Communications Consultants Aid Digital Strategy Design

​Part 1

Lisa Gingell, Director and Founder of 3-Eight Communications explains the relevance of the data translator and how communication consultants can help tell this story.

Internet of things (IoT) and big data is BIG news. We’ve known this for a while but now is the time for IoT and all things BIG. According to analyst firm Gartner 8.4billion devices were connected to the internet in 2017 and they predict that by 2020 the number will rise to 20.4bn worldwide.  Plus, it is worth noting that in the energy and utility sector alone, more than 35% of organisations already rely on IoT for services. 

The exponential growth of this sphere shows no signs of slowing down. And, the best part is; it’s fast becoming a strategic priority for business because it can be a springboard to achieve digital transformation and ultimately business growth. Some say that data is replacing oil as the most valuable resource and I would be inclined to agree. 

Why is that? It ’s because the deployment of IoT devices means more ‘things’ are being connected to the internet and delivering more data.  According to IBM Marketing, 90% of data generated from connected things was created over the last two years.

The biggest barrier is the communication of IoT to the customer, it is the demystifying of this process that really sets businesses apart. This is where communication consultants come in, the communicator can be a powerful part of the team and tell the story of IoT.

Communicators are crucial because they understand the customer needs and drivers, the commercial requirements of businesses, the market movers and shakers, legislation and its impact as well as the change in the energy field to decentralisation.

Businesses need to engage with communicators when considering deploying IoT devices and their analytics platforms.  The role of communication is key and the role of the communicator is vital. Communicators can reflect the sentiments of the customer and drive digital strategies.  That’s what communication consultants can bring into the data translator roles and how, in turn, they can aid the data scientists.  

Having worked in the industry of IoT for over 16 years and with a degree in communications, it would be fair to say that I know more than most about telling the big data story. The big question I am always asked is how can communication consultants help tell that story, the story of Big Data and IoT and how it can help transform business and aid energy saving.

This story is not an easy one to tell; but with a full understanding of the market, the changes and the drivers of IoT a communications consultant’s job can be highly effective. It is effective because an informed consultant can identify the needs of the market and customers, the value added services and solutions that can be gained from data. Communications experts can be called upon to deliver to the data scientists their understanding of the market needs and pain points, which in turn can create stories, solutions and services from the data and the algorithms written. The communicator and data translator drive the output from the collected and analysed data sets.