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==Digital Marketing==
==Digital Marketing==

In society, organisations that are open to adaptation, and understand the constantly changing environment have a greater opportunity to remain competitive in terms of online marketing.<ref name=":1">{{Cite book|title=Digital Marketing - Strategy, Implementation and Practice|last=Chaffey|first=Dave|last2=Ellis-Chadwick|first2=Fiona|publisher=Pearson|year=2012|isbn=|edition=Fifth|location=|pages=54}}</ref>


Asos is an organisation that has gone for the approach of using multiple forms of [[social media]] and digital channels to promote itself as a company along with promoting its products. They aim achieve a balance between mass reach and targeting, two factors which are just as important as each other in marketing. <ref name=":2">{{Cite web|url=https://www.marketingweek.com/2017/03/20/asos-targeting-mass-reach/|title=Asos on why digital must be a balance between mass reach and targeting|last=Hobbs|first=Thomas|date=20 March 2017|website=Marketing Week|archive-url=|archive-date=|dead-url=|access-date=}}</ref> Examples of platforms that Asos use for online marketing include [[Twitter]], [[Pinterest]], [[Facebook]] and [[Snapchat]]. Through these platforms both paid and unpaid marketing takes place. <ref>{{Cite web|url=https://digitalmarketinginstitute.com/blog/analysing-asos-digital-strategy|title=Will Digital Make or Break ASOS?|last=Zara|first=Burke|date=2018|website=|archive-url=|archive-date=|dead-url=|access-date=}}</ref> This is known as [[social media marketing]] and in contemporary society, with the use of social media platforms being so high, is one of the most important forms of digital marketing.<ref name=":1">{{Cite book|title=Digital Marketing - Strategy, Implementation and Practice|last=Chaffey|first=Dave|last2=Ellis-Chadwick|first2=Fiona|publisher=Pearson|year=2012|isbn=|edition=Fifth|location=|pages=54}}</ref>
Asos is an organisation that has gone for the approach of using multiple forms of [[social media]] and digital channels to promote itself as a company along with promoting its products. They aim achieve a balance between mass reach and targeting, two factors which are just as important as each other in marketing. <ref name=":2">{{Cite web|url=https://www.marketingweek.com/2017/03/20/asos-targeting-mass-reach/|title=Asos on why digital must be a balance between mass reach and targeting|last=Hobbs|first=Thomas|date=20 March 2017|website=Marketing Week|archive-url=|archive-date=|dead-url=|access-date=}}</ref> Examples of platforms that Asos use for online marketing include [[Twitter]], [[Pinterest]], [[Facebook]] and [[Snapchat]]. Through these platforms both paid and unpaid marketing takes place. <ref>{{Cite web|url=https://digitalmarketinginstitute.com/blog/analysing-asos-digital-strategy|title=Will Digital Make or Break ASOS?|last=Zara|first=Burke|date=2018|website=|archive-url=|archive-date=|dead-url=|access-date=}}</ref> This is known as [[social media marketing]] and in contemporary society, with the use of social media platforms being so high, is one of the most important forms of digital marketing.<ref name=":1">{{Cite book|title=Digital Marketing - Strategy, Implementation and Practice|last=Chaffey|first=Dave|last2=Ellis-Chadwick|first2=Fiona|publisher=Pearson|year=2012|isbn=|edition=Fifth|location=|pages=54}}</ref>


[[Instagram]] is another social media platform providing digital marketing opportunities for Asos. Instagram introduced their 'Instagram Stories' feature in August 2016<ref>{{Cite web|url=https://beta.techcrunch.com/2016/08/02/instagram-stories/|title=Instagram launches “Stories,” a Snapchatty feature for imperfect sharing|last=Constine|first=Josh|date=2016|website=|archive-url=|archive-date=|dead-url=|access-date=}}</ref>. In the summer of 2017 Asos launched a campaign which aimed to take full advantage of the 'Instagram Stories' feature, they produced an advertisement especially for the platform, fitting in with idea that the videos are taken on a mobile device, the video portrayed the variety and diversity of products Asos provides. 3 million people interacted with the video in the UK and led to brand awareness increasing by 3 times.<ref>{{Cite web|url=https://www.creativereview.co.uk/great-work-asos-instagram-stories/|title=Great Work: ASOS on Instagram Stories|last=|first=|date=18 December 2017|website=Creative Review|archive-url=|archive-date=|dead-url=|access-date=}}</ref>
In the summer of 2017 Asos launched a campaign which aimed to take full advantage of the 'Instagram Stories' feature, they produced an advertisement especially for the platform, fitting in with idea that the videos are taken on a mobile device, the video portrayed the variety and diversity of products Asos provides. 3 million people interacted with the video in the UK and led to brand awareness increasing by 3 times.<ref>{{Cite web|url=https://www.creativereview.co.uk/great-work-asos-instagram-stories/|title=Great Work: ASOS on Instagram Stories|last=|first=|date=18 December 2017|website=Creative Review|archive-url=|archive-date=|dead-url=|access-date=}}</ref>


Asos delivered a campaign; #AsSeenOnMe which meant that anyone posting photos on Instagram or Twitter who uses the hashtag, demonstrating that they are wearing something purchased off Asos, meant that the photos are displayed in a database. This again is a form of social media marketing that aims to achieve mass reach and targeting. <ref name=":2" />
Asos delivered a campaign; #AsSeenOnMe which meant that anyone posting photos on Instagram or Twitter who uses the hashtag, demonstrating that they are wearing something purchased off Asos, meant that the photos are displayed in a database. This again is a form of social media marketing that aims to achieve mass reach and targeting. <ref name=":2" />

Instagram also have an option to create a business account. According to statistics, there are now over 25 million business accounts on Instagram. This is beneficial because around 60% of people say that they discover new products or companies through Instagram.<ref>{{cite web|url=https://business.instagram.com/getting-started?locale=en_GB|title=Stand Out With Instagram|last=|first=|date=|website=Business Instagram|archive-url=|archive-date=|dead-url=|accessdate=14 March 2018}}</ref> On a business account it is possible to share contact details, you can monitor the interactions made with your profile and it also means that your profile is more likely to be seen on the home page.<ref>{{Cite web|url=https://blogs.constantcontact.com/instagram-business-account/|title=Why You Should Switch to an Instagram Business Account|last=Collier|first=Azure|date=|website=Constant Contact Blogs|archive-url=|archive-date=|dead-url=|access-date=}}</ref> Another way in which Asos are keeping up to date with the ever changing world of digital marketing.


Digital marketing is key for a company that is only available online, they therefore aim to research online platforms in order to find the best way to reach a wide audience and ultimately drive sales increase.<ref name=":1" />
Digital marketing is key for a company that is only available online, they therefore aim to research online platforms in order to find the best way to reach a wide audience and ultimately drive sales increase.<ref name=":1" />

Revision as of 14:16, 18 March 2018

Asos.com
Company typePublic
LSE: ASC
IndustryClothing retail
Founded3 June 2000
HeadquartersLondon, UK
Key people
ProductsClothes, shoes, accessories, beauty
Revenue£1.9 billion (2017)
Number of employees
4000+

Asos.com (/ˈeɪsɒs/ AY-soss)[1] is a British online fashion and beauty store. Primarily aimed at young adults,[2] Asos sells over 850 brands as well as its own range of clothing and accessories. Revenue for the financial year ending 31 August 2015 was £1,150.8 million.[3] As of August 2015, ASOS PLC has net assets of £237.3 million.[3] Asos.com is a global online fashion and beauty retailer, offering womenswear, menswear, footwear, accessories, jewellery and beauty products. It sells over 80,000 branded and own-brand products online and through mobile experiences.[4] Asos has websites targeting the UK, Australia, USA, France, Germany, Spain, Russia, Italy and China. It also ships to over 140 countries from fulfilment centres in the UK, US, Europe and China.[2]

Asos' headquarters are in Camden Town, at Greater London House. As of 2013, their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,000 workers.[5][6] The Customer Care department is based in Hertfordshire, United Kingdom.[7]

In 2012, the company launched its first drama-game show series, called #DIGIDATING, starring AJ Odudu. It was billed as an Internet dating show with backstage drama.[8] In September, 2016 an investigative report from Buzzfeed News alleged poor working conditions at Asos' warehouse. However, company spokespersons contended that the isolated complaints reported in the Buzzfeed article were not reflective of the general working conditions there.[9]

History

Asos was established on 3 June 2000, by Nick Robertson[5] and Quentin Griffiths. Despite deprecating its original meaning (AsSeenOnScreen[10]), Asos is still written as an uppercase acronym; the exception to the rule is the new logo designed by Ben Lewin in 2008, where it is stylistically shown all in lower case.

In 2001, Asos was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange.[11]

In 2003, Asos shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to Asos PLC and Asos.com Limited.

2004 : Reports a maiden profit, with sales almost doubling in its first half. [12]

2004 : Introduced Asos own label for women. [13]

In 2005, the Buncefield Fuel Depot explosion closed the business for six weeks and £5m of stock was lost.[14]

In 2008, Asos debuted kidswear on its site but the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers. In 2010 Asos announced it would no longer offer kidswear, to concentrate on its core young fashion market.[15]

In 2013, Asos opened its first office outside the South East, in Birmingham.[16]

In 2013, Asos recalled belts contaminated with radioactive cobalt-60.[17]

In 2013, Asos Russia and China were launched.[5]

In 2014, a fire in their Barnsley warehouse caused them to stop taking orders for almost three days.[18][19]

Asos has over 4,000 employees and is the UK's largest independent online and fashion beauty retailer.[20]

In 2015, Asos teamed up with breast cancer awareness charity CoppaFeel in order to raise awareness of the disease. Asos rolled out the charity's #BraHijack campaign labels on its own-brand lingerie.[21] In September 2017, Asos along with Hotel Indigo launched travel-inspired collection Asos x Hotel Indigo Edits.[22][23]

In 2016, Asos' 'Talent Supports' initiative to showcase poetry performance [24]

In 2017, Asos app allows shoppers to snap up fashion [25]

Asos International

In the final quarter of 2010, Asos launched three international stores in France, Germany and the US. In September 2011, they launched three more sites in Australia, Italy and Spain.[26] In 2012, Asos opened its first international office in Sydney, Australia, followed by an office in New York.[27]

Sponsorship

During the 2014 Formula One season, Asos.com was a sponsor of the McLaren Formula One team. It was originally assumed that the sponsorship would be a one-off deal lasting only the duration of the 2014 Australian Grand Prix, the inaugural race of the season.[28] However, this has been proven false, as the Asos.com logo was seen on the back of the rear wing of the 2014 McLaren Formula One car, the McLaren MP4-29, throughout the 2014 season.[citation needed]

Digital Marketing

Asos is an organisation that has gone for the approach of using multiple forms of social media and digital channels to promote itself as a company along with promoting its products. They aim achieve a balance between mass reach and targeting, two factors which are just as important as each other in marketing. [29] Examples of platforms that Asos use for online marketing include Twitter, Pinterest, Facebook and Snapchat. Through these platforms both paid and unpaid marketing takes place. [30] This is known as social media marketing and in contemporary society, with the use of social media platforms being so high, is one of the most important forms of digital marketing.[31]

In the summer of 2017 Asos launched a campaign which aimed to take full advantage of the 'Instagram Stories' feature, they produced an advertisement especially for the platform, fitting in with idea that the videos are taken on a mobile device, the video portrayed the variety and diversity of products Asos provides. 3 million people interacted with the video in the UK and led to brand awareness increasing by 3 times.[32]

Asos delivered a campaign; #AsSeenOnMe which meant that anyone posting photos on Instagram or Twitter who uses the hashtag, demonstrating that they are wearing something purchased off Asos, meant that the photos are displayed in a database. This again is a form of social media marketing that aims to achieve mass reach and targeting. [29]

Digital marketing is key for a company that is only available online, they therefore aim to research online platforms in order to find the best way to reach a wide audience and ultimately drive sales increase.[31]

A large proportion of the company's resources are invested in the mobile app. It has 10 million downloads. Recently a feature added in to the app in the UK allows users to upload or take a photo of a product they like and it produces a range of matching or similar items that the company stock. Where you are able to upload photo's, people can upload screenshots of clothes that they see online, a photo of something that their friend is wearing or a photo of a celebrity in a magazine as just a few examples. This is key in the company's development as figures show that in the UK 70% of Asos purchases happen on mobile devices.[33] Again linking to online development in keeping up to date with ever adapting marketing strategies.

E-mail marketing is increasingly important for corporate customers' retention and growth. For ASOS, e-mail marketing is a very important part of e-marketing strategies. It can help attract more returning visitors to visit their websites. In November 2009, there was a ratio of one Twitter follower to eight Facebook fans to 100 active e-mail subscribers. Their 2008 report pointed out that nearly 10% of sales could be directly attributed to email marketing.[34]

References

  1. ^ Wang, Connie; Marinelli, Gina (19 March 2012). "29 Of Fashion's Biggest Mysteries, Solved!". Refinery29. Archived from the original on 7 April 2012. Retrieved 7 April 2012. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  2. ^ a b "About ASOS". ASOS.com. Retrieved 1 November 2015.
  3. ^ a b "ASOS PLC ANNUAL REPORT AND ACCOUNTS 2015" (PDF). Retrieved 1 November 2015.
  4. ^ [1]
  5. ^ a b c Young, Vicki M. (30 October 2013). "WWD CEO Summit: Asos.com's Nick Robertson Looks to the Future". WWD. Retrieved 1 November 2013.
  6. ^ ASOS sees significant growth OneHydra
  7. ^ "Jobs at ASOS – FAQs". ASOS. Retrieved 23 February 2014.
  8. ^ [2]
  9. ^ Spary, Sara; Silver, Laura (16 September 2016). "The Real Cost of Asos's Fast Fashion". buzzfeed.com. Retrieved 30 September 2016.
  10. ^ "From AsSeenOnScreen the world's number one fashion destination for 20-somethings". ASOS.com. Archived from the original on 29 May 2015. Retrieved 29 May 2015. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  11. ^ Richard Fletcher (6 June 2014). "Darling of the dotcoms was a born survivor". thetimes.co.uk/. Retrieved 1 July 2014.
  12. ^ Template:Http://fashion.telegraph.co.uk/news-features/TMG8269298/The-timeline-of-ASOS.com.html
  13. ^ Template:Http://fashion.telegraph.co.uk/news-features/TMG8269298/The-timeline-of-ASOS.com.html
  14. ^ Card, Jon. "Growing Business Success Stories – ASOS". Growingbusiness.co.uk. Archived from the original on 27 December 2010. Retrieved 23 February 2014. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  15. ^ https://lilyheritage.co.uk/blog/What_happened_to_ASOS_kids/
  16. ^ Enda Mullen (1 April 2013). "Fashion chain ASOS opens up in Birmingham". Birminghampost.co.uk. Retrieved 23 February 2014.
  17. ^ Simon Neville (27 May 2013). "Asos pulls belts in radioactive scare". The Guardian. Retrieved 3 June 2014.
  18. ^ Scott Campbell (21 June 2014). "ASOS fashion warehouse "badly damaged" in fire". The Telegraph. Retrieved 21 June 2014.
  19. ^ "ASOS status monitoring". Retrieved 3 July 2014.
  20. ^ "ASOS". Business of Fashion. Retrieved 21 August 2015.
  21. ^ "ASOS teams up with cancer prevention charity". Dial2Donate. Retrieved 21 August 2015.
  22. ^ Anyanwu, FashionNetwork.com, Obi. "Asos launches travel-inspired collection with Hotel Indigo". FashionNetwork.com. Retrieved 12 October 2017.{{cite news}}: CS1 maint: multiple names: authors list (link)
  23. ^ "Hotel Indigo, Asos Partner on Travel-Inspired Fashion - Hotel Business". Hotel Business. 20 September 2017. Retrieved 12 October 2017.
  24. ^ https://www.campaignlive.co.uk/asos-talent-supports-initiative-showcase-poetry-performance/%7Bsubjects%7D/article/1415901. {{cite web}}: Missing or empty |title= (help)
  25. ^ https://www.theguardian.com/business/2017/jul/15/asos-app-allows-shoppers-to-snap-up-fashion. {{cite web}}: Missing or empty |title= (help)
  26. ^ "ASOS profits jump 41pc on international expansion". The Daily Telegraph. London. 2 June 2011.
  27. ^ https://www.theguardian.com/business/2014/jun/05/asos-timeline-startup-michelle-obama
  28. ^ "ASOS join McLaren sponsors for Australian GP". autoracesponser.co.uk. Archived from the original on 7 October 2014. Retrieved 1 October 2014. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  29. ^ a b Hobbs, Thomas (20 March 2017). "Asos on why digital must be a balance between mass reach and targeting". Marketing Week. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  30. ^ Zara, Burke (2018). "Will Digital Make or Break ASOS?". {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  31. ^ a b Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital Marketing - Strategy, Implementation and Practice (Fifth ed.). Pearson. p. 54.
  32. ^ "Great Work: ASOS on Instagram Stories". Creative Review. 18 December 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  33. ^ Milnes, Hilary (14 August 2017). "How Asos gets 58 percent of customers to buy on mobile". digiday.com. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  34. ^ Chaffey, Dave (2010). "Applying organisational capability models to assess the maturity of digital-marketing governance". Journal of Marketing Management. 26:3-4: 187–196 – via DOI: 10.1080/02672571003612192.
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