Asos claims to have eliminated inefficient spend from its paid search, social and affiliate channels, resulting in a rise in media return on advert spend.
Asos will proceed with its “advertising and marketing transformation” mission, regardless of recording a 16% fall in gross sales to £2.9bn over the previous 12 months.
CEO José Antonio Ramos Calamonte informed buyers as we speak (5 November) the ecommerce large will go forward with the “transformation of its advertising and marketing mannequin”, which started three years in the past, to fulfil its mission to turn out to be the world’s primary vacation spot for fashion-loving 20-somethings.
“Three months in the past we mentioned we wished to go to a extra strategic, full funnel strategy to advertising and marketing, attempting new methods of approaching our customers. Over the previous 12 months, we’ve labored very laborious to enhance effectivity and setup a social advertising and marketing engine,” he mentioned.
