Apple, Samsung and Dell DMC

This article provides a brief history of Apple, Samsung and Dell. It also discusses their digital marketing strategies and how they target and position themselves in the market. Apple's digital marketing communication mix is lacking, while Samsung has the most elaborate digital marketing communication mix. Dell struggles to increase its brand identity in social platforms but has done a commendable job on their website.

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APPLE SAMSUNG AND DELL DMC
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Brief History of Apple
Apple INC was formed in 1976. The founders of the company include Steve Wozniac,
Ronald Wayne and Steve Jobs (Apple 2018). After 5 years the company developed its first
computer known as a Macintosh which became a widely known after an advertisement in 1984
to shake the giants the business such as IBM. The company has grown over the years from
designing and manufacturing their own computer to making mobile devices and music
accessories. The company has received its fair share of criticism but has consistently serve the
consumer electronics market of more than 20 years.
Brief History of Samsung
Samsung was founded in 1938 by Lee Byung Chul who at the time was a store owner.
The company began by offering products used in construction, entertainments and advertising
among other fields. Later, the company ventured in textile and industry before it changed its
focus to industrialization (Samsung 2018). The electronic classification of the company include
semi-conductor and telecommunications, corning, electro-mechanics and electronic devices.
Samsung Company has grown over the years to become an international corporation.
Brief History of DELL
Dell Company founded in 1984 by Michael Dell while still a student at University of
Texas. Dell believed that selling personal computers would facilitate easy understanding of
people’s needs and computing solution would be provided. The company began as PC limited
which later changed to Dell Computer Corporation (Dell 2018). The company is acknowledged
as the first computer company to enroll with the Climate Group as a move to show its
commitment to care for the environment. The company has extended its corporate social
responsibility by undertaking and supporting various projects across the world.

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Apple’s targeting and positioning strategy has shifted from traditional global promotion
and are now focusing on regional campaigns which aim to appeal more to specific market
segments.
Apple is also incorporating both digital and social media campaigns that would target
social media users especially in Facebook and Instagram. The company’s digital marketing
strategy is pegged on the fact that different people in different places have differences in the way
they perceive Apple product. By understanding the local factors, the company will be in a good
position to deliver products that are needed by their specific markets.
Samsung targeting and positioning with respect to digital marketing strategy relies on
increasing awareness about the feature of their products (Payne and Frow 2017). The company
expects to use brand their brand ambassadors online to engage with consumers with an intention
of providing useful functional information about their products. Samsung developed a support
application which was received well and received numerous downloads because it assisted the
consumers to learn more about the products they need.
Dell’s target marketing, position and branding strategy contributes to helping the
company reach potential clients for their products. Dell targets specific classes of customers
which include relationship customer and transactional customer. Their digital marketing strategy
promotes their brand to specific target market such as large corporations, government and
institutions (Brien 2018). Besides, the company also targets transactional customers by
promoting their products in digital platforms as reliable, quality and relatively cheaper as
compared to other products in the market. The company’s digital strategy is centered on
engaging the consumers to receive feedback in order to modify their products to meet the needs
of their target market.

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Apple digital marketing communication mix fails to utilize various digital marketing
tools that are significant in attracting more clientele and increase sales for the company. For
instance, Apple’s website seems sleek but lacks the content that is useful in attracting sales. The
company’s website should have sufficient information incusing infographic content that explains
the usage of their products. Moreover, the website does not have video tutorial to enhance user
experience by increasing awareness on how consumers can interact with Apples products.
Additionally, Apple should maximize the use of social media channels to increase engagement.
This is because their social media lacks content that can be updated frequently (French and
Russell-Bennett 2015). It implies that they disregard key concerns of their consumers view while
implementing their strategy. The approach is not sufficient for an elaborate digital marketing
communication mix. Feedback from consumers plays a significant role in providing a company
with more information about the perceptions, tastes and preferences with regards to Apple
products. Such information can be beneficial to Apple if it researches and implements concerns
of their customers.
Samsung has the most elaborate digital marketing communication mix when compared to
the other companies. Samsung’s recent marketing strategy incorporates social media which is
significant for the company to tap into the factors of their product that appeal to the consumers as
well as factors that do not add value to the consumers. This information is crucial for the
company to push product to new markets and modify their products to suit the consumer’s needs.
This strategy is crucial as it goes into assisting the company to counter-check functionality of the
features so as to avoid the likely event of recalling products that have already been distributed to
the market. Besides, Samsung has a support application that educates the users about the
products they use (Onqmarketing 2018). Statistics from this initiative indicated that many of

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their consumers downloaded the support application because they needed more information
about the specific products that they use. However, the company can tap into other digital
marketing communication mix such as search engine optimization.
Although Dell struggles to increase its brand identity in the social platforms. It has done a
commendable job on their website by classifying different computers for different purposes such
as work or gaming. This information is significant because it is targeted for specific users.
However, the company needs to invest in search engine optimization whereby it optimizes
specific terms users use to search for computers for different purposes (A.P. Web Solutions
2018. This strategy is significant to target potential customers through social media sites and
their website by engaging them with questions and details of the products to ensure that they
know and understand the products they use. This is beneficial to the consumers as well as Dell
company because both benefit when the consumers get satisfaction from the products they
purchase form the company.

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References list
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[Accessed 21 Oct. 2018].
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Oct. 2018].
Brien, J. (2018). How UNSW's new marketing division is tackling digital strategy. [online]
Available at: https://www.cmo.com.au/article/617892/unsw-charts-digital-strategy-broader-
marketing-plans/ [Accessed 21 Oct. 2018].
Dell (2018). Dell Australia Official Site [online] Available at: https://www.dell.com/en-au
[Accessed 21 Oct. 2018].
French, J. and Russell-Bennett, R., (2015). A hierarchical model of social marketing. Journal of
Social Marketing, 5(2), pp.139-159.
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optimisation-boosting-website-performance/ [Accessed 21 Oct. 2018].
Payne, A. and Frow, P., (2017). Relationship marketing: looking backwards towards the
future. Journal of Services Marketing, 31(1), pp.11-15.
Samsung (2018). Samsung Australia. [online] Available at: https://www.samsung.com/au/
[Accessed 21 Oct. 2018].