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.
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?
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.
Our transport system is on the cusp of a radical transformation. Driven by digitalisation and decarbonisation, the barriers separating logistics, mobility, infrastructure, traffic and transport are falling. New, networked, integrated and multimodal systems and solutions are being created. To highlight these changes and to discuss their impact on society and the economy, Messe Frankfurt will be organising the first Hypermotion from 20 to 22 November 2017.
Messe Frankfurt’s mobile Navigator apps are booming
At the end of the first half of the year, Messe Frankfurt has analysed in detail the use of its Navigator apps at the eleven trade fairs from January to June 2017. The number of downloads has increased significantly and almost one out of every five visitors (18 percent) used the Navigator apps while visiting the trade fair. Thus, the proportion of visitors that use the app to gain orientation at the fair has doubled compared to the same period in 2015. A total of clearly over 100,000 trade visitors made use of the mobile information offering.
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
On the occasion of the upcoming textile trade fairs Techtextil and Texprocess (May 9th to May 12th), Messe Frankfurt provides its optimized navigator apps vor visitors and exhibitors.
For the upcoming Musikmesse (April 5th – April 8th), Messe Frankfurt presents its optimized Navigator App for visitors and exhibitors.
To optimize the usability of its new Navigator app, Messe Frankfurt recently had the app tested by usability.de, an independent consulting and service company. The results were gratifying: the app performed well with both exhibitors and visitors. But there is still room for improvement Continue reading
Mobility 4.0 includes topics as autonomous driving, networked logistics chains, integrated transport systems or unmanned drones. Just as seen in various other industries, the digitalization of business life is hereby progressing to the field of mobility and logistics.