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.
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?
Whether on a smartphone or as a loudspeaker in the living room: digital voice assistants are now an indispensable part of everyday life. Reason enough that advertising companies also want to secure their places with Alexa, Siri or Google Assistant. What does this mean for marketing? Continue reading
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.
A good number of fans who also click the “Like” button every now and then. Everything appears to be going well. In marketing, however, relationship success is not determined by a good gut feeling, but by measured values and to a certain extent by hard facts pertaining to success. Various KPIs (Key Performance Indicators) and Return on Investment (ROI) calculations allow for statements to be made about the success of social media marketing. These metrics and the associated measurement tools work for a wide variety of platforms – from Facebook and YouTube to LinkedIn.
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.
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:
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.
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.
All events as well as information about the events during Hypermotion at a glance.
Perfect for planning your visit to the fair: Create your personal list of favourites.
Visitors can use the scanner to scan QR codes and tickets.
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.
If you want to use video in marketing you need a strategy. On the one hand you should be geared to the target group you have in mind and, on the other, to the marketing objectives, messages and platforms you have defined beforehand. You also have to define the content that is appropriate for your own company and the format by which it can be conveyed. We have compiled a number of tips and suggestions for the most popular video variants.
Video is increasingly becoming an important marketing tool. According to a study by Wyzowl 81 percent of the companies questioned already use video in their marketing mix, as compared to 63 percent in 2017. And it goes down well with the users. On YouTube and Facebook more than 500 million hours of video are viewed every day in each case. Companies are now faced with the question: What is the ideal strategy for their own marketing if they want to profit from this trend?