Category Archives: Digital Business

Success with your own social media channels

Anyone who has no profile on social media today does not exist. That is at least the case in the marketing world. And for good reason: profiles on Facebook, Instagram, Twitter and Snapchat help win new customers and retain existing ones. This will not work, however, without regular and careful maintenance of the account. See here what this can look like for Facebook and Instagram.

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Using social media to promote encounters

As with any successful company, Messe Frankfurt has to maintain a presence on various social media platforms. After all, an increasing number of target groups are active on these platforms and expect to be supplied with relevant, interesting and entertaining content. Markus Quint, company spokesman and Head of Corporate Communications at Messe Frankfurt, explains the importance of social media for Messe Frankfurt and how Corporate Communications is handling the challenges involved.

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Don’t miss anything on the Hypermotion thanks to Navigator App

New platform for intelligent transport systems of the future: The future of mobility and logistics is emerging on Hypermotion (20-22.11.2018). Participants will experience an inspiring mixture of interactive trade fairs, exciting conferences and the Hypermotion Lab as an arena for start-ups, future innovators and established big names. Over 2,900 visitors, participants and exhibitors will turn the theoretical concept of networked cooperation into a living digital ecosystem. It supports the Hypermotion Navigator App.

The Hypermotion Navigator App is available free of charge for iOS and Android:

Logo Hypermotion

Apple App Store

Google Play

 

With the Hypermotion Navigator App, exhibitors and trade fair visitors can conveniently plan their visit to Hypermotion and are always well informed. The app is planning tool, comprehensive orientation aid and memory for useful information. The Navigator App from Messe Frankfurt guarantees an efficient and successful trade fair visit.

The app currently offers the following features:

News & Events
With the news you stay up to date. Here you can follow all current press releases and social media news about Hypermotion.

Exhibitor and product search
The full text search finds all exhibitors and Hypermotion products. Details such as contact data, extensive company description and a list of products can be displayed. With one click you can also display the exhibitor directly on the site plan.

Hall plan
The site plan provides an overview of the entire exhibition grounds. By clicking on a hall, a hall level can be selected, which then displays all the stands on that level. A click on a Hypermotion stand provides the exhibitor with name, logo and stand number. In a further step, further information on the exhibiting company and the products can be called up.

Events
All events as well as information about the events during Hypermotion at a glance.

Favorites
Perfect for planning your visit to the fair: Create your personal list of favourites.

Scanner
Visitors can use the scanner to scan QR codes and tickets.

Video creates trade fair added value

Hardly any other environment is as perfectly suited to a video as a trade fair. Here companies, products and individuals are captured so closely and tangibly that it’s like having direct contact with them. To present the right content professionally in a video Messe Frankfurt provides a video production service tailored to customer wishes. Jan Kluge, Manager of Online Sales at Messe Frankfurt and video professional Yvonnic Jäckel, Plattform3.de, explain the Messe Frankfurt video services and how customers can profit from them.

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A close look at trade fair marketing

In order to optimally support the marketing message of its exhibitors, Messe Frankfurt offers a wide range of trade fair marketing options. Among other things, various digital options are available. Jan Kluge, Manager Online Sales at Messe Frankfurt, cites a few examples to illustrate what possibilities Messe Frankfurt offers to companies in connection with digital marketing and what Key Performance Indicators they provide their customers to measure their marketing success.

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Online Marketing tools: Key Performance Indicators at a glance

Range, dwell time, engagement or conversion rate: these are only four examples of key performance indicators which marketers can use to monitor the success of their measures or the design of websites. Defining KPIs alone is of course not enough. If you define goals for your online marketing you should also be able to measure and analyse them. There are an infinite number of different tools available to marketers for this purpose; from free web tools to highly integrated marketing analysis tools which require the appropriate investment. Here we present a selection of tools which can be used by small and medium-sized companies – and we explain who they are suitable for and what you have to note when handling them.

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Navigator App provides an overview: Tendence innovations in abundance

Tendence is very popular with German and European retailers, as it is not only the main order date for winter and Christmas business in the period from 30 June to 3 July 2018, but also serves as a premiere event and order launch for next year’s spring and summer season.  A detailed overview is provided by the optimised Navigator App, which provides comprehensive information on all exhibitors as well as many other facts and a number of useful features for Tendence 2018.

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Decisive success factor: personalization

One of the greatest strengths of digital marketing is its ability to address target groups in a targeted, contextualized and concrete way. Content and messages can be tailored and personalized using targeting as well as recognition of cookies or user IDs. This topic personalization is becoming increasingly relevant in the B2B environment, especially for Generation Y – those born between 1980 and 2000.

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How programmatic advertising works in B2B as well

One of the largest motors of the online advertising market is programmatic advertising. According to the media agency Zenith it can be expected that there will be an increase in net advertising sales from 39 billion US dollars in 2016 to 64 billion  dollars in 2018. So far programmatic marketing has only worked very well in the B2C domain. The right data is essential to enable B2B companies to address their target groups with any precision as well.

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