It is now considered a fact that artificial intelligence (AI) will play an increasingly important role in service and marketing. But it is not yet quite clear just how quickly and to what extent this will happen. There are already countless more or less sophisticated approaches. The following five examples show what AI is already making possible in marketing and what may be yet to come.
We are using technologies and leaving our digital footprints in more and more areas of our lives. There are now numerous ways for brands to collect, analyse and design marketing activities based on these traces. How businesses take advantage of these huge amounts of data and what conclusions they draw from it for targeted and customized marketing campaigns will be critical to their success. Marketers can use artificial intelligence (AI) to master these challenges of using big data.
Messe Frankfurt implemented an exciting pilot project with the use of the intelligent personal assistant Alexa at Hypermotion 2017. In this interview, Daniel Emrath, Coordinator of Web Solutions at Messe Frankfurt, explains how the project originated, what Alexa did at Hypermotion and further usage possibilities.
Digitalisation is affecting all industries and the trade fair sector is no exception. We talked with Klaus Reinke, Chief of Corporate Strategy & Organisation and member of the Executive Board of Messe Frankfurt GmbH, about the challenges facing trade fairs today, the trends on the horizon and how Messe Frankfurt is dealing with them.
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.
This past week, Messe Frankfurt launched completely revised exhibitor and product searches for its event websites. The new features particularly include possibilities for exploratory product-oriented searches. In addition to this, users will be shown an inspiring presentation of the online search results with a Pinterest-like tile look. The modern display of search results benefits exhibitors by providing them with much higher visibility.
The new search features are already available for the Christmasworld, Creativeworld and Paperworld trade fairs. Starting in October, the search will also be activated for the Heimtextil fair and the other trade fair websites will follow step by step.
Due to the importance of search features on the websites of event organizers, we spoke with Henric Uherek, who is Coordinator of Web Solutions in Messe Frankfurt’s Digital Services unit and responsible for the future development of the exhibitor and product searches for the third largest exhibition organizer in the world.
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.
Targeted online advertising is intended to reach the right users at the right time with the right content. The quality of the audience data is essential in this regard. That is why GROHE partnered with explido»iProspect and Messe Frankfurt as a supplier of first-party data for the market launch of a smart water sensor. With the B2B audience data of the ISH trade fair, the results surpass those of a comparable campaign using Google targeting options.
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.