Category Archives: Digital Marketing

How customer centricity is changing digital marketing

Customer centricity has emerged as a whole new form of marketing. It used to be sufficient to present oneself and one’s products in an appealing way, but brands today have to take the customer perspective if they want to remain fit for the future. But what does that actually mean? And what do companies stand to gain from it?

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Successful online marketing in the B2B environment

Reaching the right target group for B2B campaigns on the web is no easy task. Although the desired recipients are online and inform themselves on the Internet, it is difficult to identify them as a focused target group. They are often too heterogeneous for this and the information required for appropriate targeting is scarce. With its audience marketing offer, Messe Frankfurt provides advertisers with a solution for reaching B2B target groups online with minimal wastage. Martina Bergmann, Managing Director of Messe Frankfurt Medien und Service GmbH at Messe Frankfurt GmbH, explains why advertisers should focus on audience marketing, which campaigns have been implemented so far and what is planned for the future.

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Trade fairs are becoming more virtual and more tangible

Augmented Reality (AR) and Virtual Reality (VR) are transforming from just being fun applications to providing useful value-added tools for companies and customers alike. Exhibitors and organizers also rely on these technologies in the trade fair sector. We spoke with Simone Pfisterer from Mesago Messe Frankfurt GmbH, who has gained initial experience with the use of these new technologies as division manager for Servparc, an event that will be launched this year with an innovative new setup.

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Off to new worlds: VR and AR in marketing

Virtual Reality (VR) and Augmented Reality (AR) can be used to create artificial worlds and extend real worlds. Whether the user wants to take a trip into the dinosaur age or walk through their new kitchen before purchasing it, VR and AR make it possible. Does this sound like a tempting idea especially for marketing? It certainly does. It could be an excellent idea as long as companies know and respect the technology’s challenges and limitations.

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Augmented Reality is becoming advertiser reality

At least since the mobile game Pokémon GO took the world by storm, marketers have realized that Augmented Reality (AR) has the potential to ignite customer interest. This new, emotional way of storytelling inspires marketing managers, because they can now present their products in any environment and in a user-individual way thanks to AR. Some popular examples demonstrate how it works.

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The changing world of trade fairs: more intelligent, personal and relevant

Increasing digitalisation is also driving progress in the trade fair industry. For example, new technologies or changing customer requirements necessitate adjustments or even rethinking in digital trade fair marketing. We spoke with Martina Bergmann, Head of Digital Products and Web Solutions at Messe Frankfurt, about future trends and challenges.

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The hot phase of IoT marketing is beginning

The Internet of Things (IoT) will also pick up speed in marketing next year. Not just in theory, but in the form of practical examples. After all, what used to be an empty buzzword has now become a natural part of everyday life for many people. And by 2020, more than 20 billion devices worldwide are expected to be part of the Internet of Things including nearly 13 billion in the consumer sector. But what does this development mean for marketing?

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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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