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A Critical Examination of the Digital Marketing Communication Strategies : The Case of ASOS
Pages 3 (753 words)
The popularity and prevalence of digital marketing have been increasing immensely with many businesses opting to use this method. This has been due to technological complexity and emergence of complex marketing avenues. Though they may be expensive, most businesses are recording improved performance.
This has been made simpler with home delivery approaches incepted in businesses. Secondly, there has been an increased penetration of the electronic money transfer. Consumers have appreciated the handling soft cash and transferring it to various service providers: This is convenient, easy and secure. However, there are some emerging issues with the prevalence of digital marketing and online businesses. The first ethical issue is swindling of cash and online crimes. Many people have lost their cash to fraudulent businesses as the products are not delivered. Secondly, businesses are considered monopolies as they take all the business processes from shipment, transport and deliveries. This renders some people jobless as their work has been taken by other businesses that trade online. Thirdly, pricing issues have emerging with different businesses offering competitive prices (Jobber, 2012:411). As such, businesses that enjoy economies of scale offer products at relatively low prices. On the other hand, market entrants find it difficult to cope with the low pricing as their production overheads are high: In the end, they are pushed out of the market. This does not display a fair market where there are no barriers to entry. Similarly, the environment and economy is an issue that has emerged with the prevalence of online marketing and online selling. ...
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