For some time, the exhibition industry has known that digital can unlock new opportunities for its industry. However, finding the right key, so to speak, has proven problematic.
Our report, Digital Transformation in the Exhibition Industry, examines how the exhibition industry can approach digitalization and outlines the strategic benefits of implementing such an approach. This report provides an analysis of the current B2B events industry, a model of how to strategically approach digital transformation, and a clear plan of action to ensure commercial success.
Furthermore, the report includes a range of industry case studies to demonstrate how various key players have invested in digital and what lessons can be learned from these investments. The report is equally adaptable for small or large event organizers, exhibiting companies, and industry associations.
This report bases its the analysis and the recommendations on a wide range of interviews with event industry executives and journalists, including interviews with more than 10 senior event managers. Outsell’s industry metrics and analytics, and the deep industry experience of Outsell’s analysts form the basis of this report. In total, there are case studies from six global players in the event industry (Reed Exhibitions, Messe Frankfurt, Alibaba, UBM, ITE, and EasyFairs). These companies represent a majority of the global revenue turnover in the event industry and act as thought leaders in the digital development of the industry.
This report also draws on findings from our data assets, including our annual Advertising and Marketing studies, which utilize 3.5 million data points from 8,700 advertisers over an eight-year span. It taps the details of more than 8,000 industry firms that create, aggregate, manipulate, distribute information, and make it commercially available both digitally and offline, inclusive of all business models and content types. Together, these studies and our daily interactions guide our insights into media, information, and technology trends as well as consumption and buyer trends, building a 360-degree picture of all the key money flows that fund the information industry. Finally, this report is based on author Matthias Tesi Baur’s more than 20 years of senior leadership experience in the global exhibition industry.
Table of Contents
Why This Topic
The Status Quo in the Event Industry
Changes in the Trading Landscape
The Position of Tradeshows in the Marketing Mix
Why is Digital Transformation Inevitable
Components of Digital Transformation
Different Strategic Levels of Digital Transformation in the Event Industry
Company Internal Digital Transformation Dimensions
Data Gathering and Touchpoints
Phases of Digital Transformation
Cultural Challenges in Digital Transformation Processes
Alibaba & UBM
Figure 1 US Spend in B2B Lead Generations
Figure 2 Lead Generation Effectiveness
Figure 3 Brand Building Effectiveness
Figure 4 Different Digital Transformation Levels
Figure 5 Company Digital Ecosystems
Figure 6 Website Traffic for an Annual Event
Figure 7 Defining KPIs
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