ASOS has achieved robust online brand success through maximizing various aspects of digital marketing and web 2.0 technologies. This includes effective search engine optimization, online advertising, robust social media presence, viral marketing campaigns, and mobile marketing strategies. ASOS also encourages customer engagement through brand communities and user-generated content. Continually adapting to new technologies and analyzing web analytics will help ASOS sustain its brand leadership over time.
Kapinga kabuya IT management assignment 6.2KAPINGAKabuya
I had an IT management assignent requesting that I carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.
Case study to support teaching and understanding business needs. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.
Kapinga kabuya IT management assignment 6.2KAPINGAKabuya
I had an IT management assignent requesting that I carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.
Case study to support teaching and understanding business needs. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.
Workshop session at IWMW 2002 on "IWMW 2002 Advertising On Web Sites " facilitated by Kriss Fearon and Ralph Weedon.
http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2002/materials/fearon/
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
An Analysis of Strategy of Internet Marketing in Indian ScenarioDr. Amarjeet Singh
The use of internet has a direct effect on country’s
economy. A study from Indian Council for Research and
International Economic Relations (ICRIER) reveals that on
an average 10% increase in internet subscriber results in
1.08% of increase in output. Thus, the increasing internet
penetration has a huge impact on country’s GDP. Internet is
overcoming the constraints like lack of alternative
infrastructure, lack of proper roads and lack of information
fairly efficiently and quickly. Internet has brought more
transparency into the system which is giving everybody equal
opportunity. Internet users are able to compare prices, search
hard-to-find items or information, communicate and learn in
new, improved ways. Governments can serve citizens much
more quickly and cost effectively through e-governance. It
has changed the way business is conducted in today’s world.
This article will focus on Internet marketing and the
strategies used to make the efforts successful. The Internet
poses both opportunities and threats to the field of marketing.
When developing a strategic marketing plan, organizations
will need to determine if and when internet marketing will be
utilized. The success of the Internet as a medium for
marketing depends upon how well the system outperforms
alternative systems. This article will also explore how an
organization can establish a customer base with the sitecentric and symbiotic marketing approaches.
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
Dissertation proposal - Dissertation Proposal - THE IMPORTANCE OF DIGITAL BRA...KIRAN KV
Digital marketing is a growing phenomenon that is capturing the attention of many customers. A number of companies are utilising digital marketing to influence the customer’s perceptions. Digital marketing facilitates the companies to generate customer’s traffic on their web sites and to increase the sales. Luxury cosmetics brand due to its profound benefits are also shifting towards digital medium to attract the customers. It is not only helping luxury cosmetics brands to increase their customers but is also providing them with the benefit to persuade the consumers for repurchases. For the purpose of this proposed research study, case study of Lancôme and Dior is selected to investigate the impact of digital marketing on buying behaviour of customers. For this purpose, qualitative research methodology will be adopted to investigate the impact digital marketing on consumer perception of Lancôme and Dior in UAE
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
Workshop session at IWMW 2002 on "IWMW 2002 Advertising On Web Sites " facilitated by Kriss Fearon and Ralph Weedon.
http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2002/materials/fearon/
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
An Analysis of Strategy of Internet Marketing in Indian ScenarioDr. Amarjeet Singh
The use of internet has a direct effect on country’s
economy. A study from Indian Council for Research and
International Economic Relations (ICRIER) reveals that on
an average 10% increase in internet subscriber results in
1.08% of increase in output. Thus, the increasing internet
penetration has a huge impact on country’s GDP. Internet is
overcoming the constraints like lack of alternative
infrastructure, lack of proper roads and lack of information
fairly efficiently and quickly. Internet has brought more
transparency into the system which is giving everybody equal
opportunity. Internet users are able to compare prices, search
hard-to-find items or information, communicate and learn in
new, improved ways. Governments can serve citizens much
more quickly and cost effectively through e-governance. It
has changed the way business is conducted in today’s world.
This article will focus on Internet marketing and the
strategies used to make the efforts successful. The Internet
poses both opportunities and threats to the field of marketing.
When developing a strategic marketing plan, organizations
will need to determine if and when internet marketing will be
utilized. The success of the Internet as a medium for
marketing depends upon how well the system outperforms
alternative systems. This article will also explore how an
organization can establish a customer base with the sitecentric and symbiotic marketing approaches.
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
Dissertation proposal - Dissertation Proposal - THE IMPORTANCE OF DIGITAL BRA...KIRAN KV
Digital marketing is a growing phenomenon that is capturing the attention of many customers. A number of companies are utilising digital marketing to influence the customer’s perceptions. Digital marketing facilitates the companies to generate customer’s traffic on their web sites and to increase the sales. Luxury cosmetics brand due to its profound benefits are also shifting towards digital medium to attract the customers. It is not only helping luxury cosmetics brands to increase their customers but is also providing them with the benefit to persuade the consumers for repurchases. For the purpose of this proposed research study, case study of Lancôme and Dior is selected to investigate the impact of digital marketing on buying behaviour of customers. For this purpose, qualitative research methodology will be adopted to investigate the impact digital marketing on consumer perception of Lancôme and Dior in UAE
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
Presentation to Summer American Marketing Association Conference 2011 on Engagement in Social Media. Everyone agrees engagement is critical for success in social media. This presentation discusses how businesses can develop engagement with customers and presents a hierarchy of effects reflecting increasing engagement.
Social networks are websites which allow users to communicate, share knowledge about similar interests,
discuss favorite topics, review and rate products/services, etc. Even though social network marketing is still
in its infancy, it holds a potential success for businesses if it is carefully integrated in the marketing mix. This
paper discusses the advantages and risks that social network marketing holds. Future opportunities for
social networks, particularly mobile social networking, are also discussed
SMITH had the pleasure of hosting a Social Media & Digital Marketing seminar in Raleigh. We covered the top 10 digital trends business owners need to be aware of.
Carat has been producing trend reports for over 5 years, looking at new technologies that will become more important and relevant to clients.
The trends for 2016 are all growing in importance, and will all have implications for clients.
This year’s trends involve two big themes:
The rise of closed, competing ecosystems
The development of artificial intelligence and actionable measurement
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Kapinga kabuya it management assignment 6.1KAPINGAKabuya
Carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
Evolution of Digital Marketing and its Impact on Privacyijtsrd
The trend of digital marketing had a big impact on the company’s marketing strategy. However digital marketing is the huge concepts contain various types of digital marketing but this paper focuses on how digital marketing came into existence. We subsequently discuss how social media, E commerce, Over the top media services used for digital marketing, how big data analysis and behavior analytics introduced in digital marketing, and how smartphones changed the digital marketing scenario. Finally, we discuss the impact of data collection of the users on the user’s privacy. Piyush Sharma | Ms. Deepali Shahane "Evolution of Digital Marketing and its Impact on Privacy" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33386.pdf Paper Url: https://www.ijtsrd.com/computer-science/computer-security/33386/evolution-of-digital-marketing-and-its-impact-on-privacy/piyush-sharma
SMITH Advertising had the pleasure of presenting these slides to the Charlotte Harbor Visitor's Convention Bureau and Chamber of Commerce. The presentation includes the top 10 digital & social media resources that are critical to be aware of when creating strategic marketing for business.
Abstract
Over the last decade, the way people communicate with each other has been changing astonishingly. The
extensive new plethora of media has given to customers more options to gather and provide information
about products and services. This study attempted to identify and measure the degree to which Social
Networking Sites influence people's professional lives, their social skills and work productivity and
ultimately boost effectiveness. Quantitative and qualitative methodologies were used for this research.
The results reveal that Social Networking Sites play an essential role in employees‟ relations with
customers, that Instant Messaging (IM) services offered by Social Networking Sites can be a crucial
element for organizations in disseminating information, enabling knowledge sharing, increasing
productivity and promoting teamwork. It seems that customer engagement and Customer Relationship
Management (CRM) are vital tools for organizational effectiveness, not only to maintain loyal clients but
also to survive and keep maintaining profitability.
Keywords: Social Media, Social Commerce, Social Networking, CRM, Instant Messaging (IM), Web
2.0, Facebook, Instagram, Linked In, Twitter, Marketing, Social Media Marketing, Cyprus.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Premium MEAN Stack Development Solutions for Modern Businesses
The characteristics of a successful online brand
1. Define the characteristics of a great robust online brand. How did they achieve this
and what will sustain them?
Originally the internet was described as a vast electronic catalogue of
information, goods and services designed by companies for users to look at.
However over the past decade the web has evolved to become a collaborative, user
centred, information sharing platform known as Web 2.0 (Wertime and Fenwick,
2008). Successful online brands, whether they are ‘bricks and mortar’ brands or
‘pure’ internet brands for example, Google, Amazon or ASOS, have thrived because
they acknowledge the components of Web.20 and interact with customers to create
a personalised consumer experience (Chernatony, McDonald and Wallace, 2011).
Global online fashion retailer ASOS sells branded and own label clothing products to
fashion forward 16-34 year olds around world. Since launching in 2000 ASOS has
grown enormously and is on track to achieve £1 billion of sales by 2015. The success
of ASOS can be seen in its digital marketing strategy which maximises web 2.0 at all
points of the buying cycle. ASOS uses effective search marketing, online advertising,
social media, viral marketing, mobile marketing and encourages co-creation and
customer engagement. Such elements of digital marketing have allowed ASOS to
become a successful and robust online brand.
Cheernatony et al (2011) point out that the first challenge facing consumers
is locating the brand on the internet. Search engines are the main tool consumers
use to find information, (Rangaswamy, Giles and Seres, 2009). Wertime and Fenwick
(2008) state that users rarely get beyond the first page of search engine result pages
(SERPs). Companies therefore use search engine optimisation (SEO) to achieve the
highest position in the organic search results (typically shown in the lower left).
To successfully implement SEO marketers should ensure that websites have
good quality links and fully optimise the number of times a key phrase appears on a
web page (Chaffy and Smith, 2008). Chernatony et al (2011) point out that firms
must understand key phrases consumers use when searching for their site. Based on
the work of Anderson (2006), digital advertisers and bloggers claim that search
engine marketing campaigns need to focus on the long tail and have a large amount
of less popular key phrases (Skiera, Ekert and Heniz, 2010). However empirical work
1
2. by Skiera et al (2010) disproves this, they found that only the top 100 key phrases
(not the long tail) generate the majority of searches, clicks and conversions. ASOS
has aligned its key phrases in accordance with the findings of this study. In less
popular searches for example ‘blue maxi dress’, ASOS is not on the first on the
search engine results page (SERP) (Bedwell, 2010). ASOS does however perform
better on short-tail phrases such as ‘womens fashion’, where it appears above the
fold position at position four (google.co.uk). However despite this Bedwell points out
that given the age of ASOS it is unexpected for newer entrants and competitors such
as ‘BooHoo’ to be appearing above them. Therefore in order to sustain the brand in
the future ASOS may wish to re-optimize its key phrases to avoid threat from
competitors.
Despite this however statistics show that ASOS ranks top, ahead of its
competitors as the most visible fashion brand in organic search. However in terms of
paid search ASOS has very poor rankings (Greenlight, 2010). Paid search refers to
paid results which are usually labelled ‘sponsored links’, and placed above and to the
right of organic search results. Stokes (2008) point out that studies show,
advertisements nearer the top of the page constantly get the highest click through
rates Marketers therefore bid on key phrases, with the highest bidding ensuring first
place, marketers only pay when the ad is clicked on, pay per click (PPC). Research
however has shown that people find organic results more relevant and are more
trusted than paid search results (Enquiro Search Solutions, 2004). Wertime and
Fenwick (2008) point out that brands, for example ASOS, should use both natural
search and paid search as paid search links will increase the likelihood of the
consumer clicking on the organic search result as the paid ad will create awareness
and reinforces the organic position at no extra cost.
Whilst search marketing is popular, internet users only spend 5% of their
time actually searching, the rest of their time is spent with the results, this creates
opportunities for online advertising (Wertime and Fenwick, 2008). Ellsworth and
Ellsworth (1997) believe the web allows marketers to offer deeper and richer
advertisement content. It is a faster, less expensive and immediate global
communication tool. Online advertising therefore provides the ideal platform for
creating consumer demand and building brand awareness (Stokes, 2008).
2
3. Chernatony et al (2011) state that a key way to locate a brand on the internet is
through well targeted banner advertisements. Adverts can be targeted on context
where the ads on a page may reflect the content of the page, for example ASOS
advertise on a men’s fashion advice site ‘fashion beans’. Broder, Fontoura, Josifovski
and Riedel (2007) highlight that the increased relevancy here increases click through
rates (CTR) (how many times an ad is clicked on) in comparison to non contextually
based ads.
An alternative form of targeting is behavioural targeting, based on users past
browsing history. For example when consumers visit the ASOS website an ad serving
system recognises there presence from a browsing cookie on a users computer. The
more information gained the more the advertiser can target the content of their ads
to the user. After browsing the ASOS website consumers will receive ASOS adverts
advertising the products they were looking at. Yan, Liu, Wang, Zhang, Jiang and
Chen (2009) found that behavioural targeting improved the CTR of ad by 670%. This
therefore highlights the power of behavioural targeting and the importance of
interaction with customers.
Harris and Rae (2009) point out that the role of digital marketers is no longer
to simply entice consumers to click on an advert but to create “sustained
engagement” using Web 2.0 technology. One way brands stimulate this engagement
is through industry specific online brand communities. Brand communities are
groups of like minded individuals who admire the same brand (Carlson, 2008). In
2009 ASOS launched ASOS life, an online community for consumers to read, share
and debate aspects of fashion and lifestyle. Conversations within brand communities
can not only encourage customers to co-create positive brand values they can also
provide firms with valuable research data (Harris and Rae, 2009). Online brand
communities are therefore important for marketers to understand loyal customers
and create a stronger bond with consumers (Chernatony, McDonald and Wallace,
2011).
In order to sustain the success of brand communities companies need to
understand that community members are not just there to interact with the brand
but other like minded people. Companies therefore need to levy a reasonable
3
4. degree of intervention to ensure that brands values are upheld and community
members provide meaningful information (Chernatony et al, 2011).
Harris and Rae (2009) point out that as well as growth in online brand
communities, more generic online social media has become hugely popular. Social
media is “...is the umbrella term for web-based software and services that allow
users to come together online and exchange, discuss, communicate and participate
in any form of social interaction” (Ryan & Jones, 2009:152). Kaplan and Haenlein
(2010) suggest there to be six different types of social media; blogs and microblogs
(‘Twitter’), collaborative projects (wikkipedia), content communities (Youtube),
social networking sites (‘Facebook’), virtual game worlds (‘World of Warcraft’) and
virtual social worlds (‘Second Life’). Marketers therefore need to manipulate social
media platforms to engage consumers with a brand to create brand awareness and
retain loyal customers.
Data has shown that 75% of U.S households use social networking sites with
‘Facebook’ being the most popular (Porterfield, 2010). Kozinets, (2002) points out
that businesses are also using ‘Facebook’ in order to create a community or for
market research. ASOS is no exception and regularly uses ‘Facebook’ and other social
media such as ‘Twitter’, ‘YouTube’ and ‘Skype’ to share content and interact with a
large amount of consumers. Social networking site ‘Facebook’ accounts for 12% of all
traffic to the ASOS website. ASOS has also recently integrated an e-commerce store
into its facebook page. This allows customers to shop on ASOS without leaving
facebook and provides additional exposure for the brand as customers can ‘share’
their purchases. Social media sites such as ‘Facebook’ also provide marketers with
online advertising opportunities (Ryan and Jones, 2009). Business can target their
ads to users based on their profile information, location, interests and activity. Social
media can attract customers through well targeted advertising and retain them
through constant communication and interaction.
One aspect of social media which ASOS and many other companies over look
is virtual social worlds, for example ‘Second Life’. Kaplan and Haenlein (2009)
suggest that virtual social worlds can offer marketers great opportunities in
advertising and communications. Hemp (2009) points out that real world marketing
activities in virtual worlds are rare however in 2003 Levi’s created virtual jeans for
4
5. residents of ‘There’, this was preliminary a market research exercise however it did
suggest that users who make a virtual world purchase can have an effect on real
world purchases. Such research provides ASOS with ideas to further expand there
social media offering.
Bueno (2007) points out that brand engagement activities such as social
media are crucial to word of mouth marketing. Edelman’s 2010 Trust Barometer
shows that 44 percent of respondents trust “a person like me”. Messages passed on
from a person ‘like me’ is word of mouth marketing and can be very powerful
Stokes, (2008). It has been said that viral marketing is a digital form of word of
mouth (Wertime and Fenwick, 2008; Kaikati and Kaikati, 2004). Viral marketing
refers to any strategy that encourages individuals to pass on a marketing message
online. This often leads to high levels of exposure and influence (Bampo, Ewing,
Mather,. Stewart, Wallace, 2008). Like many companies ASOS use viral marketing.
They have an email system which regularly sends e-mails to existing customers
advertising products and promotions. Customers can forward e-mails to pass on a
message. Stokes (2008) however points out that the greater creativity involved in
viral marketing the more effective it is. ‘YouTube’ videos therefore are commonly
used by companies. ASOS has a YouTube channel with a variety of creative video’s
advertsing their products in a creative fashion which encourages consumers to share
the message via social media.
Wertime and Fenwick (2008) point out that viral marketing is advantageous
as the customer passes on the message at a high speed to an appropriate target
audience who will appreciate the content. Dobele et al (2007) points out that viral
marketing is especially effectively for targeting Generations X and Y (ASOS target
audience) which are harder to reach via traditional media. Viral marketing therefore
is essential for online brand awareness.
Chernatony et al (2011) point out that online advertising however can be
created without input from the brand. This is known as Autonomous co-creation
(Zwass, 2010), where consumers create advertisements for brands. For example
influential individuals often choose to feature ASOS products in a blog they have
written, providing valuable awareness for the brand. An alternative form of co-
creation is sponsored co-creation (Zwass, 2010) where consumers work at the
5
6. behest of a brand. For example ASOS fashion finder allows users to build and create
outfits on the website and share them with other users. Companies such as Nike
however have taken this level of co-creation further and allow consumers to
customise clothing and footwear to create a bespoke product. Co-creation therefore
is the creation of value by consumers (Zwass, 2010). Such activity successfully
engages consumers with a brand and creates strong brand awareness.
However not all user generated content can be positive. Berthon, Pitt and
Campbell (2008) point out that some consumers can create advertisements to
disrupt a brand. There are many websites and anti brand communities devoted to
criticism certain brands (Harris and Rae, 2009). The social and sharing power of Web
2.0 can therefore spread bad press very quickly. Marketers therefore need moderate
what they share with consumers in order to sustain their brand in the future
(Leadbetter, 2008). This will ensure that reputable brands such as ASOS benefit
positively from consumer online engagement and do not receive negative word of
mouth.
Sorrell (2010) points out that while most marketers are coming to terms with
digital communications the next challenge will be to utilize mobile as a marketing
channel. There are currently 4.1 billion mobile phone users, that’s over half of the
worlds population (Mocom2020, 2009). Today mobile phones are being used for
greater services, the introduction of the smartphone means that mobile phones are
used for communication, internet access, entertainment, cameras and much more.
Marketers therefore need to adapt there offerings to reflect advances in technology.
According to research 91% of mobile phone users keep their phone within three feet
all day (Ahonen, 2007). This allows marketers to immediately communicate with
consumers. One form of mobile advertising is SMS messaging. Stokes (2008) points
out that SMS can be useful for customer relationship management, in the travel
industry airline reservation can be sent via SMS, with updates being sent at the time
of travel. Similarly ASOS use SMS to confirm orders and as a way of sales promotion.
Stokes points out that messages can also be targeted. Geographic location based
services also allow marketers to target consumers according to their location.
Therefore ASOS for example can therefore send customer SMS messages advertising
6
7. their products when they are shopping on the high street to drive customers to their
website.
Hongwei (2010) states that a smartphone has great ‘convenient value’ as its
functions provide the user with relevant information that helps them to manage
everyday life for example consumers have access to information on the internet
where ever they go. ASOS have recognised this and created a mobile commerce site
which allows customers to conveniently buy ASOS products off their phone. An m-
commerce benchmark study has ranked ASOS at the top for best m-commerce site
(Charlton, 2011). ASOS have further developed mobile services with the launch of a
mobile commerce app. This also allows users to make purchases and use of mobile
location based services as ASOS have used this to highlight nearest drop-off locations
for returns.
Ahonen (2008) points out that consumers have great attachment to their
mobile phones and see them as being a very personal and intimate accessory. Whilst
this makes mobile marketing an attractive option for marketers, marketers need to
respect privacy and permission in mobile marketing in order to sustain success with
mobile marketing in the future (Stokes, 2008). Zaidi (2008) highlights mobile
marketing as one of the latest developments in digital marketing and points out that
in order to ensure future sustainability brands need to ensure that they are
incorporating the latest technology and tools into their digital marketing strategies
and campaigns.
Web 2.0 therefore provides consumers with a variety of brand engaging
features that create awareness and help to retain consumers through creative
interaction. Eric Schmidt, CEO of Google, however points out that “The Internet will
transform advertising because of its trackability, not its beauty”(cited in Stokes,
2008). A key characteristic therefore of any online brand is sophisticated use of web
analytics. Browser based measurement tools such as ‘Google Anaytics’ record site
statistics such as the volume of traffic, referring sites, popular content, the most
popular days and times, search engine keywords, conversion rates and repeat visits
(Chaffey and Smith, 2008). Marketers therefore can constantly assess the progress of
online brands and see what areas need readdressing in order to maintain the success
of online brands.
7
8. By using online fashion retailer ASOS as an example, the research presented
identifies key characteristics which are essential to the success and future of online
brands. Effective search marketing, key words and well targeted advertisements are
vital for acquiring customers and driving traffic to a site. By manipulating all aspects
of Web.20 such as social media, brand communities and viral marketing, brands are
able to form collaborative relationships with consumers and increase brand
awareness . Brands are also using the latest advances in technology for example
smart phones to successfully engage consumers in all marketing channels. By
keeping up to date with technological advancement, using the internet to
communicate and collaborate with consumers and analysing web analytics, brands
such as ASOS are able to ensure heightened success in the future.
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