The role of interactive marketing in IoT-based smart city ecosystems
Siegfried, Kristiina (2019)
Siegfried, Kristiina
2019
Hallintotieteiden tutkinto-ohjelma - Degree Programme in Administrative Studies
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
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Hyväksymispäivämäärä
2019-02-13
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-201903221410
https://urn.fi/URN:NBN:fi:tuni-201903221410
Tiivistelmä
This thesis focuses on IoT-based smart city ecosystems and interactive marketing. The objective of this study is to find out what is the role of interactive marketing in IoT ecosystems around smart cities, by first finding out what is the role of IoT in smart cities and who are the players in IoT-based smart city ecosystems. In this qualitative case study, the empirical data is gathered by interviewing eight IoT professionals, both from the private and public sector. The researched subject of this thesis is the smart city ecosystem of Tampere based software company Wirepas Oy.
In smart cities, devices are monitored, controlled and managed remotely. The focus in IoT-based smart cities is in gathering real-time data and utilizing the data to plan preventive maintenance activities, optimizing cities’ resources, saving cost, energy, gas, and water and to make citizens happier and ease their lives in urban areas. To be able to deliver these smart solutions to cities, IoT business ecosystem needs to be in place. The IoT business ecosystem is a complex value chain where all the actors of the network are needed to deliver superior value for the end user, cities and citizens.
In order to build and grow these ecosystems, efficient marketing tactics need to be utilized. In this thesis, interactive marketing as a modern form of direct marketing is researched. The key feature of interactive marketing is a two-way conversation between the company and its targeted customers, and it is based on participatory activities of customers. This thesis focuses on commonly used marketing techniques in one IoT business ecosystem and evaluates the techniques based on their importance and level of interactivity.
This thesis shows that the concept of smart cities can be defined as a citizen-centered approach where IoT technologies are enablers of new, smart solutions. The thesis presents interactive marketing as an important marketing tool in building IoT ecosystems which are the enablers of smart cities. The thesis shows, that without these IoT ecosystems consisting of companies, each bringing their own value to the ecosystem, smart city solutions cannot be developed.
In smart cities, devices are monitored, controlled and managed remotely. The focus in IoT-based smart cities is in gathering real-time data and utilizing the data to plan preventive maintenance activities, optimizing cities’ resources, saving cost, energy, gas, and water and to make citizens happier and ease their lives in urban areas. To be able to deliver these smart solutions to cities, IoT business ecosystem needs to be in place. The IoT business ecosystem is a complex value chain where all the actors of the network are needed to deliver superior value for the end user, cities and citizens.
In order to build and grow these ecosystems, efficient marketing tactics need to be utilized. In this thesis, interactive marketing as a modern form of direct marketing is researched. The key feature of interactive marketing is a two-way conversation between the company and its targeted customers, and it is based on participatory activities of customers. This thesis focuses on commonly used marketing techniques in one IoT business ecosystem and evaluates the techniques based on their importance and level of interactivity.
This thesis shows that the concept of smart cities can be defined as a citizen-centered approach where IoT technologies are enablers of new, smart solutions. The thesis presents interactive marketing as an important marketing tool in building IoT ecosystems which are the enablers of smart cities. The thesis shows, that without these IoT ecosystems consisting of companies, each bringing their own value to the ecosystem, smart city solutions cannot be developed.