Wondering why your product message isn’t connecting with the IoT media you want to reach? Think about it this way: Have you ever been trapped in conversation with a well-meaning dinner partner who spent the entire time talking about a subject in which you have absolutely no interest? (Say you’re a dedicated vegan, and all they want to talk about is the superior taste of free-range beef.)
If there’s disconnect between your targeted influencers and the message you want to convey about your IoT product or service, you’re literally wasting your time—and theirs. Products can be labeled with the “hot” IoT language, but that’s not enough. You must deliver your message with the proper context, to the right people, or it’s almost like you never delivered it at all.