Tag Archives: Mobile

Use of Navigator apps for Frankfurt trade fairs at record level

Messe Frankfurt’s mobile Navigator apps are booming

At the end of the first half of the year, Messe Frankfurt has analysed in detail the use of its Navigator apps at the eleven trade fairs from January to June 2017. The number of downloads has increased significantly and almost one out of every five visitors (18 percent) used the Navigator apps while visiting the trade fair. Thus, the proportion of visitors that use the app to gain orientation at the fair has doubled compared to the same period in 2015. A total of clearly over 100,000 trade visitors made use of the mobile information offering.

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The mobile phone as a shopping companion

90 percent of smartphone users in the United States use their device before purchasing and 84 percent even while shopping according to a study by the e-commerce specialist Shopio. 47 percent use the device to find local information and 50 per cent to find a product. Smartphones therefore play a huge role in today’s purchase process. This is also true among German consumers, of which approximately 80 percent view mobile information searches for product availability as particularly important. Just under half of them then buy the product in a local store after researching it online. This was shown in a study on the future and potential of location-based services for the brick-and-mortar retail market conducted in 2014 by the German trade association HDE, KaufDA and the eWeb Research Center of Hochschule Niederrhein University of Applied Sciences.

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5 practical tips for B2B online marketing

Digital B2B marketing communications is an extremely wide field, for which there are numerous practical tips. We have highlighted the top 5 for you here. And seeing as how any tip is useless without a comprehensive, cross-channel strategy, this is the first one.

Tip 1: Define goals that are measurable, clear and realistic. Based on this, specify a suitable strategy, concrete measures and how they will be implemented.

This is the foundation of all measures for any marketing expert. However, many small and medium-sized businesses have to do without such experts due to lack of staff or budget, and thus risk not using the full potential of online marketing despite all efforts.

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Mobikon: Conference panels and initial event highlights announced: Speakers represent Facebook, Baidu, Coca Cola, Wearable World

Special areas on the top subjects of proximity and start-ups

Mobile SME initiatives on board – supported by Federal Ministry and digital business associations

The exhibition and conference for the mobile business has published its conference programme with initial details of the panel discussions and their prominent participants. As last year, this year’s event will be held in Hall 11 and be distinguished by an extensive programme comprising over 90 conference hours with lectures, impulse speakers and panel discussions. Altogether, around 150 speakers from the sector, including top keynote speakers, are taking part.

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Mobile first – but when?

“By 2016/2017 we will see whether the trend toward mobile only has come to fruition,” says Kai Hattendorf, head of Messe Frankfurt‘s Digital Business division. “Specific apps for events or time-limited use at trade fairs are already becoming more and more important. Many visitors of Messe Frankfurt trade fairs are already using apps more intensively than the conventional websites”. Ultimately, it is just much more convenient to access interactive floor plans and exhibitor catalogues on a smartphone to, than to haul them around in paper form.

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Mobikon: Internationality pure

30 MobileMonday Communities from all over the world will present themselves at Mobikon 2015. They will be showing innovations and best-practice solutions from their own regions, thus providing an insight into tomorrow’s mobile technologies.

Visitors to Mobikon can see the 30 so-called chapters bundled in the MobileMonday Village in the middle of the Mobikon exhibition area. The possibility of establishing international contacts, extending one’s personal network and enjoying the experience of seminal mobile solutions can be found only in this form and exclusively at Mobikon 2015.

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iBeacons vs. NFC

With the introduction of the new iPhone generation, Apple is also fitting NFC chips into its smartphones. A good reason for Mobikon to ask Philipp Richter, Teamlead Development of Aperto Move, about the advantages and disadvantages of iBeacons and NFC.

What are the strengths of iBeacon technology and NFC?
The particular strength of iBeacon technology is it long range of up to 30 metres, which makes it possible to begin a dialogue with customers at an early stage, e.g., when they enter the shop, while they are looking into a shop window, standing in a queue or looking around in the shop thus giving you the chance to draw their attention to products or services that they are not focusing on at that moment. NFC on the other hand is very useful if you want to distinguish between the smartphones of different customers or products over very short distances (up to about 20 cm). Hence, it is suitable for continuing an existing dialogue in combination with iBeacons. Whereas iBeacon technology offers one-to-many communication, NFC is oriented towards one-to-one communication. Depending on the individual case, the properties of the two technologies can be an advantage or disadvantage in terms of price, energy efficiency and security.

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BITKOM and BVDW now Mobikon Industry Partners

The profile of Mobikon is now becoming clearer in terms of content following the repositioning of the event at the beginning of September. As its Industry Partners, the biggest trade event for the mobile business welcomes the Federal Association for Information Technology, Telecommunications and New Media (BITKOM) and the German Digital Business Federation (BVDW). “We are delighted that the two trade associations, BITKOM and BVDW, have agreed to join forces with us and that we will be able to continue last year’s successful working relationship”, says Ruth Lorenz, Vice President Technology & Production, Messe Frankfurt Exhibition GmbH.

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Marketing goes digital: data handling instead of going on a good feeling

Digital transformation does not stop at the marketing departments. A rapid change is occurring, which includes personalization, multi-channel campaigns and digital marketing tools, as confirmed by a majority of the marketers. Almost two thirds (64 percent) of those surveyed expect their job requirements to change drastically again in the year to come. This is the result of the Adobe study “Digital Roadblock: Marketers Struggle to Reinvent Themselves”, according to which half of the participants want to restructure their jobs due to digitalization. The degree of professionalism and mechanization has become essential to marketing because long-term success depends on proving the return on the marketing investment.

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