Digitalisation is affecting all industries and the trade fair sector is no exception. We talked with Klaus Reinke, Chief of Corporate Strategy & Organisation and member of the Executive Board of Messe Frankfurt GmbH, about the challenges facing trade fairs today, the trends on the horizon and how Messe Frankfurt is dealing with them.
Messenger apps are trending. Applications like WhatsApp, Facebook Messenger, Snapchat, etc. have become an integral part of mobile users’ communication habits. The phenomenon is being seen in countries around the world. According to eMarketer, 1.82 billion people around the world will be using these tools by the end of 2017. This development provides marketing managers with opportunities as well as risks. After all, just to keep reaching a majority of their target group, they will have to start using messenger marketing in this communication channel without annoying the users. Once contact has been established, messengers offer unique options and benefits. The use of chat bots could be a promising way to achieve this.
This past week, Messe Frankfurt launched completely revised exhibitor and product searches for its event websites. The new features particularly include possibilities for exploratory product-oriented searches. In addition to this, users will be shown an inspiring presentation of the online search results with a Pinterest-like tile look. The modern display of search results benefits exhibitors by providing them with much higher visibility.
The new search features are already available for the Christmasworld, Creativeworld and Paperworld trade fairs. Starting in October, the search will also be activated for the Heimtextil fair and the other trade fair websites will follow step by step.
Due to the importance of search features on the websites of event organizers, we spoke with Henric Uherek, who is Coordinator of Web Solutions in Messe Frankfurt’s Digital Services unit and responsible for the future development of the exhibitor and product searches for the third largest exhibition organizer in the world.
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 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.
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.