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.
All companies and even freelancers are now practically obliged to maintain their own up-to-date website, whether used simply for self-representation, the sale of products or to provide online services. Customers and prospects have come to expect being able to quickly find their business partners online and having a business website has become one of the pillars of a brand’s image, regardless of the industry or the size of the company. Although the vast majority of companies are already present on the internet, smaller businesses with limited budgets are finding it particularly difficult to keep up with the competition due to the rapid pace of technical development including mobile use and new digital marketing options. Continue reading
Messe Frankfurt’s new website was launched on August 22nd. A total of 170 websites provide information on the individual events, services and the world’s third largest trade fair organiser itself under the umbrella of messefrankfurt.com. The significance of this web presence as well as the complexity of a relaunch of this scale deserves a look behind the scenes. We talked with Martina Bergmann, Head of Digital Services at Messe Frankfurt, who has overall responsibility for development of the new global web presence.
In addition to countless blogs written by experts, journalists, lifestyle icons, chefs, musicians, etc., companies are increasingly creating their own corporate blogs. As a news channel for corporate communication and as a content hub for content marketing strategies, blogs contribute to increasing a company’s visibility and image. Messe Frankfurt has also initiated a number of renowned topic-related blogs surrounding its events.
Digitalization is fundamentally changing our working environments as agility is becoming a critical success factor for companies. We have summarized the most famous representative of agile practices, SCRUM.
The critical debate surrounding digitalization initiated by the German Media Congress in January in Frankfurt almost seems like a journey back in time. Since then, an increasing number of marketing managers from reputable companies such as Deutsche Telekom and Philips have plead for more prudence with regard to adapting digital technologies in marketing and investing in digital advertising. Are conventional forms of advertising about to experience a comeback?
Digital transformation has truly taken hold in the trade fair industry – from online portals where exhibitors can order services for their trade fair stands to mobile apps for planning trade fair visits entirely using a smartphone and year-round B2B provider portals. Martina Bergmann, Head of Digital Business at Messe Frankfurt, speaks about the opportunities and challenges of the digital transformation in trade fair marketing.
The digital transformation of marketing is a huge challenge and may even be slightly daunting. Where should you start? What is important and which milestones should be defined? Here’s a little practical guide for marketers:
The invention of the automobile still stands for virtually unlimited personal mobility. But the digital transformation is now calling established mobility concepts into question. Networked cars, car-sharing services and even alternative propulsion technologies mark a new paradigm, which is challenging the entire industry. Olaf Mußhoff, Director Automechanika Frankfurt and Dr. Ann-Katrin Klusak, Director Marketing Communications Mobility & Logistics at Messe Frankfurt, provide a sneak preview of the future trends that will be presented at the Automechanika trade fair in Frankfurt and explains the important role that this leading trade fair will have in the automotive industry’s digital transition.