Smart living is rapidly gaining in importance as a trend because more and more people are prioritising comfort, efficiency and security in their own four walls. Those who opt for networked living solutions not only want to control the light by voice command, but also to regulate the heating intelligently or keep an eye on the energy balance. The aim is usually to transform the home into a place that makes everyday life easier, saves time and increases well-being. In this blog article, I will show you how you can get your target group excited about smart living with targeted marketing and which strategies companies in this sector are using successfully.
Smart living and digital networking: why interoperability and data protection matter
The market for intelligent living concepts is dynamic, but also highly fragmented. Many solutions are isolated and do not work together seamlessly. There are therefore numerous offerings, but the problem is often that devices, apps and platforms from different manufacturers do not communicate with each other. Customers, on the other hand, want standardised systems: they want an app that bundles all functions - from lighting and alarm systems to energy management. This is where companies come in by relying on open standards and data protection-compliant ecosystems. This allows customers to combine devices from different brands without having to worry about compatibility issues. This strengthens trust in smart living and significantly increases acceptance on the market[1][5].
Practical example: System provider and trade in interaction
A well-known example from the industry is the collaboration between manufacturers and the trade. Electricians and heating engineers no longer only offer the installation of traditional technology, but are also developing into „smart home consultants“. They explain to customers how they can save energy and show them how heating, ventilation and power consumption can be controlled using apps. The services offered range from advice and installation to remote digital maintenance services. The result is a new business model that offers customers added value and at the same time strengthens the bond with the trade business[5].
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized German company in the electrical engineering sector realised that most of its customers still had little experience with the topic of smart living. The company invested in targeted training for its employees and developed an advisory concept that addresses the individual needs of homeowners. In addition to personal on-site advice, the company now also offers digital support via video call and a turnkey smart living installation with a maintenance contract. Customers particularly appreciate the combination of personalised service and modern technology, which significantly increases customer satisfaction and the recommendation rate.
Sustainability as a sales argument for smart living
When it comes to smart living, many customers not only want more convenience, but also a contribution to climate protection. Companies are therefore increasingly focusing on energy management solutions that optimise electricity consumption and reduce CO₂ emissions. Intelligent thermostats that learn and automatically adjust heating behaviour save money and protect the environment. These aspects can be perfectly emphasised in marketing because they convey a direct benefit and appeal to the ecological awareness of the target group[5].
Smart home marketing: How to reach your target group effectively
The biggest challenge in smart home marketing is to clearly communicate the added value of the technology. Many consumers ask themselves what smart solutions actually bring to their everyday lives. The answer lies in a target group-orientated approach: advertising and content should not only explain the technology, but above all show the benefits for the customer. For example, intelligent lighting can not only save energy, but also increase well-being through customised lighting scenes[4].
BEST PRACTICE with one customer (name hidden due to NDA contract) A start-up from the smart living sector relied on targeted influencer marketing to reach young families. The campaign showed how a smart home creates more time for the family and makes everyday life more relaxed. Authentic videos on Instagram and YouTube gave a direct insight into the benefits of the products. This enabled the company to significantly increase its reach and credibly communicate the added value of smart living.
Advertising media, channels and target group approach
Choosing the right media is crucial. Suitable channels for the target group include YouTube, Instagram and traditional print media, depending on who you want to address. Advertising messages should be clear, understandable and have a catchy slogan - such as „More convenience, more security, more quality of life“. Vouchers, free trial versions or competitions can make advertising even more attractive[2].
BEST PRACTICE with one customer (name hidden due to NDA contract) A German provider of smart home systems has launched a combined online and offline campaign. In addition to traditional advertising on TV and in trade magazines, the main focus was on social media. Interactive demos, live events and test reports from real users attracted a lot of attention and led to a noticeable increase in enquiries. The involvement of experts who answered questions at trade fairs and in webinars was particularly successful, creating trust.
Successfully implementing smart living projects with iROI coaching
iROI-Coaching supports companies and craft businesses that want to open up new business areas relating to smart living. Together, we analyse where your target group comes to you, what topics move them and how you can best reach them. Clients often report challenges in customer acquisition, communicating added value or selecting the right technology. With a structured approach, a clear marketing concept and targeted training, we support you in establishing smart living as an integral part of your business model.
My analysis
Smart living is not a short-lived trend, but a key growth driver for industry, trade and start-ups alike. The demand for intelligent, secure and sustainable living solutions is growing steadily because more and more people value convenience, security and energy efficiency. Companies that focus on open systems, data protection and a clear customer approach will benefit in the long term. It is important to communicate the benefits transparently, build trust and provide customers with professional support. With iROI coaching, you receive impetus to successfully organise your smart living projects and strengthen your market position.
Further links from the text above:
Smartlivingnext market study shows opportunities and challenges for German companies [1]
Smart living: a key driver of economic growth [5]
Smart Home: How providers make added value tangible [4]
Smart homes marketing strategies for smart home products and services [2]
SmartLiving2Market - Brochure on market development (PDF) [7]
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