Answer:
DELL can pursue digital marketing strategy and social media to drive sales. Today all businesses are done online and this intensifies the competition faced by DELL. Today customers prefer more innovation, less cost, better user experience and continuous engagement through social media. Hence Dell can engage social media to boost sales. They can continuously interact with customers on the latest technology available and their benefits through YouTube, blogs etc., and drive sales by incorporating the same through their customization facility offered to their customers online. They can also form innovation clubs on their websites encouraging innovators to share the platform to generate ideas and to check their feasibility.
They can plan each social media platform for fulfilling each of their objectives.
1. Exclusive websites: can be a source for collecting feedback from existing customers, providing after sales services, online support, online communities, creating publicity. Chatbots for connecting directly with customers who visits the page ..etc.,
2. Mobile based applications, to provide information on latest updates on the go..every time and everywhere.
3. Analytics – to understand the engagement of customers to the variety of products, services and information available.
4. Facebook can be leveraged to form exclusive DELL groups for mutual interaction among proud users and tap the sentiments of their customers and drive home the message of Customers first.
5. Blogs and YouTube videos to engage customers with the latest additions they can choose from the list of customization
6. Leverage social media for B2B sales too.
7. Continue to leverage the Competitiveness strategy of cost leadership and differentiation focus using IT enabled technologies.
Undoubtedly DELL can leverage online modes to create and sustain Competitive advantage through their vision of enabling customers conduct all transactions on the Internet, globally. DELL customers can be informed, attracted, served, and engaged using Internet technologies. Hence acquisition, activation and retention of customers, referral through blogs and you tubes and revenue processes all are enabled online.
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