IoT Security
Article | June 27, 2023
Manufacturers were already digitizing their processes before March 2020. The COVID-19 pandemic gave IT and operational professionals in the manufacturing space reasons to want to move faster. Teams that can’t work on the factory floor (pandemic, weather, closed roads, etc.) need a way to monitor and control processes over the network. Supply chain woes—like wildly fluctuating demand and the container ship that blocked the Suez Canal—highlighted the need for agility. A skilled labor shortage has further accelerated plans for automation.
Digitization brings visibility and agility
The fourth industrial revolution, also known as Industry 4.0, lays the foundation of modern digital manufacturing. It brings together cyber and physical systems, automation, industrial IoT, and better vertical and horizontal integration.
The network has a starring role in digital manufacturing, connecting people and applications in any location to factory-floor assets like sensors, actuators, cameras, and industrial automation and control systems (IACS). Benefits of digitization include improved overall equipment effectiveness (OEE) uptime, product quality, worker safety, cybersecurity, 24/7 asset monitoring and faster new product introduction and accelerating plant buildouts.
Four essentials for manufacturing networks
As IT and operational professionals work to innovate traditional manufacturing facilities and operations, we must consider that digital manufacturing requires more networks. Here are guidelines for making sure your manufacturing network is up to the task.
Use network devices specifically designed for industrial environments like factories
In addition to high performance and reliability, industrial routers, switches, and firewalls need to withstand harsh environmental conditions like extreme temperatures, shock, vibration, and humidity. They also need to be able to control access, have support for real-time industrial protocols, and enable the flow of key operational data to move across applications in the cloud. Further, the operational networks they build need to be scalable and highly resilient. We designed our industrial routers and switches to meet these requirements.
Give IT and OT visibility and control into what they care about
The manufacturing network is a joint project of the IT and OT teams. If you’re on the IT team, you want a solution that works with your existing network management and security applications, and doesn’t require significant training or disruption. You want to automate network maintenance and quickly identify and solve performance issues, especially in this business-critical space. If you’re on the OT team, you’re probably not an IT expert. You want visibility of issues that impact availability, product quality, workforce effectiveness and straightforward recommendations to resolve them. Cisco DNA Center – proven in the largest IT networks – meets all these needs. It automates time-consuming manual tasks, continuously monitors network health, and provides reports and controls on an easy-to-use dashboard. Cisco Cyber Vision gives you visibility into assets and processes.
For agile manufacturing, look for “plug-and-play” deployment
Manufacturers are simultaneously expanding production, hyper-customizing products, improving operations, and launching new products and services. To achieve these goals, you need the agility to scale product capacity, change product mix, and reallocate resources as needed. Quickly shift networking and production resources where you need them using Cisco DNA Center’s plug-and-play onboarding and provisioning.
Pay careful attention to cybersecurity
Cybersecurity starts with knowing everything that is connected to your industrial network, who’s talking to each other and what they are saying. Cisco Cyber Vision automatically takes a complete inventory. OT teams use a graphical interface to create production zones (aka network segments) containing all assets that need to communicate. (The painting controller doesn’t need to talk to the assembly-line controller.) Cisco Identity Services Engine (ISE) deploys polices that block unintended communications between segments to keep malware infections from spreading. Cisco Cyber Vision also takes a baseline of each asset’s usual communications patterns, alerting OT and IT teams to unusual behavior that could be a sign of a security breach.
Prepare to do more with less
The manufacturing skills shortage has widened the skills gap, with fewer experts left on the plant floor to prevent mistakes and solve crises. Connecting your plant floor helps you do more with less. A resilient network with the four qualities I’ve described—rugged devices, IT and OT collaboration, simpler and agile network management, and cybersecurity—helps you proactively identify potential problems, discover the cause, and resolve them before they affect production or quality.
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Enterprise Iot
Article | May 11, 2023
The Industrial Internet of Things changes our view on the classic concept of production today. The largest manufacturing companies are eager to reach for technological solutions that streamline and increase the efficiency of production processes. With the development of subsequent technologies, interest in the concept of industry 4.0 increases, and thus, the number of connected devices. To meet the demand for infrastructure with adequate capacity and speed it was necessary to evolve towards the next generation of networks – 5G.
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IoT Security
Article | June 28, 2023
Three out of four IoT projects are considered a failure, according to Cisco. This is troubling but even more so when Cisco also found 61 per cent of companies say they believe they’ve barely begun to scratch the surface of IoT can do for their business? Businesses believe in the long-term value offered by integrating IoT into their business plan, however, they lack the knowledge of what is required to ensure the success of such a complex project. By studying past failed projects, technology leaders can gain a better understanding of why they failed and what they can do differently when evaluating and undertaking new IoT initiatives.
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Article | January 29, 2021
If you’re struggling with creating a value proposition in volatile markets, you’re not alone. According to Neil Patel, 40% of marketers struggle to acquire leads by traditional marketing methods. As competition grows in each industry, even fairly monopolistic markets like tech are seeing rising competition in all areas.
To combat market uncertainty, as well as stand out amongst your competitors, you need a market strategy that not only offers a direction but actively targets your goals. A market strategy is your go-to plan when things get rough and it is a map for when the waters are calm. Moreover, marketers with a documented strategy are 313% more likely to report success.
We’re sure you already have a market strategy that is just right for you. But have you considered if it can be refined further? Thanks to emerging technologies like IoT, we now have access to the most mundane customer decisions that are taken on a day-to-day basis. This data is your ticket to a better market strategy without having to spend a bomb.
This is how you can refine your market strategy with the help of IoT.
Data-driven Decisions
The Internet of Things has offered us insurmountable amounts of consumer data. A caffeine brand can now access information such as what time consumers have coffee, whether it is at home or office, what flavors they prefer, how much they’re willing to spend on coffee, and what other alternatives they consume. This kind of data, collected on an IoT device such as a coffee machine, is instrumental in making marketing decisions. If you know that your consumer prefers to have coffee at work in peace rather than in a rush at home, you can target offices in the area with your product rather than targeting individual consumers.
IoT offers you the right information to make the right decisions. But you can also leverage this data to drive your market strategy. In the above example, the marketing team can account for campaigns geared towards workplaces based on the available data in the budget. Data-driven strategies prove to be more effective than otherwise, and as marketers, you must absolutely leverage any IoT data that may be relevant.
Respect your Customers
While IoT offers marketers a truly astounding amount of data, not all users are aware of what data is being tracked. This raises concerns for privacy and security among the users. Even though most of the users waive their rights to withhold the information when signing into an app or wearables software, they are not always comfortable sharing certain data.
As marketers, it is important to keep your practices ethical and legal. Using consumer data may be completely legal, but it is best not to offend your customers by overt use of data that they aren’t comfortable sharing. Make sure that the usage of data in marketing campaigns and strategy is limited to what data has been consciously shared by your consumers. This will bolster your goodwill, as well as make your customers trust your brand.
Offer Valuable Solutions
With the advent of Big Data and AI technologies, the internet of things is turning over a new leaf. As there is a vast amount of data that can be processed fast with AI, marketers can now target individuals rather than households or groups. With precise data available over consumer decisions and actions, it is possible to know if there are any unlikely customers that you have been ignoring so far.
IoT allows you to not only target these customers but also solve their problems. If we continue the caffeine example, the connected coffee machine can tell you when the coffee is about to be over, this can send you reminders to buy coffee, or in case of further automation, place an order on Amazon on your behalf. These solutions can be now hyper-personalized to suit individual needs through IoT.
IoT Based Campaigns
Your market strategy will have to account for campaigns throughout the year, but if you’ve noticed closely, the only marketing campaigns that gain significant traction are the ones that have a ‘wow factor’. A lot of marketers mistake the wow factor to be a subjective preference that customers have but it couldn’t be further from the truth. The wow factor is simply the effect produced when a business goes above and beyond to meet customer needs. IoT offers us the resources required to manufacture the wow factor in every single campaign.
A great example of this phenomenon is beacon marketing. Beacon marketing is considerably new in the marketing industry and uses Bluetooth technology to transmit information to nearby mobile devices. It is heavily used in retail across the globe and giants like Target and Walmart are already using the technology to market its services. Walmart places beacons in its lights across its stores and sends offers to its customers based on their location. It not only personalizes the shopping experience, but also saves a large amount of electricity bill for its stores.
Target Existing Customers
Many times, in a bid to appease new customers, marketers often forget about their existing customers. Your existing customers already know you, have tried your product or service, and are clearly interested in the product. A good product or service is often enough to keep the customers returning, but with the current levels of competition, customers often find themselves wondering if they should try new things. As a marketer, all you need to do is deter your existing customers from straying. You can do this by either providing an unparalleled service, which is quite unlikely in today’s market, or you give them a reason to stay.
Thankfully, targeting existing customers is much easier than targeting new ones. You already have their data over their preferences and habits. If you know that a certain firm updates their applications every second quarter, you can send them offers just before the second quarter starts and remain fresh in their memories when they decide to make the decision.
Allergy medication Zyrtec leveraged IoT when targeting their existing customers with a voice-enable application. Its users could just ask the application about the daily allergens and pollutants in their area so they could prepare ahead. The app offered a powerful solution to its users while making great use of its brand image and retaining almost all of their existing customers.
Leverage New Technologies
We have already discussed several complementary technologies to IoT that can help you make the most out of your market strategy. AI and Big Data are some of the strongest allies for IoT that can help change the norms across industries. But even limited technologies like voice-enabled applications, QR scanners, beacons and so can open up a lot of opportunities for marketers.
Consider adopting some of these technologies such as geofencing which are inexpensive and effective at the same time. Burger King is a great example of using geofencing for marketing. Geofencing is a technology wherein you can transmit messages or information to mobile devices within a certain area. Burger King set up their geofences across all McDonalds in the UK and as soon as anyone entered within a 500 m radius of a McDonald’s outlet, they received Burger King coupons and directions to the nearest store.
Case Studies
There are a lot of examples of IoT being used to enhance strategies or campaigns. Some of these examples are given below.
Diageo, a whisky brand in Brazil innovatively used IoT to run a father’s day campaign. They encouraged men to buy whisky for their fathers and placed a QR code on their bottles. Once the bottle was received, the fathers could scan the code which would play a personalized father’s day message by their sons. This concept was so loved by people in Brazil that Diageo saw a 72% sales uplift in the two weeks leading up to Father’s Day.
South East Water, CRM leveraged IoT by building an end-to-end IoT ecosystem powered by IBM’s Maximo. This helped them roll out an app that offered near real-time insights into customer requirements for over 80 engineering teams. This alone helped them ensure higher customer satisfaction and accelerated access to critical reports by 99 percent!
Uber and Spotify rolled out an IoT campaign together wherein you could access your Spotify playlists through the Uber app and once you were in an Uber, you could play whatever you liked through the app and it would play on the car’s speakers. This increased customer satisfaction for both Uber and Spotify users.
There are several examples of using IoT in marketing campaigns, and there is never a dearth of ideas. However, in order to appeal to your unique customer base, you need to innovate your product with IoT.
Frequently Asked Questions
What is the IoT strategy?
IoT Strategy refers to an organization’s strategy to inculcate IoT in their business, whether as a marketing tool or as an integral part of the process.
How does IoT affect the marketing industry?
IoT offers a lot of insights and resources to marketers which helps them target their customers better and optimizes any marketing efforts, thereby effectively obliterating traditional marketing practices.
What is the best internet of things marketing strategy?
There is no one IoT marketing strategy that fits all businesses. Each business needs to identify its customer requirements and strategize accordingly.
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