Modified Customer Approach for Publishers Under the Influence of the Internet of Things

Abstract

The Internet of Things (IoT) establishes a link between the virtual and the physical world by adding the "material" dimension to access to information via the internet - through intelligent everyday objects. Recently, the IoT has gained enormously in importance in various industries - whether warehouse transport robots, agricultural vehicles with extensive sensor technology and data processing, or intelligent everyday objects. The latter especially leads to changes in customer usage behaviour and thus in the different groups of buyers. One area that has not yet concentrated on the IoT is the publishing industry. However, publishers already have the essential component of their potential IoT-product: High-quality content. Publishers, however, first need a strategy for addressing the different groups of buyers. The article analyses how publishers can convince the various buyer groups of their new potential content channel - intelligent everyday objects - within the IoT.
For the analysis an analytically ideal scientific research method is used, more exactly, the “diffusion model” after Rogers. In conjunction with this theory, this paper divides the publishers' buyers into different groups and develops recommendations for publishers for addressing customers in the IoT. In this context, it becomes clear that the "diffusion model" for publishers in the IoT needs an adjustment. According to Rogers' "diffusion model", it is important to address the different groups of buyers differently and during the various product launch phases. The aim of addressing the customer groups is to create or strengthen customer confidence and thus establish a stable, long-term customer relationship.



Author Information
Valerie Thiele, University of Siegen, Germany

Paper Information
Conference: EuroMedia2019
Stream: Arts - Media Arts Practices: Television

This paper is part of the EuroMedia2019 Conference Proceedings (View)
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