Tendence.Impulse, the sales promotion project for retailers, is taking another leap forward in 2018 with its digital Tendence.Impulse tool and ongoing development. At the special Tendence.Impulse area in Hall 11.0 of the international consumer-goods trade fair Tendence from 30 June to 3 July 2018, retailers can gain inspiration on how they can score points vis-à-vis online retailers by creating shopping experiences. These experiences can then easily be prepared and implemented using the Tendence.Impulse tool digital event planner. Fabienne Boller, Product Manager Online Marketing / Digital Business at Messe Frankfurt, explains what has changed and improved in the Tendence.Impulse tool.
In the era of corner shops, everything was still very simple. Retailers opened a shop in their neighbourhood, because they knew the people there and had good relations with them. But even then, the principle of geomarketing applied albeit unconsciously. After all, customers in wealthy residential areas usually require different products than those in poor neighbourhoods. Accordingly, retailers can adapt their offers to meet specific requirements.
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.
Many stationary retailers see their existence threatened by online providers like Amazon. But local retail shops actually stand to benefit from digitalization as well. Geomarketing and location-based services are well worth considering as additions to the existing business model. But what are the concrete application scenarios?
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.
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.
Messe Frankfurt has set up a Digital Advisory Board to oversee its digital activities. With this step, the company is seeking to engage with its customers more intensively regarding the digital transformation of marketing in the trade fair industry and the evolution that this entails for the trade fairs themselves.
Messe Frankfurt works to bring the right people together in the right place at the right time. With its various business matching offers, the trade fair company makes sure the right people meet up at its various events. We spoke with Coordinator of Web Solutions at Messe Frankfurt Digital Services, Henric Uherek, about what the trade fair organiser offers its customers in terms of business matching, what advantages this has, and what role big data plays. Continue reading
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.
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