Asos Social Media

Retail profit

The last reason for using integrated media is fostering the profit of the company. Retail profit depends on the revenue and cost. Since retailers focus on selling goods to customers, revenue of a retail company is mainly from sales. To monitor the relationship between marketing and sales, marketers usually collect information about the number of people intend to purchase and the number of people actually make purchase decision.

Thanks to the viral effect, social media tends to persuade more customers to buy, however, marketers still need to use offline marketing as a complement. In their recent research, Schivinsk and Dabrowski (2016) confirmed the positive effect of social media marketing on brand equity, brand attitude and purchase intention. If the products are sold online, customers are likely to spend their money after making up their minds. On the other hand, in the case of an offline store, there is a chance that people are distracted to other brands because they find a more attractive promotion or they just forget about the advertisement. Those are customers who intend to purchase but actually do not make any purchase. Therefore, marketers need to use traditional marketing such as billboards, flyers, discount boards to help consumers recall their memory from the online advertisement.

Asos, an online clothing retailer in the UK, do not have any brick-and-mortar store to reduce a huge amount of running cost. Many people may assume that they only need to have online advertisement because the connection with customers is done totally online. However, they still print out monthly magazines to distribute in UK. Amazon is another example of an online-only store and it still focuses in television commercials, a traditional marketing. This indicates that even e-commerce depend on the effectiveness of offline marketing campaign to attract more