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3 Reasons to Consider a Smart-Content Strategy

2 minute read

Content and media have long been the primary forces behind advertising, marketing, and brand reputation; but with the evolution of mobility and the IoT, companies can now leverage these tools with unprecedented levels of efficiency enabling smarter content to reach more targeted audiences at the optimal times. Intelligent content is the future, and will become increasingly important for customer acquisition and retention.

Leveraging the “Connected Stadium” example that was explored during a panel discussion at Mobile World Congress Americas last month in San Francisco, here are few key reasons for organizations to start considering IoT-enabled content strategies:

Improve Customer Experience

In our increasingly connected world, convenience and accessibility are of utmost importance, and content must reach consumers easily and in ways that are readily available to them. Digital experiences that deliver relevant, timely content keep consumers engaged. Looking at the Connected Stadium use case, fans can leverage secure, managed connectivity to view stadium-sponsored instant replays and player stats, or even interact with other fans. By further immersing stadium visitors into the experience of the game, fan loyalty and retention is increased.

Enhance Existing Initiatives

Advertising – especially the world of sports entertainment – is certainly not a new concept, but advancements brought about by the world of mobility (think dynamic content, location data, and analytics) have enabled companies to evolve their tactics to get the right content to the right people at the right time. For example – instead of paying for a single, season-long billboard ad at a football stadium advertising the jersey of one, star player; organizations can now leverage intelligent digital signage applications to advertise the jersey of whatever player just scored a touchdown.

Increase your Bottom Line

The growing dependence on smartphones and tablets is presenting a massive opportunity for organizations to generate new revenue streams, and monetize existing services. Digital content in the form of mobile applications not only enables companies to collect information about their users and put targeted messaging in front of them, but in many cases contributes to revenue generating activities. Going back to the Connected Stadium example – fans now have access to online ticket purchasing, in-seat concession ordering, and e-commerce team stores.  


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