“Dell is a technology company, offering a broad range of product categories, including desktop computer systems, storage, servers and networking products, mobility products, software and peripherals and services to manage IT infrastructure for large organizations. Dell are the number one supplier of personal computer systems in the United States, and the number two supplier worldwide.
Dell sells products and services directly to customers through dedicated sales representatives, telephone-based sales, and online at www.dell.com. Customer segments include large corporate, government, healthcare, and education accounts, as well as smalltomedium businesses and individual consumers. Dell stresses the importance of its direct business model in providing direct and continuous feedback from customers, thereby allowing them to develop and refine their products and marketing programs for specific customer groups.
For large business and institutional customers, Dell maintains a field sales force throughout the world. Dedicated account teams, which include field-based system engineers and consultants, form long-term relationships to provide their largest customers with a single source of assistance and develop specific tailored solutions for these customers. Dell also maintains specific sales and marketing programmes targeted at federal, state, and local governmental agencies as well as specific healthcare and educational markets.
Unit Dell markets its products and services to smalltomedium businesses and consumers primarily by advertising on television and the Internet, advertising in a variety of print media, and by mailing a broad range of direct marketing publications, such as promotional pieces, catalogues, and customer newsletters. The main digital media channels used by Dell.com are: aid search through programmes such as Google AdWords, Display advertising, Affiliate marketing, and Email marketing.”
Source: Source: Chaffey, D., Hemphill, T. and Edmundson-Bird, D. (2019).?Digital business and e-commerce management. Harlow: Pearson.
Take some time to explore the Dell website and do some additional research into their online presence. Then, describe approaches used by Dell within their promotion to deliver relevant offers for different types of online customers.
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