Trending February 2024 # 3 Common Global Technology Marketing Challenges Discovered At Techtarget Apac Roi Summits # Suggested March 2024 # Top 11 Popular

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3 Common Global Technology Marketing Challenges Discovered at TechTarget APAC ROI Summits Josh Garland

VP of Product Marketing

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We may be on the other side of the world, but we’re all in the same boat.

That was my biggest take-away from this year’s annual ROI Summit series in Singapore and Sydney. Over 150 technology marketers from APJ packed the room to learn about the most common digital marketing mistakes (and how to avoid them).  We also had an in-depth discussion of the technology buyer journey (both from a digital perspective and from interviews with real technology buyers).

This year’s APAC ROI summits were also full of content from local marketing experts, including a session from Ben Johnson, SAP’s Senior Manager of Digital Marketing, and two senior marketer panel discussions with experts from SAS, SAP, RackSpace, Intel, EMC and Alpha7. As someone who’s attending ROI Summits in the US, UK and now APJ, I was surprised by how universal and common some global technology marketing challenges have become. There were three issues that dominated at this year’s events.

Challenge #1: How do we work better with sales?

This came up in both panel discussions, as well as Ben Johnson’s presentation. The bottom line from all our experts was that this is not easy and not something that is typically going to happen on its own. It takes time, effort and a serious commitment from both sides for it to work. I believe one of our experts summed it up perfectly. “In order for my team to succeed we need them, but in the new world of the educated buyer, they need us too.”

Many of our experts agreed that the TechTarget IT Deal Alert Qualified Sales Opportunity program has been a good way to get meetings with the sales team and also show the value of always-on content marketing and influence. Being able to show sales early influence and contact discovery at organizations where a Qualified sales Opportunity now sits has opened their eyes to the value of digital marketing (at all buying stages).

Challenge #2: Our KPIs are sometimes forcing us to make poor decisions

KPIs driven from the US without understanding local markets. During our question and answer session, both Singapore and Sydney marketers expressed concerns about where their KPIs are being set, especially if it’s coming from outside the region. Common complaints included US or Europe demanding local teams buy only programs with strict filters (sometimes in markets where they don’t make sense). For example, a 1000+ company size filter in Australia can severely limit the pool of companies they can target and the success of the program. Lack of understanding from corporate about local costs and CPLs/CPMs was also something many marketers expressed concerns with. Some marketers were even limited to just buying local events, even though sales wasn’t having success with them due to the extremely crowded event market in Asia.  How did our panel address this? Get a seat at the table. All our experts expressed the need to work with management in other regions to define lead qualifications and goals. Without having some control over their goals they would be set up to fail.

Challenge #3: Content limitations

While some of the larger organizations like SAP and SAS seemed to have less of a concern about this, many of the marketers in the room expressed issues with content. As most represent regional field offices, they have smaller budgets for content creation and need to lean on other regions content. While US and European content still tends to perform very well in region, there are some issues.

Lack of visibility into the new content that’s being created in the US.  Communication between marketing teams in all regions, especially about new content that’s being created, is critical.  Content is the fuel for running demand generation programs and it’s so important that all regions have access to everything that’s on the shelf.

Lack of funding for local case studies and customer testimonials. In general, using US or European content will be successful across all English-speaking APAC countries, but there is still a need for local case studies. Many of the marketers in the room expressed concerns about the lack of budget they have for local content creation.  They fill the gaps by using US or European case studies, but it does not have the same impact.

Global technology marketing challenges image via Shutterstock

APAC, content marketing, global marketing, international marketing, Marketing ROI

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The Marketing Technology Landscape In 2023

6 implications for selecting and managing today’s and tomorrow’s marketing technology

We’ve been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You’ve almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it’s a USEFUL infographic – it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack.

When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way… It prompts that “OMG how do I cope?” fear amongst marketers and business owners due to its complexity. But, for me, from a positive POV, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It’s inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools across our RACE planning framework. We also have another post looking at auditing the Martech stack which includes another Scott Brinker framework – the 6C categories of Martech.

Our ‘Essential Digital Marketing Tools‘ infographic aims to show the choice in martech today in a different way since it differs from Scott Brinker’s awesome infographic in that it is:

Simpler – fixed in size and  structured around our RACE marketing management framework

More practical – Blending tools which give marketing insight with marketing operations management tools

Less corporate – it focuses recommendations of free, low-cost tools but also will include ‘enterprise technologies’

So, that’s our tool, but you will be wanting to see the latest version from Scott, with 5000 different tools, DRUMROLL, here it is…

If you want the hi-res 30Mb version, see Scott’s post: Marketing Technology Landscape (2024).

It’s great Scott to see the passion that Scott and collaborators have to update this each year given the speed at which technology changes. You can see the work involved from the number of new tools he has added each year:

Implications from previous versions of the Marketing Technology landscape

Here, for comparison is the 2024 Marketing technology landscape infographic which we think provides a great framework to help managers think through the best technology to improve their marketing and to review the leading technology vendors in each category.

How do you find this? Is it scary to you because of the potential expense and business case preparation? Not to mention the challenges of managing implementation and integration of these systems. Or is it an opportunity to use technology to compete and create more relevant engaging customer experiences than your rivals.

The tool is useful in its own right, but I think it’s useful to prompt marketers to think about how they manage the complexity and range of options in technology which I explore in this post.

Categories of marketing technology

The first implication of this “infographic like no other” is that when you’re reviewing your approach to using technology, it’s useful to audit your technologies across these 6 categories and the 42 subcategories

The six main categories to review are described like this by Scott:

Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.

Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.

Marketing Backbone Platforms such as CRM, marketing automation, content management, and e-commerce engines. [These are quite different in their application, so need to be reviewed separately].

Infrastructure services such as databases, big data management, cloud computing, and software development tools.

Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment. [How you integrate with these key platforms]

Selecting the best marketing technology

Beyond this, there are many other implications about how you select technology or make recommendations to your clients. The answers will vary a lot by type and size of company, but the implications are similar. Technology is a significant marketing investment, so it needs a structured, not piecemeal approach.

1. A solid business case and review approach is needed. Define a process and template for technology business case that avoids wastage and duplication and prioritises the technologies that will give the biggest returns. In larger companies this needs to be centralised to a great degree to avoid maverick purchases.

2. A technology roadmap is required as part of digital strategy. Starting from scratch, it would take years to implement these technologies. A technology roadmap helps prioritise and make it achievable.

3. All-in-one vs Best-of-breed solutions. One approach to reduce complexity is to use all-in-one solutions such as the Marketing Cloud services that many of the large technology companies like Oracle, Salesforce and Adobe are now offering. But these may be overkill for some businesses who may be best using simpler tools, for example, an email service provider rather than a full-blown marketing automation system.

4. Open source options can give significant savings. Open source can give significant savings in some areas such as content management or video hosting. But savings in licensing need to be offset against potential lack of support.

5. Businesses need to get the value from their technology investments. Implementing the technology is just the start. If a technology isn’t used by the business to get the value from it, then that’s bad management, not the fault of the technology or vendor.

6. Change management and education are as important as the technology. None of these technologies work without human intervention or intelligence. Customisation is needed, so encouraging ongoing adoption is key, although not all technology vendors support this as well.

Marketing Action Plan To Survive In A Global Recession

What needs to go into a marketing communications action plan to survive a recession?

By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn’t enough.

By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2023 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least.

To help consider the priorities and options from a marketing perspective we have published this free recession marketing action plan guide to help marketers consider their next steps. In this article I review some of the main considerations.

Download our Free Resource – Creating a marketing action plan for a recession

With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of 45 ideas to review.

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The huge pressure of responding to a recession on marketing budgets, campaigns, and marketers

The CMO COVID-19 special report confirmed that 84% of marketers confirm they have ‘improvised to generate new marketing strategies during the pandemic’, with 42% shifting resources to new products or offerings as plans take a back seat.

Your recession-beating marketing action plan

Anyway, you will be painfully aware of this already, so let’s get to it. I’ve structured these ideas for you to review using the ‘plan’ part of our RACE marketing planning system.

RACE is designed to be relevant to most businesses for who digital multichannel communications are important, including both businesses that sell online and those that use digital channels to create awareness and brand preference which encourages people to work offline. It’s not designed for these times (what is?), but it does give a structure to consider ideas.

We’ll look at different ideas across the customer lifecycle shown below:

I was prompted to write this article and the accompanying guide since I was talking earlier in the week to a group of small business owners and marketers in the tourism and hospitality sector in the south of England.

Tourism destinations and their accommodation, entertainment and venues, will obviously be one of the hardest-hit sectors in the current market. In some industries, like aviation, it’s unfortunately inevitable that some staff may need to be put on unpaid leave and marketing campaigns curtailed. But for others, where there is still consumer demand, new approaches can be considered.

Does this sound overdramatic? Maybe it’s because I’m writing about this sector, who are in a battle for survival (their words). However, all industries can benefit from considering low cost and no cost inbound marketing techniques.

About these data-driven tools and techniques

We created Smart Insights to help share marketing best practices. Two key pillars of our approach are to encourage marketers to use a more planned approach to their marketing and to harness the power of analysis to test, learn and refine your approach – it’s why we’re called Smart Insights.

Download our Free Resource – Creating a marketing action plan for a recession

With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of ideas to review.

Access the

Both of these techniques have the benefit that they’re free, all that’s needed is a change of mindset and changing your allocation of time through planning to focus more time on planning, testing and improving.

We know from our research that many businesses and particularly smaller businesses don’t tend to plan. It’s arguably less necessary, but now short, focused plans are more important than ever. If this is your situation, it’s really a change of mindset

Plan – defining your marketing strategy and action plans 1. Create action plans to prioritize your resources

Our Managing digital marketing in 2023 research shows that many businesses don’t naturally plan.

This chart shows that around half of companies don’t have a dedicated digital marketing strategy and this was similar for the businesses in the workshop. Many didn’t have any formal marketing plan.

In any recession, a plan becomes even more important since you will have to revise your forecasts and really prioritize the most effective techniques. Larger businesses may develop business continuity plans, but for smaller businesses, having more flexible actionable plans are important. In this article, I’m going to cover a lot of practical ideas and hopefully, they will prompt some ideas with you that you can test, but they need to be scheduled in.

In the workshop, I talked about our recommended 90-day planning technique which will help you plan and monitor all the tests you select across RACE. For example, in one quarter you may test your home page effectiveness, in another, update your navigation.

Outpace your competition in a challenging SME market

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2. Sort your analytics!

You can’t start your analysis and data-driven marketing without this. By sort, I mean customize your analytics so you can tell whether interactions with your website are really generating value for the business and you. In the workshop we talked about setting up the right types of goals and putting values against them, which is more challenging when you’re not selling online, but perfectly possible. By defining value for your goals you will then be able to much better understand the effectiveness of your content in achieving goals (though Page Value) and the effectiveness of your media investments (through Goal value per visit).

For example, Google’s Demo account data shows how Page Value provides a good way of comparing different page types to see how they support conversion – here they vary quite widely. You can work on pages that are less effective.

We also discussed the need to use Google Tag Manager, concluding that it’s not essential for small businesses, but valuable if you are going to set up more complex goals and remarketing lists.

3. Get the balance between campaign and always-on activities right

In smaller businesses, there is a natural tendency to focus on campaign activities to generate awareness and demand. Thinking longer-term and moving from campaign to always-on marketing activities that support the long-term growth of the brand makes sense in the face of declining budgets.

The latest E-Consultancy COVID-19 stats roundup reports that UK retail footfall continues to rise in August, but remains 32% lower year-on-year. Much of this footfall seems to come from purchasing ‘essential items’ shopping (70% of UK shoppers made a trip out to do so during 12-16 August). Whereas fewer UK shoppers are regularly going out and about for non-essential items (25% of UK shoppers during the same period).

This graph from the Office for National Statistics shows how high-demand products have fluctuated in price over this time period.

To succeed in digital marketing also means tapping into existing demand as people search for your types of services or review alternative providers in listings. Gaining good ratings and visibility in Trip Advisor is important in the tourism sector, of course. Always-on also involves using automated marketing activities for email marketing and retargeting, which we’ll come back to.

Use tools like Google Trends, Keyword planner and Google Search Console to see the latest changes in behaviour.

4. Review the gaps in your always-on marketing.

The visual above shows ALL the activities you could potentially deploy to integrate your paid, owned and earned media activities. Very often there are gaps in what could be used, as this example shows. Perhaps you could improve your middle or bottom of funnel content, or you could improve your email welcomes, we’ll return to these also.

5. Review your STP

Segmentation stands for Segmentation, Targeting, Positioning. it’s well-known as being at the heart of focusing your marketing appeal on key audiences you’re targeting. You can read more in our free marketing models download.

In times of recessions, the balance between different audiences and markets may change. An obvious example in destination marketing, is that there will be more local companies.

6. Refine your personas

Effective marketing should always start with the customer and understanding customer preferences and perceptions – and how they change through time. Personas are a great way to share your understanding of customers. So put more time into creating effective persona – our persona template gives a framework for the essential information in the ‘perfect persona’. Including content mapping is an essential way to make your personas more actionable as we’ll show with the example in the ‘ACT’ section.

7. Positioning – re-examine the strengths of your brand

Introducing research about how companies use digital media and technology, Philip Alford who invited me to speak for businesses who were members of the local tourism association, starting the day by stressing that you have to start with your brand and how the customer perceives it alongside other businesses.

8. Improve your Digital value proposition (DVP)

In my books, dating way back to 2000, I recommended marketers review their ‘OVP’ or Online Value Proposition as part of their strategy. Clearly a website needs to communicate the core brand offering and brand personality, but digital gives great opportunities to add value to an audience and so develop brand preference and support purchase intent.

In the workshop, we looked at how this destination had thought through its DVP, by providing lots of options under it’s ‘Visit Us’, this is often just a single page.

In another example, this wedding venue has multiple pages describing its wedding options. By creating more detailed content and then interlinking it can help the offer become more appealing. Plus it has the benefit of making the site more effective in organic search when people are searching for this content. Simply put, the more content you develop that meets consumers’ interests, the more visits and higher conversion you should see.

9. Understand changed customer preferences

Personas should be based on research, but they may not reflect changing concerns of the time, so look to use published research or conduct your own research to see how consumer spending power has changed.

For example, the shift value attributed to e-commerce in all persona types during the pandemic has had huge repercussions for both online and the high street.

While online sales fell back 7% in July, they still very much dominate retail landscape, with online shopping 50% up on figures from February. As physical stores began to open again, July saw an overall year on year increase for retail of 3%, but for some retailers this is not enough.

10. Benchmark communications against competitors

A simple, practical tip. Keep a closer eye on your competitors than ever. In the panel, I explained how I keep an eye on our competitors and publishers we follow using Twitter lists which can then be followed as streams in Hootsuite. It’s a geeky tip, but Matt, one of the panellists, used exactly this technique in Tweetdeck to track communications for their clubs and restaurants and then compare and improve them relative to competitors.

We also recommend setting up Talkwalker or Mention as simple free brand alerts that is more powerful than the better known Google alerts.

11. Update your brand tone-of-voice

Speaking with a common, appealing voice can be difficult across all of the different channels, so developing a common agreed approach for people writing across. See these brand tone-of-voice examples for quick ways to reconsider your approach.

12. Smarter discounting

This technique can be applied in many sectors that need to be reconsidered during times of recession since consumers have less cash and competitors may offer deeper discounts. We discussed options for testing discounts for tourist attractions and bars and clubs and doing it in a creative way. For example testing 10, 20, even 30% discount, what works best in the customer journey. We noted that it wouldn’t work for some price points and some audiences. This is where being creative comes in since.

13. Review your martech stack

The research we discussed looked at what could be included in our martech stack. See our essential digital marketing tools and free guide for examples of types of tools you can need. As one example, I asked how many people were AB testing their website pages. While some people were testing their email creative using AB testing, few had used Google Optimize to test. This is a tool that is relatively simple, so you can get started with limited agency support.

I’d also say that using multiple cloud-based marketing tools can be expensive – some estimates put it at 15 to 25% of the marketing budget. There are potential savings here, either by consolidation to a single marketing cloud solution or stopping using tools you don’t use so much.

14. Review your marketing resourcing

Many businesses will be looking at the cost vs benefit of how they use consultants and agencies. Many of the businesses I spoke to, were using consultants as specialists who knew the intricacies of digital and had set them up.

15. Encourage learning

Consider the skills gaps within your team – which are most needed to prioritize. One Business Member we’re working with has recently conducted this and have concluded that it’s the fundamentals of copywriting and proofing that is the number one.

Smart Insights are all about online learning of digital marketing using relevant examples and plans, not just showing the features of systems. Through this blog, we offer many free resources or you can try our list of free online training marketing courses to improve your digital marketing skills.

Download our Free Resource – Creating a marketing action plan for a recession

With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of 45 ideas to review.

Access the

B2B Technology Marketing And Media – Market Spotlight: China

B2B Technology Marketing and Media – Market Spotlight: China Jon Panker

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An interview with Shirley Xie – Country Manager, TechTarget China

In this 2024 Market Spotlight series we’ll be giving in-depth interviews with regional marketers on the current state of B2B technology marketing in countries around the world.  This series is meant to provide regional background understanding of unfamiliar markets that you, as a marketer, might be purchasing or working within. 

Can you give a current market landscape? What is going on today in the market?

You might have already heard a lot about China economic slowdown. It’s true that there are many economic uncertainties and challenges. The stock market is down; investments and growth have slowed. However, let’s put things in perspective. China’s GDP growth target this year will still be 6%. A lot of countries would love to be anywhere close to that type of growth. Much of the local growth is spurred by infrastructure investment. Worldwide IT spending is forecast to decline in 2024, according to Gartner and IDC. However, our recent survey on 2024 IT priorities in China shows that 58% of respondents will increase tech spending in 2024 compared to 2024. Big data and cloud computing, which have triggered changes in IT infrastructures and operations, will lead the charge.

And how has Chinese publishing changed over the last 5 years?

Radically! Digitization is at the heart of the change. Traditional print media is still hanging on – but barely and with dramatic revenue declines. The rise of the Web and proliferation of mobile devices has ushered in a new era of more niche and in-depth content.  The old notion of a portal homepage overwhelmed with ludicrous amounts of Chinese characters and graphics all on one seemingly never-ending page has become far less common. Publishers have moved towards higher quality content and user- friendly navigation.

The unique landscape of China social media (the market has no Facebook, Twitter, Instagram or Snapchat thanks to the Great Firewall) also caused great changes in Chinese publishing. WeChat, an instant messaging app owned by Tencent that launched in 2011, is the dominant social media player in China. It allows companies and individuals to sign up an official account to publish content and engage with users directly. According to the official WeChat Impact Report published by Tencent in January 2024, monthly active users of WeChat reached 468 million. Nearly every company has a WeChat official account to communicate with its target audience. In fact, some influential individuals have gained as many as 200K followers within a year and generated more revenue than a mid-size publishing company. Clearly WeChat has shaken up the traditional publishing industry. However, it’s important to note that for serious B2B IT research unbiased information websites remain critical. It’s tough to consume long-form, pre-purchase content on a mobile device.

Who are the current B2B IT media companies in the market?   How has this changed?

There aren’t too many global players still investing in the China enterprise IT market. IDG used to be the leader in IT publishing. It brought the first foreign IT publication to China. But IDG’s China team has shifted its core business to the venture capital market. CBSi sold its subsidiaries in China last year. ZDnet China is now owned by local publishers and is very news-oriented with a B2B/B2C mix. The same could be said for another local player, Chinabyte. Others like CSDN and 51CTO have big audiences that mainly consist of developers and programmers. TechTarget sits in a unique position within the market. Our content is 100% focused on solving IT problems and supporting IT purchases. Our editors handpick the best global TechTarget pieces to translate and then supplement that content with locally generated insight from the China tech market. Our audiences come to our network with a clear mission of leveraging technology to better support their businesses.

How does Chinese culture affect marketing spend?

“Guanxi” (which translates to “relationship”) still plays an important role here in China. Face-to-face meetings and building out a network of trusted colleagues is the key to getting things done. Offline events remain popular, but increasingly Chinese tech buyers will have done significant pre-purchase research online prior to attending those events. They’re combining independent content consumption with personal connections. That’s why successful China marketers are right sizing their investment in events and ensuring they also have a strong digital footprint.

What are the current B2B IT buying trends and priorities in the market?

Economic pressure has increased the focus on ROI. And IT buyers are now a bit more cost conscious. However, we’ve seen that once an IT project is identified, the buying cycle moves pretty fast, especially for the local private-owned companies as opposed to state-owned enterprises.

Data center consolidation, big data and mobility are the top 3 IT priorities according to our 2024 IT priorities survey:

As China’s digital economy grew rapidly, data centers sprung up. It’s estimated there are 400,000 data centers in the country, but some are falling behind international standards for energy efficiency. The China government has issued a set of guidelines calling for green data centers, which is the big push for data center consolidation initiatives.  Organizations are being forced to explore how to control the high costs of energy use and old hardware and how to optimize data center management.

Like other markets, big data is also driving IT spend, especially in the finance and e-commerce industries. Last year, the government announced its national Big Data strategy aimed at improving public data sharing and management.  We’re seeing this market move from strategy discussions to actual implementations.

Finally, there’s mobility. This is a country with 1.3 billion mobile users. According to IDC, China’s enterprise mobility service market reached USD $685 million in 2014 and will grow rapidly in the next several years. Our research finds that within the enterprise the deployment of mobile device management software and the roll out of mobile enterprise applications are the main spending priorities for mobility.

APAC, TechTarget China

5 Healthcare Technology Trends To Watch At Himss 2023

Advocates. Superheroes. Defenders. Challengers. Guardians. If you work in healthcare and healthcare IT, are these the words you use to describe yourself? This year at Healthcare Information and Management Systems Society (HIMSS) 2023, organizers are encouraging the champions of healthcare to unite, drawing on heroic imagery as the theme of the conference. Conference leaders make the case that, yes, healthcare technology can be disruptive, paradigm-busting and bewildering — but ask providers to look past all that and accept the mission of superheroes: “Advance the safety, efficiency and quality of care, outcomes, health, and well-being for us all.” So much is happening where healthcare and technology intersect that it will require champions and superheroes to chart the path forward. Disruption, change and innovation are topics for the conference keynote sessions. These are exciting times in healthcare, and HIMSS 2023 aims to unite the champions of health to navigate these emerging trends. Whether you are attending HIMSS in person or joining the conversation on social media, follow these five trends during this year’s conference.

Nurse Communications Go Mobile

Perhaps no single group drives quality care like nursing staff. Nurses require the most up-to-date information to successfully manage patient care. They also play a critical role as conduit between patients and physicians. Mobile devices such as smartphones and tablets provide an ideal communications platform, but many hospitals are still relying on legacy technologies like pagers or comms badges. Smartphones and fully integrated clinical communications apps make the jobs of healthcare workers easier and result in higher quality care. Showcasing its solution at HIMSS, TigerConnect provides real-time communications software specifically for healthcare. The company’s platform provides a centralized solution to track patient status changes, expedite lab requests and results, speed up patient discharge and track the speed and logistics of therapies.

Cardiac Management

In the U.S., one in four deaths is attributable to cardiac disease, according to the CDC. Once a patient presents with a cardiac condition, regular monitoring and physician visits become standard. To more closely monitor these patients, some healthcare providers turn to remote monitoring using mobile devices as one option to manage and treat heart disease.

How to Create a Mobile-First Hospital

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New Approaches to Cognitive Skills Assessment Vision Enhancement Innovations

According to the National Foundation for the Blind, vision loss affects more than 25 million adult Americans. A number of innovative companies will be showcasing technology at HIMSS that helps enhance the lives of people with low vision. IrisVision has created an FDA registered Class-I medical device that works as a low vision aid. This tool pairs virtual reality technology from Samsung with software developed in collaboration with leading health experts. Another Samsung partner, Aira, offers a service that remotely connects blind and low-vision people with a professional agent via a smartphone app or their Horizon Smart Glasses paired with a Samsung Galaxy smartphone.

Remote Patient Monitoring

Every year, increasingly sophisticated telehealth devices enter the market. Remotely tracking, gathering and analyzing patient data allows care teams to spot potential problems with patients earlier than they could previously. With information delivered remotely, healthcare providers can interact with patients to modify care plans and intervene to head off the need for a hospital readmission. Remote patient monitoring solutions from companies like Ideal Life simplify the way patients, doctors and caregivers track, monitor and manage health conditions. Patients can engage without touching a computer. Doctors and nurses only need access to a web browser to analyze and retrieve patient information. If you’re attending HIMSS, drop by the Samsung Lounge in Room #224 H to see these innovative solutions and take a break from the expo floor.

Guide To Iiot In 2023: 7 Benefits, 3 Challenges & Examples

Industrial Internet of Things (IIoT) refers to the use of the internet of things (IoT) across industrial sectors and applications.

Industrial IoT employs a network of sensors to:

Collect critical production data,

Store it in databases,

Apply different algorithms and analytics to turn data into actionable insights,

About the efficiency of manufacturing operations.

In this article, we will explain in more detail the concept of IIoT, its benefits, use cases, and the industries which utilize it.

What is the industrial internet of things (IIoT)?

Industrial IoT (IIoT) is the interconnected sensors, instruments, and other IoT devices networked together exclusively in an industrial environment (e.g. factory, warehouse).

IIoT is aimed at:

Data collection,

Exchange,

And analysis,

To improve the quality control of the product, production analytics, and the overall economical efficiency of the manufacturing process.

What are the benefits of IIoT?

Benefits of IIoT include, but are not limited to, the following:

1. Efficient inventory management

IIoT can help optimize asset and inventory management. This can result in less downtime as the personnel will, ahead of time, be notified of a decreasing inventory. Much like a smart shelf that notifies a store’s staff of each diminishing item on the shelf, the same will happen in large-scale inventories.

Learn more about inventory management automation.

2. Transparent production process

Machinery, and production lines, equipped with sensors will make for a more agile and efficient production process, as outages will instantly be observable through real-time monitoring of IoT devices. Factors such as:

Running time,

Operating speed,

Production output,

Equipment depreciation,

And capital erosion can signal areas where attention should be given.

3. Quality control

By monitoring the condition (speed, vibration, etc.) and calibration of machines responsible for the creation of a certain product, quality control assessment can instantly be undertaken following production.

4. Shorter time-to-market

A result of efficient inventory management and efficient production process is a reduced product cycle time, resulting in a quicker company-to-market delivery.

The American manufacturer company, Harley-Davidson, managed to reduce the lead time of producing customized motorbikes from 21 days to six hours. This happened through the quick gathering of data from customers and promptly leveraging it in the production process.

5. Improved safety

Given that employers are willing to invest in expensive, modern equipment, IIoT can potentially create a safer workplace for the workers. Wearable IoT healthcare devices can keep a constant track of workers’ vitals. This could lead to a reduction in the number of workplace health scares and emergencies.

Other sensors and IoT devices strategically placed around the workplace — air quality sensors, gas leakage alarm systems, safety-violation cameras, etc. — can further improve the safety of the workshops and the factories.

6. Shop floor transparency

IIot increases the constancy and consistency of record-keeping.

By providing the management with real-time, accurate, and insightful shop floor details — foot traffic, customers’ demographic, sales amount, etc. — they can gain accurate insights into the day-to-day business activities.

Image source: QIMAone

7. Remote operations’ transparency

In extension to the previous point, managers can also gain visibility into remote locations’ operations. Discontinuities and progresses alike will automatically be recorded and monitored, allowing for preemptive, pragmatic adjustments (see Figure 1).

Figure 1: IoT devices transmit data onto the cloud, which managers can view in real-time regardless of where they are. Source: ScienceSoft

What are the challenges of IIoT adoption? 1. Large initial outlay

Although the numbers will vary for each business and the scope of the IoT ecosystem, adopting an IIoT network could cost, on average, a minimum of $50,000.

The specifics of the outlay would include:

Note: Because each enterprise adapts to the implementation of new infrastructure at a different pace, the ROI to break even is difficult to predict.

2. Data security

Kaspersky, a cybersecurity provider, reported ~1.5 billion cyberattacks on IoT devices in 2023, an increase from 639 million in 2023. As long as the internet exists, IoT security is a challenge that needs counteracting via cybersecurity software.

3. Integration issues

Integrating different IoT devices, or overhauling old infrastructure with digitized systems, can present security issues (i.e. the network not having been stress tested adequately).

It could also cause business discontinuities (i.e. not having enough time to move most applications digital, or make them “smart”).

Lastly, different IoT devices with each using a different communication protocol might be challenging to bring under one umbrella.

What industries are using IIoT today?

Different industries are leveraging IIoT today, including:

1. The automotive industry

The interconnection of software, machines, and humans give producers the agility to navigate the markets’ ever-changing climates.

1.1. Inventory management

For example, currently, there exists a shortage of computer chips to be embedded in automobiles. Theoretically, IIoT could have kept tabs on chips’ inventories to have given producers more time to think of substitutes as their stock of chips was lessening.

1.2. Personalization

Tesla buyers are able to personalize their cars — engine power, wheel-rim types, paint color, and interior details — to their individual preferences on the website (see Figure 2).

Learn more about IoT use cases in the automotive sector.

Figure 2: Customers can personalize their Teslas on Tesla’s website. Source: Tesla’s website

2. Utility companies

IIoT helps manage outages or identify heavy demands on resources (e.g. electricity grids and nuclear plants). It can also assist with resource distribution, faults detection, outage alerts, and repair suggestions.

Learn more about automation in utilities.

3. Oil and gas industries

With IIoT technologies, the oil and gas industry has the capability to address leakages and environmental impacts. For instance, drones can be used to detect leaks or identify weak spots in pipelines. This vastly assists in environmental sustainability and carbon footprint reduction.

3.2. Demand forecasting

Data collected from IoT devices can be analyzed in order to enable businesses to adjust production levels based on real-time data of inventory, storage, distribution pace, and forecasted demand.

3.3. Data-driven extraction and drilling

The application of smart sensors and automated oil drillers gives companies the opportunity to monitor reservoirs and understand how deep the extraction can still go.

4. Agriculture industry

IoT sensors can monitor the soil, crops’ leaves, and other factors of interest to inform the farmers of the time to harvest, the possibility of pest infestations, rainfall levels, and more.

Learn more about IoT in agriculture.

For more on IoT

To learn more about the internet of things:

Finally, If you believe your business will benefit from an IoT solution or device, feel free to check our data-driven hub of IoT solutions and tools.

And we can guide to through the process:

He primarily writes about RPA and process automation, MSPs, Ordinal Inscriptions, IoT, and to jazz it up a bit, sometimes FinTech.

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