactions or offline methods in order to make
them comfortable during their purchases.
Engage- This strategy makes company in order to make long-term engagement with their
customers by building customer loyalty for making them to repeat their purchases through
communication of their websites, email, social presence as well as direct interactions for
boosting lifetime value of their customers.
Customer Journey-
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It is also an effective tool which helps company in order to analyse the buying strategies of
customers in order to develop their digital marketing plan. This described three essential stages
of customer journey that are awareness, consideration and decision. In respect of ASOS Plc, in
order to set their SMART objectives, these stages are described below:
Awareness- This described as discovery stage in which customer realise that they don’t
have something as well as they needed them. For this they start searching it in internet in
different search engine (Leung and Mo, 2019). This makes important for the management of
ASOS Plc in order to remain active in their online channel for making their customer aware
about their brand, product and service.
Consideration- This refers to an evaluation stage which makes customers in order to think
about the best solution among the different solution they were searches for their problems. This
makes management of ASOS Plc to ensure that your content is to be more effective in order to
help their customer to consider their brand, product or service.
Decision- This refers to a selection stage which describes that the customer knows which
products or service fulfil their needs as well as they must choose it from the various options. This
makes management of ASOS Plc to ensure that their digital marketing content should be
demonstrate their comparative advantage from their competitors.
Examining and addressing the actions required for the plan to be implemented
After setting SMART objective, it is important for the company in order to analyse the
action that are required in to implement their digital marketing plan for achieving their
objectives. The management of ASOS Plc to find all the things which has been required in order
to implement their digital marketing plan which help them to retain their current customer and
their loyalty as well as make customer experience (Ramesh and Vidhya, 2019). This will also
require for the company in order to achieve their SMART objectives also. The company need to
analyse all different types of digital marketing tool in order find out the best which help them to
achieve their objectives. The company is also need to improve their social media presence for
providing better customer service to their customers which also helps them to retain their
customers and customer royalty as well as develop more effective customer experience. The
company also need to make their content more effective which helps in attracting their
customers. These will also help them to become more competitive for their customers.
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Controlling and evaluating performance of the company
It is important for the company in order to control and evaluate the performance of the
company in order to find out the things which create problems in achieving the objectives. A key
performance indicator refers to a quantifiable performance measure tool which helps in
measuring the performance of the company for a specific objective in a particular time. By
defining its objectives for their digital marketing plan by using 5s frameworks, it is important for
the management of ASOS Plc in order measure its performance for achieving them. It helps them
to understand that how effective their actions are in order to achieve their objectives. It also helps
them to analyse the things which makes difficulty in order to achieve their objective.
Analysing one legal constraints which may affects one digital marketing activity within their
digital marketing plan
The one legal constraint which affects the digital marketing activity of ASOS Plc in its
digital marketing plan is privacy and data (Vaculčikova, Tučkova and Nguyen, 2020). It is
important for the company to considered data privacy of their customers in order to retain them
for long term. This makes important for the management of ASOS Ltd to be informed about the
updated privacy policies and guidelines related to digital marketing activity in order to provide
proper privacy to their customers as well as also make them retain for long term.
Tows analysis of ASOS Ltd that helps in making its digital marketing plan
TOWS analysis is an effective method which helps in linking different elements of
SWOT analysis together in order to came out with the clear action for the company. In case of
ASOS Ltd, its Tows analysis are described below:
TOWS MATRIX EXTERNAL FACTORS
Opportunities Threats
INTE
RNAL
FACT
ORS
Strengths The design of ASOS Plc is
more attractive that shows its
greater strengths which makes
company to use new digital
marketing tools in order to
attract more customer towards
The one of the threats of the
company is strong
competition in the market.
The company has a brilliant
influencer marketing
initiative which helps them
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their products. in order to overcome threats
of competition in better
manner.
Weaknesses The management of ASOS Plc
invest lesser amount in
Research and Development
this makes company in order
to use various digital platforms
in order to understand the
needs and wants of their
potential customers.
By developing effective
digital marketing plan
ASOS Ltd can effectively
improve its weakness of
innovation as well as
overcome its threats of
competition in better
manner.
Analysis of external environment of ASOS Plc
PEST analysis refers to an effective method that help company in order to analyse their
external environment for operating their business smoothly. This will includes Political,
Economic, Social and Technological factors. In context of ASOS Plc, for developing its digital
marketing plan in has been described below:
Political- The factors that affects the business environment of ASOS Plc due to
intervention of the government are negative impact of BREXIT on retail industry as well as
9imposed tax policy on digital sales of UK.
Economic- The factors of economy that affects the ASOS Plc are impact of Covid 19 on
the economy and many business as well as high alert on global economy.
Social- The changes in the society will also provide great impact on business of ASOS
Plc which includes increasing popularity on shop-able posts on social media as well as inclusive
making of E-commerce.
Technological- Due to daily development and innovation on technology also give
effective impact of business environment of ASOS Plc which includes rise of digital platforms
for marketing as well as overhauling of supply chain arrangements.
SimilarWeb-
SimilarWeb refers to a tool that estimates the total amount of traffic that is get from
different websites. It allows ASOS Plc in order to see top traffic sources of their competitors and
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broken down them in six major categories which includes social traffic, referring sites as well as
to search keywords. This will help them to boost reach of their websites as well as gain more
audience for their products.
CONCLUSION
From the above mentioned report, it has been concluded that digital marketing is most
important activity for the company in order to market and promote their brand, product and
service through digital channels in order to increase their sales and profit. 5s framework, RACE
framework and customer journey map is an effective tool which help to set specific measurable,
achievable, relevant and timely objectives digital marketing objectives for the company in order
to promote and advertise their product or service in online platforms in effective manner. The
company is also need to analyse the things which is required in order to achieve their objectives.
Key performance indicator helps company to measure their performance for achieving their
objectives. The data and privacy is legal considerations that may affect the digital marketing
activity of the company.
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REFERENCES
Books and Journals:
Chowdhury, R.A., 2021. Digital marketing. In Building a Salesforce-Powered Front Office (pp.
97-109). Apress, Berkeley, CA.
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in
independent businesses: experiences of restaurant entrepreneurs in India and United
Kingdom. Worldwide Hospitality and Tourism Themes.
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB Publications.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Leung, K.H. and Mo, D.Y., 2019, December. A fuzzy-AHP approach for strategic evaluation and
selection of digital marketing tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM)(pp. 1422-1426). IEEE.
Ramesh, M. and Vidhya, B., 2019. Digital marketing and its effect on online consumer buying
behavior. Journal of Services Research, 19(2), pp.61-77.
Vaculčikova, Z., Tučkova, Z. and Nguyen, X.T., 2020. Digital marketing access as a source of
competitiveness in traditional Vietnamese handicraft villages. Innovative
Marketing, 16(1), p.1.
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