How Vodafone designed an Internet-of-Things (IoT) strategy around customer needs
Vodafone’s communications around the Internet of Things (IoT) was initially targeted at an audience made up of B2B customers, the traditional purchasers of their IoT solutions.
In this project, Pulsar researchers discovered that this was not the audience that drove the IoT conversation online, or overall demand for IoT services for that matter. In fact, the audience driving that conversation is mostly made up technologists (and the users of IoT solutions).
As Vodafone continues to innovate in IoT across new industries –infrastructure, manufacturing, automotive, retail and finance– the company wanted to ensure their solutions cater to the needs of their B2B customers, developing a stronger understanding about their needs around the IoT, to power a strong communications strategy.
Pulsar, leveraging its expertise in audience intelligence and social data, developed for Vodafone a series of strategic insight areas based on the current needs of the audience within the Internet of Things conversation. To make insights actionable for Vodafone’s marketing & communications team, Pulsar created a needs framework which ties insights to action to help prioritize customer needs to support the creation of a strong comms strategy.
Download the case study to understand how we reached these insights, including:
- how we achieved an understanding of the entire B2B IoT conversation to outline overarching cross-industry needs
- how we dived deep into specific industries to uncover needs common to each industry
- how we found the right influencers within the conversation for Vodafone to leverage within comms strategies
- how we broke down the share of voice within the conversation between Vodafone and their competitors