The way students and young consumers interact with technology is changing faster than ever. For today’s generation, devices like laptops are no longer just tools; they are an effective medium for creativity, learning and self-expression. This shift has transformed the way technology brands approach youth engagement.
For Dell Technologies, this means creating campaigns and experiences rooted in the aspirations, behaviours and digital lifestyles of today’s youth. In an interaction with IMPACT Magazine, Mayuri Saikia, Director Marketing, APJ Consumer and E-commerce, Dell Technologies shares, “We keep having discussions with this demographic on a regular basis, because those insights are very important. Where are they? How do we reach them? What really matters to them? If they are digitally active and searching, how can we actually make sure that our products come up?”
Additionally, she reveals that the brand has programmes where students get a chance to experience the product, and give feedback. “We also do activations in colleges, because that is where they are present, and we want to be there.”
The brand’s broader marketing strategy also reflects a strong focus on this demographic, with campaigns such as the recent ‘Back to School’ tapping into moments that resonate with students and young adults. The campaign, which is built around Alienware 16 Aurora, features Jemimah Rodrigues and Yashraj Mukhate, bringing together the worlds of sports, music and technology. “When we look at how we can accurately present our products and make them resonate with a young audience, a few names comes up. Jemimah and Yashraj’s passion points aligned with what students do, and that’s how this collaboration happened,” Saikia reveals.
While the campaign features a digital-first video, the brand is also amplifying it through in-store activations.
Further commenting on how the brand is adapting to changing consumer expectations in the technology space, she says, “We are constantly talking about innovating our products and convey that rightly to our audience. Today, data marketing is key; analytics are key. We have got a strong team across the globe where we dive into each vertical, each platform and each insight.”
