Perspectives
Burning Questions with Sandip Ghosh, Country Marketing Head – Medium Business, Dell Technologies
We talked to Sandip about the role Total News plays in the marketing funnel for Dell.
Why do you choose news in your media mix?
“We want to put out the relevant empowering content for our customers so they can make the right decisions”.
Sandip takes a customer-centric approach, using customer journey mapping to ensure he views marketing plans through the consumer lens, matching advertising placement and content to the relevant stages of the journey.
His philosophy is to empower the customer with information to make the right decisions and through this approach he has seen a 60% uplift in conversion metrics. Total News supports this approach by layering messaging through display advertising, product and technical reviews, infographics and editorial. The Dell brand shares its overarching brand message alongside the knowledge building content and customer solutions.
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