Messe Frankfurt has set up a Digital Advisory Board to oversee its digital activities. With this step, the company is seeking to engage with its customers more intensively regarding the digital transformation of marketing in the trade fair industry and the evolution that this entails for the trade fairs themselves.
The European Union’s new General Data Protection Regulation (GDPR) is intended to protect the fundamental rights and freedoms of natural persons and, in particular, their right to protect and move their personal data. In practice, this entails a number of organizational and technical measures. As many people are not yet aware, this also applies to marketing.
Data is the raw material of the 21st century. It is left by users in rough quantities as “digital footprints” on their customer journey through the internet. Companies simply have to evaluate this “big data” to increase sales and customer loyalty. But does big data really help and is the whole thing really as easy as it sounds? Continue reading
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.
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.