Suppliers of vehicle tracking systems, consistently communicate to their audience the benefits this technology brings and how it can improve productivity and reduce costs. These claims are undoubtedly true and are backed with a wealth of evidence from businesses who have experienced the benefits first hand. Yet, how many of these businesses track non commercial vehicles? 99% of those businesses who have tracking installed will have commercial vehicles; the central focus of vehicle tracking marketing departments.
Focusing on commercial vehicles was clearly the right approach from a marketing perspective. A vast opportunity in itself, these businesses - especially those operating fuel hungry and expensive trucks – have the most compelling return on investment and were the easiest target for tracking suppliers from the late 1990’s onwards. Is this sustainable and where next? There are no definitive statistics on the penetration of vehicle tracking in the B2B market or any other, the industry is too new and fragmented. Penetration of commercials is clearly increasing and is currently estimated at between 20 – 30% so suppliers need to get their strategies in order. There are 2 key ingredients for a long term strategy, investment in product development will help move the industry into new markets and provide killer applications. Secondly, innovative marketing will deliver irresistible ROI to fleets of company cars and communicate in the language of the Sales Manager or Service Manager addressing their own demands and priorities. The only question is how long it takes for the benefits of this technology to be successfully translated?
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