Digital Transformation2019-04-01T13:50:09+02:00

Small, but with a big impact: why companies should rely on micro-influencers

Companies from all sectors - whether B2B or B2C - are now relying on influencer marketing. They benefit from the trust that followers place in people on social media. Of course, the more fans an influencer has, the more effective the influencer campaign will be. Or maybe not. In fact, reach alone is not decisive. Micro-influencers with a smaller number of followers are often characterised by a particularly loyal fan community, which is intensively involved with the contents of the sometimes niche special fields and thus also with the posts of micro-influencers. Less reach, better results Micro-influencers are primarily characterized by two features: their smaller reach and narrower thematic focus. However, no fixed number of followers applies to the classification as micro-influencer. Figures vary here from 250 to 5,000 followers, but 1,000 to 10,000 followers are not uncommon either. Because their fan base is so small, these influencers also manage [...]

Hypermotion as an innovation platform and pioneer for new mobility solutions

Everyone is talking about digitalisation and sustainability, while also placing new demands on mobility and logistics. For example, the transport system of the future must be networked, intelligent, multimodal, environmentally friendly and available at all times. We spoke with Danilo Kirschner, Director Hypermotion at Messe Frankfurt, about these new challenges and how Hypermotion can contribute to innovative solutions. […]

Successful influencer marketing for B2B customers: Tips, tricks and pitfalls

A fierce battle for the attention of users is raging on the internet. Colourful displays are no longer enough if brands want to be seen here. One way to reach your target group today is through influencer marketing. This is because the fans of influencers trust their recommendations and reward them with reach. […]

Artificial intelligence: the potential for marketing

In marketing, companies are always looking for new approaches and ways to win and retain customers. Artificial intelligence (AI) opens up new opportunities, especially for marketing. Whether customer service via chatbot, image analysis and suitable product suggestions, or facial recognition for customized campaign display, marketing and advertising could be made more efficient and targeted in the future. […]

Digital platforms create added value for sellers and suppliers

With Nextrade and Conzoom Solutions, Messe Frankfurt is launching two new online platforms specially designed to meet the requirements and needs of commerce. While Nextrade presents itself as a comprehensive B2B marketplace for the consumer goods sector, Conzoom Solutions reflects Messe Frankfurt’s entire portfolio in the consumer goods sector and offers retailers assistance in marketing, trends and POS design. We spoke with Phillip Ferger, Head of Tendence and Nordstil and second Managing Director of nmedia, about what the new platforms offer sellers and suppliers and what Messe Frankfurt is seeking to achieve with these projects. […]

How hypertargeting is revolutionizing customer engagement

Online customers leave a veritable flood of data behind when they make purchases. If advertising companies succeed in collecting and analysing these data, and then draw strategic conclusions from them, they can tailor individual marketing measures. Artificial Intelligence (AI) is an exciting tool to help achieve this goal, because it enables hypertargeting. […]

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