With over 1,000 businesses exhibiting and more than 55,000 digital marketing professionals roaming the halls, DMEXCO has indeed secured its spot as the digital marketing spectacle of the year. For many, not only it is the first chance to uncover the latest trends and innovations in digital, it is a mega launchpad for ad tech players (and an opportunity for some serious parties.)
Among the many discussions and presentations, five DMEXCO feats rose to the top of the highlights list:
1. The Rise of Influencer Disruption and Killer Millennials
Influencer marketing—arguably defined as a hybrid of affiliate marketing and celebrity-endorsed infomercials—had a prominent seat at the table, with brands and agencies recognizing the growing role of influencers in their social advertising strategy. As consumers continue to adopt online and offline ad blockers, influencer value will run parallel and disrupt how brands go to market. Millennials, also known as the ‘I need it yesterday’ generation, are key protagonists of the influencer disruption movement.
2. All About Attribution
A digital revolution is upon us. Marketing attribution has become more complex than ever before as the concept of the Internet of things (IoT) becomes reality and advanced algorithmic-based adtech continue to dominate the digital marketing industry. DMEXCO was all about examining the importance of using audience data and leveraging cross-channel transparency when measuring digital marketing performance KPIs.
3. Data-Driven Search and Social Advertising
Overlaying user search intent with audience data is all the rave as the concept of machine learning continues to gain momentum. Marketers were keen to learn how to better convert their ad spend into profits. Although Google led the conversation, Marin Software’s Google + Facebook: A Playbook for Cross-Channel Success was one of the most highly sought-out pieces of content available at the conference. This playbook demonstrates the importance of combining search and social advertising channels to deliver above and beyond on performance KPIs.
4. Catching the Moment
DMEXCO is all about the experience—humanizing digital and understanding how artificial intelligence can advance society and empower brands to leverage advertising technologies to ‘capture the moment’. This boils down to connecting with customers wherever they are.
5. Cutting Through the Noise
Sheryl Sandberg, Chief Operating Officer of Facebook delivered a keynote, Building Community and Discovering Growth in a Mobile World, which championed building meaningful connections to achieve growth through mobile. It’s a new take on how brands can leverage traditional marketing techniques in their digital strategy. As we previously noted in our 2017 State of Digital Advertising Report earlier this year, mobile surpassed desktop for the first time, confirming a shift in how people consume information. It therefore makes sense for brands to rethink how they engage with consumers via mobile, differentiate, and break through the clutter.