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.
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