Running concurrently with the Best of Events trade fair, the popular MX31 conference took place this year in the Westfalenhallen congress center. Among the central issues was the question of whether digitization threatens the trade fair or if it provides new opportunities. Christian Poell, Sales Director at UNICBLUE was part of a lively panel discussion on “Digitization - Friend and Foe of Trade Fairs”.
Together with four other experts, he discussed whether and how digitization can enrich the trade fair experience. “Digitization is a blessing for LIVE communication. The more intense digital communication between people and brands becomes, the greater the need for real brand experiences and face-to-face encounters becomes,” explained Poell. LIVE communication is becoming increasingly important as it is itself integrated into overall communication strategies as a networked platform which offers digital benefits (social media, live streams, tracking, VR/AR etc.). Digitization should not be seens as a threat to LIVE communication but, when cleverly used, as a real asset.