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RESEARCH, ANALYSIS & TRENDS
IoT usability in marketing and CRM
Although the vast majority of marketers is aware of the Marketing: Customer approach enables
fact that the Internet of Things (IoT) will change their deeper market insights
industry, besides security concerns, not having the
required skills is named as one of the main reasons for The Internet of Things offers new opportunities to get in
not implementing IoT. Indeed, IoT requires a complete direct contact with the end customer or to stay in touch
rethinking of business management, but rewards with with them in the long run. Anyway, sales and marketing
incredible new opportunities. It's not just about departments have new ways to address end users
connecting devices in a meaningful way, but optimizing directly, for example via social media channels. At the
processes, extending customer services, and creating same time, companies can find out more about the
new revenue streams. Ultimately, IoT solutions simplify needs and trends of the market and adjust their offer
processes and create new values for users. accordingly. Depending on distribution channels,
distributors and resellers might need to be involved or
Various divisions benefit from the IoT given new opportunities to expand their revenue
streams. The product sales are the beginning of the
Certainly, the IT department is the most obvious sector marketing opportunities here, not the end as before.
that benefits from the Internet of Things. Contributing to
this are lower development costs in terms of hardware The company Eliq, for example, for example, allows the
as well as transmission bandwidth, which is steadily monitoring of energy consumption via sensor. The data
increasing. However, data management over long is transmitted to the cloud and can therefore be viewed
distances requires the security of the data and the skills e.g. via smartphone. The system is connected to social
of employees are required to work with the IT system to networks like Facebook, that way increasing interest
take advantage of the connections, such as faster and attention, and you can even compete with friends
workflows and easier data collection. We all know that IT for the best energy savings
is by now interdepartmental and therefore relevant to all
employees.
10 March 2018 - Internet of Things (IoT) and Integrated Marketing