The Internet has changed personal and professional lives in many ways, and one of the most pervasive is the rise of digital marketing. Some claim that digital marketing is now the only to promote products and services going forward, but while it is an effective tool, it’s still no substitute for investing in exhibit professionals and attending a trade show to grow your business. Here’s why.

Focus Is Not Interaction

One advantage that digital marketing has over traditional “analog” marketing is that it is not indiscriminate. A radio or TV commercial is widely broadcast, and people may or may not see it. However, digital marketing can be targeted specifically at those with an interest in a product or service, provided that either market research data has been provided or an algorithm decides a specific individual meets the criteria for being shown marketing materials.

However, all of this is still passive consumption, beyond the business’ control. A trade show allows for direct, real-time, face-to-face interaction with people. This is still a step above even deliberate marketing like an online meeting. The ability to meet a decision-maker and interact directly, giving real-time responses, and adjusting the content of the marketing on the fly based on those responses—all with a human touch—goes far beyond what digital marketing can currently do.

Get In Early With High-Quality Leads

Another major difference between digital marketing and working with exhibit professionals for a trade show presence is that trade shows give businesses a chance to make gains with an important segment of the market: early adopters. By interacting with the press, distributors, retailers, and, when possible, even enthusiasts and/or hobbyists, a business’s product or service is now evaluated by people who can make decisions and influence the market.

Because this is a smaller audience and because it is interactive, businesses also have the chance to personalize meetings and promotions geared toward a specific lead. Whether this means meeting with a social influence or journalist for marketing and promotion or meeting a new distributor to buy your product for sale to retailers, a trade show gives early access to these important leads with a greater sense of control and interaction than digital marketing. This makes trade shows an invaluable investment for those who are looking to make early in-roads or rapidly strengthen competitiveness in ways that digital marketing still can’t.

If you want to work with experienced exhibit professionals to make your trade show investment yield returns, contact Lighthouse Exhibits. We can help.