Posts Tagged ‘IoT’

Strengthen your brand without creeping out your customers

Wednesday, October 19th, 2016

The Internet of Things (IoT) presents a great opportunity for marketing executives. As noted in Forbes, “Data analytics and IoT – two emerging keystones of the digital economy – are fueling something of a feeding frenzy of grand proportions in the tech space…Much of the action was driven by the push to adopt IoT and data analytics capabilities and intersection between the two.” While the growth potential seems to be limitless, I often wonder if technology is going too far.

customersI read an article in Business 2 Community that talked about how the IoT provides marketers “With such abundant user data and the availability of instantaneous consumer feedback, brands should consider themselves in direct, near constant conversation with their customers.” Shifting gears, I turned to Chief Marketer and read about how “The information from these devices will allow marketers to better understand how customers interact with different platforms. These insights will lead to radically new ways of capturing people’s attention and engaging their loyalty.”

Which begs the question of how do marketers leverage the IoT to improve customer experience without annoying their iotcustomers? We recently placed an article for our client, e-Spirit, about this issue in The Marketing Scope titled “Leveraging The Internet of Things To Turn Content Into Revenue.” What is most interesting to me is the idea of empowering marketers with the ability to deliver personalized content to help consumers make better decisions. For example, what if I’m in a store where my friend registered for her wedding and the location-based app points me in the direction of items on my friend’s registry? That type of service helps me spend less time searching for the gift and more time with my family, which sounds pretty good to me. Plus, I don’t consider it an invasion of privacy or badgering by the retailer.

For marketers the IoT presents a great way to share relevant information with customers without overloading them with worthless information. At McKenzie Worldwide we work with a variety of technology companies that help improve the customer experience. Can we help boost your company’s marketing power?

How successful marketers turn content into revenue

Monday, September 26th, 2016

Delivering the right content to the right person at the right time on the right device is a big challenge for marketers everywhere. With so many channels available to reach customers—desktop, mobile phone, tablet—it’s hard to know which technologies are the best for delivering your message to your target audience. Another important issue to consider is which channel a customer likes to receive content on. Personally, I’m a big fan of email but many people I know prefer to receive content on their mobile device. What’s a marketer to do?

For one of our clients the growth in this area offers a huge opportunity. e-Spirit recently launched FirstSpirit CaaS which allows companies to streamline content delivery across multiple channels. As noted in a recent article in CMSWire, e-Spirit’s Andreas Knoor stated that, “Companies that rely solely on traditional content management will sooner or later find themselves unable to take advantage of the enormous business opportunity the Internet of Things (IoT) presents, or keep pace with app and smart device innovations. The result will be an inability to satisfy the needs of today’s digital consumer.”

iotSo why all the hype around the IoT? Some people feel it’s just a buzzword, but those people are missing an important point. According to research firm Gartner, the IoT is the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment. The growth of the IoT is incredibly important to retailers because personal electronic devices can receive fresh content from retailers which opens up a huge channel to connect with customers. How big are the stakes here? Gartner estimates that by 2020, more than 20 billion connected things will be in use across a range of industries and the IoT will touch every role across the enterprise.

As mentioned in InformationWeek, Gartner says that the growing importance of the IoT and how connected devices, along with the data these devices collect, are changing the way IT is viewed within large businesses and enterprises. Gartner also states that “business analysts and developers of information-centric processes need to have the expertise and the tools to implement IoT aspects that play a role in their systems.”

So the question becomes, how can today’s marketers provide their customers with the content they need on the right device at the right time? At McKenzie Worldwide we have extensive experience working with some of the world’s leading Web content management, enterprise content management and customer experience companies. We can help you navigate through the complex worlds of these markets and provide the best communications strategies to help you take advantage of the IoT opportunity.


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