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Personalized online marketing: Stay close to the customer in B2B

Customers today expect targeted, personalised products and services. This makes it all the more important for companies to know the methods for how to reach their target groups in the best possible way and which possibilities exist for target group refinement. Read here what personalisation means in B2B marketing and how Messe Frankfurt supports companies in achieving their marketing objectives on the web with intelligent targeting.

April 2020

Intelligent data analysis

People who shop online today are used to receiving offers that match their profile. Major providers like Amazon, Zalando or Netflix have got customers accustomed to a shopping world in which they receive individually tailored recommendations. This goal-oriented customer approach is made possible by intelligent data analysis. The on-trend terms in marketing implementation are: hypertargeting, programmatic advertising or B2B audience marketing at Messe Frankfurt.

In this context, the discipline hypertargeting, which companies successfully use for targeted e-mail or newsletter marketing, promises particularly sharp refinement. This is based on customer data collected at various touchpoints along the customer journey. This contact between the customer and the company, from the initial information to the final action such as purchasing or booking, can take place, for example, in the course of media relations, marketing or social media, as well as being the result of the use of the company website or order website or other digital applications like apps or chats. With these data, the content of e-mails and newsletters can be tailored precisely to the interests of the recipients and refined according to the most effective advertising timing.

Programmatic advertising, on the other hand, describes the automated, data-based and targeted refinement of advertising and approaching customers on the Internet. Automation also affects the creation of advertising messages. Companies can use the data collected to design their messages, content and tonality for approaching customers in an individual and modular way.

B2B audience marketing as a marketing driver

A data-based approaching of target groups is generally more complex for advertisers in the B2B sector than for those in B2C. The options for accessing quantitatively high-quality target group data are fewer. Intelligent targeting like B2B audience marketing by Messe Frankfurt offers companies the support they need here to reach their individual target groups online and thereby increase marketing success measurably. The more precisely target groups are addressed, the more successful a marketing campaign is. Messe Frankfurt gives companies exclusive access to their specific target groups.

These data are generated via Messe Frankfurt’s online services, such as the event website and the applications it contains, the exhibitor and product search feature and the navigator apps accompanying the event. The exhibitor and product search feature on the event website is generally a heavily used research tool for B2B throughout the year, but above all it is the most important contact point for trade visitors as part of their preparations for a visit to a trade fair and will in the future provide users with the most relevant results through the use of artificial intelligence. Almost every visitor to the event websites uses the exhibitor and product search feature. This enables Messe Frankfurt to generate high-quality data on a wide range of target groups.

Compelling results

The more clearly a company can determine its target group using the data generated, the lower the wastage when conducting the marketing campaign. Companies from various industries have already benefited from B2B audience marketing. Even Messe Frankfurt is using the available data for its own campaigns. For example, B2B audience marketing was used for the trade fairs Heimtextil, Ambiente, Hypermotion, Christmasworld, Musikmesse and Prolight & Sound to motivate website visitors to attend events.

Win-win situation

If companies now rely on personalised online marketing, they can maintain a dialogue with their customers even without direct contact with their target groups. Customers, in turn, are given the opportunity to find out about new products or market developments outside of trade fairs. Both companies and customers therefore benefit from increasing personalisation.


  • Digital Services
  • Digital Marketing