Digital Business Strategies in the Era of Web 4.0: An Analysis of Dell's Opportunities, Challenges, and Marketing Approaches
DOI:
https://doi.org/10.54097/hbem.v21i.14946Keywords:
Dell, digital business, segmentation, targeting and positioning, performance measurement.Abstract
With the development of Web 4.0, digital business become an essential part of marketing nowadays which inspire more company build digital business strategy. On this essay, Dell as an example will be analyzed on opportunities and challenges with web 4.0. On this essay, RACE model will be applied to analyze the issues facing by Dell which help them to get engagement with potential customers and covert these customers to realize marketing goals. And SERVQUAL model is used to find weaknesses of Dell on their online marketing. After exploring current situation, revised strategy including segmenting, positioning, and targeting will be given to help Dell improve their relationships between customers and company. Finally, some problems of laws need to pay attention to.
Downloads
References
Agarwal, D. et al. (2012) ‘Trust Vs Complexity of E-Commerce Sites’. International Journal of Scientific & Engineering Research. 3 (4).
Albugmi, A. et al. (2016) ‘Data security in cloud computing’. ieeexplore.ieee.org. pp.55-59, doi: 10.1109/FGCT.2016.7605062.
Alina, S. (2019) ‘The marketing funnel as an effective way of a business strategy’, Scientific Journal, 4.
Bailey, C. et al. (2009) ‘Journal of Marketing Management Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough’. Journal of Marketing Management, 25 (3-4), pp.227 - 252, doi: 10.1362/026725709X429737.
Baker, S. (2000) ‘GETTING THE MOST from your INTRANET and EXTRANET STRATEGIES’. Journal of Business Strategy. 21 (4), pp.40 – 43. doi:10.1108/EB040104/FULL/XML.
Balio, S. & Casais, B. (2021) ‘A Content Marketing Framework to Analyze Customer Engagement on Social Media’. Research Anthology on Strategies for Using social media as a Service and Tool in Business, pp. 320 - 336, doi:10.4018/978 - 1 - 7998 – 9020 - 1.CH016.
Berman, R. & Katona, Z. (2013) ‘The role of search engine optimization in search marketing’. Marketing Science’, 32 (4), pp.644 – 651. doi: 10.1287/MKSC.2013.0783.
Berman, S. & Marshall, A. (2014) ‘The next digital transformation: From an individual-centered to an everyone-to-everyone economy’. Strategy and Leadership. 42 (5), pp.9 – 17. doi: 10.1108/SL-07-2014-0048/FULL/HTML.
Breitenbach, C.S. & van Doren, D.C. (1998) ‘Value-added marketing in the digital domain: Enhancing the utility of the Internet’. Journal of Consumer Marketing. 15 (6), pp. 558 – 575. doi: 10.1108/07363769810241436/FULL/PDF.
Camilleri, M.A. (2018) ‘Market Segmentation, Targeting and Positioning. In: Travel Marketing, Tourism Economics and the Airline Product. Tourism, Hospitality & Event Management’. Springer, Cham, pp.69 – 83. doi: 10.1007/978 - 3 - 319 - 49849 - 2_4.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice, Pearson UK.
Chaffey, D. et al. (2015). Digital business and E-Commerce Mangement. Pearson UK.
Chaffey, D., (2020). Online Value Proposition (OVP) definition - What is? - Digital Marketing Glossary. Available at: https: //www.davechaffey.com/digital-marketing-glossary/online-value-proposition-ovp/ [Accessed 23 April 2022].
Dan Li (2016) Integrated Marketing Communication of McDonald (2016) Available at: https: //mpk732t12016clusterb.wordpress.com/2016/05/08/integrated-marketing-communication-of-mcdonald/ [Accessed: 24 April 2022].
Doolin, B., Burgess, L. & Cooper, J. (2002) ‘Evaluating the use of the Web for tourism marketing: a case study from New Zealand’. Tourism Management. 23 (5), pp.557 – 561. doi: 10.1016/S0261-5177 (02) 00014 - 6.
Dumitriu, D. et al. (2015) Competitive marketing advantages in online businesses. International Conference on Management and Industrial Engineering, 7, pp. 251 - 265.
Elena, C.A. (2016) ‘Social Media – A Strategy in Developing Customer Relationship Management’. Procedia Economics and Finance. 39, pp. 785 – 790. doi: 10.1016/S2212-5671 (16) 30266 - 0.
Fitzpatrick, K., (2005). ‘THE LEGAL CHALLENGE OF INTEGRATED MARKETING COMMUNICATION (IMC): Integrating Commercial and Political Speech’. Journal of Advertising, 34 (4), pp.93 - 102.
Fečiková, I. (2004) ‘An index method for measurement of customer satisfaction’. TQM Magazine. 16 (1), pp.57 – 66. doi:10.1108/09544780410511498/FULL/PDF.
di Gangi, P.M., Wasko, M.M. & Hooker, R.E. (2010) ‘GETTING CUSTOMERS’ IDEAS TO WORK FOR YOU: LEARNING FROM DELL HOW TO SUCCEED WITH ONLINE USER INNOVATION COMMUNITIES’. MIS quarterly executive. 9 (4). pp.213 - 228.
George, Spais. (2010). ‘Search Engine Optimization (SEO) as a dynamic online promotion technique: the implications of activity theory for promotion managers. Innovative Marketing, 6 (1), pp.7 - 24.
Gharis, L.W. et al. (2014) ‘Expanding the Reach of Extension through Social Media’. Journal of Extension. 52 (3). pp.1 - 11,
Halvorson, K., Rach, M. and Cancilla, S., (2012) Content strategy for the web. Berkeley: New Riders.
Haven, B., Bernoff, J. & Glass, S. (2007) ‘Marketing’s New Key Metric: Engagement Marketers Must Measure Involvement, Interaction, Intimacy, And Influence’. Making Leaders Successful Every Day.
Hu, C., Shu, H. & Qiao, X. (2014) ‘Customer Segmentation Model Research Based on Organizational Customer Life Cycle in Telecom Operator’. Proceedings of the 2014 International Conference on Education Technology and Social Science. 16, pp.412 – 418. doi: 10.2991/ICETSS - 14.2014.88.
Iankova, S. et al. (2019) ‘A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management. 81, pp.169 – 179. doi: 10.1016/J.INDMARMAN.2018.01.001.
Jenkinson, A. (2006) ‘Planning and evaluating communications in an integrated organization’. Journal of Targeting, Measurement and Analysis for Marketing. 15 (1), pp.47 – 64. doi: 10.1057/PALGRAVE.JT.5750031.
Kaplan, A.M. & Haenlein, M. (2010) ‘Users of the world, unite! The challenges and opportunities of social media’. Business Horizons. 53 (1), pp.59 – 68. doi: 10.1016/J.BUSHOR.2009.09.003.
Kim, S.Y. et al. (2006) ‘Customer segmentation and strategy development based on customer lifetime value: A case study’. Expert Systems with Applications. 31 (1), pp.101 – 107. doi: 10.1016/J.ESWA.2005.09.004.
Kolesar, M.B. & Galbraith, R.W. (2000) ‘A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research’. Internet Research.
Leavy, B. (2014) ‘The new excellence: Spreading constructive beliefs and practices from the few to the many’. Strategy and Leadership. 42 (5), pp. 3 – 8. doi: 10.1108/SL-08-2014-0056/FULL/PDF.
Lee, G.G. & Lin, H.F. (2005) ‘Customer perceptions of e-service quality in online shopping’. International Journal of Retail and Distribution Management. 33 (2), pp.161 – 176. doi:10.1108/09590550510581485/FULL/.
Lemon, K.N. & Mark, T. (2006) ‘Basis of Customer Segmentation’. Journal of Relationship Marketing. 5 (3), pp.55–69. doi:10.1300/J366v05n02_04.
Linden, G., Smith, B. & York, J. (2003) ‘Amazon.com recommendations: Item-to-item collaborative filtering’. IEEE Internet Computing. 7 (1), pp.76 – 80. doi:10.1109/MIC.2003.1167344.
Maglio, P. and Farrell, S., (2000). ‘LiveInfo: Adapting Web Experience by Customization and Annotation’. Lecture Notes in Computer Science, pp.144 - 154. doi: org/10.1007/3 – 540 – 44595 - 1_14.
Malhotra, N.K., Peterson, M. & Kleiser, S.B. (1999) ‘Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century’. Journal of the academy of marketing science, 27 (2), pp.160 - 183. doi: org/10.1177%2F0092070399272004.
Mccoll-Kennedy, J. & Schneider, U. (2000) ‘Measuring customer satisfaction: Why, what and how’. Total Quality Management. 11 (7), pp.883 – 896. doi: 10.1080/09544120050135434.
McFarland, C. (2012). Experiment! Website conversion rate optimization with A/B and multivariate testing. New Riders.
Melnyk, S.A. et al. (2014) ‘Is performance measurement and management fit for the future?’ Management Accounting Research. 25 (2), pp.173 – 186. doi: 10.1016/J.MAR.2013.07.007.
Milewicz, C. and Saxby, C., (2013). ‘Leaders' social media usage intentions for in‐bound customer communications. Management Research Review, 36 (9), pp.849 - 867.doi: 10.1108/MRR - 03 - 2012 - 0049/FULL/PDF.
Milne, G. R., & Rohm, A. J. (2000). Consumer privacy and name removal across direct marketing channels: Exploring opt-in and opt-out alternatives. Journal of Public Policy & Marketing, 19 (2), pp.238 - 249. doi: org/10.1509/jppm.19.2.238.17136.
Murtaza, F. et al. (2012) ‘Impact of Customer Satisfaction and Brand Image on Brand Loyalty’. Progress in Business Innovation & Technology Management, 2 (2), pp.69 - 77.
Nelson-Field, K. & Riebe, E. (2011b) ‘The impact of media fragmentation on audience targeting: An empirical generalization approach’. Journal of Marketing Communications. 17, pp.51 – 67. doi: 10.1080/13527266.2010.484573.
Peter, B., (2019). The 10 Top Social Media Tools Brands are Using to Succeed in 2019. Available at: https://buffer.com/resources/social-media-tools-2019/ [Accessed 21 April 2022].
Plaza, B. (2011) ‘Google Analytics for measuring website performance’. Tourism Management. 32 (3), pp.477 – 481. doi: 10.1016/J.TOURMAN.2010.03.015.
Powell, S. (2004) ‘The challenges of performance measurement’. Management Decision. 42 (8), pp. 1017 – 1023. doi: 10.1108/00251740410555515/FULL/PDF.
Radulescu, C., Dinsoreanu, M., & Potolea, R. (2014) ‘Identification of spam comments using natural language processing techniques. 2014 IEEE 10th International Conference on Intelligent Computer Communication and Processing, pp.29 – 35. doi:org/10.1109/ICCP.2014.6936976.
Rowley, J., (1996). Retailing and shopping on the Internet. International Journal of Retail & Distribution Management, 24 (3), pp.26 - 37.doi: 10.1108/09590559610113411/FULL/PDF.
Saravanakumar, M. & Suganthalakshmi, T. (2012) ‘Social Media Marketing’. Life Science Journal. 9 (4), pp. 1097 – 8135.
Schlegelmilch, B.B. (2022) ‘Segmenting Targeting and Positioning in Global Markets’. Global marketing strategy pp.129 – 159. doi: 10.1007/978 - 3 - 030 - 90665 - 8_6.
Sharma, G., & Lijuan, W. (2015). ‘The effects of online service quality of e-commerce Websites on user satisfaction’. Electronic Library, 33 (3), pp.468 – 485. doi: org/10.1108/EL-10-2013-0193/FULL/PDF.
Shih, Y.Y. & Liu, D.R. (2008) ‘Product recommendation approaches: Collaborative filtering via customer lifetime value and customer demands’. Expert Systems with Applications. 35 (1–2), pp.350 – 360. doi: 10.1016/J.ESWA.2007.07.055.
Smart Insights. (2010). ‘The RACE Framework: A practical digital marketing strategy framework’. Available at: https: //www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ [Accessed 19 April 2022].
Statistics research department (2021) Most used ESPs for email marketing worldwide 2021 | Statista. Available at: https: //www.statista.com/statistics/960091/esp-used-for-email-marketing/ [Accessed: 24 April 2022].
Tan Kai Hun & Rashad Yazdanifard (2014) ‘The Impact of Proper Marketing Communication Channels on Consumerâ€TMs Behavior and Segmentation Consumers’, Asian Journal of Business and Management. 2 (2). Available at: https://192.99.73.24/index.php/AJBM/article/view/1219.
Ting, P.-H., Kuo, C.-F. & Li, C.-M. (2012) ‘What Does Hotel Website Content Say About a Property-An Evaluation of Upscale Hotels in Taiwan and China’. Journal of Travel & Tourism Marketing. 29 (4), pp.369 – 384. doi: 10.1080/10548408.2012.674879.
Varianni, V. & Vaturi, D. (2000) ‘Marketing lessons from e-failures’. The McKinsey quarterly. (4), pp.86. Available at: https://www.proquest.com/scholarly-journals/marketing-lessons-e-failures/docview/224541619/se-2?accountid=15133.
VonTunzelmann, G., (1997). Technology and industrial progress. Cheltenham: Elgar.
de Waal, A. & Kourtit, K. (2013) ‘Performance measurement and management in practice: Advantages, disadvantages and reasons for use’. International Journal of Productivity and Performance Management. 62 (5), pp.446 – 473. doi:10.1108/IJPPM-10-2012-0118/FULL/PDF.
Yang, Z., Jun, M., & Peterson, R. T. (2004) ‘Measuring customer perceived online service quality: Scale development and managerial implications. International Journal of Operations and Production Management, 24 (11), pp.1149 – 1174. doi: org/10.1108/01443570410563278/FULL/PDF.
Zaiane, O.R., Xin, M. & Han, J. (1998) ‘Discovering web access patterns and trends by applying OLAP and data mining technology on web logs’. Proceedings of the Forum on Research and Technology Advances in Digital Libraries, pp.19 – 29. doi:10.1109/ADL.1998.670376.
Zhu, J. et al. (2019) ‘Tools and Benchmarks for Automated Log Parsing’. 2019 IEEE/ACM 41st International Conference on Software Engineering: Software Engineering in Practice, pp.121 – 130. Doi: 10.1109/ICSE-SEIP.2019.00021.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
