1. INTRODUCTION
Dell is a multinational technology company, dealing with an immense range of products for customers around the globe. The company was founded in 1984. The major products of Dell are network switches, storage devices, personal computers, cameras, printers, televisions, and many other technology products. The marketing process of the company has been transformed by the passage of the time. From traditional marketing process, the management has considered E-Marketing process to attract the customers in an efficient and lucrative manner.
2. MARKET TARGET
Dell Company has effective marketing strategies on different online media channels. The purpose of the E-marketing strategy of the company is market orientation and customer-driven innovation. The company has selected online media channels to position better in the minds of the customers. By using maximum internet technology, the company has made the successful segments and targeted the customers. Targeting customers are all about targeting the specific marketing as a concentration of specific spaces in the market seems easier and cheaper through marketing techniques (Chaffey).
In the E-marketing process, the company uses emails; video streamlining, websites, ads, and search engine optimizations target both transaction and relationship with customers. For Instance, the primary target market of the company has been justified through sustaining the relationship with government, organizations, and educational institutions. E-marketing supports long-term corporate relationship, which enhances the profitability and business sustainability. The significant advantage of Dell Company is having its global reach regarding the customer.
Also, another target market is the range of the customers who use to buy different systems or devices at a low cost. Interestingly, this targeting is in the limelight due to the buying pattern of the customers, as they usually like to buy the technology with updates or changes frequently. Through effective positioning strategy, the company has maintained its sales and targeting through Internet-based media channels. The customer attraction seems easy to justify through the E-Marketing process, and the role of different online media channels is quite crucial (Dell.com).
3. POSITION
There are different types of computers, which have been provided to the customers. The mainstream products are desktop Pcs, laptops, small books, tabs, storage devices, mobile devices, software services, and servers. The company management is using the websites to position these products along with different categories or segments to make the minds of the customers. Interestingly, the use of different distribution websites in the world is sufficient for the company contains an attractive content about products (Leake, Vaccarello and Ginty).
Based on the customer needs in different regions of the world, the company is focusing on E-Marketing techniques. For instance, to get the products in the limelight, the management uses or utilizes internet media investigate the target customers and place the products accordingly. The company positions the products in the minds of the customers through assessing the needs, For Instance, Dell management knows what customers need and what they buy in different conditions. It is pertinent or appropriate placement or positioning of the products online is the best techniques to make the difference. Based on several categories in the form of personal computers and laptops, the company enhances the visibility of customization.
The product positioning is also in the fame due to the easy access to the perspective of the customers. For Instance, when the company places the products on sites along with the content and visuals, the customer has an option to contact the company has information according to their minds and perceptions. Thus, it can be said that the positioning process of the company is efficient and attractive, which helps the management make the products successful in the global technology market. It is all about successful utilization of the marketing, and the company (Rogers).
Regarding the positioning of the company, the Dell Company uses detailed information about the product technicalities. The product positioning is the purpose of this organization, especially when using digital media channels for the marketing process. The purpose is to have informative customers in the international, market, which leads towards only appropriate and rational buying process. Thus, through the content, the positioning becomes adequate, and it leads towards the sales and profitability (Dell.com).
4. COMPETITION
Dell is in high competition with different with different technology companies such as HP, Microsoft, Lenovo, and IBM. Interestingly, all these competitors are looking to gain and sustain the competitive advantage through the utilization of different media chalets online. For Instance, Facebook, LinkedIn, Twitter, YouTube, and many other, these competitors are depicting their presence. Accordingly, in response, dell, despite having an intense competition online, is also looking to optimize its products on online channels. The purpose is to get the mainstream products on top in the presence of immense competition.
When selling technology products on websites, the company relies only on personal computers and network service devices. Other companies are sung mobile phones to be more lucrative, but Dell has an active strategy to be specific in sales and marketing (Keenan). To beat the hype, created by competitors online, dell is concentrating on its websites, for example, premium,.dell.com, to demonstrate different product comparisons. Every product, which is imitable by the competitors, creates the risk for the company, and online channels are the best options to conduct a comprehensive comparison to let customers make decisions (Rogers).
Now, coming to the dell’s competitive advantage, this has been revealed that the company is using attractive visuals and content to make products difference from other competitors. Attractive visual along with some detailed content about specification, features and price comparison, is good gain the competitive advantage and be on top. Through the E-Marketing process, Dell Company has expressed an effective competitive strategy. The Direct selling method is crucial for the company, as the company has used this technique for many years on online media channels. As mentioned, the customer, access becomes secure and straightforward online, and therefore, direct selling is the primary competitive strategy of the company to have expected results, as far as the marketing objectives and goals are concerned (Dell.com).
Due to the E-Marketing concentration, Dell Company, along with the global forces of suppliers, almost 200 have real-time information about technology trends and market conditions. It facilitates the company to come up with something new, which is undone by the competitors. Usually, it is seen on personal computers and network devices. Based on data, derived from the real-time information system, the Dell Company localizes its products for the customers, which also leads towards the competitive advantage. Thus, the company is using E-marketing concepts and techniques to keep its substantial existence in a quite high competitive rivalry (Chaffey).
5. OBJECTIVES/GOALS
The main aim or objective of the Dell Company regarding E-marketing process is to attract the immense range of customers, make their minds, increase the sales, and make money. It is a prominent marketing objective of the company, which makes the whole process purposeful and pertinent. Another objective of the company is to use different sites to target the customers. For instance, due to the placement of the products such as ultra-books, dell accessories and personal computers on different channels, the company is targeting households.
Therefore, targeting in the competitive market is an excellent approach to get the product to the right destination. The Dell Company always looks forward to containing an efficient supply chain of the distribution process. Thus, just in time approach in the global supply chain process is an integral part of the E-marketing process, and this is also one of the top goals of the company. It is a fact that Dell Company is also intended to boost the integrated communicating with the customers by using internet channels (Rogers).
The concept of E-marketing comes into the light when it comes to the communication. The goal of the company is to develop systems in this process to have real-time information to make decisions for products and the customers. It is the primary advocate from the E-marketing that this company can obtain to place relevant products. In this technological era, the objective is to have the maximum market and customer information, and results can be shown through outputs, placed on different online media channels. Due to emerging online sales and marketing needs, the objective of the company is to establish a differentiated internet-based infrastructure, where customer feedback, navigation, orders booking and much another process can be executed. So far, the company has justified this objective, but the changes are always in the loop to make a difference in online competitive (Keenan).
6. MARKETING CHANNELS
The Dell Company uses internet marketing channels to create the value for the customers. The selection of online marketing channels is crucial for the company as it is triggered by market segments, target customers and the customer attraction along with the positioning process. As far as the E-Marketing techniques are concerned, some marketing channels have been considered by the company. For Instance, first, the company is using search engine optimization to get the products on top when the customer looks for the products on different search engines. Bing, Google, and Yahoo are three top search engines, which are used to optimize the products for the customers (Leake, Vaccarello and Ginty).
Furthermore, display advertisement is also a right marketing channel in the online marketing process for Dell Company, which has helped to increase the revenue streams and sales. In this process, the company uses the third party websites typically to place the ads and attract the customers. These marketing channels are helping the company generate the traffic and contain the brand awareness in the presence of different competitors along with different inimitable products. The display advertisement is a source of attraction forms the customers, even without searching dell’s products. Video ads and interstitials are top examples.
Another top marketing channel is Affiliate Marketing, as the Dell Company is providing some share of profit to the different websites to put the products on. Dell shares the revenue to these sites to grab customers and take benefits. The significant advantage is multitasking through affiliate marketing, as this channel provides the options such as organic paid search engine optimization, search engine optimization, content marketing, and advertising. Dell is using all these options, which enables the best customer interactions (Leake, Vaccarello and Ginty).
7. COMMUNICATION
Dell Company has developed an excellent communication policy to integrate with the customers and all key stakeholders. To meet and interact efficiently, the company likes the direct communication with the customers. Blogs and chat rooms are included in the communication policy. The communication process in E-marketing is purposeful. The management of the company is looking to ensure the accuracy and transparency. On social media sites, content on the website, and blogs, the communication process is triggered by accurate, current, and relevant information or data to let the customers up-to-date. Also, with the perspective of the customers, they can interact with the company on different social, media channels such as Facebook and Twitter (Chaffey).
They provide feedback in the form of product reviews. The main communication channels of the company I the content marketing on websites. Second, most prominent integrated communication channels are social media channels, which keep the customers in terrible every time. The company protects the confidential and proprietary information of employees and customers. Pertinent to the central theme of the study, when the company uses the customer’s data to position accordingly, the communication policy ensures the confidentiality and protection. The communication process of Dell Company is lucky so far. However, with the emergence of other companies, some new channels are to be explored to communicate what is needed at the right time to the right audience (Leake, Vaccarello and Ginty).
8. CONCLUSION
In the end, this is to conclude that the Dell Company comprises efficient E-marketing process regarding targeting, segmentation, communication and marketing channels. The most important thing is to integrate with new trends in the computer and network technology market, and online marketing techniques are playing the role to meet the objectives. In this study, the main aspects are Dell Company’s target market, positioning, competition, communication, and marketing channels. Through an appropriate application, the dell company, despite having immense competition, can gain sustainable competitive advantage. The change in the E-marketing process seems imperative, as success is elicited with it.
9. Work Cited
Chaffey, Dave. “10 reasons you need a digital marketing strategy in 2017.” Smart Insights. Smart Insights, 29 August 2017. Web. 25 November 2017. https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy/.
Dell.com. “Dell Strengthens Go-To-Market Structure.” Dell. Dell, 1 June 2012. Web. 25 November 2017. http://www.dell.com/learn/us/en/uscorp1/secure/2011-01-06-dell-strengthens-go-to-market-structure.
Keenan, Joe. “6 Ways Dell Uses Social Media to Drive Sales and Improve the Customer Experience.” Target Marketing. Target Marketing, 17 August 2010. Web. 25 November 2017. http://www.targetmarketingmag.com/article/6-ways-dell-uses-social-media-drive-sales-improve-customer-experience-25008416/all/.
Leake, William, Lauren Vaccarello and Maura Ginty. Complete B2B Online Marketing. John Wiley & Sons, 2012.
Rogers, Bruce. “Dell Reimagined: CMO Jeremy Burton Discusses Marketing Post Dell-EMC Merger.” Forbes. Forbes, 21 November 2016. Web. 25 November 2017. https://www.forbes.com/sites/brucerogers/2016/11/21/dell-reimagined-cmo-jeremy-burton-discusses-marketing-post-dell-emc-merger/#12f6ed7e2078.
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