direct customer contact makes the difference will only be able to inadequately present their prod ucts using current means of virtualization Here classic trade show formats continue to be the most effective choices Or organizers may mix the best of both worlds in other words extending the physical event with elements from the digital trade show toolbox in the worldwide web Experts regard such hybrid events as having the greatest mid term potential offering everyone the opportunity to attend in the way they like best live at the venue or interactive ly online Thus local easily turns into global thanks to digital The author Real surprises spontaneity adventure In spite of his enthusiasm for digital technologies author Oliver Jesgulke is currently missing all of these at virtual events Especially personal contacts cannot be substituted by anything else as far as the Berliner is concerned 97 Outlook

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