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Digital marketing
Digital Marketing refers to use the digital channel to popularize the products and service. In contrast with traditional marketing, the cost to communicate with customers through digital channel is lower. Dell is a large multinational organization in producing computer and network equipment. In the following, it will discuss the background of Dell, the digital marketing of Dell and how it contributes to the success of business.

Dell was established in 1984. It produces the computer related products in global markets. In consumers’ feeling, the success of Dell cannot be separated from its direct sells model. It effectivelly reduces the inventory of business and increases the turnover of capital through direct sales. Meanwhile, the success of Dell also relates to its digital marketing strategy.

The digital marketing strategy of Dell includes three aspects. For the first thing, digital marketing  shows the main characteristic and advantage of products. Take the product of XPS13 as an example, Dell established cooperation relationship with Tencent. It is the most popular social networking software in China. Dell has done advertisement through this software. The users can know the product information in the Qzone. Furthermore, it chooses the Chinese stars such as Chen guanxi and Wu xiubo to endorse the products in Tencent. when the users use QQ, they are easy to see the product information and the product story of XPS13 from the internet.

Dell has established the cooperation relationship with MT mobile Terminal. For those people who are the consumers of mobile, Dell can send the product information to them through the network terminal. Through the mobile terminal, it can send the text link of products to consumers to promote the awareness of products. . Such as for the AURORA R7, since the products enter into market, due to the high price level, lots of customers did not choose this kind of products. Through the mobile terminal, Dell sends the advantage and detail of products to customers which effectively increases the sales of this kind of product.

Dell has used social media to communicate with customers. Facebook and Twitter are the most popular social networking sites in the world, in global market. Dell uses the two kinds of social media to promote the interaction with consumers. All users are the potential customers of Dell. It applies the public account in the social networking sites to answer the questions of consumers and show the detail of products. Through action,, it increase the purchase potential of consumers effectively. The digital marketing strategy reduces the promotion cost of Dell. It effectively manages the relationship with consumers. Dell uses its digital marketing strategy to conduct the marketing activity and obtain success to some extent.

Dell uses network to do advertisement and establishes cooperation relationship with large network terminal. Also, it uses social media to communicate with customers. The effective digital marketing strategy promotes the sales of Dell and reduces the communication cost of business with customers in global market.