Promotion strategies : ASOS uses multiple platforms for distributing its viral videos to consumers. Social channels are used reflecting ASOS’s belief that consumers utilize various platforms. At ASOS, the content is especially optimized for tablets and mobile phones (ASOS, 2016). Due to these multiple platforms, ASOS has become interactive, immersive and boundless. The greatest victory of ASOS lies in its free returns and free delivery that helps in differentiating ASOS and putting pressure on its rivals. ASOS has never advertised itself in magazines or TV (Burke, 2017). However, it has designed a special magazine for its loyal customers for raising awareness of its current and new products. This strategy of ASOS is known as above the line strategy. Marketing, Assessment No.1 Page 11 v1.1, Last updated on 14/05/2019 by MM
T-1.8.1 BUDGET & COSTING FOR THE E-MARKETING PLAN This section of the plan will outline your budget & costing. This is best presented as a single spreadsheet or table with tactics broken down by awareness, acquisition and conversion. Provide specific detail on the following: 1. Your total cost breakdown (overall spend across tactics) 2. Weekly phasing of budget spend across all tactics 3. Any financial KPI’s and milestones that need to be reached 4. Phased return on investment across tactics 5. A summary on the estimated financial benefits from this e-Marketing Plan For the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and profit’ analysis can be used to help you quantify the net profit that your e-Marketing plan will generate. Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. Marketing, Assessment No.1 Page 12 v1.1, Last updated on 14/05/2019 by MM
T-1.8.1 Marketing, Assessment No.1 Page 13 v1.1, Last updated on 14/05/2019 by MM
T-1.8.1 E-MARKETING/WEBSITE MARKETING STRATEGIES & TECHNICAL ISSUES This section should clarify the technicalities of your e-marketing plan. The section should include the following (add more issues if required): Website content & search-ability According to Scarano (2016), the content and search ability of ASOS is great as it maintains the top spot in Google’s top performing apparel seller. Due to its rich search engine optimization system, ASOS holds high with easily searchable keywords, excellent product range, best optimization on-site and social media branding (Scarano, 2016). Moreover, it has a high domain authority of 83 with largest number of sites which directly links up with ASOS direct platform. Customer registration & logging security (for customers and staff) Charlton (2016) reported the decision made by ASOS to eliminate the guest checkout option as “shocking”. In order to check-out the cart successfully, the buyers are forced to register first. The login screen was also changed after the lengthy split testing. In the previous version, customers were told on the login page about inability to checkout without registering (Charlton, 2016).
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