dmexco 2018 - The Trade Fair for Digital Business, Marketing and Innovation

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We summarize the most interesting points for you

On Wednesday and Thursday this week, the Digital Marketing Exposition and Conference, or dmexco for short, took place in Cologne for the second time. Every September, international and national big names from media, tech and marketing gather in Cologne. In the run-up to the event, those responsible for the trade fair described the dmexco as the meeting place for all important decision-makers from digital business, marketing and innovation. Did the trade fair deliver what was promised? And what role did the topic of Amazon play at this year's Expo?

We have summarized the most interesting key points for you below.

Speakers: 570 speakers from a wide variety of fields and a wide variety of companies/agencies (SAP, eBay, Amazon, Facebook, and many more) attended this year's show. Big topics included: Artificial Intelligence, Challenges in E-Commerce, Customer Centricity, Smart Products and Digital Transformation. What was clear from all the speakers: The digital world is in a state of upheaval and is becoming increasingly complex. For this very reason, experts expect the role of agencies / online service providers to become increasingly important. In the age of digital transformation and the ever-increasing fragmentation of the online and advertising market, companies need strong partners and experts at their side who can lead them to sustainable success.

Exhibitors: In terms of exhibitors, the fair had to record a slight decrease compared to the previous year. This year, around 1000 stands were located on the exhibition area. This was 10 percent less than in 2017, but there were still many interesting exhibitors to marvel at: Of course, the huge stands of Google, Spotify and some large publishing groups were particularly attractive. But the small providers of a wide variety of niche solutions were also able to enjoy a "big rush". A novelty on the exhibition floor this year was the "World of Agencies". Here, 16 agencies presented themselves to the visitors. The feedback was positive throughout. In 2019, therefore, a larger number of agencies and online service providers will be given the platform to present themselves at dmexco.

Amazon: Amazon is shaking up the advertising industry. This was also clearly noticeable at dmexco. Eight speakers addressed this topic on the two days of the trade show. Although Google and Facebook have dominated the world of digital advertising so far, the keyword of the future is retail media. No one knows their customers better than online retailers themselves. And Amazon in particular has a treasure trove of data that makes the company highly interesting for the advertising industry. Amazon Display Advertising was a particular topic at dmexco. Experts believe Amazon will have a turnover of 19 billion US dollars by 2020.

According to the experts, the following five reasons are decisive why Amazon has major advantages over Google and Facebook as advertising platforms:

Consumers are picked up when they want to buy: Visitors to Amazon usually have a very high purchase intention. This is different from Google, where users mostly just want information.
Conversion guarantee via specific targeting: While Google or Facebook can only draw predictions from users' interests, Amazon has the most meaningful data - purchase data. By deriving advertising from purchase history, customers can be addressed in a very targeted manner.
Increased motivation through direct buying: Customers who click on an ad on Amazon don't have to switch platforms first. They can add products directly and conveniently to the shopping cart.
Easy payment: Many customers who order online shy away from complicated payment processes. Not so with Amazon: The checkout is familiar and purchase transactions can be completed smoothly.
Efficiency and transparency: Amazon promises its advertisers full-funnel reporting: "You'll get full-funnel reporting that includes all platforms, ads and campaigns with non-indexed metrics - leading to greater transparency, campaign efficiency and performance."

The experts' speeches showed that a lot is happening in the Amazon business and will continue to do so in the future. Let's stay excited!

Balance: The balance of the fair: very positive. Visitor numbers were up on the previous year and exhibitors were also satisfied. A total of 41,000 visitors were recorded on both days of the fair. 45 percent of them were guests from abroad.

We are already looking forward to dmexco 2019 and will, of course, continue to keep you up to date on developments in the digital world as usual until then.

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