Digital marketing is the use of any digital media e.g. phones and TV to
attract, engage and build relationships with customers and target audiences.
This marketing method is beneficial to organisations as it allows them to
analyse consumer feedback immediately and to create a relationship with the
consumer. Digital marketing can be adapted to any organisation for promotions
and advertisements, and more and more organisations are recognizing its
potential. (Dibb et al. p27, 2012)
ASOS is an example of an organisation which has used digital marketing
to become one of the largest online fashion retailers.
Their various social media channels such as Instagram and Twitter are interactive and designed to keep their customers engaged and up to date with the latest trends and offers, celebrity gossip and fashion tips. One of the key areas that sets ASOS apart from its competitors is the way that they portray the company through social media. ASOS describes itself as ‘more than a shop’ as it posts daily fashion and lifestyle updates, constant social media posts on Twitter and Instagram; sharing information that the 20-something fashion lover would be interested to follow. They have created a personality behind the brand. (ASOS, 2016)
Their various social media channels such as Instagram and Twitter are interactive and designed to keep their customers engaged and up to date with the latest trends and offers, celebrity gossip and fashion tips. One of the key areas that sets ASOS apart from its competitors is the way that they portray the company through social media. ASOS describes itself as ‘more than a shop’ as it posts daily fashion and lifestyle updates, constant social media posts on Twitter and Instagram; sharing information that the 20-something fashion lover would be interested to follow. They have created a personality behind the brand. (ASOS, 2016)
ASOS has proved to us that they are constantly adapting to the changing
environment and are thriving in the digital marking era and as a global brand.
ASOS is very popular among the fashion bloggers on social media. On YouTube, there are many videos of fashion bloggers showing off their 'ASOS Haul' sharing their latest purchases to their followers. In some cases, ASOS will send free products to bloggers to promote for them, but with popular blogger videos reaching 170,000 views (as seen in the video below, (inthefrontrow, 2016)) this is definitely a beneficial way for ASOS to promote their online shop.
ASOS is very popular among the fashion bloggers on social media. On YouTube, there are many videos of fashion bloggers showing off their 'ASOS Haul' sharing their latest purchases to their followers. In some cases, ASOS will send free products to bloggers to promote for them, but with popular blogger videos reaching 170,000 views (as seen in the video below, (inthefrontrow, 2016)) this is definitely a beneficial way for ASOS to promote their online shop.
Net-A-Porter are also present over various social media site but interact with their customers in a different method.
In 2014, Net-A-Porter released their own magazine named “Porter”. This is similar the their weekly The Edit magazine, as it contains fashion shoots, interviews with models and fashion icons and the use of old-fashion illustrations.
In 2014, Net-A-Porter released their own magazine named “Porter”. This is similar the their weekly The Edit magazine, as it contains fashion shoots, interviews with models and fashion icons and the use of old-fashion illustrations.
When Porter was first released, it was sold in 6,000 shops in the UK and
10,000 in the US and available in 58 countries around the world, as well as
being available to purchase on their website. (Leitch, 2013)
 |
| A page from The Porter magazine (Binkley, 2014) |
A digital version of the magazine is also available which allows
consumers to easily click on products which takes you to the online. The
printer version has little to hint that it is “shoppable”. However, customers
who have the Net-A-Porter app can take a picture of the item they like and the
app will take you directly to the shop, both the Net-A-Porter site and the
official brand websites.
Releasing a paper magazine seems like a step back as online fashion
shopping continues to grow in popularity. Natalie Massenet, founder and
chairwoman of Net-A-Porter explains that women still prefer looking through a
glossy magazine. She said ‘these are women who love fashion magazines, but 60%
of their purchases are online.”
They have made it clear that this is not a shopping catalogue, but a way
for Net-A-Porter to connect with the consumer who has an interest in the latest
fashion. This marketing strategy targets the right customers and shows again that
Net-A-Porter is an exclusive, sophisticated brand.
By making the magazine digitally available through their app, this gives consumers choice in which format they prefer. (Binkley, 2014)
Both companies use their online presence in a different way. ASOS has the advantage of being able to interact with their target market more online because the 20-something customer is more likely to use social media more often. Net-A-Porter has a slightly older customer base meaning they are more likely to be drawn to their digital and printed magazine options.
By making the magazine digitally available through their app, this gives consumers choice in which format they prefer. (Binkley, 2014)
Both companies use their online presence in a different way. ASOS has the advantage of being able to interact with their target market more online because the 20-something customer is more likely to use social media more often. Net-A-Porter has a slightly older customer base meaning they are more likely to be drawn to their digital and printed magazine options.
References
ASOS (2016) How we do it. Available at: http://www.asosplc.com/how-we-do-it.aspx (Accessed: 26 October 2016).
Binkley, C. (2014) Net-a-porter launches magazine. Available at: http://www.wsj.com/articles/SB10001424052702303442704579362900001314062 (Accessed: 16 November 2016).
Dibb, S., Simkin, L., Pride, W.M. and Farrell, O.C. (2012) Marketing Concepts and Strategies. 6th edn. United Kingdom: Cengage Learning EMEA.
Inthefrow (2016) ASOS UNBOXING, HAUL AND TRY ON. Available at: https://www.youtube.com/watch?v=GW2nBoZ-ZfU (Accessed: 19 November 2016).
Leitch, L. (2014) Porter magazine: Enter the gatecrasher-telegraph. Available at: http://www.telegraph.co.uk/luxury/womens-style/23888/porter-magazine-enter-the-gatecrasher.html (Accessed: 16 November 2016).
Lovelock, G. (2013) ASOS: The simple secrets behind its success. Available at: http://www.thedrum.com/opinion/2013/04/30/asos-simple-secrets-behind-its-success (Accessed: 17 October 2016).
ASOS (2016) How we do it. Available at: http://www.asosplc.com/how-we-do-it.aspx (Accessed: 26 October 2016).
Binkley, C. (2014) Net-a-porter launches magazine. Available at: http://www.wsj.com/articles/SB10001424052702303442704579362900001314062 (Accessed: 16 November 2016).
Dibb, S., Simkin, L., Pride, W.M. and Farrell, O.C. (2012) Marketing Concepts and Strategies. 6th edn. United Kingdom: Cengage Learning EMEA.
Inthefrow (2016) ASOS UNBOXING, HAUL AND TRY ON. Available at: https://www.youtube.com/watch?v=GW2nBoZ-ZfU (Accessed: 19 November 2016).
Leitch, L. (2014) Porter magazine: Enter the gatecrasher-telegraph. Available at: http://www.telegraph.co.uk/luxury/womens-style/23888/porter-magazine-enter-the-gatecrasher.html (Accessed: 16 November 2016).
Lovelock, G. (2013) ASOS: The simple secrets behind its success. Available at: http://www.thedrum.com/opinion/2013/04/30/asos-simple-secrets-behind-its-success (Accessed: 17 October 2016).
Mintel (2015) Designer Fashion UK. Available at: http://academic.mintel.com/display/754875/?highlight#hit1 (Accessed: 14 November 2016).
You have to create a remarkable marketing strategy so that the potential customers are attracted like magnets and then you can leverage this traffic to improve your sales graph. I am using the social media and Google Adwords Management services for a long time. Truly getting great results.
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