Comprehensive Digital Marketing Strategy Report for Asos's Campaign

This report provides a comprehensive analysis of Asos's digital marketing strategy. It begins with an introduction defining digital marketing and its importance, followed by an overview of Asos as an online fashion retailer. The report then delves into the digital marketing process, outlining key stages such as research, strategy development, design, launch, and measurement. A detailed situational analysis is presented, including PESTLE and SWOT analyses to assess the external and internal environments. The report examines Asos's digital business model and its link with digital marketing activities, emphasizing social media promotion, customer targeting, and visibility. Objectives are defined, followed by an implementation plan covering audience understanding, segmentation, targeting, positioning, goal setting, strategy development, content creation, and channel deployment. The report concludes with a discussion on budgeting and campaign measurement, providing a complete overview of Asos's digital marketing approach.

Digital Marketing Strategy

Table of Contents
INTRODUCTION................................................................................................................................3
Digital marketing process................................................................................................................3
Digital marketing campaign.............................................................................................................4
Step 1- Situational analysis..........................................................................................................4
Step 2- Digital business with digital marketing activities............................................................6
Step 3- Objectives........................................................................................................................7
Step 4- Implementation plan to meet objectives........................................................................8
Step 5- Budgeting......................................................................................................................10
Step 6- Measuring campaign.....................................................................................................10
CONCLUSION.................................................................................................................................11
REFERENCES...................................................................................................................................13

INTRODUCTION
Digital marketing can be defined as marketing in which all efforts in marketing utilises
electronic and digital channels. Digital marketing strategy is planning of organisation to market
through electronic and social media channels. This report aims at discussing digital marketing
activities of Asos, British online fashion and cosmetic retailer. Founded in 2000 Asos is
headquartered at London. Asos sells around 850 brands along with its own brand of clothing
and accessories and products are shipped to 196 countries and have fulfilment centres in UK,
US and Europe. Key products of Asos include clothes, shoes, accessories and beauty. This report
will discuss digital marketing process, and later will involve digital marketing campaign including
situational analysis, digital business, and implementation plan along with budgeting for digital
marketing plan.
Digital marketing process
Digital marketing process includes stages through which organisations implement their
digital marketing campaign and strategy. Digital marketing process includes following stages-
Research- This is first stage that involves making research regarding different aspects of digital
marketing (Bala and Verma, 2018). This involves undertaking research regarding potential
customers and market of the company. This involves analysing environment affecting digital
marketing.
Digital marketing strategy- This involves developing digital marketing strategy and
determination of channels for digital marketing and developing planning for digital marketing.
This involves planning through which Asos can achieve its goals and objectives. This involves
how digital marketing will be used to attract customers of company.
Design and production- This involves designing content for marketing that will be used for
marketing. This is because in digital marketing content plays very important role in success of

company. This involves producing digital marketing campaign and linking different activities in
digital marketing of Asos.
Launch and connect- This involves launch of digital marketing campaign on different digital
channels selected for the company. In addition to this, launch of digital marketing strategy
helps organisation connect with potential and target market.
Deliver and convert- This involves delivering content to potential audience and leading them to
convert in customers of the company (Chaffey and Smith, 2017). This is because converting
potentials is one of the key objective of digital marketing strategy.
Measurement- This involves measuring success of the company in its digital marketing against
set standards. This helps in identifying requirement of any type of change in digital marketing
strategy.
Optimise- This involves identifying difference between actual and standard performance of
Asos and making improvements so that best results can be achieved.
Digital marketing campaign
Step 1- Situational analysis
Pestle Analysis
Political- Political factor of digital marketing campaign of Asos includes different protocols and
regulations that government of UK and countries have implemented regarding use of internet
and digital channels. This involves data protection policies and privacy policies. This has
significant impact on digital marketing activities of the company. This is because digital
marketing activities and effective targeting highly depends on data of customers and these
policies have influence on digital marketing (Mihailova, 2020).
Economical- This factor includes cost of digital marketing and digital marketing resources. This
involves infrastructure of the country and organisation for digital marketing and availability of
internet (Barik and Kumar, 2018).

Social- This is another important factor affecting digital marketing of Asos. This involves
consideration regarding digital channels that are popular in a country where Asos operates and
implement its digital marketing campaign. This is because there are different channels in digital
marketing and on the basis of popularity of digital marketing success of digital marketing gets
affected (Dcosta, 2018).
Technological- This involves technology that affect digital marketing activities of Asos. This
involves creating different types of content for digital marketing that is creative and attractive
and using channels in different manners to engage potential (Mihailova, 2020).
Legal- This involves laws and regulations affecting digital marketing. General data protection
policy is involved in this factor. Countries have different policies for data collection, storing and
protection and Asos have to consider all these elements in its digital marketing strategy (Barik
and Kumar, 2018).
Environmental- This factor includes impact that digital marketing has on environment. Digital
marketing has a very positive impact on environment because energy required in digital
marketing is limited to reach mass audience (Dcosta, 2018).
Swot Analysis
Strength
 Asos is largest independent online and retailer of fashion clothing and accessories this is
strength of Asos’ digital marketing
 It connects with potential customers through different social media platforms and digital
channels
 Its strong presence in worldwide in around 200 countries
 Asos has different and innovative ways to display merchandise to customers and
interactive ways to shop, this means that customers can create looks applying clothes
and accessories (Vlados, 2019)
Weakness

 Limited investment in technology and requires investing in innovation
 Research and development of Asos is below industry average and this becomes a
weakness for Asos (Elavarasan and et.al., 2020).
Opportunity
 Fast changing trends is a opportunity for Asos and this can open different opportunities
for Asos
 Potential for increasing marketing efforts can leverage traffic
 Use of different digital channels to attract and connect with customers (Vlados, 2019).
Threat
 Different policies of government and restriction of data collection and higher
requirements for data protection
 Increasing competition in online commerce
 Recession and economic slowdown (Vlados, 2019).
Step 2- Digital business with digital marketing activities
Digital businesses are those businesses that utilize technology in order to create value
for business and these business models are based on technology and core business activities.
Business activities of Asos are also based on technology because it is an online business and its
activities are carried on through e-commerce. This is the reason that digital marketing activities
of Asos are related. There are different ways in which digital businesses are linked with digital
marketing activities and these ways are as follows-
Promotion on social media and digital platforms- This means that one of the most important
links in digital marketing and Asos is that digital marketing enables it to promote its business in
different social media as well as other digital platforms like YouTube. Social media platforms are
highly successful in connecting business with their potential customers and target market and
this is why digital marketing strategy is linked with digital business. This is because people and
audience active on social media and digital platforms are most likely to be customers of Asos as
a digital business (Saura, Palos-Sanchez and Correia, 2019).

Targeting online customers- This is another way in which digital businesses and digital
marketing strategies are linked with each other. Digital businesses targets customers those who
are active on different channels also known as who are online on different digital channels. This
is because only those customers are likely to be aware of digital businesses and their value and
offerings. Digital marketing helps Asos and other digital businesses to effectively target online
customers. Digital marketing also helps in effective targeting because there are different ways
in which organizations can identify and communicate with the market and audience that they
want to target as customers. Digital marketing also contribute in collecting data of customers
and that they can use to create products and services to cater their requirements (Bala and
Verma, 2018).
Increasing visibility- This is another important link between digital business and digital
marketing strategy that with help of digital marketing, digital business and Asos can increase
their visibility. Digital marketing also involve linking digital marketing to the business of Asos
and this way customers can identify Asos and its products and services through their marketing
activities (Saura, Palos-Sanchez and Correia, 2019).
Electronic customer relationship management- This is also a way through which Asos
links with digital marketing because through digital marketing Asos can maintain and manage
electronic customer relationship. Through different marketing channels Asos can manage
relationship with customers and digital businesses are also developing unique ways to connect
with customers in order to manage relationship with them (Bala and Verma, 2018).
Step 3- Objectives
Increasing market share of Asos by 10% by 2021
Focusing on increasing its digital marketing and enhancing digital marketing strategy Asos can
increase its sales and increase in sales and customers will lead to increase in market share of
the company
Increasing conversion rate by 15% by 2022

In order to increase conversion rate of Asos, company requires to enhance its digital marketing
efforts and adoption of effective strategies for digital marketing can also help in attracting and
engaging customers leading to conversion
Decreasing cost of marketing by 5% by 2021
In order to decrease cost of marketing there are different tactics that Asos can adopt and most
important is optimising strategies that it implements in order to reduce cost and working on
increasing conversion will also reduce cost of marketing of
Step 4- Implementation plan to meet objectives
Determination and developing understanding of audience
This is concerned with determination of potential audience and market that Asos aims
to target through its digital market strategy. Determination of customers and potential
audience also facilitate understanding target market that leads to effective application of
organisations’ digital marketing strategy.
Segmentation- This is concerned with dividing customers on the basis of their similar
characteristics. Segmentation helps in analysing buying behaviour, needs and requirements of
customers to make right selection of customers to be served by a business. Asos is an online
retailer of fashion and accessories and have its existence in around 200 countries. This is the
reason that Asos targets on the basis of geographic segmentation, demographic segmentation,
and psychographic segmentation (Yim, 2020).
Targeting- This is concerned with selecting market that a company wants to serve and provide
its services to. Targeting strategy that Asos follows is differentiates targeting strategy in which it
targets more than one segment of market and in addition to this Asos also provide different
products to different segments. On the basis of this targeting strategy digital marketing
strategies of Asos also get affected (Camilleri, 2018).

Positioning- Positioning outlines how an organisation wants to position it in its target market
and positioning strategy adopted by Asos is attribute positioning. This means that Asos aims to
provide celebrity fashion to target market at a cheaper rate (Adeola, Ehira and Nworie, 2019).
Determination of goals and objectives
This involves determination of what Asos aims to achieve through its digital marketing
strategy and its implementation. Objectives that Asos has and that it wants to achieve through
its digital marketing strategy has been developed and discussed in previous heading of the
report (Graham and et.al., 2019).
Developing digital marketing strategy
This step of implementing digital marketing strategy involves developing digital
marketing strategy including determination of different channels where digital marketing will
implemented and also designing campaign and different strategies to lead different results
from different target segments of potential customers. This means what social media channels
Asos will use for implementing its digital marketing strategy (Fotiadis, Mombeuil and Valek,
2018).
Developing content for marketing
Content is concerned with what message company wants to provide to its customers.
Regardless of selection of channel for implementing different digital marketing strategy content
plays very important role in its success. Content is concerned with message that Asos delivers
to its customers, it is very important that content being employed is attracting and engaging.
This will help Asos in attracting customers and will lead more conversions for Asos. Content can
be of different types including video, blogs and graphic visuals to attract customers (Graham
and et.al., 2019).
Employing content on different digital channels
This is concerned with implementation of digital marketing strategy on different digital
channels. This includes social media sites, video sharing platforms and video-hosting sites and

on search engines. This is most important step of implementation of planning, some of things
that are important for Asos to consider in this includes channels should be adequately selected.
Different channels are popular at different nations and when it market worldwide it is
important to consider popularity of these channels (Fotiadis, Mombeuil and Valek, 2018).
Integrating different channels- This involves integrating different digital marketing channels so
that Asos can provide consistent message to potential customers and audience.
Step 5- Budgeting
Budgeting plays very important role in success of marketing efforts of Asos. Budgeting
involves allocating a certain amount that Asos can spend over its digital marketing activities.
However compared to traditional marketing digital marketing incurs less cost yet budget is
required for digital marketing. Budget helps in determining what amount of financial resources
Asos can spend on different channels. This also depends on potential success of different
channels and strategies of digital marketing. This means that in social media if Facebook is likely
to make important contribution in overall success of digital marketing then major amount of
Budget will be allocated to Facebook channel. Budgeting also depends on overall objectives of
Asos regarding its digital marketing and estimated profit, cost and ROI. With help of market
research Asos can identify what channel and strategy will be more successful and this leads to
determination for preference in budget allocation. Some elements like past results of Asos’
digital marketing strategy, digital marketing strategy of competitors, cost of content creation
can also be considered by Asos (Bednarska-Olejniczak and Olejniczak, 2017).
Step 6- Measuring campaign
This is last step of digital marketing strategy, this involves measuring results for digital
marketing because this helps in identifying success of marketing of Asos. Digital marketing
campaign measuring involves measuring and analysing different aspects of digital marketing
campaign and strategy. This involves analysing success of different channels, and content for
digital marketing. There are several methods that can be used for measuring campaign and its
success and below are some of the methods-

Return on investment- This is one of the most important method, by identifying and analysing
return on investment made for digital marketing campaign Asos can identify whether it was a
success or failure. However, this only provides broad idea for success of campaign rather than
providing detailed information regarding success of digital campaign (Saura, Palos-Sánchez and
Cerdá Suárez, 2017).
Overall website traffic- This is an important method to analyse success of digital marketing
campaign of Asos. Increase in traffic of websites indicates success of marketing campaign. This
is because website of the company serves as home for the company and this is why people are
likely to visit website of Asos and this result in increased traffic. However website of Asos is also
a point of distribution and increase in traffic also leads to increase in customers ( Yadav and
Rahman, 2017).
New vs. Returning visitors- This is a method to identify how relevant website and campaign of
Asos is over time. Returning visitors indicate that they are interested in information and
products of Asos whereas implementing new campaign results in attracting new visitors to
website. Both these are important for Asos, returning visitors of customers increases number of
loyal customers of company. New customers help in increasing market share and also indicate
success of campaign launched by Asos (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
CONCLUSION
On the basis of above discussion, it can be concluded that in present business
environment implementing digital marketing strategy can be very beneficial for a company. This
is especially more important for organisations or businesses who are operating on digital
platforms and whose core business activities take place with help of digital channels. This
report discussed digital marketing strategy for Asos and included situational analysis of Asos
and this was followed by identifying link between digital marketing strategy and digital
businesses. Digital businesses have very important link with digital marketing and later
objectives for digital marketing strategy of Asos were also formulated. This was followed by
designing implementation plan for digital marketing strategy and budgeting for digital

marketing strategy. Lastly report also involved discussion about measuring digital marketing
campaign.

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