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2. Dell Online Communication Dell has a three stage order channel: 1. Marketing communications implementation measured by site visits.

3. 2. Site merchandising measured by consideration % (site visits to e-store visits).

4. 3. Store merchandising measured by conversion % (e-store visits to e-receipts).

5. Dell’s use of digital media channels The main digital media channels used by Dell.com in Europe are: 1. Paid search through programme such as Google AdWords is used to promote value through time limited offers related to the phrase searched upon.

6. 2. Display advertising such as advertising on technology websites is important for the corporate market.

7. 3. Affiliate marketing is used to protect the Dell brand by enabling affiliates to bid on terms such as ‘Del laptops’ and to target niche audiences like owners of gaming machines.

8. 4. E-mail marketing is an e-newsletter used to keep in touch with existing customers and deliver targeted offers when their hardware may be renewed.