Marketing, sales and service managers have a new port of call at CeBIT – the " Marketing & Sales Solutions " area in Hall 4, with a wide range of solutions and events covering current trends in sales and service models, customer experience and digital marketing.
In order to keep up in today’s business world, companies have to change the way they think. The days when potential clients could be convinced by simple advertising and a branded pen are long gone.
Customers now expect an individually tailored, consistent and personally relevant approach across all digital and analogue channels. They will punish companies that overwhelm them with information that does not meet their interests by simply switching to one of the numerous competitors – not to mention the damage they can do to a company’s image through criticism on social networks.
Turning informal contacts into lasting customer relationships is something that requires integrated technological solutions. Customer data must be available for the entire customer contact chain, content must be adapted to customer preferences, prospects must be automatically qualified with interesting value-added information, and interactions must be analysed to identify new opportunities for action.
To do so, companies must not only rethink the models they use – they also need to review their existing marketing technology. But what does the market offer? Current analyst reports present a number of old and new approaches. What new solutions are available with regard to customer data and content management, guiding the customer journey and tailoring the digital customer experience?
As a way of helping marketers, service team leaders and sales managers to navigate this jungle, CeBIT 2016 will feature a special sales and marketing exhibition space – " Marketing & Sales Solutions " – for the first time.
In addition to more than 250 CRM solutions, the exhibition space will also focus on web content management and product information management, with over 120 vendors included. CMS and PIM solutions will be showcased by companies such as Noxum, CoreMedia, crossbase and iCatalogue.
The large number of foreign providers is especially noteworthy. The SEO/SEA sector will have Italian firm Zenzero Communicazione present, while Bullhorn from Great Britain and Zoho from the USA will introduce their CRM solutions.
Decision-makers from small and medium-sized businesses in particular will get their money’s worth if they are looking to adapt their marketing activities to current challenges using the latest technical solutions.
There are things to hear as well as see, however: the " Digital Marketing & Experience Arena " symposium will discuss the latest solutions and implementation experiences on the way to integrated digital experience management.
Participants can expect an exciting programme here on every day of the exhibition, with a mix of keynotes, expert panels and experience reports. 15 March will be a special day focussing on the subject of the "digital experience", with fascinating international presentations to attend. Dietmar Dahmen , a world-renowned professional speaker and consultant, will give an introductory speech on challenges for digital brand management at 1 pm. At 2.10 pm, Dr. Michael Wu – Chief Scientist at Lithium Technologies – will talk about the "social science" behind digital customer relations. These highlights will be complemented by practice-based keynotes from Dr. Darius Zumstein , Head of Digital Analytics & Data Management at Sanitas, on the digital transformation of their health insurance scheme, and from Dion Hinchcliffe , Chief Strategy Officer at 7 SUMMITS, who will provide an overview of developments in marketing technology.
Alongside the programme of presentations, the Arena will also offer two daily guided tours , hosted walks to solution vendor and service provider booths where solutions and project recommendations will be discussed – under the guidance of experienced consultants and experts, of course.
Networking has not been left out of the "Digital Marketing & Sales Arena" either. In addition to the guided tours, the "Digital Lounge" will also give experts and practitioners the opportunity to compare notes or meet new contacts and project partners.
Anyone who wants to experience all of this should definitely plan a visit to Hall 4. Participation in the "Digital Marketing & Experience Arena" symposium is free to CeBIT visitors. However, registration is required as the number of tickets is limited.