Why B2B tech marketers should care about IFA 2018

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On August 14, 2018

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Following the wider themes and issues at the forefront of today’s tech industry is vital for B2B marketers, says Saskia Stolper, director of our German office. And top trade shows like IFA Berlin are a great way of keeping your finger on the pulse of emerging trends and innovative breakthroughs – particularly as the gap between B2B and B2C marketing narrows.

IFA Berlin, the world’s leading consumer electronics and home appliance trade show, is set to open this year on 31 August. Attended by a host of tech giants and cutting-edge innovators from around the globe, this annual show acts as the launch pad for revolutionary tech breakthroughs. Here, exhibitors cover the very latest in lifestyle, audio, IT, household, TV and smart homes, with world-renowned keynote speakers addressing some of today’s most talked-about issues such as artificial intelligence (AI), Internet of Things (IoT), robotics and voice.

Although technically a consumer show, IFA Berlin is certainly not just a platform for the most-recognised names in tech – B2B tech companies and marketers also have a clear place at the table. IFA 2018 will introduce some of the hottest consumer electronics around, as well as showcasing the innovative technology behind the devices. With the traditional hard lines between B2B and B2C starting to blur as tech shapes society – and vice-versa – B2B marketers need to be fully conversant with the themes and trends being discussed and showcased here.

One of the oldest trade shows in Europe, IFA Berlin is continuing to boom despite some other trade shows struggling in recent years. IFA 2017 was bigger and better than ever, with a massive 159,000 square meters of show floor space sold out to 1,805 exhibitors.

So, what’s in it for B2B marketers?

IFA 2018 looks likely to follow the success of the previous year.. At IFA Berlin, trends are set and products are launched and communicated to the mass audience. And if you’re not actually attending the show, it’s still essential that you know what’s happening.

These days, B2B and B2C are tightly linked, with recent innovations such as IoT, payment systems, smart kitchens and security systems all very much on consumers’ minds. Although consumers don’t see the tech behind these products, they certainly see and are affected by the themes. Developments around issues like data security, IoT, voice recognition offer great opportunities for B2B marketers and PRs to get involved in the discussion.

More reasons to get involved


Hear a host of dynamic, forward-thinking keynote speakers, including:

It’s worth checking out the IFA keynote schedule for more information.

Tech companies are truly shaping our world and our future. And, as the leading showcase for the global technology industry, IFA sits at the beating heart of tech breakthroughs; the place where pioneering, revolutionary tech is born into society. I think it’s more relevant to ask why wouldn’t B2B tech marketers care about it.

So, that’s my thoughts on the importance of IFA Berlin for B2B marketers. We’d love to hear yours. Are you going? Contact us at hello@rlyl.com or tweet us at @redlorrycomms to let us know your thoughts.

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