Profound Marketing Strategy of ASML – With STP Analysis & Campaigns

Updated on: Dec 13, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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We learned in-depth information about the marketing plan of the incredibly intriguing brand TSMC in our previous post. We will go into more detail about the marketing strategy of ASML in this article.

This blog will assist you in comprehending the intriguing tale of ASML and the numerous marketing strategies that were employed, including their usage of social media, SEO, an e-commerce approach, and more.

Because we are all digitising our lives, it is crucial for businesses to do the same for their clients.

Consequently, having excellent marketing techniques will help any firm succeed.

View Karan Shah, IIDE – CEO and founder’s Free MasterClass on Digital Marketing 101 if you’d like to learn more about what marketing is and its application.

You will learn about the marketing strategy of ASML in this case study.

Let’s move then!

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About ASML –

marketing strategy of ASML - ASML logo

Source – Wikipedia 

Dutch global firm ASML Holding N.V., or ASML (initially known as “Advanced Semiconductor Materials Lithography”), was established in 1984. The invention and production of photolithography equipment, which is used to create computer chips, is a speciality of ASML.

By 2022, it will have surpassed all other suppliers in the world of extreme ultraviolet lithography (EUV) photolithography machines, which are used to create the most cutting-edge semiconductors. As of 2022, ASML had a market capitalization of over $200 billion, making it the most valuable European technology business.

The Netherlands’ Veldhoven serves as the location for research, development, manufacturing, and assembly for ASML. ASML relies on a network of more than 4,600 tier-1 suppliers and employs more than 31,000 individuals from 120 different countries. Over sixty service locations spread across sixteen nations are part of ASML’s global client base.

It has offices in the Netherlands, the US, Belgium, France, Germany, Ireland, Israel, Italy, the UK, China, Taiwan, Hong Kong, Japan, Malaysia, Singapore, South Korea, and the UK.

The corporation is traded as ASML on the NASDAQ and AEX Stock Exchanges. It is also a part of the NASDAQ-100 and the Euro Stoxx 50.

Ultratech, Canon and Nikon, MKS Instruments, Lam Research, and Cadence Design Systems made up ASML’s rivals.

Quick Stats 

CEO Peter Wennink
CMO Frits van Hout
Area Served 60 locations across 16 countries
Industry Semiconductor
Market Revenue €18.61 billion (2021)
Vision Enhance operational excellence capabilities, commonality of parts and sustainability by focusing on the needs of our customers.
Tagline We challenge. Say it can’t be done. We dare you.


Marketing Strategy of ASML –

In order to fully grasp the marketing strategy of ASML, let’s first examine its segmentation, targeting, and positioning.

Segmentation, Targeting and Positioning

Segmentation –  ASML segments the Companies making semiconductor chips.

Targeting – ASML targets the Semiconductor industry producing DRAM, flash memory and CPUs.

Positioning – ASML is positioned as the top provider to the semiconductor industry worldwide.

Marketing Campaigns

  • Collab with Merkle Nederland

marketing strategy of asml - marketing campaign

ASML and Merkle Nederland collaborated to create a 360-degree campaign to successfully market the virtually unheard-of ASML in the US. We were in charge of the complete creative concept and design as the primary agency.

Our campaign was based on the slogan “We’re Hiring,” which was a direct and upbeat appeal to the many people in the area who had lost their jobs or were in danger of doing so as a result of COVID-19.

The main objective of the campaign was to raise as much knowledge as possible about ASML as an employer. Following this, targeted jobseekers were encouraged through various channels to consider ASML and then submit an application for a position. 

  • Smallest advertisement Campaign 

marketing strategy of asml - marketing campaign

ASML wanted to make a strong statement, despite the fact that it prides itself on being “the most important IT business you’ve never heard of.” By collaborating with Guinness World Records, ASML hoped to attract new employees to their company who were passionate about cutting-edge technology and attended RWTH University.

At a career fair held at the RWTH University in Aachen, the Smallest advertising was introduced. Students were immersed in a high-tech scenario by building a chip that was invisible to the unaided eye.

All guests were urged to take pictures using the hashtag #smallest ad and to ask ASML any questions. By 40%, this campaign raised brand recognition. Now that graduates and experts are paying attention, ASML can advance their technologies.

  • Recruitment Campaign 

marketing strategy of asml - marketing campaign

The launch of ASML’s international recruitment campaign. Leo Burnett produced it.

ASML is a high-tech business that leads the globe in its industry. In the same way that businesses like Apple, Samsung, and Intel do, it is seeking the top talent in the world. But compared to such companies, it doesn’t come close to having the same name recognition or reputation. We developed the plan for their initial global hiring effort. We wanted to convey that working at ASML may have a significant impact on people’s daily lives.

Social Media Marketing

  • Instagram – 17.9K
  • Facebook – 125K 
  • LinkedIn – 425K
  • Twitter – 21K 
  • Youtube – 21.7K

ASML has the maximum number of followers on LinkedIn. They usually post promotional and informational content on their social media platforms.

SEO Strategies

Marketing strategy of asml - ubersuggest seo screenshot

Source – UberSuggest 

As for the SEO Standards, a number of keywords less than 500 is bad, more than 1000 is good and more than 10,000 is amazing as seen ASML has 112K+ organic keywords which is impressive. ASML has monthly visits of around 320K + which is amazing as monthly traffic of around 20,000 is good.

Influencer Marketing

ASML does not use any influencer marketing strategy to attract its target audience. But they can try and collab with some known faces for their benefit and to promote their brand among their audiences.

E-commerce Strategies

ASML does not have any e-commerce Strategy. They do not have an option for online shopping for their products. They have semiconductors business and they usually target businesses that’s why they do not use this feature for the normal audience. 

Mobile Apps

ASML has a mobile app ‘ASML Campus’ on the google play store. This app has 3+ ratings and 1T+ downloads. The ASML Campus App offers a variety of workplace experiences, such as room control, issue reporting, and building navigation.

Additionally, it enables you to book conference spaces in just three easy steps. easy access to lockers Parking and desk usage.

Additionally, it saves time by allowing users to place orders for goods, services, and conveniences right from the app. 

Content Marketing Strategy

Along with social media, they also publish some press releases on their official website as a part of their content marketing strategy.


This brings us to the end of the Marketing Strategy of ASML.

Digital Marketing Academic Challenge 2024 - DMAC

What’s unique about the marketing strategy of ASML?

As discussed in the article, ASML uses various kinds of marketing strategies and has some successful results. They have clearly stated their Segmentation, Targeting and Positioning. They also have some interesting campaigns. Along with that, they are good with their social media and SEO strategy as well. 

They do not use any kind of influencer or e-commerce Strategy to attract their customers. They have a mobile app with various features for customers.

This case study, emphasizes how important digital marketing is becoming to firms, which is why they are looking for digital marketers. This has led to a rise in demand for digital marketing. If you’re interested in learning more about the topic, look into IIDE’s Online Digital Marketing Courses and Post-Graduation Program. How handy it is to select an online option if you have four months to learn and a postgraduate programme if you have around a year is one of the key advantages of choosing this course.

The company has excelled over its competitors, and the key reason for this is the outstanding marketing campaigns that draw attention to the brand among consumers.

Marketing, which is currently undergoing rapid transition, is one of the fundamental building blocks of any organisation. Given its growing importance, understanding the developing field of digital marketing is essential.

In conclusion, the marketing strategy of ASML is very effective.

Our IIDE Knowledge portal provides additional illuminating case studies if you like reading in-depth assessments of companies.

We value your time spent reading about the marketing strategy of ASML. Feel free to share your ideas about this case study in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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