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.
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?
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
The interaction with people in one’s own target markets is one of the primary challenges of online and social media marketing. Succeeding in this regard requires developing one’s own capacity for dialogue in response to requests and exchange via the internet, providing one’s own information services, finding the own target groups online, as well as providing them with information and entering into dialogue with them.
This is the only way to tap into the full potential of online marketing, regardless of whether one wants to achieve increased brand awareness and confidence in their own company, offer improved services or attract new customers. Continue reading
Events and social media are made for each other. Trade fairs and other events are still the most important places to exchange information, demonstrate new products and share with others personally and, for several years now, digitally as well. Presentations, exhibits and meetings provide great content to pass along and distribute digitally on the internet.
This has a direct impact on the communication before, during and after an event. Participation in the social web can be quite a critical success factor, especially when it comes to events that attract a lot of social media-savvy participants. Continue reading
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” The fact that no progress can take place without change was already recognized by the British naturalist, Charles Darwin. 150 years after the first industrial revolution, the economy is once again facing a turning point.
Marcus K. Reif, Head of Recruiting and Employer Branding at Ernst & Young GmbH, speaks about personnel marketing in the Working Environment 4.0. Continue reading