Dell's 'Della' Site Blasted for Its Marketing Approach
Thursday May 28, 2009
Dell's launch of Della, a website marketing Dell's netbooks to women, isn't giving female consumers a reason to whip out their credit cards. From MSNBC's Let's market PCs like it's 1959 article to Advertising Age's Dell's Della Debacle an Example of Wrong Way to Target Women, Della's approach to targeting female consumers has been widely criticized.
Dell has made changes to Della since it went live May 11. An article on Seven Unexpected Ways a Netbook Can Change Your Life has been changed to 5 Ways to Use a Netbook with references to using your netbook to find recipes online being removed. The Della home page has also been given a makeover with an image of women's clothes matching their laptops being replaced with several other pictures of women lounging around with their netbooks.
Has Dell missed the mark with its Della site?