Successful organizations recognized data analysis and the insights derived thereof as the cornerstone of an effective marketing strategy. Using a data-driven approach, companies can segment and address their target groups, quantify their campaign results and increase their ROI. In this post, we will be describing some of the trends of data-driven marketing.
Online shopping is booming and increasingly encroaching on the terrain of brick-and-mortar shops. This doesn’t have to be the case, because brick-and-mortar shops have their own strengths, some of which have been neglected thus far. Physical shops can capitalize on very individualized contact customers and customer loyalty, for example, which online shops will never fully achieve. Many retailers think there is no way to manage. And this is precisely where Messe Frankfurt provides support with its sales promotion project tendence.impulse. Philipp Ferger, Head of Tendence & Nordstil at Messe Frankfurt, explains what this entails and how retailers can benefit. Continue reading
Messe Frankfurt’s new website was launched on August 22nd. A total of 170 websites provide information on the individual events, services and the world’s third largest trade fair organiser itself under the umbrella of messefrankfurt.com. The significance of this web presence as well as the complexity of a relaunch of this scale deserves a look behind the scenes. We talked with Martina Bergmann, Head of Digital Services at Messe Frankfurt, who has overall responsibility for development of the new global web presence.
Messe Frankfurt’s internet portal, messefrankfurt.com, has now been given a new look with improved functionality. Wolfgang Marzin, President and Chief Executive Officer of Messe Frankfurt: “The messefrankfurt.com portal is the digital gateway for creating business opportunities for our customers. Now, with a completely revamped concept and a new design, we have created a web presence that helps us in our role as an information and service provider to reliably guide our partners and customers where they want to go – 24 hours a day, 365 days a year.”
The second Global Exhibitions Day (#GED17) took place on June 7th. Initiated last year by UFI, the umbrella association for the global exhibition industry, the anniversary this year once again exceeded all expectations. Numerous activities took place around the world, which served to connect the trade fair industry and show the meaning of trade fairs for the respective locations and especially for the globalised economy.
In many industries, trade fairs and the accompanying conferences are often one of the marketing and communications highlights of the year. These events are used to introduce new products, discuss key industry topics and communicate the trends of the next few months. For exhibitors and organizers, they also represent the pinnacle of their content marketing efforts. Events and the organizers are offering a widening array of new opportunities, not only for distributing content, but also for collecting interesting topics for their own content pipelines.
We spoke about this with Stefanie Hombach, Online Marketing Manager in the Messe Frankfurt Digital Services team. Continue reading
Content Marketing is currently one of the most talked-about topics in the communication industry. But what, exactly, is this supposedly new trend? What is new and which specific game rules apply to Content Marketing for trade fairs and events?
As a member of the European Major Exhibition Centres Association EMECA, Messe Frankfurt would like to present the upcoming EMECA call for virtual reality products. Let your ideas flow, apply and win a EUR 15.000 project contract.
Since the 1980s industries have been growing together worldwide as a result of globalization and digitalization. Value chains have spanned the globe as new production sites and new markets were created that no one could have dared to dream of. At the same time, suppliers and customers alike can obtain information and engage in business online at any time around the world. This development has not least affected the trade fair industry.
The UFI extends invitation to Global Exhibitions Day 2017 (#GED17) on June 7, 2017. For the second time now, the Global Association of the Exhibition Industry has organized a day to celebrate and connect the trade fair industry around the world. According to the motto “Think Global, Act Local”, activities will be carried out around the world to raise awareness of the importance of trade fairs for their regions and also for the various different nations, industries and the global economy as a whole. Continue reading