The second Global Exhibitions Day (#GED17) took place on June 7th. Initiated last year by UFI, the umbrella association for the global exhibition industry, the anniversary this year once again exceeded all expectations. Numerous activities took place around the world, which served to connect the trade fair industry and show the meaning of trade fairs for the respective locations and especially for the globalised economy.
Good service facilitates good business. This is why we are continuing to expand our extensive range of services for trade shows, congresses and events – in the digital world. For example, we offer our international communities all-year platforms for interacting with one another and we make all information relating to Messe Frankfurt readily available on mobile devices.
The latest technology is vital when it comes to achieving an improved quality of life at home and work. The top theme “Smart Technologies” reflects the keystones of modern building-services technology. But what is possible? And what will be the advantages?
Digital transformation is an absolutely necessary process that affects the entire company, but which is also very elusive. There are consultants and agencies that help make the right decisions in light of the extensive range of options and opportunities. What distinguishes them?
The approaches for digital transformation processes are increasingly diverse, the more varied and global a company is. This includes everything from the online presences of various company divisions and different online strategies, software solutions and partially networked parallel systems to digital touchpoints, e-commerce and marketing. Many companies rely on external consultants to coordinate the complex alignment and decision processes involved in transformation. They are responsible for harmonizing the requirements and needs of all the important stakeholders and thus lay the foundation for sustainable change.
According to Statista, German companies alone invested more than 13 billion euro in advertising in the first half of 2015, which is equivalent to more than 160 euro per person living in the country. It’s a lot of money and it can achieve a lot if it is invested sensibly. Not every channel and certainly not every hype is the right choice in this regard.
Marketing by way of indiscriminate all-round distribution can never be as effective as that, which is pushed to the right recipients at exactly the right time by analysing and controlling all measures and channels. This may sound logical, but it still hasn’t fully permeated the marketing world.
“People are not moved by facts and figures, but emotions, stories and especially other people.” This quote by the renowned neuroscientist Manfred Spitzer explains why storytelling is at the top of the hit list of modern marketing. Stories are the most direct path to people’s hearts.
What do customers understand by the term “sustainable consumption”? And what measures can small and medium-sized enterprises take to satisfy this every growing need on the part of more and more customers?
More and more customers keep a close eye on whether a product has been produced in an environmentally friendly way or whether it bears a Fair Trade seal before they put it in the shopping cart. And so the sustainability image exerts a major influence on the decision to buy. This was also a finding arrived at by the study “Sustainability Image Score” conducted by the advertising agency Serviceplan in collaboration with the journal Wirtschaftswoche.
There are three factors that stand out in particular:
Lifestyle and the economy are currently strongly influenced by digitalisation – which in many ways also goes as long way to answering the simultaneous and growing call for sustainability. Many improvements would be inconceivable without digital technology. But critical voices can also be heard.
In many cases digitalization creates ideal conditions for a rethink or the specific changes for sustainable business management. Mobile terminals, for example, can replace many printed paper products, e.g. apps, which not only save you dragging round heavy catalogues and brochures, but also reduce their production to a minimum. Computer-controlled regulation on the internet of things makes a lot of things more comfortable and also helps to conserve resources, as with the electronically controlled thermostat for heating systems. Meeting technologies such as chats and video conferences can minimize CO2-intensive flights and hence expenditure of time and money, and thanks to online shopping nameless, alternative producers also have the opportunity to present and sell their products to a wide public on equal footing with the global players.
The season which brings the online retail trade the greatest sales has to be well prepared. We’ve compiled a number of items which should already be top of the To Do list.
The Christmas period confronts retailers with major challenges long before it gets going. The aim must be to make thorough preparations in order, on the one hand, to generate the greatest possible sales and, on the other, to respond adequately to the rush of orders.
To cope with the quantities ordered in the Christmas business without sacrificing quality and service, early steps have to be taken to set the correct course in technical, logistical and personnel-related questions. After all, the relevant analyses, the development of new solutions or the incorporation of additional personnel need an adequate run-up period. And there’s no time for this when things get moving. Then smooth technical, organizational and logistical sequences are an absolute must.
Sometimes people function differently than they actually think. The reason for this is that emotions usually play a greater role than logic does. Therefore most purchase decisions especially in the B2C area are made unconsciously according to many researchers. Often customers can not even accurately describe why they favour certain products over others. Thus the secret of successful brands seems to be more complicated than product quality alone.
For several years now, various analysis methods have been used to optimize online marketing. Even if some of the acquired knowledge is familiar, decision-makers do well to include the behavioural data of its target groups in the planning and implementation of their marketing activities. For example, eye tracking can be used to monitor users’ eye movements to develop design guidelines for online shops, and sophisticated web tracking tools provide deep insights into consumer behaviour.