Digital Marketing by Dave Chaffey

Author:Dave Chaffey [Dave Chaffey]
Language: eng
Format: epub
Publisher: Pearson Education Limited
Published: 2019-01-31T16:00:00+00:00

The presenter explained how Dell aims to understand and act on customer behaviour based on identification of a series of consideration drivers: the quality of online advertising; path quality through site; merchandising/offers – and conversion drivers: configurator ‘ease of use’; accessibility of decision support tools; and consistency of message through the entire path.

Dell will invest in strategic improvements to the site to improve these levers – examples mentioned included new merchandising approaches such as customer ratings and reviews, videos and major ‘path’ or customer journey changes created through decision support tools to ‘Help me choose’. There are also more tactical initiatives to help deliver the right message to each customer including customisation/personalisation, real estate optimisation and message balancing.

More tactical persuasion of site visitors is based on price moves/optimised price position to market and the mix of product features. A wide range of different offers need to be managed. Tactical promotions, which are driven by promotional ‘end dates’ that are weekly or bi-weekly, include varying:

free shipping;

money-off discounts;

free upgrades (e.g. additional memory);

free accessories;

finance offers;

service upgrades.

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