Digital Transformation in the Exhibition Industry


Author: Matthias Tesi Baur

Date: May 16, 2017


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

Case Studies

Reed Exhibitions

Messe Frankfurt

Alibaba & UBM



Essential Actions

Related Research

About Outsell



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

Additional information