Most M2M apps target a particular vertical market – transportation, for example. In this case the marketing messages for a vehicle tracking solution would typically focus on fleet operators. And if you run round the various websites, you’ll find that those messages are very similar: they address the needs and concerns of fleet operators. That would seem to be a blatantly obvious statement. The need to minimize fuel consumption, for instance, is intrinsic. So how can vendors differentiate their offer when the benefits of vehicle tracking solutions are also intrinsic?
I’d love to tell you that I thought up the idea of spreading marketing messages to a wider audience, in this case to different departments and individuals in the organization that own the fleet, but I didn’t. However, I did recognize its importance when I saw this idea on Isotrak’s website.
Fleet operators can evaluate different offers in detail and they will be able to make decisions based primarily on functionality and price. However, in order to justify a purchase, they will need to take that decision forward and communicate the business case to parties who are not interested in the detail. And the case will need to focus on the needs of the different departments. What Isotrak has done is to make the different cases on the site – focused messages and detailed information that address the concerns of finance, operations and logistics, IT and human resources....Read More
Edited by
Alisen Downey 
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