E-Marketing

Case Study

1. Describe approaches used by Dell within their site design and promotion to deliver relevant offer for different types of online customer.

2. List the competitive advantages of Dell over brick and mortar competitor.

In this case study, Dell provides Premier (http://premier.dell.com) which is a secure, customizable procurement and support site or extranet designed to save organizations time and money through all phases of IT product ownership. Therefore, it can easy ordering (A custom online store ensures access to our products at our price), easy tracking (View real-time order status, online invoices and purchase history details) and easy control (Custom access groups define what users can see and do within Premier). In addition, Dell offers online services and delivery services. Online services are customer can purchase products at the online payment system. After purchasing online, the staffs will deliver the product to us.

Dell has used the main digital media channels. First, paid search through programs such as Google Ad Words is used to promote value through time limited offers related to the phrase searched upon. Advertising is very important and Dell provides many different advertising so that everyone is starting to concern its products. For instance, Dell uses a Google search for “cheapest Dell” displays an ad. Dell also do a lot of different promotional events to improve turnover. Doing online services is more easy and convenient for all customer because nowadays everyone like to access internet to research what they need and just click to buy.

Second, Dell uses e-mail marketing. It is an e-newsletter is used to keep in touch with existing customers and deliver targeted offers when their hardware may be renewed. Dell responses very quickly and will keep the feedback from the customer and will reply them if their customer has any problem with the products. Dell has their own database to...