Dell's social media strategy

We all know Dell as a well-known technology company, offering a broad range of product and services. Dell is most commonly known for their desktop computer systems, as well as storage systems, servers and networking products and lastly, their ability to manage complex IT infrastructures for large organisations. The Dell brand uses a number of different approaches and strategies to connect with their customers through site design and innovative marketing and communications.

Dell outlines their business strategy in a four-point list, and have tailored the company’s marketing techniques to align with them.

1. We simplify information technology for customers.

2. We offer customers choice.

3. Customers can purchase custom-built products and custom-tailored services.

4. We are committed to being environmentally responsible in all areas of our business.

(Chaffey & Ellis-Chadwick, 2016)

Sales and marketing

Dell has incorporated multichannel distribution channels for consumers to buy their products. These include online sales, over the phone sales and products being sold directly through a sales representative in person. The personal channels of distribution allow for Dell to form a connection with their customers, and to find out more about what they would expect from the company. Dell has given customers the opportunity to share their thoughts and ideas for future useful innovative products on a site known as ‘Dell IdeaStorm’.

This service provides a truly unique flow of two-way communication between consumers and the company, giving them the opportunity to have a say in what new products could be created.

Marketing and communications

Dell has certainly done their research on their consumers and target market, in order to establish exact needs. By accessing different consideration drivers based on consumer behaviours, Dell has identified different types of users. Factors to be considered include quality of online advertising; path quality through website; ‘ease of use’ and accessibility.

Interestingly enough, Dell has also managed to tailor their promotional mix in each country across Europe, as they reflect the differences in buying psychology in order for their products to sell.

Above: Dell Australia website, catered to Australians. They have partnered with Qantas Business Rewards in order to create an incentive for more customers.

In order to reach a wider range of online customers, Dell uses tactical promotions online, which are usually held weekly or fortnightly to entice customers. Some of these include; free shipping; money-off discounts; free upgrades or accessories and more. The company also offers customized or personalized products, which can help reach almost any customer depending on what they need.

Social media

Dell’s CEO Michael Dell explains the brands approach to social media in a way that should be incorporated in any company. Dell encourages honest and direct conversations with customers, as it amplifies their opportunity to listen and learn from them.

Above: The snapshot of the Dell official Facebook page shows a positive and negative comment from two customers.

Unlike many organisations, Dell tries hard to convert ‘ranters’ into ‘ravers’, and have a 30 per cent success rate in doing so. By building a Social Media Listening Command Centre, they are really able to take control of problems expressed by customers and make an effort to bring them a solution. Engaging with thousands of customers has allowed Dell to become one the leading technology companies in the world. Dell is heavily involved in social media marketing activities across the customer lifecycle. If we look at the RACE (Reach, Act, Convert & Engage) framework, Dell is hitting every point and always trying to improve ways in which to create innovate products and services.

References

Chaffey,D. Ellis-Chadwick, F., Digital Marketing 6th edition, Pearson 2016.

www.dell.com.au

https://www.facebook.com/Dell/