Marketing Your IoT Initiatives

Abstract

Businesses and customers view the benefits of IoT differently. Everybody has a bit unique perspective on this. It is critical that you market your IoT efforts effectively to your internal stakeholders and your customers. This is important because you need to educate stakeholders about the inherent change management issues in how you transact business in the IoT context. You also want to demonstrate your thought leadership and technical stewardship in bringing new value to everybody internally and externally. Like any other marketing effort, you need to exploit multiple channels of marketing and also embed marketing efforts in your products and services. In this chapter, we will introduce you a framework of driving thought leadership through a product-patent-publicity framework and expose you to some of the best practices in the field.

Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently – they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.

—Steve Jobs, Think Different (1997)