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RESEARCH, ANALYSIS & TRENDS

Why IoT and Industry 4.0 need

professional marketing

So far, the Internet has primarily networked people, but gained from devices, machines and infrastructure man-
with the Internet of Things (IoT) and Industry 4.0, terms age to boost productivity, enhance visibility into pro-
which are currently on everyone's lips, we are by now cesses, help secure enterprises against attack, and
on the threshold of total networking, where information drive profitability by identifying new business opportuni-
can be exchanged between people and intelligent things ties.
(machines, products, etc.) for any purpose. The fact is
that the fourth industrial revolution will certainly not be a IoT stands out, because it incorporates cloud compu-
self-runner, rather needs establishment in the market, ting, mobility, software-defined infrastructure and many
the creation of new fields of application, as well as pro- other technologies into a holistic, symbiotic digital work-
fessional marketing and communication. We all know place. Still, a clear vision is needed instead of just con-
that only clear explanations and presentations of com- stantly hearing that IoT represents the future that can-
plex solutions pave the way for success, so obviously not be stopped, adding a bit of anxiety by claiming that
there is still a lot to be done. whoever didn’t participate would fall behind.

Focus on concrete customer value, instead What’s a convincing IoT and Industry 4.0
of abstract solutions story?

Intelligent machines and everyday objects are a long- Well, as always, coherent and comprehensible content
cherished vision that has started to become reality with is needed that increases the credibility and answers the
IoT and Industry 4.0. Production plants, cars, houses or questions of the target group. With storytelling, authen-
fridges start to learn to control themselves and com- ticity and emotions can be communicated. After all,
municate with each other, making an impact on busi- more than half of all potential buyers of a product trust
nesses by extracting and exploiting process and cus- stories attested by genuine protagonists and this ap-
tomer data that are locked inside enterprises. Data

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