Communications, TDK, U.S.A.
[Editor’s Note:This regular feature asks communicators to spot trends and discuss their reactions to them. In this edition we hear from Rich Meher, director of marketing communications, TDK, U.S.A.]
The Trend: Technology is dominating just about every area of marketing communications, expanding its reach and efficacy. Not only does it allow us to increase, and measure, the effectiveness of our communications, technology has also blurred the traditional boundaries of PR. Where once we had separate PR, advertising and direct marketing silos, we’re seeing the need for a strategic, holistic approach.
The power of social and communities also is enhancing our ability to communicate directly with our target markets. Of course, with this great influence comes the responsibility to be thoughtful.
Finally, technology has given us tremendous intelligence through the availability of data.
The Reaction: TDK’s roots are technology-based. Since technology is integral to who we are, we prioritize incorporating its benefits into our communications strategies.
Yet our corporate heritage also consists of the non-technological, human element of creative problem-solving, which continually seeks to advance the excellence of our manufacturing processes and the technology our customers depend on us to deliver. Like most corporations we’re looking to implement the right balance of the technical and humanistic.
Applying this dual approach to our communications programs, the human element appears in how we craft global messages. We tailor communications to address local market interests and needs. Technology comes into play by enabling us to carry these messages via the various tactics available. This includes a broad range of approaches, such as opportunistic press/analyst relations and outreach, social media and events.
Putting this into context, we’re having conversations with our target audiences, sometimes through traditional PR methods, such as interviews that lead to news stories, other times via technology-based campaigns. These communications lead to sales inquiries. Technology tells us the source of the leads. Technology-based communications with a human touch that generates sales inquiries is a communications trend we’d like to see stick around for a long time.
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