Applicability of Mobile Marketing in the Marketing Mix of Trade Fair Organizers

Table of Contents

1. Introduction

2. Theory Mobile Marketing

2.1 Introduction: Trends in Mobile Marketing

2.2 Definition and Differentiation of Mobile Marketing

2.3 Characteristics of Mobile Marketing

2.4 Mobile Marketing Instruments

2.5 Goals of Mobile Marketing Campaigns

2.6 Framework for the Application of Mobile Marketing

2.6.1 Technological Aspects

2.6.2 Legal Aspects

2.6.3 Customer Aspects

2.6.4 Economical and Organizational Aspects

2.7 Mobile Marketing Strategies

2.7.1 Pull Approach

2.7.2 Push Approach

2.8 Conclusion and Implications

3. Theory Trade Fairs

3.1 Trade Fair Basics

3.1.1 Definition of Trade Fairs

3.1.2 Trade Fair Functions

3.2 Participants of the Trade Fair Market

3.2.1 Trade Fair Organizers

3.2.2 Exhibitors

3.2.3 Visitors

3.3 Conclusion and Implications

4. The Marketing Mix of Trade Fair Organizers

4.1 Definition Marketing Mix

4.2 Policies within the Marketing Mix of Trade Fair Organizers

4.2.1 Product & Assortment Policy

4.2.2 Service Policy

4.2.3 Communication Policy

4.2.4 Distribution Policy

4.2.5 Pricing Policy

4.3 Conclusion and Implications

5. Integration of Mobile Marketing in the Marketing Mix of Trade Fair Organizers

5.1 Introduction of the Survey: Current application of Mobile Marketing in the Trade Fair Industry

5.2 Applicability of Mobile Marketing in the Marketing Mix

5.2.1 Applicability of Mobile Marketing in the Product and Assortment Policy

5.2.2 Applicability of Mobile Marketing in the Service Policy

5.2.3 Applicability of Mobile Marketing in the Communication Policy

5.2.4 Applicability of Mobile Marketing in the Distribution Policy

5.3 Assessment of the Applicability of Mobile Marketing within the Marketing Mix of Trade Fair Organizers

5.3.1 Survey Results: Evaluation of the Importance of the Mobile Marketing Functions for the Trade Fair Marketing

5.3.2 Evaluation of the Applicability of Mobile Marketing in the Marketing Mix before, during, and after the Trade Fair

5.4 Conclusion and Outlook

6. Executive Summary

Objectives and Research Focus

The primary objective of this thesis is to investigate the applicability and potential of mobile marketing instruments within the marketing mix of trade fair organizers. In an increasingly competitive landscape, this research explores how mobile technology can be integrated to enhance customer communication, provide value-added services, and address the specific needs of exhibitors and visitors before, during, and after a trade fair event.

• Theoretical foundation of mobile marketing instruments and strategies.
• Analysis of the trade fair market structure, participants, and their specific goals.
• Examination of the traditional marketing mix of trade fair organizers.
• Evaluation of mobile marketing integration using empirical survey results from the international trade fair industry.
• Assessment of the applicability of mobile tools across different phases of the trade fair cycle.

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter highlights the changing competitive landscape in the trade fair industry and identifies the necessity for organizers to rethink their marketing mix, introducing mobile marketing as a potential strategic tool.

2. Theory Mobile Marketing: This section provides a comprehensive overview of mobile marketing, defining its core characteristics, technological and legal framework, and the strategic push/pull approaches.

3. Theory Trade Fairs: This chapter introduces the fundamentals of the trade fair market, analyzing the functions of trade fairs and the specific requirements of the two primary participant groups: exhibitors and visitors.

4. The Marketing Mix of Trade Fair Organizers: This section details the unique marketing mix elements—product, service, communication, distribution, and pricing—as they specifically apply to trade fair organizers.

5. Integration of Mobile Marketing in the Marketing Mix of Trade Fair Organizers: This chapter evaluates the practical applicability of mobile marketing instruments based on an industry survey, assessing their potential impact on each phase of the trade fair cycle.

6. Executive Summary: This concluding chapter synthesizes the findings, confirming that mobile marketing represents a valuable, complementary tool for trade fair organizers to enhance service offerings and competitiveness.

Keywords

Mobile Marketing, Trade Fair Organizers, Marketing Mix, Exhibitor Goals, Visitor Needs, SMS Marketing, Mobile Web, Mobile Matchmaking, Customer Communication, Permission Marketing, Mobile Applications, Trade Fair Industry, Service Portfolio, Proximity Marketing, Customer Retention

Frequently Asked Questions

What is the central focus of this master thesis?

The thesis focuses on the integration and applicability of mobile marketing instruments within the traditional marketing mix of trade fair organizers to help them stay competitive in an evolving industry.

What are the key thematic areas addressed?

Key areas include the definition and characteristics of mobile marketing, the structure and goals of the trade fair market, and a detailed analysis of how mobile tools can support exhibitors and visitors.

What is the primary objective of the research?

The objective is to determine if and to what extent mobile marketing can be applied by trade fair organizers to create added value for their customers while improving internal marketing efficiency.

Which scientific methods were used?

The thesis utilizes a literature-based analysis of the industry and an empirical worldwide survey conducted in cooperation with UFI to gather data on the current and future usage of mobile marketing in the trade fair sector.

What does the main body cover?

The main body covers the theoretical foundations of both mobile marketing and trade fairs, a deep dive into the trade fair marketing mix, and a practical assessment of mobile tools like SMS, mobile web, matchmaking, and ticketing.

Which keywords characterize this work?

The work is characterized by terms such as Mobile Marketing, Trade Fair Organizers, Marketing Mix, Customer Communication, and Exhibition Efficiency.

How does mobile marketing benefit trade fair exhibitors?

It allows for more targeted communication, such as mobile matchmaking to connect with relevant visitors, lead tracking, and interactive advertising via mobile portals or tags, reducing waste associated with traditional print media.

Why is "permission marketing" essential in this context?

Because mobile devices are highly personal, the thesis emphasizes that mobile marketing must be based on explicit customer consent (opt-in) to avoid being perceived as intrusive spam and to ensure high service acceptance.

What role does the "Spotme" device play?

Spotme serves as a mobile communication and networking tool that enables live interaction, contact exchange, and scheduling, acting as both a value-added service for participants and a sponsorship revenue source for organizers.

How do trade fair organizers manage the risk of information overload?

The thesis suggests that mobile services must be designed as modular, easy-to-use solutions that provide relevant, time-sensitive information, ensuring the mobile channel complements rather than complicates the visitor's experience.