The idea of the customer journey is hardly new: Getting to know each customer individually from the first contact and then accompanying them, responding to their interests and fulfilling their wishes. However, it is gaining new meaning due to the variety of data sources available to marketers today. Bernd Wagner, Regional Vice President Salesforce Marketing Cloud, explains how data-driven marketing works and how companies can gain a 360-degree view of their customers.
How can companies accompany their customers at every touch point, whether digital or analogue? Where do our customers come into contact with our company, our brand and our products? These touch points can best be sketched out on a map. The customer journey map is used to depict the entire customer experience from the very first contact to the long-term customer relationship. What is required for this?
Trade fairs are inherently primary touch points between companies and their customers. But as an organizer, Messe Frankfurt itself has a variety of analogue and digital touch points with different target groups, which are outlined here as examples for the personas exhibitors and visitors.
How can companies successfully guide customers trough their digital customer journey-and what can they learn from it? The digital transformation is fundamentally changing the way purchasing decisions are made. Social Media and mobile devices offer a wide range of information to the customer, which includes product ratings, price comparisons, recommendations from experts and friends on blogs and social networks.
Digital transformation has truly taken hold in the trade fair industry – from online portals where exhibitors can order services for their trade fair stands to mobile apps for planning trade fair visits entirely using a smartphone and year-round B2B provider portals. Martina Bergmann, Head of Digital Business at Messe Frankfurt, speaks about the opportunities and challenges of the digital transformation in trade fair marketing. Continue reading
Marketing 4.0 and beyond: Digital transformation affected marketing first. Now this revolution has extended to all areas of business and can be compared with Industry 4.0, which is now networking the entire industrial value chain including integration with marketing of course.
The digital transformation of marketing is a huge challenge and may even be slightly daunting. Where should you start? What is important and which milestones should be defined? Here’s a little practical guide for marketers:
The digitalization of corporate communication is progressing. Two key features of this development are the advent of big data and the associated automation in marketing. But the main problem with this development is that marketers are marketers. They’re not data analysts.
Hardly a technical innovation has revolutionized the marketing world as much as the mobilization of marketing. Whether using a smartphone, tablet or smartwatch the possibility to be online at any time and place is radically changing modern lifestyles. This development is providing marketers with entirely new perspectives.
At the stands, in the aisles, outdoors, on escalators and in cafés you’ll see people with mobile phones. Everyone at a trade fair uses their smartphone to be accessible and to stay in touch. It is therefore no surprise that, following the big digital boom mobile trade fair marketing is now on the rise.