How does the value of a trade exhibition stand up in the digital marketing mix? In an interview with Exhibition World magazine, Messe Frankfurt communications director, Kai Hattendorf, talks of digital innovations in exhibition planning management.
Working in the world’s largest trade fair company, Hattendorf sees many new innovations but is also clear about the need for face to face interaction. Although he says less that “less actual trade and fewer deals take place at trade shows” he still sees a need for “a platform for communication and the person-to-person interaction not facilitated through social media or networks.” Digital innovations for trade fairs include smartphone applications accessing exhibitor and product details to plan visits and business appointments. Many fairs also have Facebook pages, forums and virtual venues running alongside the exhibition to continue communication throughout the year. Read more about exhibition life at http://www.exhibitionworld.co.uk/featuredetails/114/advancing-technology-to-enhance-an-exhibition-offering
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