One of the greatest strengths of digital marketing is its ability to address target groups in a targeted, contextualized and concrete way. Content and messages can be tailored and personalized using targeting as well as recognition of cookies or user IDs. This topic personalization is becoming increasingly relevant in the B2B environment, especially for Generation Y – those born between 1980 and 2000.
One of the largest motors of the online advertising market is programmatic advertising. According to the media agency Zenith it can be expected that there will be an increase in net advertising sales from 39 billion US dollars in 2016 to 64 billion dollars in 2018. So far programmatic marketing has only worked very well in the B2C domain. The right data is essential to enable B2B companies to address their target groups with any precision as well.
Targeting customers and interested individuals has already become common practice in B2C online marketing. But for advertisers it is a real challenge in the B2B domain because there is both a quantitative and qualitative lack of the relevant data needed for addressing target groups. With its Audience Marketing service Messe Frankfurt offers a solution to this. We spoke to Dennis Stritter, Digital Business Product Manager at Messe Frankfurt Digital Services about what Messe Frankfurt is doing in terms of Audience Marketing and how advertisers can profit from it.
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
Musikmesse brings together companies with dealers, professional players from the instrument industry and musicians from all over the world from 11-14 April in Frankfurt am Main. If you are interested, you can access comprehensive information on all exhibitors, many additional facts and useful features via the optimised Navigator App Musikmesse 2018 on your mobile device and make your visit to the fair more efficient.
From 10-13 April 2018, Prolight + Sound will bring together the relevant players from the different sectors of the event industry at the most important international industry meeting place like no other trade fair. Thanks to the optimised Navigator App Prolight + Sound 2018, interested parties can simply download comprehensive information on all exhibitors at the trade fair and many additional facts to their smartphones and use other exciting functions.
“Connected – Secure – Convenient” is the motto of Light + Building 2018. The world’s leading trade fair will be focusing on smart and networked solutions, trend-setting technologies and current design trends this year. Anyone who is interested can simply use their mobile device to gain extensive insight into all the exhibitors and a wealth of other information about the leading trade fair.
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.