Post on 22-Jan-2018
Copyright by MCH Group 2016
1
Digital
Exhibitions in the age of digitization
Stephan Peyer,
June 2016
Copyright by MCH Group 2016
5
… to make sure that we don‘t suddenly end up following the 'Kodak' route?
The digital world is exerting
continued pressure on
exhibitions/events (erosion, "white
cliff") and threatening their
(profitable) survival over the
medium to long term..
Our customer companies are
breaking out of their marketing
strategies to date and looking for
new (sales) routes and formats
AND there are an increasing
number of these on offer!
Copyright by MCH Group 2016
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Using our data capital we can harness the technical developments to penetrate new market areas – live & digital!
Copyright by MCH Group 2016
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The future lies in hybrid benefit models and new ecosystems – live & digital!
Copyright by MCH Group 2016
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On the product side, the industry should thus urgently focus on …
… working on the relevance of its
platforms for the different sectors –
both "live and digital" (… analogue?);
… further boosting the attractiveness
(experience value) of these platforms;
… honing its content-producing
capabilities, because the motto of the
future is "content is king“ – well-
marketed, attractive and triggering
action;
… and always start with the customer!
Copyright by MCH Group 2016
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Who says that we can‘t come up with additional marketing offers in the course of the customer service journey?
LEAD MANAGEMENT
MA
TC
HM
AK
ING
Dig
ita
l c
am
pa
ign
s
DEALER DAY
White Label App
eS
ho
pInternational roll-out
Popup Store
Push notification
RESEARCH LAB
RFP platform
an
alo
gd
igita
l
Loyalty programs
DirectoriesC
on
ten
t P
ort
al
personalized
NEWSLETTER
YouTube
DATA
SOCIALCLOUD
MOBILE
consulting
Awareness Consideration Purchase Service Loyalty Expansion
Personalized website
Copyright by MCH Group 2016
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Key take-out of the day
There is no "one size fits all” solution, we will have to go industry by industry
We can create more value and consequently strengthen our competitive position
We are not a start-up, we therefore have to transform – and that is difficult and painful
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