Digital transformation is also changing the way companies are presenting themselves at trade fairs. The new “Digital Business Transformation” study conducted by Dexperty not only indicates an impact on marketing, but also sheds light on the development of digital trade fair marketing in detail.

Trade fairs confirmed as leading medium

The relevance of trade fairs remains unbroken even in the digital age. 67 percent of the respondents indicated that their company is taking part in trade fairs. Over 70 percent of marketing decision-makers still use dialogue marketing and PR to market their trade fair exhibitions and the majority still consider these to be the most important tools. Onsite advertising on the trade fair grounds, social media activities, online advertising and a year-round presence on the trade fair organizers’ online platforms are considered important for the success of the fair by just over 50 percent of the respondents. Print advertising is at the same level, but has lost ground in to online media.

Trade fair marketing is becoming more diversified

“Trade fairs have maintained their leading role in the marketing mix of many companies especially in the industrial sector”, says Klaus Reinke, Chief of Corporate Strategy & Organisation and member of the Management Board at Messe Frankfurt. “But trade fair marketing is also increasingly digital and thus more multifaceted. Developed by the organizers, the advertising possibilities on internet platforms and mobile services are becoming increasingly popular. The share of digital trade fair marketing activities already accounts for over 10 percent of the trade fair budget for a clear majority of respondents.”

Expansion via digital offerings

Aside from the research, it is obvious that digital communication has been on the rise in combination with trade fairs over the past ten years. Mobile apps, digital catalogues, and multimedia content in general are the future of trade fair marketing. The Dexperty study “communication in the trade fair environment” conducted last year already indicated rapid progress in the area of digital development. After all, 70 percent of the respondents use up to 20 percent of their trade fair budgets for digital activities and one in five allocated even more.

You find more and detailed information on Digital Transformation in trade fair marketing in our Management Report.­­

About the study

As part of the study, Dexperty and the market research firm INNOFACT AG in Düsseldorf, surveyed more than 600 decision-makers in June 2015. 50 per cent of those surveyed were responsible for marketing and 50 per cent for IT in their companies.