Here’s an interesting article in Marketing Week (July 2017) …. which examines the current thinking of online retailer, Asos, with regard to marketing and social media.
“Email is still a very effective communications too but actually we’ll be migrating far more of that through social; some of which is free, paid social and through digital marketing’
We’ll also just re-evaluate what we do with marketing going forward, the role marketing and whether we try out some things we haven’t tried for a while”
The retailer’s review of its marketing going forward is in part triggered by the arrival of potential ‘buy buttons’ coming through social media. And, in part, on the back of strong international sales and fast-paced innovation which, as they say, ‘sets us up really well for the future’.
“… we don’t know whether [social media] will be a drag or an enabler. But certainly with potential buy buttons coming through social media, they are actually attempting to capture the customer journey; that’s a potential threat but also an enabler”
Nick Beighton, CEO, Asos
Watch this space for interesting marketing innovations and social media initiatives coming out of Asos in the near future. We can all learn from their marketing success and experimentation!