Dell aims to increase its net income by 25-30% through a digital marketing strategy targeting young adults and students. The $655,000 budget will focus on social media ads, contests, and television commercials featuring a celebrity spokesperson to reach new customers and defeat competitors like Lenovo, HP, and Apple. Key measures of success include increased website traffic and recognition as a top PC seller.

1. Dell: Digital Strategy
By: Christopher Schofding

2. Background
• develop sell, and repair computers.
• top selling products are laptops and
desktops
• 3 Main Competitors: Lenovo, HP, Apple
•
3rd largest seller of PC computers
• Net Income decreased 72%

3. Target Audience
• Young Adults ages 18-25
• High School students headed off to
college
• Affordable and reliable first computer

4. Other Potential Customers
• High Schools/Colleges
• Libraries
• Office Buildings

5. How to Reach Consumers
Through the Power of Technology
The Old Fashion Way
• Social Media Ads
• Television/Radio commercials
• Newspaper/Magazine Ads
• Billboards
• Facebook, Twitter, Youtube, Linkedin,
Instagram ect.
• Contest/Benefits via Social media
• Blogging

6. Spokes Person
• Ben Stein
• Alex Trebek
• Michael Dell

7. Reach or Frequency?
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•
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Reach is the best way to go about campaigning for Dell
Nation Wide company
Third largest PC seller needs to reach more people to sell more
Frequency isn’t appropriate sense Dell is very well know

8. Measures of Success
•
•
•
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Net Income increase 25%-30%
Become the 1st or 2nd largest seller of PC computers
generate 45% more visits to the company’s website
Any Awards received

9. Marketing Budget
• $655,000 Budget
• Agency Payments - $200,000
• Television Commercials - $400,000
• Radio/Magazine/Newspaper Ads - $10,000
• Social Media Ads - $ 30,000
• Social Media Contest - $15,000

10. Recap
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•
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Income Increase
• Campaign Using:
Defeat competitors
• Social Media/Blogging
Stay within budget
• Television/Spokes Celebrity
Reach > Frequency
• Contest