Working with Marketing teams to develop IoT solutions or products is one of the challenges we have in Carriots. This happens because Internet of Things has changed the vision of some aspects in marketing related with connected products, like: the product lifecycle, the customer engagement or the quality of the service.
Managing the product lifecycle – imagine that you buy a car. Traditionally a car had not a connexion with Internet. Nowadays, most of cars are connected in many different ways and that situation generate new management opportunities and challenges:
- New business models: most of vehicules are connected products that offer new services to users. On the first year these services can be free and after that they mostly start to have a cost per year or trimestre. The weather service or the parking information can be some examples. This “add-on” is indeed a new business model for brands that obtain new benefits after the sell and now marketers need to learn how to manage this. For example marketers now need to focus on the conversion process of a free trial service into a subscription.
- New software updates that offer new features. Software updates have become a daily routine, where our mobile apps constantly add new features and this is also becoming normal in connected products using software in the user experience like a Tesla car. Imagine the power to introduce new features to the product by downloading an actualization that transforms the product into something different from when the customer acquired it.
- Some weeks ago we wrote a post about that ( you can read it here) . The conclusion was that now you have real data about your clients and how is their relationship with your products. If you offer them something in exchange (for example, the weather forecast for free in the cars) the customers might share with you information about how they use your product.
- But is not only this, marketers can also track information about how the customers share their product usage in social media . This is information about how people use your product and it is a good feedback. Marketers here can play a big role, not only analyzing that data . They can cheer up people to use their media to share experiences and create challenges for the customers. Nike, for example, has a big community of runners using their products and sharing information (#justdoit).
Quality of service.
- For companies: Like recently was in our post about Condition Monitoring and how Internet of Things are changing the maintenance processes. Including some sensor in products and introducing IOT Data Analytics you can improve a product. A better maintenance increases security and reduces costs. The company not only sells just a product, it is now a connected product that offers new quality guaranties that were impossible before.
- For customers: Internet of Things can change your relationship with a product. Recently, Jaguar and Shell announced that they launched together the first in-car payment system. It works via Shell app and Shell service stations and is a part of the new jaguar XE, XF and the F-Pace.The system provides a new step in the quality of service for both companies: Shell offers something different from another’s gas stations, a benefit for customer: commodity. And Jaguar offers to their clients a new experience, another option. For sure, we will see more of this type of alliance in the near future.
Internet of Things is a marketing revolution in someway, because the teams need to have a deep knowledge about this new features and services that no were available before.