Dell, some marketing quote from Mark Jarvis, Chief Marketing Officer, Dell

Dossier archivé Conseils et Astuces , Web 2.0 le September 13, 2007

Dell seems to be in a process to change their customers focus.

Look at some quote from Mark Jarvis, Chief Marketing Officer, Dell.

He talk about user-generated content and emotional link between Dell and the customer.

Well guy, that what we do (ou trying to do) in the Travel Industry ;-))

* Mark Jarvis, Chief Marketing Officer, Dell -

"Give your customers a way of talking about you. Enable user-generated content on your websites. Start forums. Write blogs. When you do so, 80% of the people will comment with positive things, and 20% will write negative things. But soon you notice something: your strongest advocates will jump to your defense and present another side. By allowing negative comments, it gives an opportunity for people who feel positively about your company to become even more vocal advocates."

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The big challenge was that there actually was no culture or discipline of marketing at Dell at all. Marketing at Dell until I walked in was a consequence of the sales process... However what is lacking at Dell is there is no air cover over the top that actually explains what Dell does and creates an emotional link between Dell and the customer.

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The new internal marketing slogan is "One Company, One Brand, One Beat." Already, there is a change in the look of Dell ads. Themes like ease of use and personalization are prominently featured.

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Mark Jarvis serves as chief marketing officer, overseeing the company's global marketing effort spanning consumer and commercial businesses. In this role, Mr. Jarvis is responsible for global brand, online and communications.

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