Anyone who has no profile on social media today does not exist. That is at least the case in the marketing world. And for good reason: profiles on Facebook, Instagram, Twitter and Snapchat help win new customers and retain existing ones. This will not work, however, without regular and careful maintenance of the account. See here what this can look like for Facebook and Instagram.
A good number of fans who also click the “Like” button every now and then. Everything appears to be going well. In marketing, however, relationship success is not determined by a good gut feeling, but by measured values and to a certain extent by hard facts pertaining to success. Various KPIs (Key Performance Indicators) and Return on Investment (ROI) calculations allow for statements to be made about the success of social media marketing. These metrics and the associated measurement tools work for a wide variety of platforms – from Facebook and YouTube to LinkedIn.
As with any successful company, Messe Frankfurt has to maintain a presence on various social media platforms. After all, an increasing number of target groups are active on these platforms and expect to be supplied with relevant, interesting and entertaining content. Markus Quint, company spokesman and Head of Corporate Communications at Messe Frankfurt, explains the importance of social media for Messe Frankfurt and how Corporate Communications is handling the challenges involved.
Tendence.Impulse, the sales promotion project for retailers, is taking another leap forward in 2018 with its digital Tendence.Impulse tool and ongoing development. At the special Tendence.Impulse area in Hall 11.0 of the international consumer-goods trade fair Tendence from 30 June to 3 July 2018, retailers can gain inspiration on how they can score points vis-à-vis online retailers by creating shopping experiences. These experiences can then easily be prepared and implemented using the Tendence.Impulse tool digital event planner. Fabienne Boller, Product Manager Online Marketing / Digital Business at Messe Frankfurt, explains what has changed and improved in the Tendence.Impulse tool.
Spiegel magazine recently devoted its cover to “idols of consumption” (German) and described the growing number of YouTube, Facebook or Instagram stars, who are called influencers based on their popularity on the social web. As such, they are enriching the development of what has become the self-evident parallel world of the social web once started by bloggers. But what relevance do these influencers have for marketing, how do they differ, and what is the best way to approach these new opinion leaders?
According to a study on trade fair communication, social media hardly played a role in trade fair success until a few years ago. Today, Facebook channels of trade fairs like Heimtextil are clearly demonstrating that social networks have become indispensable service, advertising and communication platforms for networking with one’s community and make target groups aware of one’s trade fair presence.
Online communication and social media have become an integral part of major events and trade fairs. But how do trade fair organizers conduct their own online marketing and their own social media engagement? What do visitors and especially exhibitors do? Where is further development heading?
We talked with Thimo Schwenzfeier, Head of Marketing Communication for Messe Frankfurt Exhibition GmbH’s textiles and textile technology events. Among other things, Mr. Schwenzfeier is responsible for online marketing for the Heimtextil trade fair, one of the largest international trade fairs for home and building textiles with 69,000 trade visitors and 2,866 exhibitors. As well as for relatively young projects like the ethical fashion show and the Greenshowroom during the Fashion Week in Berlin. Continue reading
Social media engagement is increasingly becoming part of companies’ everyday activities and spreading across department boundaries. Social elements are primarily used in marketing, but are also playing an increasing role in public relations, human resources and customer service. Communication behaviour is rapidly changing with the “shift to mobile”, continuous usage of social networks and messaging apps as well as increasing visualization and video usage, thus making it impossible to ignore the development. Continue reading
The interaction with people in one’s own target markets is one of the primary challenges of online and social media marketing. Succeeding in this regard requires developing one’s own capacity for dialogue in response to requests and exchange via the internet, providing one’s own information services, finding the own target groups online, as well as providing them with information and entering into dialogue with them.
This is the only way to tap into the full potential of online marketing, regardless of whether one wants to achieve increased brand awareness and confidence in their own company, offer improved services or attract new customers. Continue reading
Events and social media are made for each other. Trade fairs and other events are still the most important places to exchange information, demonstrate new products and share with others personally and, for several years now, digitally as well. Presentations, exhibits and meetings provide great content to pass along and distribute digitally on the internet.
This has a direct impact on the communication before, during and after an event. Participation in the social web can be quite a critical success factor, especially when it comes to events that attract a lot of social media-savvy participants. Continue reading