Site Design and Promotion- A Dell Case Study

Dell has proven to be one of the most well-known computer system brands alongside HP, Apple and, Asus. In reaching this stage, it is fundamental to understand Dell's utilisation of promotions and website designs/features. Being an Information Technology (IT) based company, having strong IT presence is assumable; not only to ascertain the businesses position, but to also enhance interactions with customers regarding the products.

Dell has created a formidable business strategy involving the high engagement with customers. In doing so, they focus on simplified IT for customers. Their strategy also involves giving customers ease of access and increased choices to access Dell's product line. Alongside this, Customers are also given the opportunity to custom-built products and custom-tailored services, an example being through Alienware, a subsidiary of Dell (Dave Chaffey, 2016).

Site Designs

Dell has developed certain design elements for their website including the Dell Ideastorm, a platform that enables enhanced communication of ideas and suggestion with Dell consumers and the developers (Dave Chaffey, 2016). The interaction allows the consumers to have a say in future endeavours of Dell. Such a model also allows for increased customer satisfaction.

With regards to the strategy of providing customers choices for ease of access, Dell has developed two distinct channels, www.dell.com and premier.dell.com. the dell.com site provides mainstream users and the general customer market to engage with the business. The premier.dell.com webpage helps allows large organisational customers to purchase from Dell as a form of B2B purchase.

Dell Online Communications

Dell's site management has been described to be based on a three-stage order funnel. the stages base communication on site visits, merchandising based on consideration and conversion. Through these stages, the site gets an approximation on the number of site visitors.

Linking to Dell's site, the business has also used tactical promotions to promote itself. Tactical promotions are driven by promotional 'end dates' and include:

1. Free Shipping

2. Money-off discounts

3. Free upgrades

4. Service upgrades

Dell's promotional activity has also been based on the regional customer differences. According to a presentation, customers in UK tend to be focused on the prices whereas the ones in Italy cared more on the Design of Dell products (Econsultancy, 2008).

Dell's Digital Media Channels

Dell's promotional activity has also been aided by four channels. Paid search allows for Dell to pay for programmes that enhance search likeliness amongst consumers. Display advertising is as it suggests, advertising based on displaying the products on other websites (Dave Chaffey, 2016).

Affiliate marketing is used to protect the brand by enabling affiliates to bid on related terms, e.g. 'Dell laptops', allowing for the engagement with the niche audiences online. Email marketing is one of the most commonly utilised form of promoting where the business emails e-newsletters to keep in touch with existing customers and delivers targeted offers (Dave Chaffey, 2016).

Beyond the channels, Dell has created the Online Influencer Relations program which identifies online influencers through a conversion tracker. This program allows Dell to interact with these influencers based on their social media reach and affinity for Dell (Dave Chaffey, 2016).

Reference List

Dave Chaffey, F. E.-C., 2016. Dell gets closer to its customers through its social media strategy. In: 6th, ed. Digital Marketing. Harlow: Pearson Education Limited, pp. 344-346.

Dell, 2017. Alienware. [Online] Available at: http://www.alienware.com.au/ [Accessed 14 September 2017].

Dell, 2017. Homepage. [Online] Available at: http://www1.ap.dell.com/content/default.aspx?c=au&l=en&s=&s=gen&~ck=cr [Accessed 14 September 2017].

Dell, 2017. Welcome to Premier. [Online] Available at: http://www.dell.com/learn/us/en/04/premier?c=us&l=en&s=&redirect=1 [Accessed 15 September 2017].

Sebastian, M., 2014. Five Things to Know About The New York Times' New Native Ads. [Online] Available at: http://adage.com/article/media/york-times-debuts-native-ad-units-dell/290973/ [Accessed 14 September 2017].

2011 SEC Filing Econsultancy (2008)