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Asos's Digital Marketing and Social Media

A rapid increasing numbers of customers are shopping online due to the high-speed development of Internet and mobile devices. Thus digital marketing is becoming more and more essential and important for a company.

In order to extend the market share, Asos use digital marketing and social media to attract more potential customers and increase the interaction with customers all over the world.

As an online fashion and beauty store, social media plays a significant role in digital marketing of Asos. Facebook, twitter, Instagram and YouTube are four main social medias for Asos to do digital marketing. And customers can register easily by using these accounts directly. It is indicated that there are more than 4.5 million followers on Asos’s Facebook account, 6 million followers on Instagram, over one million on Twitter as well as 71 thousands subscribes on YouTube.

They use Facebook to promote their new arrivals and ranges as well as sharing the link of their blog and online magazine everyday. Furthermore, Asos also holds some competitions and activities on Facebook to encourage customers to get involved. One example is #AsSeenOnMe campaign, which customers can share their picture presented with Asos's products and hashtag #AsSeenOnMe, and then their picture might have opportunity to be featured in a gallery on official website. Which is aimed to increase the interest and engagement with customers and help others to make right purchase. Meanwhile, the Asos official account will also upload customers’ pictures on Facebook page, which can not only display the products of Asos but also encourage customers by valuing their personal taste and matching style.

Instagram is also a social media that Asos used to do digital marketing. Asos sets multiple account based on different regions and purposes in order to engage customers effectively. Such as ASOS Australia, ASOS France as well as ASOS Man and ASOS Home. Asos uploads their products image with product code so as to help customers to find the items easily and purchase conveniently.

In addition, Asos set up Twitter account to increase the communication with customers in order to market digitally. Asos not only promotes the new sales and ranges but also applys promotion code on official account. Which is useful to attract more customers through retweets and favourites. Moreover, Asos set a customer care account called ASOS Here To Help, which do a good job of solving customers’ problems so as to enable them to keep digital marketing and communication with unsatisfied customers. This digital marketing strategy is a good way to establish a positive brand image through social media.

Furthermore, Asos uses videos to communicate with their customers and attract more potential customers in digital marketing. On the Asos official website, each products of Asos are displaying through the catwalk video. Which can provide the details of products more directly and clearly. In addition, Asos also invites their own stylists and collaborates with celebrities on YouTube to record tutorial video for customers aiming to help customers on fashion or beauty. Moreover, customers can also communicate with Asos easily by making comments under the video.