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.
Mobile marketing is booming. As a result, no company can afford to forego optimizing their websites for mobile use and when appropriate even adding their own app to the mix. But how can companies sensibly integrate mobile applications in their marketing strategies?
The invention of the automobile still stands for virtually unlimited personal mobility. But the digital transformation is now calling established mobility concepts into question. Networked cars, car-sharing services and even alternative propulsion technologies mark a new paradigm, which is challenging the entire industry. Olaf Mußhoff, Director Automechanika Frankfurt and Dr. Ann-Katrin Klusak, Director Marketing Communications Mobility & Logistics at Messe Frankfurt, provide a sneak preview of the future trends that will be presented at the Automechanika trade fair in Frankfurt and explains the important role that this leading trade fair will have in the automotive industry’s digital transition.
Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? What do visitors and especially exhibitors do? Where is further development heading?
We talked with Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events. Among other things, Mr. Schwenzfeier is responsible for online marketing for the Heimtextil trade fair, one of the largest international trade fairs for home and building textiles with 69,000 trade visitors and 2,866 exhibitors. As well as for relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Continue reading
Social media engagement is increasingly becoming part of companies’ everyday activities and spreading across department boundaries. Social elements are primarily used in marketing, but are also playing an increasing role in public relations, human resources and customer service. Communication behaviour is rapidly changing with the “shift to mobile”, continuous usage of social networks and messaging apps as well as increasing visualization and video usage, thus making it impossible to ignore the development. Continue reading