In order to optimally support the marketing message of its exhibitors, Messe Frankfurt offers a wide range of trade fair marketing options. Among other things, various digital options are available. Jan Kluge, Manager Online Sales at Messe Frankfurt, cites a few examples to illustrate what possibilities Messe Frankfurt offers to companies in connection with digital marketing and what Key Performance Indicators they provide their customers to measure their marketing success.
Range, dwell time, engagement or conversion rate: these are only four examples of key performance indicators which marketers can use to monitor the success of their measures or the design of websites. Defining KPIs alone is of course not enough. If you define goals for your online marketing you should also be able to measure and analyse them. There are an infinite number of different tools available to marketers for this purpose; from free web tools to highly integrated marketing analysis tools which require the appropriate investment. Here we present a selection of tools which can be used by small and medium-sized companies – and we explain who they are suitable for and what you have to note when handling them.
Advertising investments require good planning, implementation and success monitoring. In contrast to conventional media, digital media provide as early as the planning stage possibilities for testing valid simulations for investment success, for making readjustments during the campaign by way of the key performance indicators (KPI) and for conducting success monitoring through to the point of sale during the follow-up.