Digital Marketing Strategy

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Development of the Dell Business Model


The increased use of internet, continuous advancement in technology and effective use of social media has played a vital role in transforming marketing. Dell, a famous dealer in selling of Personal Computers offers the best example of a company that has a vast experience of the benefits associated with the use of digital technologies in marketing (Chaffey & Ellis-Chadwick, 2016). The incumbent benefited from the early mover advantage during the mid-1990s by selling its PCs via different online platforms. It is, therefore, imperative to discuss the development of the Dell Business Model.

Development of the Company Business Model

According to Barker, Barker,Borma and Neher (2013), Dell has gone through different steps to attain its current status. Primarily, Dell’s Business Model experienced a positive shift in the mid-1990s championed by its decision to sell its products through digital sites. Consequently, Dell launched a strategy of becoming a chief supplier of IT consulting services by networking with enterprise resource planning professionals. This strategy not only aimed at eradicating the need for rekeying but also minimizing the costs (Chaffey & Ellis-Chadwick, 2016). Secondly, the company initiated the B2B market place targeting to increase the sales of discounted office goods as well as services procurement.

Thirdly, Dell introduced the Idea-storm site to encourage the active participation of all users to help the company understand the needs, preferences and choices of its clients. The company has additional sites such as the non-Window Linux Operating system used to inform the consumer of its current initiatives to improve customer experience as well as explaining future plans (Salvetti, 2016). The company also uses such sites to inform its customers regarding different projects that it is yet to implement and provide valid reasons for the delay.


Modern customers are more informed and have gained power due to having access to wider choices before purchasing any product or service. Technological platforms are continuously rumbling with progressive continuous growth of all sectors of business. Today, there are numerous sites that companies can utilize when conducting marketing. Social Networking Sites (SNS) are increasingly becoming popular due to their capacity to reach a large group of customers. These changes are now making it a mandatory for all companies to adapt to tools that consumers have already integrated in their daily lives


Barker, M., Barker,D., Borman,N&Neher,K. (2013), Social Media Marketing- a Strategic Approach, Cengage.

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

Salvetti, F (2016). Ethics & Business.Sustainability, Social Responsibility and Ethical Instruments.Retrieved on 1st September, 2016 from: al_Responsibility_and_Ethical_Instruments