99237273
James Tilley
Internet Marketing – Asos
How internet marketing is used to help Asos achieve their
business objectives and develop relationship marketing with
their customers.
Asos is another example of a business which will use internet marketing in order
to achieve their business objectives, as well as helping them to develop a
relationship with the customers, so they can use this relationship to market
towards customers. Asos’ business objectives be diferent to their internet
marketing objectives due to them owning two stores, one in London and the
other in Manchester. Similarly, SMART targets will be used to assess in detail the
objectives they are looking to complete, on top of having a reasonable,
measurable timeframe to use.
As an online retailer, Asos tries to center iconic and new brands, to give the
customer a wide amount of clothing available to purchase. Due to them being
predominantly online, Asos mainly target people of generation Z and millennials.
This is because these groups of people would choose to purchase clothing online
rather than in a retail store. Therefore, one target for Asos may be to increase
sales by 25% for people who do not classify as gen z or millennials in 1 year.
This target would be chosen as it is reasonable. This is because due to them not
currently advertising to people in generations older than millennials, simply
advertising towards them both online and ofine would increase the amount of
people making the sale. Furthermore, internet marketing would be useful in
achieving this business objective, as well as more shop based or general targets.
This is because marketing online would be able to attract customers to both the
online store as well as the physical store.
To meet the target, online marketing teams will need to use more advertising on
Facebook as well as Google smart ads. This is because these adverts can
efficiently target groups of people who fitt the marketing profitle, therefore, saving
money by only targeting the people they desire. Furthermore, celebrities who
are seen as cool by older people would be given free clothing so they can post
photos of themselves in it, helping to persuade these people to purchase
clothing as their favourite celebrities are wearing them.
If these methods do not prove successful, Asos may decide to ofer cashback or
slight discounts on their website if customers sign up for an account, or fitnance.
This will help them to sell their products due to them being perceived to be sold
for much cheaper than before, although this discount may be minimal.
Similarly to Thomas Cook, internet marketing teams will use the information of
people who have purchased clothing previously to purchase it again. This is
advantageous due to Asos knowing the age range of the customer, and then can
advertise accordingly.
1
James Tilley
Internet Marketing – Asos
How internet marketing is used to help Asos achieve their
business objectives and develop relationship marketing with
their customers.
Asos is another example of a business which will use internet marketing in order
to achieve their business objectives, as well as helping them to develop a
relationship with the customers, so they can use this relationship to market
towards customers. Asos’ business objectives be diferent to their internet
marketing objectives due to them owning two stores, one in London and the
other in Manchester. Similarly, SMART targets will be used to assess in detail the
objectives they are looking to complete, on top of having a reasonable,
measurable timeframe to use.
As an online retailer, Asos tries to center iconic and new brands, to give the
customer a wide amount of clothing available to purchase. Due to them being
predominantly online, Asos mainly target people of generation Z and millennials.
This is because these groups of people would choose to purchase clothing online
rather than in a retail store. Therefore, one target for Asos may be to increase
sales by 25% for people who do not classify as gen z or millennials in 1 year.
This target would be chosen as it is reasonable. This is because due to them not
currently advertising to people in generations older than millennials, simply
advertising towards them both online and ofine would increase the amount of
people making the sale. Furthermore, internet marketing would be useful in
achieving this business objective, as well as more shop based or general targets.
This is because marketing online would be able to attract customers to both the
online store as well as the physical store.
To meet the target, online marketing teams will need to use more advertising on
Facebook as well as Google smart ads. This is because these adverts can
efficiently target groups of people who fitt the marketing profitle, therefore, saving
money by only targeting the people they desire. Furthermore, celebrities who
are seen as cool by older people would be given free clothing so they can post
photos of themselves in it, helping to persuade these people to purchase
clothing as their favourite celebrities are wearing them.
If these methods do not prove successful, Asos may decide to ofer cashback or
slight discounts on their website if customers sign up for an account, or fitnance.
This will help them to sell their products due to them being perceived to be sold
for much cheaper than before, although this discount may be minimal.
Similarly to Thomas Cook, internet marketing teams will use the information of
people who have purchased clothing previously to purchase it again. This is
advantageous due to Asos knowing the age range of the customer, and then can
advertise accordingly.
1
