Dmexco 2014 [Review]

Last week I had the chance to attend this year’s Dmexco conference with my colleague Isabel (aka babinha) who wrote this post with me. So, some takeaways? Sure, but before anything…

The event

Dmexco is one of the world’s biggest marketing trade shows and brings together digital marketers, advertising agencies and tech enthusiasts from around the world. The main focus this year fell on the online side of marketing, media and technology in the digital era.The program offered various activities including the exposition of 800+ companies in the 8 exhibition halls, various key notes by representatives of established companies, moderated debates, seminars and workshops.

Summary of the talks we attended

Talk I – Joining the dots: Understanding consumers in a multi-screen world

Company: Specific Media

  • Mostly a sales pitch about how they use offline data from aggregators (credit card providers, loyalty) to track their ROI across all channels
  • Might be interesting in the future as they will offer advertisers in UK and Germany the possibility to target consumers online based on their offline purchase behavior (but only B2C products for now and for large target verticals).

 Talk II – Digital Disruption: How Global Brands Are Adapting to a Data-Driven Marketing Future

Company: DataXu GmbH

Best Practices & Observations

  • Step 1: Companies need to “stitch together” all their data sources: step 1; legacy data is insufficient (your data sources need to be live)
  • Step 2: Companies need a hybrid internal team: a mix of analytics and marketing teams
  • Step 3: Technology provider should provide training for the organization – distance learning and in-site
  • Step 4: Advertising should feed product development – a closed loop between Marketing, BI &Product


 Talk III – Empower your Attribution with CRM Data

 Company: Eulerian

  • Spoke about the move from last touch or first touch to multi-touch
  • They create a closed loop between user centric data (site + ad centric ) and CRM data (profiles). They aggregate the data to segment web analytics report by ANY CRM parameter.
  • They look at the average basket based on their acquisition channel, and then segment it by other CRM parameters (such as gender).
  • This segmentation allows you to target  you ads/online marketing, to the target that is most likely to react to a specific channel.

The case of research Online > Purchase Online:

  • Combines online acquisition (research) + offline purchase live, through CRM. Because we have a retail flag, we can take advantage of that tracking to feed the CRM and compare with the online customer journey. It allows to fully track the cost of acquisition and the real ROI by combining all acquisition costs (e.g. SEM non brand + partnerships).
  • While Eulerian only works with B2C ecommerce websites, other companies can allow us to use marketing data and CRM in this way.


 Talk IV – Performance vs. Social: The Growth Engines of the Future – Criteo and BuzzFeed

Programmatic/Automation vs Social: the two main trends in Marketing

Eric Eichman – Criteo & Jonah Peretti – Buzz Feed

Honestly, this was one of the most interesting talks as it put together the two most important trends in marketing right now: automated performance marketing and content & social marketing.

Criteo is all about increasing sales, through personalized dynamic advertising. (they have a 90% retention rate!). They work with advertisers, RTB networks and directly with publishers.

Buzzfeed is an online social community where content is shared and created: by their team, community and advertisiers. Currently has more then 150 million avg monthly unique views. Buzzfeed’s growth has been driven by the changes in the way people consumer media.

They monetize through native advertising and native content: people consume advertising that looks like the media they consume.


Talk V – Building Brands in the Digital World

Company: Google

Unlike other talks, this one led by Kirk Perry (President Brand Solution) felt like a TED talk. He shared a lot of personal experiences and case studies related to going beyond the brand.

  • Go where users are – learn how and where your customers consume media and tailor your message & content to that
  • A personal highlight – always give credits to competitors and always ask yourself “Why did they do that?
  • Case Study – Nivea & British Airwaves (going beyond the brand)
  • The importance of pushing down complexity
  • Organize your strategy around the consumer, not around the screen size


 The Marketing Trends of 2015

Based on our impressions of the talks and the companies which had booths in the exhibition halls, the hot topics for this year’s show included:

  • Mobile and multi-device marketing – just like in 2013, the importance of having mobile advertising strategy
  • Cross-device strategies – despite the ongoing “death of desktop” debate, instead of absolutely crossing out one type of device, advertisers should focus on creating a full 360-degrees experience not based on the screen, but the user
  • Real-time marketing – with events like the SuperBowl in the States, the importance of RTM has definitely become a hot topic. The ability to engage and interact with your customers in this exact moment
  • CRM-driven personalization
  • Location-based marketing
  • The increasing importance of customer loyalty as a data mining source and engagement tool
  • Branded content and native advertising is no longer  buzz topic and in fact could soon account for half the ad businesses of publishers
  • “Snackable” content – with the ascendance of mobile, content has to scale down to fit the smaller screen and shorten to fit the attention span of consumers on the go
  • People-based research – there is no doubt that big data reveals an extensive amount of information about a target segment, but more and more companies are coming back to the so called “ethnographic” research – asking people what they think of products and services.
  • The world against The Man – 2014 will definitely be a year of pushback against regulations, especially regarding consumer data, following the revelations of the National Security Agency’s snooping on data
  • Crowdsourcing – in 2014 collaboration will go outside of the organization. Whether it’s through partnerships with publishers or a surge of user-generated content, marketers will be surrendering even more control over their brand messages.
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