What to expect at DMEXCO 2018

With September upon us, it means it’s time for DMEXCO again. Starting in 2009, this will mark the 10th year for the digital marketing and advertising annual trade fair and conference held in Cologne, Germany. With over 1,100 exhibitors from 39 different countries, 100,000 sqm of expo space and over 570 speakers, there is a lot to cover in only two days.

Don’t worry, though, we will be tweeting key takeaways throughout the event @OMD_EMEA.

So, as we prepare to attend, we have had a thorough look at what will be presented at DMEXCO 2018. The big themes this year are artificial intelligence (conversational and image recognition in particular), eCommerce, immersive experiences (VR, AR, MR) and blockchain. These technologies offer exciting new opportunities, changing the dynamics of how brands and people interact.

Enhancing brand interactions.

The adoption of voice assistants, immersive experiences and image recognition technologies are fuelling increased consumer expectations. 72% of customers expect companies to understand their unique needs and 66% are likely to switch brands if they feel treated like a number not an individual. But, they also offer brands opportunities to create completely new experiences to delight and engage with their consumers. Industry leaders and brands alike will discuss how these technologies have empowered consumers (Age of the Costumer) and what adoption means for brands from new search behaviours (Voice-First – How Voice Affects your Future Brand) to messaging as a media channel (The Power of Messaging as a Marketing Channel).

Powering agile commerce.

Ways in which digital retail and eCommerce are shifting the landscape for brands will be a key theme of DMEXCO. Speakers from the likes of Amazon and eBay will share how the worlds of retail sales and marketing have collided, opening up new opportunities to fully connect-up digital businesses across media and commerce. Additionally video, transportation and blockchain are changing shopping behaviours in new ways. Creating a ‘sticky’ consumer experience that balances consistency with personalisation is key – another topic that will be explored.

Driving disruption.

We are only at the beginning of understanding how these technologies are going to transform everything from the way we work to how we shop or spend our free time. We will be exploring different exhibitors, from those preparing for connected-vehicle experiences to others pushing the boundaries of interactive advertising, and points of view from around the world.

Stay tuned. Follow us on Twitter for live updates.

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Chelsea Horncastle

Senior Insight & Business Development Manager at OMD EMEA

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