Task 1: Marketing Mix (7Ps) and Promotional Mix Functions
Introduction
In the modern competitive digital landscape, enterprises require an integrated marketing strategy to attract, retain, and please customers (Olson et al., 2021). There are two simple tools that assist: the Promotional Mix and the Marketing Mix (7Ps). The task demonstrates the process of developing a powerful value offer, whereas the promo mix ensures that the customers are educated about the offer. This section examines the 7Ps with particular reference to Sales Promotion and Publicity, and draws justification for why they are important with real-life examples.
Marketing Mix (7Ps)
The Marketing Mix (7Ps) is a good roadmap that assists firms in developing and creating value, particularly on the Internet. Every section has its task, and they all combine to create the customer experience and provide the company with an edge.
Product: Product means goods or services that meet the need of the customer. Within the digital markets, the products are not only physical items; they imply digital functionality, user-friendliness, brand and after sales support (Fahy and Jobber, 2019). Specifically, Netflix keeps improving its offer with personalised recommendations, convenient interfaces and exclusives. Customers are satisfied, interested and returning with such product attributes.
Price: Price refers to the extent to which the customer will be prepared to pay and it affects their attitudes towards quality and value. In digital media, a price can be elastic (such as subscriptions, levels and special offers). Amazon applies automatic algorithms in pricing and competitiveness to keep up with demand, competition, and buyer behaviours to achieve price and competitiveness, as well as to gain higher profits (Amazon Seller Services, 2025).
Place: Place refers to the way in which services and products get to the customers. Place in digital marketing extends beyond a brick-and-mortar store. It involves the internet sites, mobile applications and other markets over the internet. ASOS is an all-online company, which means its site and app provide global accessibility, easy navigation and delivery. This online model eliminates geographic boundaries, allows customers to shop at any time, and allows ASOS to access markets around the world with a similar brand experience.
Promotion: Promotion encompasses every method that a company uses to inform people about its brand and products. Digital promotion involves social media, online advertising, influencer and email. Instagram and TikTok are effective in their application to younger audiences due to visual and interactive posts. ASOS employs influencer partnerships, short videos, and hashtags to create awareness, increase engagement, and attract traffic to its online platform and application (Visser and Berry, 2021)
People: The way the service is good and the brand image is perceived, depends on the employees and individuals who interact with the customers. This is also true of online help teams, such as individuals performing social media, or chatbots in online settings. Organisations like Zara train employees and implement digital technologies so that they were able to react quickly and sound consistent in their conversation to grant clients a favourable experience, regardless of their destination on the internet.
Process: The process involves service delivery to the customers. Good digital systems including secure payment systems, easy navigation, ordering monitoring and easy returns make the customers happier. ASOS is also easy to checkout and easy to returns and this makes the customers to purchase even more easily.
Physical Evidence: Physical evidence entails all the clear indicators that testify that the service is credible online. The appearance of a site, the way an app is assembled, and other hints of digital branding inform consumers that the business is professional and trustworthy. The brand feels good as it has a clean and easy-to-use appearance that encourages the shopper to have confidence when shopping online (Rowles, 2022).
The Promotional (Communication) Mix
Promotional mix is the combination of the marketing tools that a firm employs in informing, persuading, and engaging customers. The mix is good because it will ensure that the messages of the brand are clear, targeting the right people, and in accordance with the objectives of the company. These activities are more interactive, customer-centred and measurable online. Publicity and sales promotion are particularly essential in temporary sales and brand development in the long run (Rowles, 2022).
Sales promotion
The sales promotions are instantaneous offers, which means that the customers make an immediate purchase. They may be discounts, special offers, free trials, or loyalty programmes. These promotions are effective online since they are customizable, measurable, and can be enhanced using information. To illustrate, McDonalds also uses its app to offer the user with personalised time-constrained offers like buy-one-get-one-free and discounts on what you buy only using the app. This helps attract a larger audience and keeps them returning to the app, keeps users occupied in the app, and sales promotions drive more sales in the short-term, enables new or price-sensitive buyers to taste the products, enables companies to clear surplus inventory, and stay competitive (McDonald's, 2020). Nevertheless, it will decrease brand value and profit with excess promotions and it is worth finding a balance.
Publicity
Publicity refers to unpaid media coverage as a result of public relations, people-to-people content sharing, and viral posts. It is perceived to be more reliable than the paid advertisements since the company cannot moderate all the aspects of the message. The example of Dove and its campaign, titled Real Beauty, is a good illustration of this, since it depicted real women and questioned the standards of beauty. The campaign was covered widely in the media and widely disseminated in the social media, and the media did not necessitate the campaign spending money in conducting advertisements to reach the masses. Publicity has earned the trust of people through authenticity, the improved image of a brand and helps in building the long-term equity and customer loyalty (Gunawan et al., 2020)
Conclusion
In short, the marketing and promotional mix provides companies with an easy, yet adaptable, means of competing in the evolving digital markets. The 7Ps assist in the creation and delivery of value; sales promotion and publicity make people realise what value is. These tools are now capable and required in the digital age to develop a robust customer relationship and remain competitive.
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Task 2: Digital Marketing Channels: Mobile Applications and Marketing Analytics
Introduction
The interaction between companies and customers has become digital marketing channels. Mobile apps and marketing analytics are the most important tools. They make such tools enable the brands to take action in real time and make informed decisions based on the data (López García et al., 2019). This section provides the support that these two channels give to the marketing communication strategies and assists the companies in reaching their target audiences.
Mobile Applications (Apps)
The use of mobile applications (or apps) is a major marketing channel due to the fact that smartphones are dominating the way individuals access the internet. Branded software that customers install on their phones is known as apps and allows companies a direct and always-on channel of communication. By contrast to websites, apps maintain a brand experience on a phone, which enhances engagement and brand recall. That is why mobile apps are at the centre stage of the strategy of many companies (Stocchi et al., 2022).
Role of Mobile Apps in Marketing Communication
Brands are able to engage in personalised, interactive and real-time communication through apps. They can be used to deliver the right information at the right time and at the right point of the customer journey and this is through push notifications, in-app messaging, location notification features and customised dashboards among others. To illustrate, the ASOS app uses purchasing behaviour, browsing history, and saved elements to provide specific product suggestions to enhance relevance and the overall shopping model.
Starbucks is another clear success story. Its app combines loyalty rewards and marketing messages. The app sends personal offers, advertises seasonal products, and notifies the user of reward points, which stimulates purchasing again and enhances emotional attachment to the brand.
Benefits of Mobile Apps
The mobile apps assist companies to develop long-term relationships with customers as they provide them with convenience, personal choice and brand encounter regularly. They maximise their loyalty and maintain their customers through rewards programmes, incentives based on the application and personalised deals. Apps also allow the businesses to collect valuable data about how people are using them, such as what they appreciate and can use the information to improve their marketing strategies.
People can find push notifications useful when they are being brought back, told about their abandoned carts, short-sale offers, or special deals. Altogether, mobile applications are useful to customer-oriented marketing with its convenience, data and communication convenience in the same digital platform (Fernandes and Barfknecht, 2020)
Marketing Analytics
The term marketing analytics can be described as the process of gathering, analysing, and interpreting marketing data to comprehend its operation and help make wise choices. Online, companies could track the activities of their customers through various tools like Google analytics, CRM systems and social media dashboard. These tools provide definite and quantifiable evidence of the positioning of marketing campaigns amongst various digital channels (Basu et al., 2023).
Role of Marketing Analytics in Communication Strategy
Marketing analytics will be vital in developing good marketing messages by demonstrating to companies what customers do, like, and how they communicate. Uniform figures such as click-through rate, conversion rate, bounce rate, and customer lifetime value are allowing marketers to view what messages resonate with the right people. As an illustration, the ASOS will review visitors to the site and their engagement with the social media to determine the type of posts that people are liking, when to post them and what platforms to post the same. That helps the brand to modify its messages and convey them at the right time.
The other case is Coca-Cola which used analytics to track how people were viewed online and how its campaigns were being implemented in the world. By examining the reactions of viewers and the degree of their interest, Coca-Cola will be capable of fitting its online advertising to the local tastes without compromising core brand voice (Luchtenberg and Migliorini, 2022).
Benefits of Marketing Analytics
Marketing analytics also allow companies to determine the return on investment (ROI) by connecting marketing actions with sales and conversion outcomes. It also aids in targeting as well as dividing audiences, as it identifies the most valuable category of customers and delivers messages that resonate with them. Content and channel performance can also be refined using analytics to ensure that marketing dollars get where they are necessary. Together, smart use of data helps companies optimise marketing communications, minimise their wasteful spending, and make sound, evidence-based decisions that support their competitive edge.
Integration of Mobile Applications and Marketing Analytics
Digital marketing will be stronger and more customer-centric when mobile apps and marketing analytics are applied together. Mobile apps gather real-time data such as what they consume, what they buy, where they are and how they use the application. Through an analysis of such information with the help of marketing tools, a business would learn much about the preferences of customers and their behaviour (Dorgbefu, 2021).
Analytics helps businesses to include messages in their mobile applications that are more specific to customers. They can do the product recommendations, personalised push messages and relevant offers at the right time. They are also able to test and refine campaigns using techniques such as A/B testing, which discovers what messages, designs or times are most responsive and effective in terms of sales.
In addition, apps and analytics maintain the same messages across apps, websites, social media and email of the brand. It assists in monitoring customer activity on all these locations, making the brand feel comfortable and connected. In general, the combination of apps and analytics help to build stronger relationships with customers, make the marketing process faster, and is still expanding the communication on the Internet (Dorgbefu, 2021).
Conclusion
The marketing analytics and the mobile apps are strong tools which avail personalised and precise information. Apps are exclusive and deliver instant and rewarding services to the customers, and analytics ensure that the customer can quantify and enhance the messaging. The two combined help the companies to reach out to their customers in a more appropriate manner and compete.
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Task 3: ASOS #AsSeenOnMe Campaign Using the AIDA Model
Introduction
One of the emerging forces of digital marketing is user-generated content (UGC) as it enables brands to communicate with people in natural tones that are easily recognisable instead of a regular advertisement (Lariba, 2023). When the customers are engaged in creating something by the brands, they engage in creating a stronger emotion and more reputable brand. ASOS has successfully applied this concept through its #AsSeenOnMe campaign, in which customers post images of themselves in ASOS garments on social media. Utilising the steps of AIDA, Attention, Interest, Desire and Action, this section aims at understanding how ASOS has used social media platforms like Instagram to create awareness, interest and desire and action, turning online communication into real sales.
Campaign Overview
The ASOS campaign was user-generated content (UGC), called the ASOS #AsSeenOnMe, and was started to increase the level of engagement and credibility of customers on its online sites. The campaign requested the customers to post pictures of themselves wearing ASOS on Instagram and using the hashtag #AsSeenOnMe. All the chosen user pictures were subsequently published on the official ASOS social media accounts and placed directly on product pages on the ASOS webpage. This made customers brand ambassadors and an open-source style of fashion, with real-life dressing as opposed to a perfected image (Fadhil, 2020).
Source: (Writer, 2022)
Application of the AIDA Model
Attention: ASOS stood out through eye-catching user photos and relatable photos, and an easy-to-remember, simple hashtag. The fact that real customers were used instead of models also helped make the campaign memorable among the numerous social media platforms and made it more realistic. The hashtag was welcoming people to research and join and the Instagram algorithm amplified the coverage through likes, shares, comments and had discovered the way hashtags can create buzz on the social media (Omena et al., 2020). The campaign not only led to organic exposure to other people on the internet, not already subscribers of ASOS, but also allowed the brand to reach out to the new people at very minimal costs as the users consumed the content.
Source: (Coppock, 2022)
Interest: The campaign made people interested as it demonstrated all types of bodies, various fashions, and different cultures. This diversity appealed greatly to the young, diverse, and fashion-conscious target market of ASOS, as the brand appeared more familiar and socially conscious. These interactive functions, e.g., the possibility of tagging products in the Instagram posts, enable the users to get to know more about outfits. The use of normal pictures of life to show how things look in the real world also served ASOS to ensure that the audience is entertained and also spend more time on the content of the brand (Bashirzadeh et al., 2022).
Source: (Fadhil, 2020)
Desire: The concept of desire was created with social proof since customers could see actual people who wore ASOS products boldly. This lowered the perceived risk of purchase, and allowed the shoppers to dream about how the products would look on them. The display of pictures created by clients on the ASOS site added more credibility and wish as customers could see the real styling and the professional description of the product. It increased the emotional attachment to the brand and added the perceived value of the products (Petravičiūtė et al., 2021).
Source: (Coppock, 2022)
Action: It has enhanced the simple shopping experience with directly shopping links in the social media posts and the mobile app of ASOS. Customers would find it easy to make purchases by simply clicking on the tagged merchandise. The possibility of being featured by ASOS was an additional motive to play a proactive role, raise the rates of engagement, loyalty, and purchases (Liu and Zhang, 2025).
Evaluation of Effectiveness
The campaign, the #AsSeenOnMe, is highly effective due to the combination of real authenticity, a great number of people, and the use of digital technologies. It also encourages customers to make their own posts and interact with them, which implies that the brand uses user-generated content (UGC) to build trust. People think that content made by their peers is more genuine than advertisements. It makes this credibility more interacting in social networks, especially Instagram, where visual storeys presentation plays a significant role.
The campaign will be founded on the AIDA model to guide customers to make purchases. First, it attracts attention through eye-catching, relatable images and a catchy hashtag (Liu and Zhang, 2025). Then it displays diverse styles, body types and identities to maintain interest. It creates an urge by displaying actual individuals in ASOS clothes, and the customers imagine themselves and become less anxious about purchasing. Finally, it compels people to action, they attach labels on products and short links, and hence, they can buy at once.
The business approach also gave certain results in terms of higher social media awareness, site visits and higher conversion rates using the campaign. The experience of online buying was improved, as UGC was shown on the product pages with style ideas and trust was formed at the place of purchase. Loyalty was also achieved through the campaign as a result of the customers feeling appreciated and belonging to the ASOS family. Thus, the use of UGC in combination with a systematic marketing strategy reveals that social interaction can be transformed into actual business benefits through the use of the #AsSeenOnMe tool. The brand strength and long-term competitiveness are realised in the long run, in addition to short-term goals (Hasan, 2025).
Conclusion
The example of how the latter can be successful is the application of the AIDA model of using the user-created content in social media marketing in the ASOS #AsSeenOnMe campaign. The engagement of customers of ASOS has become a measurable consequence of attention using real customer images, interest as shown through inclusive and responsive content, desire through real-life evidence, and action with clean shopping links. The campaign also brought up the visibility and sales level, trust and emotional bonds with the customers. So, the #AsSeenOnMe demonstrates how existing digital marketing can apply customer participation to elevate brand credibility, as well as create loyalty over the long run, and achieve both communication and sales objectives in a competitive online market.
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