You can now add Dell – the former computer company – to the growing list of brands now offering digital marketing services. According to CMO Karen Quintos, the services will be called ‘digital transformation’. She says, ‘It isn’t just a marketing buzzword. It’s the practical ramifications of how we’re learning, selling, buying, engaging in a digital type of way.’ Perhaps the emphasis should be on how Dell itself is learning?
If you think you’ve heard something very much like this before from another former hardware manufacturer (IBM anyone?) you’d be right. The simplest explanation is that as sales of computer hardware decline, these businesses are searching hard for new revenue models.
Do these brands really have marketing expertise? The answer is not right now, but they’re willing to learn. Here’s another quote from Quintos: ‘You see the unbelievable increase that’s been happening from a marketing perspective when you look at the role of digital, and when you look at how much of the IT spend that marketers are now directly controlling.’ In other words, it’s all about the data, and the potential revenue.
According to Gartner, 89% of companies will compete ‘mostly on customer experience’ by 2016. Which also means analyzing data that we all leave behind online like a trail of breadcrumbs.
In a related story today, a 9% drop in print ad revenue was offset by a 5% increase in digital advertising at Time, Inc. Fewer magazine and newspaper readers, and more data to be harvested on the web.