According to a study by the German Federation for Industry and communication
Communication is generally the exchange of information. In marketing, communication policy is one of the four marketing instruments (4 P’s) that are used to evoke certain reactions in the target group: attention, positive attitude, purchase. By means of communication, potential buyers should be informed (that the product is offered), convinced (to buy the product), and reminded (that the product exists). There are different defined types of communication that are in competition with each other: controlled (= the 4 KIs) vs. not controlled (= word of mouth, publicity) – pull (= addressed to the consumer who should “pull” the product through the sales channel) vs. push (= addressed to the trade who should “push” the product through the sales channel) – personal communication (personal sales; direct marketing) vs. Mass communication (via TV, radio; with posters). -“href =” https://marketing.ch/lexikon/kommunikation/ “target =” _ blank “> Kommunikation (bvik), spending on B2B marketing is falling spending in this area has been falling continuously for years and is shifting towards digital marketing. Almost half (46 percent) of the marketing managers surveyed expect a decrease in B2B marketing budgets, of which 30 percent expect significantly lower expenses. The lion’s share of this money, a third, is spent on trade fairs and events. “The year 2020 is an ‘annus horribilis’ with far-reaching consequences for all providers and players involved in trade fairs and live events,” explains Dr. Andreas Bauer, bvik board member. “The downward trend of the past few years continues in internal and external B2B marketing spending.” According to 61 percent of the experts, budgets will also be cut worldwide: 34 percent are expecting major and 27 percent of slight cuts. If you look at the B2B marketing studies carried out by bvik over the past few years, you can see a continuous decrease in the B2B marketing budget. “As market observers, we assume that B2B marketing in Germany will have to adapt to tough times,” says Professor Carsten Baumgarth from the Berlin School of Economics and Law and the scientific director of the bvik study. “Burying your head in the sand is not an option. New topics such as digital marketing leadership, purpose orientation or new branding are three important future topics that offer new opportunities. Despite all budget restrictions, decision-makers should invest in the skills and abilities of their own employees. The lean, agile and innovative years will come. “ This means that digital trade fairs are increasingly coming into focus. Especially during the corona pandemic, many organizers were forced to hold virtual trade fairs and webinars. In another study by bvik with 173 German industrial companies, 36 percent stated that they had had good to very good experiences with these virtual formats so far. At least 47 percent were not dissatisfied. Only 17 percent said they rated digital trade fairs as inadequate. Cost and time savings were stated as the greatest advantage. The experience of real products and the lack of contact were criticized. —Shift to digital marketing – now we need new specialists
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