Messe Frankfurt’s new website was launched on August 22nd. A total of 170 websites provide information on the individual events, services and the world’s third largest trade fair organiser itself under the umbrella of messefrankfurt.com. The significance of this web presence as well as the complexity of a relaunch of this scale deserves a look behind the scenes. We talked with Martina Bergmann, Head of Digital Services at Messe Frankfurt, who has overall responsibility for development of the new global web presence.
Successful organizations recognized data analysis and the insights derived thereof as the cornerstone of an effective marketing strategy. Using a data-driven approach, companies can segment and address their target groups, quantify their campaign results and increase their ROI. In this post, we will be describing some of the trends of data-driven marketing.
Online shopping is booming and increasingly encroaching on the terrain of brick-and-mortar shops. This doesn’t have to be the case, because brick-and-mortar shops have their own strengths, some of which have been neglected thus far. Physical shops can capitalize on very individualized contact customers and customer loyalty, for example, which online shops will never fully achieve. Many retailers think there is no way to manage. And this is precisely where Messe Frankfurt provides support with its sales promotion project tendence.impulse. Philipp Ferger, Head of Tendence & Nordstil at Messe Frankfurt, explains what this entails and how retailers can benefit. Continue reading
Targeted online advertising is intended to reach the right users at the right time with the right content. The quality of the audience data is essential in this regard. That is why GROHE partnered with explido»iProspect and Messe Frankfurt as a supplier of first-party data for the market launch of a smart water sensor. With the B2B audience data of the ISH trade fair, the results surpass those of a comparable campaign using Google targeting options.
All companies and even freelancers are now practically obliged to maintain their own up-to-date website, whether used simply for self-representation, the sale of products or to provide online services. Customers and prospects have come to expect being able to quickly find their business partners online and having a business website has become one of the pillars of a brand’s image, regardless of the industry or the size of the company. Although the vast majority of companies are already present on the internet, smaller businesses with limited budgets are finding it particularly difficult to keep up with the competition due to the rapid pace of technical development including mobile use and new digital marketing options. Continue reading
Messe Frankfurt’s internet portal, messefrankfurt.com, has now been given a new look with improved functionality. Wolfgang Marzin, President and Chief Executive Officer of Messe Frankfurt: “The messefrankfurt.com portal is the digital gateway for creating business opportunities for our customers. Now, with a completely revamped concept and a new design, we have created a web presence that helps us in our role as an information and service provider to reliably guide our partners and customers where they want to go – 24 hours a day, 365 days a year.”
In addition to countless blogs written by experts, journalists, lifestyle icons, chefs, musicians, etc., companies are increasingly creating their own corporate blogs. As a news channel for corporate communication and as a content hub for content marketing strategies, blogs contribute to increasing a company’s visibility and image. Messe Frankfurt has also initiated a number of renowned topic-related blogs surrounding its events.
Messe Frankfurt’s mobile Navigator apps are booming
At the end of the first half of the year, Messe Frankfurt has analysed in detail the use of its Navigator apps at the eleven trade fairs from January to June 2017. The number of downloads has increased significantly and almost one out of every five visitors (18 percent) used the Navigator apps while visiting the trade fair. Thus, the proportion of visitors that use the app to gain orientation at the fair has doubled compared to the same period in 2015. A total of clearly over 100,000 trade visitors made use of the mobile information offering.
Spiegel magazine recently devoted its cover to “idols of consumption” (German) and described the growing number of YouTube, Facebook or Instagram stars, who are called influencers based on their popularity on the social web. As such, they are enriching the development of what has become the self-evident parallel world of the social web once started by bloggers. But what relevance do these influencers have for marketing, how do they differ, and what is the best way to approach these new opinion leaders?
Influencer relations are gaining more importance in trade fair communication, as well as in the communication and content marketing strategies of many companies. At the same time, the social web has significantly changed the media landscape, in which companies and trade fair organizers operate. An interview with Thimo Schwenzfeier.