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Embracing the Future

The PM Marketing Department and the Evolution to New Technologies

Industry News | 03.27.24 | Carlos Romious

Embracing the Future: The PM Marketing Department and the Evolution to New Technologies, Digital Content Platforms, and 3D Touchscreen Experiences. (Part 1)

The landscape of marketing in the transportation industry is undergoing a seismic shift, thanks largely to the relentless advancement of technology. Just as technology is a driving force in the evolution of trucking (connectivity, telematics, electric or autonomous trucks), the marketing departments in those companies must also embrace the same mindset. As we delve deeper into the 21st century, the fusion of marketing departments with innovative technology, especially digital content platforms and 3D touchscreen experiences, is not only reshaping strategies but also redefining the essence of engagement and customer experience. This transformation holds a mirror to the future, showcasing a world where the boundaries between the digital and physical realms blur, creating immersive, interactive experiences that captivate the consumer’s imagination.

The Marketing Department at Peterson Manufacturing has entered 2024 with the mindset that failing to take advantage of these new technologies means being left behind and, for that reason, has created a series of new initiatives that will revolutionize the way in which we create and grow our customer relationships, all while providing critical tools to our sales teams.

The Digital Content Renaissance

Digital content platforms have emerged as the cornerstone of modern marketing strategies. These platforms, ranging from social media to specialized content hubs, offer unparalleled opportunities for manufacturers and suppliers to not only connect with their current customers but also provide their sales team with critical tools to reach new prospective customers. The key to leveraging these platforms lies in creating content that is not only relevant and engaging but also tailored to the needs of each user.

In the first quarter of 2024, PM soft-launched a new digital content platform through a partnership with Bigtincan, one of the industry-leading sales enablement solutions teams. This ‘content hub’ provides a single source of truth for all Peterson content – marketing materials, literature, videos, templates, presentations, and technical references – and a process by which content can be continuously updated and users are alerted to changes. In addition, analytics are used to see which content is used or not used, and what content is being requested and needs to be created. Digital sales rooms can be created for our customers with automatic updating of content and real-time feedback or requests. The possibilities for this platform are endless. It creates a solution to the most common needs of our sales team members while streamlining the way we interact with our customers and provide them with the information they need to make important decisions.

The Revolution of 3D Touchscreen Technology

3D touchscreen technology represents the cutting edge of interactive marketing. This technology transforms the user experience by adding a tactile dimension to digital interfaces, making interactions more intuitive, engaging, and memorable.

  • Enhanced Product Visualization: 3D touchscreen technology allows customers to explore products in detailed three-dimensional views. Users can virtually “touch” and interact with products, experiencing features and customizations in a way that was previously possible only in the physical world.
  • Immersive Kiosks and Displays: Marketing departments are increasingly using 3D touchscreens in public spaces, events, and retail environments to create immersive kiosks and displays. These installations attract attention and encourage direct interaction, providing a novel way to engage prospects and convey complex product information in an accessible, entertaining format.

At TMC 2024, Peterson Manufacturing introduced two new 3D interactive kiosks for our PetersonPatriot™ and Peterson Defender® harness systems. These touchscreen experiences allowed our customers and visitors at TMC to get ‘hands-on’ with all aspects of our modular harness systems and extract the information specific to their needs. Each touchpoint provided in-depth information about the components of each harness, showing the ways in which Peterson’s superior manufacturing processes can maximize fleet efficiencies and reduce downtime. In addition, this new content has been added to our content hub to allow this interactive learning experience to transfer to the field.

Navigating the Challenges and Opportunities

The integration of new technologies into marketing, while exciting, is not without its challenges. The adoption of these technologies requires a shift in mindset. It’s about embracing a culture of continuous innovation and learning, where the digital and physical worlds are seen as complementary rather than competing. Marketers must become adept at using data analytics to glean insights from digital interactions, all while keeping the human element at the core of their strategies.

Navigating the Challenges and Opportunities

The trajectory of marketing is unequivocally intertwined with the advancement of new technologies. Yet, the heart of marketing remains unchanged: it’s about connecting with people. The challenge and opportunity for marketers lie in leveraging these technologies to create meaningful, memorable experiences that resonate on a deeply human level. This is our goal at Peterson, and as we move through 2024, the history of innovation that has created and sustained our brand will continue through our marketing as we look for new ways to strengthen our bond with our customers and give them the solutions they need for success.

Peterson Manufacturing Company

Founded in 1945, Peterson Manufacturing Company is a world-leading innovator in the design, engineering and manufacturing of a complete line of commercial vehicle/trailer safety lighting and harness systems. With headquarters in the greater Kansas City area, Peterson is a privately held company. An ISO 9001:2015 certified company, Peterson Manufacturing is a key subsidiary of Peterson Corporation, five highly specialized companies and nearly 700 associates working in global transportation-related industries. For more information, visit