Category Archives: Digital Business

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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B2B Audience Marketing – addressing target groups also a sure thing in the B2B domain

Targeting customers and interested individuals has already become common practice in B2C online marketing. But for advertisers it is a real challenge in the B2B domain because there is both a quantitative and qualitative lack of the relevant data needed for addressing target groups. With its Audience Marketing service Messe Frankfurt offers a solution to this. We spoke to Dennis Stritter, Digital Business Product Manager at Messe Frankfurt Digital Services about what Messe Frankfurt is doing in terms of Audience Marketing and how advertisers can profit from it.

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GDPR – a challenge and an opportunity for marketing

The European Union’s new General Data Protection Regulation (GDPR) is intended to protect the fundamental rights and freedoms of natural persons and, in particular, their right to protect and move their personal data. In practice, this entails a number of organizational and technical measures. As many people are not yet aware, this also applies to marketing.

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Big data requires intelligence

Data is the raw material of the 21st century. It is left by users in rough quantities as “digital footprints” on their customer journey through the internet. Companies simply have to evaluate this “big data” to increase sales and customer loyalty. But does big data really help and is the whole thing really as easy as it sounds? Continue reading

The AI crystal ball: what is already possible and what may be coming

It is now considered a fact that artificial intelligence (AI) will play an increasingly important role in service and marketing. But it is not yet quite clear just how quickly and to what extent this will happen. There are already countless more or less sophisticated approaches. The following five examples show what AI is already making possible in marketing and what may be yet to come.

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Is AI the brave new world of marketing?

We are using technologies and leaving our digital footprints in more and more areas of our lives. There are now numerous ways for brands to collect, analyse and design marketing activities based on these traces. How businesses take advantage of these huge amounts of data and what conclusions they draw from it for targeted and customized marketing campaigns will be critical to their success. Marketers can use artificial intelligence (AI) to master these challenges of using big data.

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Alexa at Hypermotion: added value for exhibitors and visitors

Messe Frankfurt implemented an exciting pilot project with the use of the intelligent personal assistant Alexa at Hypermotion 2017. In this interview, Daniel Emrath, Coordinator of Web Solutions at Messe Frankfurt, explains how the project originated, what Alexa did at Hypermotion and further usage possibilities.

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