Asos keeps faith in ‘marketing transformation’ amid falling sales
Asos claims to have removed inefficient spend from its paid search, social and affiliate channels, leading to an increase in media return on ad spend.
Asos will continue with its “marketing transformation” project, despite recording a 16% fall in sales to £2.9bn over the past year.
CEO José Antonio Ramos Calamonte told investors today (5 November) the ecommerce giant will go ahead with the “transformation of its marketing model”, which began three years ago, to fulfil its mission to become the world’s number one destination for fashion-loving 20-somethings.
“Three months ago we said we wanted to go to a more strategic, full funnel approach to marketing, trying new ways of approaching our consumers. Over the past 12 months, we’ve worked very hard to improve efficiency and setup a social marketing engine,” he said.
