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The trade show and event industry is always facing digitization. Also in the distribution of marketing budgets. Because the individual disciplines in marketing are becoming more and more, and with them the possibilities for budget distribution. 20 percent of all companies do not do any live marketing at all and "with the increasing budgets, the question arises, where do they go? Into stand construction or rather into online marketing around the trade fair?". To ensure that live marketing continues to receive significant portions of the marketing budget in the future, it is important to measure success. "I won't get away with statements like: 'I've had 50 interesting conversations,'" says Dr. Christian Coppeneur-Gülz, CEO of Expocloud GmbH. That is why it is becoming increasingly important to be able to deliver tangible performance data. Such data is provided by tools such as Event-Metrics: number of trade show and booth visitors, their dwell time, percentage of returning visitors.
You can find the article here: https://t3n.de/news/event-marketing-ohne-ar-vr-geht-1245497/