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.
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.
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.
Messenger apps are trending. Applications like WhatsApp, Facebook Messenger, Snapchat, etc. have become an integral part of mobile users’ communication habits. The phenomenon is being seen in countries around the world. According to eMarketer, 1.82 billion people around the world will be using these tools by the end of 2017. This development provides marketing managers with opportunities as well as risks. After all, just to keep reaching a majority of their target group, they will have to start using messenger marketing in this communication channel without annoying the users. Once contact has been established, messengers offer unique options and benefits. The use of chat bots could be a promising way to achieve this.
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.
All companies and even freelancers are now practically obliged to maintain their own up-to-date website, whether used simply for self-representation, the sale of products or to provide online services. Customers and prospects have come to expect being able to quickly find their business partners online and having a business website has become one of the pillars of a brand’s image, regardless of the industry or the size of the company. Although the vast majority of companies are already present on the internet, smaller businesses with limited budgets are finding it particularly difficult to keep up with the competition due to the rapid pace of technical development including mobile use and new digital marketing options. Continue reading
Digitalization is fundamentally changing our working environments as agility is becoming a critical success factor for companies. We have summarized the most famous representative of agile practices, SCRUM.
In-app advertising – close to the target group
There is hardly a better way to reach your target groups right where they are than with mobile or in-app advertising. But when it comes to running ad campaigns in mobile apps, opinions vary. Several marketers still rely on conventional banners. Users, on the other hand, prefer native formats. Messe Frankfurt is achieving excellent results with mobile banner ads in its Navigator apps. Continue reading
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