Monique Bonner, Vice President of Global Marketing Digital, Technology and Innovation at Dell, gave a presentation on Dell's modern marketing strategic framework. She discussed how Dell is leveraging marketing technology, data and insights, and focusing on the human experience. Bonner also emphasized key points about relevancy, content creation, and using technology and data to better understand customers so Dell can deliver personalized experiences.

1. Global Marketing
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Marketing Technology.
Data and Insights.
And the Human Experience.
Monique Bonner
Vice President
Global Marketing Digital, Technology and Innovation
@mobonner
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Aug 2011 Sep 2012 Jan 2014 Jan 2015
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Content Strategy
Executing an always-on
personalized content creation
approach that meets customers
needs in real-time where they are.
Technology
Deploying technology to
automate processes and facilitate
faster, targeted & personalized
communications with customers.
Experience Design
Planning customer centric
contacts and experiences based
on where and when our
customers are engaging.
Agency + Capabilities
Expanding capabilities both
agency & in-house to deliver and
maximize model. Solve for
agility, insights, and efficiency.
Data & Analytics
Leveraging advanced customer
and touch-point analytics to
make real-time adjustments and
maximize engagement & return.
How we think about this at Dell:
Our modern marketing strategic
framework
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Location based marketing
blooms
Millward Brown
Digital marketing spend
set to grow 33%
Huffington Post
CRM Retargeting? The
Next Wave Of Big Data
Utilization For Marketing
Forbes
Ad-Tech, not Content,
Is King in the Verizon-
AOL Deal
Millward Brown
Mobile internet
advertising growing
strong 35%
Mary Meeker
Internet of Things
Data Could Fuel Ad
Targeting
AdAge
Programmatic buying is on track
to make up $14.88 billion of the
approximately $58.6 billion
digital advertising
Emarketer
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Nirvana
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500 Million
Tweets
Per
Day
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The number of scripted prime
time cable shows has DOUBLED
in the past 5 years to 352 in
2014.
TRIPLED since 2007.
683% growth since 2000
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Great Content…. or
Great Competition?
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This is OUR lives.
And the lives of our
customers.
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1. Relevancy is the new viral
3 Things
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Relevancy
Needs
Wants
Fears
Desires
Aspirations
Intelligence
Insight
Compassion
Delivery
Consistency
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Or… Said differently
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1. Relevancy is the new viral
2. Everybody still loves t-shirts
3 Things
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1. Relevancy is the New Viral
2. Everybody Still Loves T-shirts
3. Think Human
3 Things
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Just because we can
retarget in
programmatic
perpetuity…
Doesn’t mean we
should
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1. Relevancy is the New Viral
2. Everybody Still Loves T-shirts
3. Think Human
3 Things
@mobonner
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Driving
Change

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Driving
Change

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What We’ve Done
1615
Training participants
14
Training Sessions
Broadcast Globally
42
Countries
taking
part
in training
NPS of
71
On training
experience
5
Next
Gen
Training
Tracks
25+
Work-
shops
across
content,
data, and
experience
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1500+ Global webcast
participants

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%
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In Closing…
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Thank you!