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14 Future Trends to Which the Convention Industry Needs to Pay Attention to in 2015 11. Further Studies on Engagement with the Exhibition

11. Further Studies on Engagement with the Exhibition

Marketing Keyword – Engagement

The concept ‘Engagement’ has emerged as one of the main keywords in marketing recently. Marketers always seek ways to convert potential customers to their loyal customers by increasing customer’s engagement with the brand, so they utilize various strategies to raise customers’ engagement offline and online by any means.

Need to Define ‘Engagement’ which Carries Distinct Characteristics of the Exhibition and Developing a Yardstick

Yet, there is an unsolved problem about engagement in an exhibition; what is exactly engagement in an exhibition? How is it measured? How can it be created? For example, is the number of tweets in Twitter or the number of ‘likes’ on Facebook the yard stick for engagement? If so, can the more number of tweets or ‘likes’ increase loyalty or the rate of re-visitation? With regard to engagement with an exhibition, there are no clear answers to these specific questions with confidence, which means there should be more studies on engagement with an exhibition. To resolve the questions mentioned above, more precise and planned studies are necessary. Then, it would be possible to grasp exactly what efforts should be made to reach certain marketing targets in an exhibition.

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