Why the emergence of IoT will change technology marketing forever

Presented by

Christropher Caen, ReadWrite, Michele Perras, Pivotal Software, and Areyah Sternberg, DWA Media

About this talk

A Brave New (connected) World. For decades the marketing of technology has fallen into two distinct silos. On one side are the products and services that are sold to the end consumer. This marketing is known as Business to Consumer, or B2C marketing. On the other hand, there are the companies that sell products and services to other companies. This is known as Business to Business marketing, or B2B. Unfortunately, the world of connected devices, known by the more familiar term, Internet of Things (IoT), is changing all of this. The days of marketing, and marketing platforms, being built around the concept of a standalone product or sales channel are going away. In their place, we are entering a new generation of products whose very reason for being is their ability to connect to the world around them, to other products, share data, and become part of a larger ecosystem. This idea of an ecosystem is at the heart of the problem for marketers when it comes to IoT. In reality, what is needed is neither B2C nor B2B. Marketing organizations need to start planning now to capitalize on IoT to drive customer engagement and demand generation goals. In the webinar, you will learn • How IoT will effect B2C and B2B marketing • About the Business to Ecosystem (B2E) and what means for your marketing plans • Which marketing technologies and strategies you should be considering in the brave new world of B2E marketing

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