“The personalization of each interaction is the beginning of a relationship”

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.

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Customer journey mapping: the journey is the reward

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?

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Messe Frankfurt’s customer journey map

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.

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Digital customer journey – buzzword or viable marketing strategy?

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.

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Digital Transformation: We see ourselves as pioneers

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

Big data, big change? Digital marketing transformation-the status quo

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.

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The mobilization of marketing at a glance

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.

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