Welcome to the new Connected Blog! This is the first post following the relaunch of our Messe Frankfurt blog on the digitization of the business world. With an updated layout and more features, we have relaunched the blog as one of the first Messe Frankfurt platforms to have an entirely responsive layout, thus also making it fully usable on almost all mobile platforms.
As part of the relaunch, we are also extending the range of topics pertaining to the digital trade fair world – an area in which Messe Frankfurt is one of the global leaders. Experts from dexperty, our team for digital trade fair products and services, will now be adding their input here as well. We aim to demonstrate our know-how, present new digital offerings to our customers and provide impetus for successful digital marketing.
This blog’s editorial team has been sharing content about the trade fairs and conferences in Frankfurt, at which digital topics are presented, for over two years now. These include Email-Expo, M-Days and Webchance. And we will continue to do so. As always the majority of the content will consist of guest articles and interview with experts from the IT, Mobility, E-Commerce, CRM and Digital Marketing sectors. We will also continue to provide an extensive selection of conference presentations. The blog archive now already contains over 400 articles, which continue to generate growing interest.
We aim to attract many more guest authors to accompany the growing Twitter and Facebook communities of Connected and the individual trade fairs with interesting information and tips on the path toward an increasingly digital business world. The trade fair already operates 81 social media channels with 295,000 fans and followers, who ensure increasing traffic on the trade fair pages and six blogs. The new Overview of Social Media @MesseFrankfurt provides excellent insight into the trade fair’s social media world.
Just have a look at Connected. Read, discuss and even suggest your own topic on the digitalization of the business world to our editorial team by sending an email to connected(at)ffpr.de. We look forward to hearing from you.
Kai Hattendorf, Head of Digital Business, Corporate Communication and Marketing at Messe Frankfurt
According to the internet facts report published in September 2013 by the Arbeitsgemeinschaft Online Forschung e.V. (AGOF – working group for online research), “Internet users are particularly open to advertising campaigns”. More than 23 million German users said that they had often become aware of interesting products through advertising and, in many cases, made their purchases directly online.
It is therefore no surprise that advertising banners, pop-ups and layer ads are in wide use and that almost all advertisers value their efficiency when it comes to customer acquisition and increasing sales. The online advertising market grew to 6.47 billion euro in 2012 in Germany alone. This information is collected by the Online-Vermarkterkreis (OVK – Circle of Online Marketers), in which German banner advertising providers are organised. According to this, the internet is the second largest advertising medium following television in the media mix. The consulting firm PricewaterhouseCoopers (PWC) estimates annual industry growth of 2.8 per cent until 2016.
Mobile and IT security is the subject of intensive discussion with attention having been drawn to a variety of vulnerabilities in recent days. This problem is exacerbated by the fact that smartphones and tablets tend to contain an above-average amount of sensitive data. Users are also looking critically at vulnerabilities in mobile operating systems and community services, the mass theft of email accounts and the subject of cloud computing.
M-Days, trade fair and congress forum for the mobile business in Frankfurt am Main on 13 and 14 May 2014, will spotlight the subject with a special format within the framework of the exhibition and lecture programme. “With the ‘Mobile Security Section – M-Sec’, M-Days offers visitors a platform focusing on strategies, applications and technical solutions for greater mobile security”, explains Ruth Lorenz, Vice President, New Events, Messe Frankfurt.
“The sound makes the music”, as they say.
In addition to the information provided by the content, the manner in which this information is presented helps determine what the recipient gains from it. Some content, for example, can be processed and understood much better using infographics, than with text alone. However, the choice of medium should not be placed in the spotlight. Consumers as less interested the fact that a company now provides a video and more interested in whether the video is informative and worth seeing.
It makes sense not to restrict oneself to a single format, but to choose the optimal form of expression depending on the content to published and thus avoid monotony for the target group. Each of the internet publishing formats offers its own special advantages.
Mobile strategy is the way in which mobile technologies will be implemented in the corporate fields of production, logistics, sales and marketing.
A strategy is essential when companies decide to introduce mobile solutions. “The number of areas of application is rising and the need for expert advice on how companies can use mobile technologies efficiently and profitably is growing congruently. This development has prompted M-Days to make the subject of strategic mobile management a core theme”, says Ruth Lorenz, Vice President ‘New Events’, Messe Frankfurt. “Mobile strategy is the way in which mobile technologies will be implemented in the corporate fields of production, logistics, sales and marketing.”
Moving images are an important part of modern company marketing. This is not only due to the many advantages that video as a medium provides as compared to text with regard to image and product advertising, but also due to its preferential treatment in search engines. The portal used most for publishing is Youtube, which is the second largest search engine worldwide after Google and an excellent option for attracting traffic to your own site.
However, Youtube works differently from search engines like Google. The users here are not only recipients, but play an important role as on other social media sites by way of comments, clicks and subscriptions. It is important to make optimum use of this power. In addition to this, the following measures are recommended for achieving the greatest possible SEO effects:
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Numerous blogs and books on the topic of search engine advertising provide tips for successful AdWords campaigns. Everyone agrees that an AdWords campaign requires careful planning in advance. This could begin, for example, with defining the targeting. In which languages and regions should the ads be displayed? Which target audience (interests, age, and gender) should be addressed? Should mobile devices or even the user’s current location be taken into account?
The mobile websites of search providers are the sites most frequently visited by smartphones and tablets. According to a study by Google and Ipsos OTX MediaCT, 77% of smartphone users in the USA used a search engine during the period under consideration. Mobile access to production information, location-based offerings, price comparisons, experience reports or barcode scanners change buying behavior, which is demonstrated by a study by Tradedoubler from 2011. 71% of the smartphone users questioned conducted mobile searches before buying something, and a quarter of them also completing a purchase directly on the mobile device.