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Submitted by to the category Other Topics on 01/15/2013 06:47 AM

Describe approaches used by Dell within their site design and promotion to deliver relevant offers for different types of online clients

Dell’s wish and vision is to deliver the best possible customer experience, “through the delivery of superior value, high quality, relevant technology; customized systems; superior systems and support and differentiated products and services that are easy to buy and use” (Digital Marketing, Chapter 6, pg. 357) They do this through the implementation of a market strategy that focuses on four points : 1) simplifying information for customers, 2) offer customer a range of choices and possibilities, 3) custom-built products and 4) being sustainable and respectable to the environment; over all their most important tactic is to “listen to their customers.” Their sales model relies on selling their products solely through their website, call center and teams of sales representatives (these teams deal mainly with business and corporate clients) ; due to this it is very important that they manage to interact with their customers through other channels s they do not have a retail branch. Due to this special direct sales business model Dell puts a lot of focus on the idea that it is of extreme importance for customers to provide direct and continuous feedback so that as a company they can meet their needs. This is why they have a successful approach in the digital marketing environment, in which they use digital advertising, their own website and social media to promote themselves and increase their level of customer satisfaction.

In terms of digital marketing Dell uses the standard channels to get its name and products out into the web. Like most major companies they engage in “paid searches” such as Google Ad Words, which allows them to increase their visibility but also target specific searches such as “Dell promotions”, this has good effects as it can show existing clients the promotions. They also use display...

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