Extensive Marketing Strategy of Vmware – An American Cloud Computing Company

Updated on: Sep 20, 2022
Marketing Strategy Of Vmware - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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Previously we looked at the elaborated marketing strategy of Microsoft, the world’s leading software application provider. Now, let us hop over and look at the elaborated marketing strategy of Vmware.

America’s biggest cloud computing company – VMware is headquartered in California with an ultimate goal to build strong computer software and cloud computing systems that can easily run on Microsoft Windows, Linux, and macOS so that enterprises can get a software hypervisor for servers.

Another aspect that has made VMware a giant today is marketing. Marketing changes as the world goes online,  and when you want to stay up to date – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

Want to see how VMware has succeeded in the software industry? In this blog, you will learn about the marketing strategy of Vmware. Before we get started, learn more about VMware‘s company, how it was established, its products, and its financial position.

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About VMware

The company was founded by  Diane Greene, Mendel Rosenblum, Scott Devine, Ellen Wang and Edouard Bugnion in the year 1998 from which Greene and Rosenblum were both college mates at the University of California, Berkeley. It all started with roughly 20 employees and today the company has more than 34,000 employees in total.

VMware provides reliable multi-cloud solutions, networking, modern apps, security and Telco cloud for the smooth running of an enterprise. Till now the company has provided its cloud computing services for banking, healthcare, and government to retail, telecommunications, manufacturing, and transportation. Disruptive technologies like edge computing, artificial intelligence, blockchain, machine learning, Kubernetes and more–define the digital foundation that will accelerate the next wave of innovation.

Quick Stats on Vmware
CEO Rangarajan Raghuram
CMO Laura Heisman
Area Served Worldwide
Industry CRM & Cloud Solutions for Industries and Verticals
Market Share/ Revenue 39.3% in 2021
Vision To empower people and organisations by radically simplifying IT through virtualization software.
Tagline Tech for Good


Marketing Strategy of Vmware

Let’s learn about the Marketing strategy of Vmware and how Vmware carries the marketing campaign etc.

Segmentation, Targeting and Positioning

As a result, Vmware, like every other organisation, fully utilises the STP model.

Vmware divides its clientele into companies looking for on-demand CRM software and cloud services. As a result, Vmware attracts a big audience and potential clients from all around the world by doing so.

Then there’s Targeting, which Vmware excels at.

They are primarily targeting large and medium-sized businesses and corporations. As a result, they are better able to obtain good offers from corporations or businesses, allowing them to earn more money. Additionally, targeting large and medium businesses aids them in marketing and attracting attention from all around the world.

The best part about STP for Vmware is their Positioning strategy. They position themselves in the minds of their target audience as “the no.1 solutions for Multi-Cloud Business”. Therefore it automatically creates an impression in the minds of the customers that Vmware is trustable, reliable & most importantly Professional. 

Marketing Campaigns

VMware’s awareness campaign for Tanzu

Marketing Strategy Of Vmware - Campaign 1

Vmware rolled out a new set of services in APJ in a product called Tanzu. Tanzu allows companies to build, run and manage software faster from a single control point. 

The VMware Tanzu APJ marketing team was responsible for also driving qualified leads to sales to drive the pipeline.

Through an omnichannel campaign leveraging organic social and SEM, paid social and SEM, display, retargeting, content syndication, and a webinar series, Vmware got success in running the campaign.

Marketing Strategy Of Vmware - Campaign 2
Giveaway: $8K Paid VMware Social Media Campaign

In 2021, Vmware launched a social media campaign in which two social posts and landing pages for any VMware marketing campaign tagged as ‘social post promo’ were created. Plus, the first 150 who enter and complete these tasks received an exclusive VMware t-shirt and/or tote bag.

Marketing Strategy Of Vmware - Campaign 3
We Are VMware

In the ad, Vmware is trying to make people understand that their software forms a digital foundation that powers the apps, services, and experiences transforming the world.

Vmware softwares unlocks the power of technology. It makes technology easier to create better experiences for people.

Vmware software includes unified endpoint management to build the bridge of connection among communities and automate the world’s digital infrastructure. 

Social Media Marketing

One of the Marketing strategies of Vmware is its Social Media Marketing.

Vmware is on Instagram, LinkedIn, and Facebook, among other social media platforms. LinkedIn has more followers than Facebook and, finally, Instagram. 55K people follow the Instagram account. LinkedIn is a more professional social media platform, which is why it has the most followers. The posts are largely promotional and informative, with a few ones about their new product introduction thrown in for good measure.

SEO Strategies

Marketing Strategy Of Vmware - SEO

According to SEO rankings, a low number of keywords (under 500) is considered terrible, a high number of keywords (over 1000) is considered good, and a high number of keywords (10,000+) is considered exceptional. As we can see, Vmware has 604,591 organic keywords, which is excellent. That means Vmware’s digital marketing is gathering a lot of knowledge.

Also, the monthly traffic is 3,438,219, which is incredible. As a result, Vmware is doing an excellent job with SEO.

Influencer Marketing

Next on the list of the Marketing strategy of Vmware is influencer marketing. Unfortunately, this company hasn’t done any influencer marketing in a while.

Influencer marketing is critical for any business nowadays because it strengthens your brand’s reputation and builds credibility. Further, collaborating with influencers allows you to win their audience’s trust. This is the ideal tool for building a company’s brand image. It helps you raise brand awareness and increase income.

As a result, this organisation is missing out on some of the most valuable advantages of using influencers to promote its brand.

E-Commerce strategies

Marketing Strategy Of Vmware - Ecom

Vmware has a website where the company mostly talks about multi-cloud solutions, and introducing secured networks. Cloud & edge infrastructure etc. They are used for recurring payments, desk payments, payment requests, mobile payments, site payments, communities, and billing portals. It is a great e-commerce strategy simply because it goes on to show that being a B2B company, Vmware is trying to use digital platforms to reach out to new clients and audiences to continue to increase its brand awareness and visibility over some time.

Mobile Apps

Marketing Strategy Of Vmware - Mobile App

Vmware has 2 official mobile applications. The first application name is ‘VMware Horizon Client’ and makes it easy to work on your VMware Horizon virtual desktop and hosted applications from your Android phone or tablet, giving you on-the-go access from any location.

Another application is named ‘Web – Workspace ONE’ through which workspace at Vmware can experience intuitive, secure browsing across intranet, internet and web apps. Workspace ONE Web gives employees at VMware instant access to their company’s internal network sites while they’re on the go without the hassle of manually connecting to a VPN.

Both the applications are available on the play store for all android smartphones. This enterprise mobile experience gives you access to the same information you see in the office but is organised for getting work done between customer meetings while waiting for a flight, even when you’re in line for coffee. 

Content Marketing Strategies

Vmware is doing great at social media. The substance of the post is about their new services or efforts, for example. Facebook, Instagram, and LinkedIn are the platforms for sharing material. They also distribute product-related releases via their social media platforms and official websites.

This ends with an elaborative marketing strategy of Vmware. Let us conclude our learning below from the marketing strategy of Vmware.

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Conclusion – What’s unique about Vmware?

The marketing strategy of Vmware reveals that the company is gaining love and support from all corners of the globe. The company’s ability to rise to the top has been aided by its status as the world’s number one on-demand CRM. Vmware is still trying to expand and grow in the digital industry, despite its lack of influencer marketing strategies. 

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of VMware has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of VMware check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of VMware, and do share your thoughts on this case study marketing strategy of VMware in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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