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Dell puts mobile at center of holiday marketing campaignBy Lauren Johnson
Dell is placing big bets on mobile Web revenue this holiday season with two different initiatives that promote seasonal deals and let users shop from their handsets.
Dell is taking its holiday catalog mobile this year by rolling out a HTML5-based version as well as incorporating QR codes into the print catalog. In addition, the company has developed a pair of mobile sites that countdown to Black Friday and Cyber Monday to build hype around holiday sales.
“Developing these solutions for the mobile Web allows us to create an experience that functions seamlessly across all operating systems, allows for greater discoverability and shorter development cycles with improved speed to market,” said Brandon McGee, director of global mobile at Dell, Round Rock, TX.
“Mobile is a significant component of our holiday plan and has been fully integrated into our marketing and advertising campaigns,” he said.
Via the site, consumers can flip through Dell’s products by category and shop directly from its pages. Consumers can share content to friends and family via email, Google +, Twitter and Facebook.
Additionally, users can favorite pages to save their favorite products.
When users click to buy a product, a new browser window opens to direct users to Dell’s site to check-out.
Dell is driving traffic to the tablet holiday catalog through email and Web promotion as well as paid media.
Additionally, Dell is loading its static print pages with QR codes that direct users to mobile sites where they can shop the products.
Calls-to-action throughout the print and digital catalog encourage consumers to download Dell’s mobile application. QR codes and Web URLs are promoted.
In addition to mobilizing its print catalog, Dell is also building up hype for two of the biggest shopping days of the year – Cyber Monday and Black Friday – with mobile microsites.
Both sites keep a running clock of how much time is left until Dell releases holiday deals.
The Web version of the site lets consumers sign up for email alerts leading up to the sales and bookmark the page.
With consumers expected to shop more from their mobile devices this holiday season, Dell is smart to use a variety of tools to target both mobile phone and tablet users.
“Mobile commerce is a critical element of our strategy,” Mr. McGee said.
“The percentage of customers that visit our site from a mobile device has increased dramatically over the last couple of years, and our team is dedicated to providing an exceptional customer experience,” he said.
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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