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
What marketing trends can be expected in 2017? In a nutshell: Technologies and methods that will usher in the customer era. Here are our top ten:
Trade fairs are increasingly connecting the digital and the real world. Henric Uherek, Coordinator Messe Frankfurt, explains the challenges that this development poses for exhibitors and trade fair organizers and what’s up next for digital trade fair marketing in 2017 and beyond.
Artificial intelligence (AI) may sound scary at first. It conjures up images of robots that outpace us intellectually and eventually dominate us. But we actually come into contact with AI on a daily basis. And we are increasingly gaining an appreciation of the convenience it provides. So how can we take advantage of intelligent self-learning systems in marketing?
Face to face contact with visitors is made at the trade fair stand, but digital marketing tools such as digital lead generation systems or mobile technologies like augmented and virtual reality (AR/VR) are opening up new opportunities to extend trade fair stands into the digital world and provide visitors with an emotional and direct experience of one’s own company and product world.
Digital transformation has truly taken hold in the trade fair industry – from online portals where exhibitors can order services for their trade fair stands to mobile apps for planning trade fair visits entirely using a smartphone and year-round B2B provider portals. Martina Bergmann, Head of Digital Business at Messe Frankfurt, speaks about the opportunities and challenges of the digital transformation in trade fair marketing.
Marketing 4.0 and beyond: Digital transformation affected marketing first. Now this revolution has extended to all areas of business and can be compared with Industry 4.0, which is now networking the entire industrial value chain including integration with marketing of course.
The digital transformation of marketing is a huge challenge and may even be slightly daunting. Where should you start? What is important and which milestones should be defined? Here’s a little practical guide for marketers:
The digitalization of corporate communication is progressing. Two key features of this development are the advent of big data and the associated automation in marketing. But the main problem with this development is that marketers are marketers. They’re not data analysts.
Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? What do visitors and especially exhibitors do? Where is further development heading?
We talked with Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events. Among other things, Mr. Schwenzfeier is responsible for online marketing for the Heimtextil trade fair, one of the largest international trade fairs for home and building textiles with 69,000 trade visitors and 2,866 exhibitors. As well as for relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Continue reading