Asos on why digital must be a balance between mass reach and targeting

With 51% of its sales now coming through a mobile device and an ecommerce platform built around the likes of Instagram, Asos knows a thing or two about being a digital first brand.
And according to Celina Burnett, head of marketing analytics, the key to success in social and digital channels is about achieving a balance between mass reach and targeting. In an interview with Marketing Week, Burnett claimed marketers often fail as they get too preoccupied choosing one over the other.
She explains: