According to marketing firm Percolate‘s white paper titled The Ultimate Internet of Things Guide for Marketers, there will be 5 billion things connected to the Internet by the end of 2015. By 2020, that number could be 25 billion, meaning that there would be three things connected to the Internet for every person in the world. Also, the McKinsey Global Institute estimates that the impact of the Internet of Things on the global economy will exceed $6 trillion by 2025.
At the same time, the McKinsey Global Institute polled many corporate leaders who admitted they simply don’t understand the business opportunities that the IoT will eventually provide.
So what do numbers like these mean for those in the marketing industry? According to a study by the consulting firm Bain, every single consumer item will be connected to the Internet by 2020. This means that marketers will be able to gather more data on their customers than ever before, allowing marketers to create more personalized campaigns and customer messages. The amount of data marketers will have creates an entirely new foundation for building customer bases, increasing returning customer numbers, and discovering exactly what customers want.
The technology behind this data collection will often include things like smart labels and smart packaging, which involve sensors in consumables that are connected to the Internet. Innovations like near field communication labels and smart tags, bluetooth stickers, and image recognition can turn something as simple as a can of vegetables into a digital marketing tool. Groups like the Industrial Internet Consortium are helping to set the framework for this type of technology to continue growing.
Of course, being able to collect this data would be worthless without the ability to interpret it and act on it. The marketing solutions from Forward Vision will continue to adapt to the latest technologies in the Internet of Things to create b2b marketing services and strategies that provide the best opportunities for our clients to grow their businesses and reach more customers than ever before. RFID marketing, IoT marketing and technology marketing will continue to be our specialties.
No business should underestimate the importance of white papers when it comes to a successful B2B marketing strategy. This is especially true for companies that operate in highly technical industries. As an example, consider the 2011 RFID Marketing Strategies Report released by RFID Journal. The figures below, taken directly from the report, show just how important white papers are when it comes to presenting in-depth information about an RFID application, case study or technology.
Figure 8 shows how likely respondents were to download or read a white paper on RFID technology. An impressive 94 percent were at least somewhat likely to download or read an RFID white paper during the following year. What this means for RFID companies is that there is a large, willing audience to which they can present information about their products and services. This puts white papers under only research reports and case studies as the top ways RFID information reaches interested parties.
RFID Journal also found that white papers and analyst reports are almost identical in their utilization rates; however, white papers give vendors the ability to have complete control over the included content. When it comes to B2B RFID marketing, white papers are one of the best ways to keep other companies involved in the latest technological advances while simultaneously promoting your own brand.
At Forward Vision, we have technical expertise in RFID, the Internet of Things, oil and gas, and technology marketing. We focus on how best to reach a company’s target market, utilizing several marketing tactics that often include high tech writers creating complex documents. Our specialization in B2B technology marketing allows us to create knowledgeable, effective marketing plans for businesses that operate in highly specialized industries. Here’s some sample b2b white papers of just a few of the hundreds of white papers we’ve created.
RFID and the Internet of Things will continue to grow and adapt to current business and industry needs. Forward Vision can help RFID companies build relationships with other businesses who will need RFID technology to ensure they are staying competitive within their specific niches. By utilizing educational content such as white papers, companies can increase awareness of their RFID products, show how these products can benefit other businesses, and create interest and excitement for new Internet of Things developments.