What opportunities and challenges do traditional exhibitions face in the era of mobile Internet?

For a long time, traditional exhibitions have been regarded as the most effective communication platform between economic and trade parties. When the Internet appeared and became popular, exhibitions faced enormous challenges. Some pessimists even thought that the Internet would replace exhibitions. However, with the development of internet technology, the exhibition has not been squeezed out of the economic and trade market, but has improved its service level with the help of the Internet, and has also developed a never-ending online exhibition. In addition, the organizers and undertakers of the exhibition have established the brand's popularity and influence by setting up official websites and promoting the exhibition through Weibo, WeChat and micro-publication, which are popular in recent years.

With the rapid development of mobile Internet, the competition of exhibition service is the competition of brand awareness.

Mobile Internet is the trend. Mobile Internet access has become an indispensable part of people's work and life. With the maturity of mobile technology, it brings infinite possibilities to mobile Internet marketing. According to the data of China Internet Network Information Center (CNNIC), by the end of 20112, the number of mobile phone users in China had reached 356 million, and the number of smart phone users had reached19 billion, with a penetration rate of 53.4%. Such a wide audience will make mobile marketing one of the most important marketing methods.

The convenience of mobile internet. What can't be changed at present is the superiority brought by the feature that mobile phones can be carried around anytime and anywhere. The randomness of mobile internet lies in its rich application scenarios, and any complete or fragmentary time can be used by exhibitors and buyers attending the conference. Mobile users can easily access the wireless network anytime and anywhere, and at the same time can carry out a variety of applications. In addition, the mobile Internet can locate its own position and collect information about nearby things and sounds. The mobile internet, which can be used anytime and anywhere, makes it more convenient to query traffic routes. For example, you don't need to find a route before going out, you can see it at a glance by turning on GPS.

APP is an important channel for exhibition brand communication. With the development of smart phones, APP has become a new channel for the spread of international brand exhibitions. In foreign countries, the organizers and contractors of well-known brand exhibitions have developed exhibition apps for accurate promotion and operation. To put it simply, with the internationally renowned exhibition companies making creative exhibition apps and bringing them into the normal marketing mode, exhibition apps will become the most effective way of communication among organizers, organizers, exhibitors and buyers. Give full play to the interactive and sharing functions of the mobile Internet. Once exhibitors and buyers get used to and recognize the service of the exhibition APP, they will actively share it with other audiences.

In the future, the mobile Internet and the Internet are the same thing. Just like mobile phones and landlines, when we talk about making phone calls, we basically mean mobile phones. The mobile Internet is a part of the Internet, but it is the most important part. What exhibition organizers and organizers need to do is mobile marketing, and its effect has great transformation potential.

The 30th Statistical Report on Internet Development in China shows that mobile phones have replaced computers as the largest Internet terminal. In 20 12 years, the global mobile phone users reached 4.5 billion, with a penetration rate of 65.7%, while the number of mobile phone users in China has exceeded 1 100 million. The rapid development of smart phone and mobile Internet technology has brought many changes, including revolutionary changes in work, lifestyle and daily consumption habits. The status of mobile phone in life has gone far beyond the meaning of tools and become the emotional dependence of many people. Subway, bus, roadside and restaurant are full of "low-headed people" playing mobile phones and various ipad. "According to statistics, 90% of people on the bus will play with their heads down, 92% will play with their mobile phones when they go to the toilet, and they will watch their mobile phones every 6 minutes on average when they are awake during the day."

Characteristics of mobile internet marketing. Mobile Internet marketing has the characteristics of flexibility, interactivity, target audience accuracy, convenience, high arrival rate, low cost and strong monitoring. The marketing cost of mobile Internet marketing is relatively low, and the information disseminated is digital, thus eliminating the physical costs required by traditional print media and the high handling fees of advertising agencies, as well as the huge advertising fees paid by electronic media such as television and radio in prime time. In the process of mobile internet marketing, exhibition organizers and organizers can also accurately monitor the response rate and response time, thus providing a convenient means for the exhibition to monitor marketing activities.

Mobile marketing platform recognized by participating businesses. Mobile marketing must be pragmatic. As the organizer of the exhibition, it is necessary to design the exhibition APP products from the perspective of convenience for exhibitors and buyers to avoid unnecessary cumbersome links in the registration process. Some exhibition apps open the homepage to register and log in. With the patience of experiencing products, merchants enter the mailbox and register their accounts. After entering, they found that this is just a page similar to photo sharing. Because you can't see the actual content, businesses will lose patience. If an exhibition APP product does this, it will lose the attention of exhibitors and buyers, and finally it will hurt the exhibition.

(1) Innovation of marketing information. In the process of mobile Internet marketing design, the content and form of exhibition information should attract the attention of exhibitors and buyers, requiring consistency or similarity, and then send the designated exhibition information to the target audience.

(2) Innovation of marketing methods. The innovation of mobile internet marketing mode can not only bring huge benefits to the exhibition that implements mobile internet marketing, but also attract more enterprises to participate.

3.？ Connect with the exhibition industry. The essence of mobile internet is an extension of human cognitive behavior, not just online chatting, playing games and entertainment? Music should be a tool to facilitate the economic and trade docking of exhibitions. Catering, accommodation, transportation and other information. During the exhibition, what are the concerns of exhibitors and buyers will gain great trust from exhibitors and buyers. Facing the great opportunity of mobile marketing, more exhibition organizers and organizers must speed up the transformation of network marketing consciousness, speed up the pace of mobile marketing and consolidate the foundation of mobile marketing in order to miss the business opportunities of mobile marketing.

4. Change the way of exhibition publicity. Without the understanding and acceptance of this marketing model by well-known enterprises and buyers in the industry, the market of exhibition mobile Internet marketing cannot be expanded. From a practical point of view, at present, exhibitors and buyers don't know much about the mobile internet marketing method of the exhibition. Although the new mobile marketing tools have attracted some attention in the exhibition industry, the awareness of exhibitors and buyers is not high. Therefore, exhibition organizers and organizers should promote mobile internet tools to exhibitors and buyers at the same time, so that exhibitors can realize the great value of this innovative product and teach them how to use this innovative mobile product. Once the potential needs of exhibitors and buyers are stimulated, the popularity and influence of the exhibition can be improved in a short time.

5. Improve the efficiency of precision marketing. Undoubtedly, with the rapid development of mobile Internet technology, accurate and effective communication is the focus that exhibition organizers and organizers must pay attention to. As the saying goes, birds of a feather flock together. The value of marketing channels lies in precision. Precision marketing is not to push exhibitions to a few people, but to let people in the industry see the exhibitions they need. Therefore, from the perspective of exhibition competition, user experience and information security, different people are aggregated through specific interests and performances, and behavior analysis and demand path tracking are carried out on the basis of aggregation. Based on massive data, in-depth information mining is carried out, and people's cognitive data are widely analyzed to form exclusive group classification attribute labels.

6. Customers usually rely on information selection. It can be said that the customer's dependence on tool selection is actually a "path dependence" on information. On the one hand, it is a problem of cost, on the other hand, it is a problem of emotion. As a way of transmitting exhibition information, mobile Internet marketing is always realized around customers. Although the popularity of mobile Internet has influenced and changed the habits of exhibitors, for organizers and contractors, the expression channels of exhibition information have changed, which means that it is necessary to adapt to the new marketing environment and adopt expression means more suitable for mobile characteristics.

Temper out a good exhibition mobile marketing model, make exhibition services more professional and meticulous, make exhibition brands spread more widely, and make the background data of exhibition services more accurate. Mary? Mikel's report believes that the whole world is watching mobile Internet marketing, and watching means waiting. Then, what will never change is that the organizers and organizers pay attention to the needs of exhibitors.

All walks of life are exploring mobile Internet marketing. Mobile Internet is changing the media form of exhibition communication in time and space. Focusing on the user core, if we can reproduce the user's status and analyze the user's needs based on the user's location information, mobile phone hardware and time information, and provide an effective display platform for exhibitors and buyers, we can help exhibitors and buyers quickly find the key to accurate marketing.