Dell uses a three stage online ordering process measured by site visits, consideration rates, and conversion rates. The main digital media channels used by Dell in Europe are paid search advertising, display advertising on technology websites, affiliate marketing to target niche audiences, and email marketing to keep existing customers engaged.

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2. Dell Online Communication
Dell has a three stage order channel:
1. Marketing communications implementation measured by
site visits.

3. 2. Site merchandising measured by consideration % (site
visits to e-store visits).

4. 3. Store merchandising measured by conversion % (e-store
visits to e-receipts).

5. Dell’s use of digital media channels
 The main digital media channels used by Dell.com in
Europe are:
1. Paid search through programme
such as Google AdWords is used
to promote value through time
limited offers related to the
phrase searched upon.

6. 2. Display advertising such as advertising on technology
websites is important for the corporate market.

7. 3. Affiliate marketing is used to protect the Dell brand by
enabling affiliates to bid on terms such as ‘Del laptops’ and
to target niche audiences like owners of gaming machines.

8. 4. E-mail marketing is an e-newsletter used to keep in touch
with existing customers and deliver targeted offers when
their hardware may be renewed.