As the Internet of Things (IoT) reaches the height of its buzzword popularity, tech entrepreneurs in the field need to start ignoring the “what” and “when” of its arrival and shift the conversation to the “how will it help?”
IoT has a marketing problem. Pioneers and frontrunners have consistently explained its benefits, but the messaging that emerges is often comprised of disjointed statistics, theories on efficiency or consumer products that solve no real human needs. Businesses and marketers may see the value, but the conversation with consumers has been mostly ignored. Some CEOs have blatantly stated that IoT isn’t for the common man.
Consumers aren’t completely ignoring IoT products, but IoT’s main value point -- increased efficiency -- may not be what many consumers are looking for. Just think of the many smart object products available – Apple watches, smart clothes, smart homes, etc. These aren’t exactly household standard items. Instead, they’re often scoffed at for solving obscure problems.
For example, a smart fridge in theory sounds very impressive, but its actual use doesn’t exactly wow consumers who could just open the door to check inventory. It’s been difficult to convince consumers of any real benefits.
But what IoT can do for consumers is much more than provide smart objects. The technology has the potential to curb some of our most pressing public problems – traffic safety, health care inefficiencies, crime – and yet many consumers haven’t even heard of the technology.
To see these benefits, those on the cusp of IoT innovation need to change the conversation. Instead of painting IoT in a light of a revolution to come, IoT needs to start providing real benefits to the average man. And that means marketing.
IoT companies need marketing to change the conversation, craft new messaging and become a buzzword understandable to those outside of the tech world. If IoT is to change the world, the world first needs to pay attention.
At Access Marketing, we’ve been watching IoT’s adoption in the tech space closely, and we’ve talked to a few IoT pioneers to get a better understanding of IoT’s benefits. If you want to know more about some of the obstacles to IoT's implementation, check out our latest interview on our online publication, Market. Eat. Sleep., featuring Denver-based IoT pioneer, Matthew Bailey.
For more information on Access Marketing, check out our website here.
