Mumbai: Dell Technologies has expanded the industry’s top-selling server portfolio, with an additional 13 next-generation Dell PowerEdge servers, designed to accelerate performance and reliability for powerful computing across core data centres, large-scale public clouds and edge locations.
On account of this, Indiantelevision.com caught up with Dell Technologies India head – PR and enterprise communications Shobha Vasudevan to chat about the approach towards B2B, the popular trends, what is picking up in 2023 and more.
Edited excerpts:
On popular trends
Conversational communication proved to be an impactful way for brands to engage with their consumers leading to a more authentic and tailored experience. At Dell Technologies India, we also utilized a video-driven social media campaign on cybersecurity – #FortifyYourSecurity- to engage with people directly, which worked very well for us. We garnered over 5 Million impressions on Twitter.
Another noticeable trend is data’s role in shaping a brand’s data-driven communication strategy. In the face of escalating market competition regardless of a company’s size, technology is essential for growing corporate operations, improving customer satisfaction, and fostering brand engagement loyalty. It also helped us identify our target audiences for upcoming campaigns to ensure success.
Building micro-moments has also become important for brands over the past year. Creating short-lived personalized messaging to target groups allows the brand to reach niche segments. This has been one of the reasons why we explored specialized communications when reaching C-suite executives and then changed the strategy to lucid, short-form content-driven messaging to reach wider audiences.
Leveraging fresh trends can lead to fascinating prospects for a brand. It would be best to seek a balance between engaging target audiences and messaging priorities fitting to the brand image.
On the approach for B2B
The recent digital push, driven by the pandemic, has forced businesses to re-evaluate their communications strategies. This has led to the popularity of new-age digital mediums and focused branding tactics with channels like podcasts and influencers. There is also an increased dependence on creative communication which is jargon-free, authentic and impactful messaging. That being said, the traditional approach to communication would never cease and it will continue making an impact through press releases, interviews and in-person briefings.
On the challenges
We have tapped into Gen-Z audiences pretty well. Technology as a topic pervades all age groups and professions so it has always been a priority for us to reach Gen-Z audiences who are enthusiastic about tech. It has also been a driving factor in making us simplify B2B tech campaigns and explore newer storytelling formats which resonate with Gen-Z audiences. We have seen success for messaging which used newer media formats like podcasts alongwith using the reach of influencers to help amplify the messaging.
On what is picking up in 2023
This year, we would see businesses adopt newer strategies, with a significant focus on technologies such as AR/VR and the metaverse to gain a larger share of voice for their brands. Marketing would be converging with PR to help structure brand communications holistically. Adaptability to newer forms of audience engagement, fresh ideas in storytelling and newer skills from a marketing perspective are going to become the need of the hour to create high-impact messaging and deliver impactful results for the brands.
Simplified brand messaging will resonate more with the changing audience looking for short-form content. This also helps with the transition into social media for the same messages. Since 2020 we have been seeing a lot of focus on mission and value-based storytelling. This will continue with more focus on brands showcasing their commitment with actions.
On the need to adapt to changing scenarios
Devising a strong strategy is the most efficient way to not only communicate the brand’s overall messaging, but also ensure that these messages reach the people in the most interesting, relatable, and easy-to-understand formats. Currently, communication technologies are enabling out-of-the-box ideas for brands to reach their target audiences. Be it AI, VR, or a metaverse event – with audiences responding well to impactful campaigns, technology-driven communication is set to become competitive.
For brands who want to see success in their campaigns, leveraging new trends would be critical. While conventional tactics are helping, they do have their limitations in the current age of communications.
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