Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
Today, marketers not only know which products a cus- Keeping track of geo-data while running allows
tomer has bought, but as well how he uses these prod- marketing messages with location reference (after
ucts, when and where he uses them and how often. jogging, drop by at our store located at …).
Most importantly, some cross-linked products, such as
smart watches, not only capture data, but create new Practical services to the performance data - like
touchpoints for marketing communications, too. training plans and diet tips - can be enriched with
advertising messages.
The market for health and fitness products belongs to
the B2C areas, in which the crosslinking has advanced But the Internet of Things did not only open up new
furthest. Wearables that track performance data potential for marketing communications in B2C. In B2B,
(kilometers run, speed, calories burned, etc.) are al- the topic is often referred to as ’Industry 4.0’ in which
ready offered by many sporting goods manufacturers the service communication in particular can benefit
and are continually gaining in popularity with sports and from it. For example, by continuously monitoring ma-
fitness enthusiasts. chines, the wear lifespan can be detected and the noti-
fication of an inspection be given in time; or the reorder
Here are some examples of how the collected data can of consumables (screws, plates, etc.) may be request-
be used in marketing: ed depending on the production output.
Based on mileage it can be estimated when running Privacy and data security are the big challenges
shoes (which are possibly linked itself and supply still to be mastered
the necessary data) are worn out and need to be
replaced. However, the Internet of Things not only offers new
opportunities for marketing communications but chal-
Special dietary supplements can be offered to ath- lenges companies as well, especially in the field of data
letes who provide exceptional high performance. protection and data security. We all know that captured
data can be highly sensitive, be it health information of
Whoever runs long distances, might be interested in clients in B2C or data on business-relevant processes
participating in a running event, such as a marathon in the B2B, which therefore require highest demands
as well. on data protection and security. Not to mention that
with any data producing device additional sources and
Sporty performance can be linked with incentives transmissions occur, making data protection the more
(such as 1% discount per each 10 km run) and be essential in order to avoid and prevent misuse.◊
integrated into campaigns accordingly (another 20
kilometers and you can save 10% when buying our By Daniela La Marca
latest fitness collection).
MediaBUZZ Pte Ltd - Independant ePublisher for Digital Marketing and Terchnology in Asia
Today, marketers not only know which products a cus- Keeping track of geo-data while running allows
tomer has bought, but as well how he uses these prod- marketing messages with location reference (after
ucts, when and where he uses them and how often. jogging, drop by at our store located at …).
Most importantly, some cross-linked products, such as
smart watches, not only capture data, but create new Practical services to the performance data - like
touchpoints for marketing communications, too. training plans and diet tips - can be enriched with
advertising messages.
The market for health and fitness products belongs to
the B2C areas, in which the crosslinking has advanced But the Internet of Things did not only open up new
furthest. Wearables that track performance data potential for marketing communications in B2C. In B2B,
(kilometers run, speed, calories burned, etc.) are al- the topic is often referred to as ’Industry 4.0’ in which
ready offered by many sporting goods manufacturers the service communication in particular can benefit
and are continually gaining in popularity with sports and from it. For example, by continuously monitoring ma-
fitness enthusiasts. chines, the wear lifespan can be detected and the noti-
fication of an inspection be given in time; or the reorder
Here are some examples of how the collected data can of consumables (screws, plates, etc.) may be request-
be used in marketing: ed depending on the production output.
Based on mileage it can be estimated when running Privacy and data security are the big challenges
shoes (which are possibly linked itself and supply still to be mastered
the necessary data) are worn out and need to be
replaced. However, the Internet of Things not only offers new
opportunities for marketing communications but chal-
Special dietary supplements can be offered to ath- lenges companies as well, especially in the field of data
letes who provide exceptional high performance. protection and data security. We all know that captured
data can be highly sensitive, be it health information of
Whoever runs long distances, might be interested in clients in B2C or data on business-relevant processes
participating in a running event, such as a marathon in the B2B, which therefore require highest demands
as well. on data protection and security. Not to mention that
with any data producing device additional sources and
Sporty performance can be linked with incentives transmissions occur, making data protection the more
(such as 1% discount per each 10 km run) and be essential in order to avoid and prevent misuse.◊
integrated into campaigns accordingly (another 20
kilometers and you can save 10% when buying our By Daniela La Marca
latest fitness collection).
MediaBUZZ Pte Ltd - Independant ePublisher for Digital Marketing and Terchnology in Asia
