Automechanika Frankfurt (11 to 15 September 2018) is the leading international trade fair for equipment, parts, accessories, management & services for the automotive industry. It celebrates its 25th anniversary in 2018 and will be extended by many new themes such as classic cars and the REIFEN as a co-located show. Exhibitors, trade fair visitors and interested parties should use the optimised Navigator App Automechanika 2018 as a suitable “navigation system”. This enables them to obtain valuable information about the exhibitors and many useful features on their mobile device and make their visit to the trade fair more efficient overall.
Range, dwell time, engagement or conversion rate: these are only four examples of key performance indicators which marketers can use to monitor the success of their measures or the design of websites. Defining KPIs alone is of course not enough. If you define goals for your online marketing you should also be able to measure and analyse them. There are an infinite number of different tools available to marketers for this purpose; from free web tools to highly integrated marketing analysis tools which require the appropriate investment. Here we present a selection of tools which can be used by small and medium-sized companies – and we explain who they are suitable for and what you have to note when handling them.
Advertising investments require good planning, implementation and success monitoring. In contrast to conventional media, digital media provide as early as the planning stage possibilities for testing valid simulations for investment success, for making readjustments during the campaign by way of the key performance indicators (KPI) and for conducting success monitoring through to the point of sale during the follow-up.
Indoor Navigation Systems will for sure improve the experience of every visitor of exhibition centres. Just as we have become reliant on Outdoor Navigation Systems to help us reach a destination easily, European Major Exhibition Centres Association (EMECA) is now looking to apply the same idea to help us find a way through large indoor spaces like exhibition centres, shopping malls or arenas. In addition to the simple wayfinding system, the ultimate goal of such an application would be to identify the right business connection, matching a search with best suitable goals – be it companies or people. Deadline of projects submissions is August 31, 2018.
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.
Tendence is very popular with German and European retailers, as it is not only the main order date for winter and Christmas business in the period from 30 June to 3 July 2018, but also serves as a premiere event and order launch for next year’s spring and summer season. A detailed overview is provided by the optimised Navigator App, which provides comprehensive information on all exhibitors as well as many other facts and a number of useful features for Tendence 2018.
Trade fairs should develop even more strongly into events that you don’t want to miss under any circumstances. This was the result of a survey conducted by EBS University for Economics and Law in cooperation with Messe Frankfurt. Millennials as potential future trade fair participants were asked what they wanted from trade fairs.
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.
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?
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.