Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens

[EN] The master thesis deals with all communication activities around the Hannover Messe, realized by the communication department of Siemens under the influence of the current mega trend “digital transformation”. The master thesis explains the resulting necessity of customer centricity and the dema...

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Detalles Bibliográficos
Autor: Seifert, Johanna Naomi Elke Susanne
Tipo de recurso: tesis de maestría
Fecha de publicación:2018
País:España
Institución:Universitat Politècnica de València (UPV)
Repositorio:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
Idioma:inglés
OAI Identifier:oai:riunet.upv.es:10251/106635
Acceso en línea:https://riunet.upv.es/handle/10251/106635
Access Level:acceso abierto
Palabra clave:Brand-to-Demand (B2D)
Hannover Messe
Communication
Siemens
Digitalization
Hannover
Germany
Alemania
ORGANIZACION DE EMPRESAS
Máster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&apos
Empreses, Productes i Serveis
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spelling Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by SiemensSeifert, Johanna Naomi Elke SusanneBrand-to-Demand (B2D)Hannover MesseCommunicationSiemensDigitalizationHannoverGermanyAlemaniaORGANIZACION DE EMPRESASMáster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&aposEmpreses, Productes i Serveis[EN] The master thesis deals with all communication activities around the Hannover Messe, realized by the communication department of Siemens under the influence of the current mega trend “digital transformation”. The master thesis explains the resulting necessity of customer centricity and the demand of extraordinary customer experiences. Siemens answer to this challenge is the Brand-to-Demand (B2D) approach that focuses on the outside-in perspective, which implies an orientation towards external demands. With this regard, the pull-communication becomes increasingly powerful. The resulting coordination challenge behind all communicational efforts is highlighted within the master thesis. Beyond that, the objectives of integrated communication will be defined. Furthermore the outstanding importance of target group definition in order to guarantee an appealing customer approach will be explained. At this point, the definition of customer persona profile types turns out to be enormously helpful. Moreover, the explanation and the characterization of digital communication channels constitute a major part of the master thesis. According to the findings, exclusively a welldeveloped interplay of online communication measures, especially on social media and on stage activities can pave the way to an inspiring customer experience. The interplay between different channels can be subsumed under the term “intermedial integration”. Within the last years, earned media has become more and more powerful because of the increasing “influencer” trend. On top of everything, the interaction between customers has essentially increased in importance. This is called customer-to-customer communication (C2C). Despite of all electronical communication channels, people still search personal contact, which explains the constant importance of fairs within the communication mix. Taking all this into account, a specific communication concept for the Hannover Messe will be formed and explained. Because of changing circumstances suited answers are necessary. Moreover, the master thesis provides a theoretical performance measurement of the Hannover Messe communication with regard to three different main levels of impact: Positioning/engagement, visibility/awareness and business impact.Universitat Politècnica de ValènciaSegarra Oña, María del ValDepartamento de Organización de EmpresasFacultad de Administración y Dirección de EmpresasRepositorio Institucional de la Universitat Politècnica de València Riunet20182018-09-0520182018-07-20master thesishttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesisapplication/pdfhttps://riunet.upv.es/handle/10251/106635reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valénciainstname:Universitat Politècnica de València (UPV)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:riunet.upv.es:10251/1066352026-06-13T07:49:27Z
dc.title.none.fl_str_mv Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
title Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
spellingShingle Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
Seifert, Johanna Naomi Elke Susanne
Brand-to-Demand (B2D)
Hannover Messe
Communication
Siemens
Digitalization
Hannover
Germany
Alemania
ORGANIZACION DE EMPRESAS
Máster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&apos
Empreses, Productes i Serveis
title_short Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
title_full Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
title_fullStr Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
title_full_unstemmed Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
title_sort Development of an integrated communication concept from the fairs point of view in the age of digitalization explained at the example of the Hannover fair appearance realized by Siemens
dc.creator.none.fl_str_mv Seifert, Johanna Naomi Elke Susanne
author Seifert, Johanna Naomi Elke Susanne
author_facet Seifert, Johanna Naomi Elke Susanne
author_role author
dc.contributor.none.fl_str_mv Segarra Oña, María del Val
Departamento de Organización de Empresas
Facultad de Administración y Dirección de Empresas
Repositorio Institucional de la Universitat Politècnica de València Riunet
dc.subject.none.fl_str_mv Brand-to-Demand (B2D)
Hannover Messe
Communication
Siemens
Digitalization
Hannover
Germany
Alemania
ORGANIZACION DE EMPRESAS
Máster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&apos
Empreses, Productes i Serveis
topic Brand-to-Demand (B2D)
Hannover Messe
Communication
Siemens
Digitalization
Hannover
Germany
Alemania
ORGANIZACION DE EMPRESAS
Máster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&apos
Empreses, Productes i Serveis
description [EN] The master thesis deals with all communication activities around the Hannover Messe, realized by the communication department of Siemens under the influence of the current mega trend “digital transformation”. The master thesis explains the resulting necessity of customer centricity and the demand of extraordinary customer experiences. Siemens answer to this challenge is the Brand-to-Demand (B2D) approach that focuses on the outside-in perspective, which implies an orientation towards external demands. With this regard, the pull-communication becomes increasingly powerful. The resulting coordination challenge behind all communicational efforts is highlighted within the master thesis. Beyond that, the objectives of integrated communication will be defined. Furthermore the outstanding importance of target group definition in order to guarantee an appealing customer approach will be explained. At this point, the definition of customer persona profile types turns out to be enormously helpful. Moreover, the explanation and the characterization of digital communication channels constitute a major part of the master thesis. According to the findings, exclusively a welldeveloped interplay of online communication measures, especially on social media and on stage activities can pave the way to an inspiring customer experience. The interplay between different channels can be subsumed under the term “intermedial integration”. Within the last years, earned media has become more and more powerful because of the increasing “influencer” trend. On top of everything, the interaction between customers has essentially increased in importance. This is called customer-to-customer communication (C2C). Despite of all electronical communication channels, people still search personal contact, which explains the constant importance of fairs within the communication mix. Taking all this into account, a specific communication concept for the Hannover Messe will be formed and explained. Because of changing circumstances suited answers are necessary. Moreover, the master thesis provides a theoretical performance measurement of the Hannover Messe communication with regard to three different main levels of impact: Positioning/engagement, visibility/awareness and business impact.
publishDate 2018
dc.date.none.fl_str_mv 2018
2018-09-05
2018
2018-07-20
dc.type.none.fl_str_mv master thesis
http://purl.org/coar/resource_type/c_bdcc
dc.type.openaire.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
dc.identifier.none.fl_str_mv https://riunet.upv.es/handle/10251/106635
url https://riunet.upv.es/handle/10251/106635
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento - No comercial - Sin obra derivada (by-nc-nd)
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento - No comercial - Sin obra derivada (by-nc-nd)
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universitat Politècnica de València
publisher.none.fl_str_mv Universitat Politècnica de València
dc.source.none.fl_str_mv reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
instname:Universitat Politècnica de València (UPV)
instname_str Universitat Politècnica de València (UPV)
reponame_str RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
collection RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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