The second Global Exhibitions Day (#GED17) took place on June 7th. Initiated last year by UFI, the umbrella association for the global exhibition industry, the anniversary this year once again exceeded all expectations. Numerous activities took place around the world, which served to connect the trade fair industry and show the meaning of trade fairs for the respective locations and especially for the globalised economy.
How can companies accompany their customers at every touch point, whether digital or analogue? Where do our customers come into contact with our company, our brand and our products? These touch points can best be sketched out on a map. The customer journey map is used to depict the entire customer experience from the very first contact to the long-term customer relationship. What is required for this?
Trade fairs are inherently primary touch points between companies and their customers. But as an organizer, Messe Frankfurt itself has a variety of analogue and digital touch points with different target groups, which are outlined here as examples for the personas exhibitors and visitors.
Native advertising is increasingly taking hold. At the same time, “in-your-face” advertising is becoming less and less popular. Due to the deep integration in the editorial content of renowned media offerings, native advertising is considered to be one of the great opportunities when it comes to marketing and commercializing content.
The Internet of Things is allowing for interesting improvements in many areas of everyday life. Walt Disney World Resort, for example, has developed so-called MagicBands, which are serving to make life easier for Disney Resort hotel guests throughout their vacation.
New technology trends usually go through the same phases: the initial euphoria is tremendous, but successful applications are hard to find. This is also the case for iBeacon.
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.
Retargeting is gaining importance as a marketing tool in the B2B sector. Theresa Lippmann, who is responsible for Google AdWords planning, implementation and optimization as a AdWords expert in Messe Frankfurt’s dexperty team, explains the benefits for companies that deal with this topic in an interview.
Retargeting supposedly results in an increased understanding of customers. Why?
When using retargeting technologies, you can learn a lot about customers including what they are looking for, where and how they search for it and why they leave a site without performing an action like purchasing, download or making contact. As opposed to online advertising by indiscriminate distribution, retargeting provides a cost-efficient way to control who is shown which advertisement at which time and in which context. Retargeting can be used to directly derive the objectives and interests of web site visitors based on their current behaviour and provide matching advertising content. Thus only advertising that is actually relevant to customers is displayed for them.
Successful online marketing is subject to numerous principles, of which the first is “never annoy the user!”. Especially when using retargeting, caution and finesse are required. Always avoid the following errors:
1. Too often
If advertising banners are displayed too often, then retargeting can seem intrusive. Adjust the display frequency to up to 2 times per day using “frequency capping”.