Data has always formed the basis for strategic decision-making in digital marketing. Working with the creative models that artificial intelligence enables, it is now possible to imagine completely new and effective ways of making contact with people, communicating ideas and developing new products. At the same time, it also raises many new questions: How creative do we want to let artificial intelligence become? Who owns the outcomes of these new programs? What value does human creativity have in comparison to the creativity of AI? What tasks – if any – will be left for humans in the future? And: What about the risks and corresponding regulations?
But because we cannot imagine the future of digital marketing without this new form of creativity and since learned working practices will change significantly, the makers of DMEXCO will bring the sector together under the motto “Empowering Digital Creativity” in September. Oliver Frese, COO of Koelnmesse, says: “The merging of data from different sources, the giant leap in the field of artificial intelligence and, parallel to this, the developments in the metaverse, create a synergy that opens up enormous creative potential for brands and businesses. At this year’s DMEXCO, we will look ahead and, together with the experts, discuss what the digital marketing of tomorrow could look like.”
Experience the megatrends live: metaverse, retail media, digital fashion
And of course, DMEXCO will also showcase a wide range of the other megatrends that are driving digital marketing. In cooperation with w3.fund, DMEXCO 2023 will present the second edition of the w3.vision conference, dedicated to the latest developments around the metaverse and other Web3 technologies. Among those joining the discussion will be Tim Walther, Metaverse & NFT at Volkswagen Group, Maike Hornung, Europe Crypto & Global CBDC Strategy Lead at VISA, Peter Grosskopf, Co-Founder & CTO at Unstoppable Finance, and Jürgen Alker, Web3 Consultant at Highsnobiety.
And, for the first time, DMEXCO is building the Retail Media Area, where major retailers including OBI, REWE, Otto, and Douglas will be demonstrating the wide range of opportunities that retail can offer to brands that advertise. Last year, retail media was considered the fastest-growing advertising segment – partly because providers have high-quality first-party data. Whether this boom will continue as strongly will be discussed at the DMEXCO Retail Media Summit, which will host the brightest minds in the industry.
Another DMEXCO first is the Digital Fashion area, which offers a holistic, “phygital” perspective on fashion, thus linking the physical with the digital world. Thanks to the cooperation with the Deutsches Mode-Institut, the latest technological developments in the industry will be presented.
Dirk Freytag, President of the German Association for the Digital Economy (BVDW) explains: “The signs are abundantly clear: technologically, we’ve reached a profound digital turning point. The disruptive power of data and new technologies, such as AI and the metaverse, is already unfolding in communications and marketing – areas that have been the creative leaders in the digital world from the very start. However, we can only begin to grasp the full impact of these far-reaching changes on the economy and people’s day-to-day lives. With that in mind, we now need to define the way forward for Europe with regard to establishing standards, documenting performance, shaping the political framework, and handling data responsibly. In this respect, DMEXCO is the perfect arena for highlighting and discussing innovative strategies for the future.”
Professor Dominik Matyka, Chief Advisor of DMEXCO, states: “Once again, in 2023, DMEXCO is a place for new beginnings, disruptive approaches and interaction, a place to discuss and shape the future. This is where the next generation of digital marketing will emerge and the power of digital creativity will be unleashed.”
Exhibitors: twice as many early bird registrations as last year
The great need for dialog, sharing, and interaction in these rapidly changing times is also evident in the number of early bird bookings for exhibitors – the booking rate is up by 95%, almost double compared to last year. Among those who have committed early this year are numerous international corporations such as DHL Deutsche Post and Huawei Technologies. But prominent returning DMEXCO exhibitors such as Payback, Pimcore and Kentico are eager to utilize the central meeting place for key players in digital business, marketing, and innovation.
Top-class speakers will be discussing the latest industry trends
In this year’s conference program, covering around 200 hours over two days, numerous experts will also weigh in on the latest trends in digital business, providing visitors with deep insights into the industry’s hot topics. Speakers in Cologne include Sir Martin Sorrell, CEO of S4 Capital plc, Ronan Harris, EMEA President at Snap, Jessica Koch, Director of Retail Media at Douglas, François-Xavier Pierrel, Group CDO of JCDecaux, Adam Singolda, CEO of Taboola, Franziska von Lewinski, CEO of SYZYGY GROUP, Eko Fresh, rapper and entrepreneur, as well as Mirijam Trunk, CDiversityO at RTL+, Thomas Wlazik, General Manager DACH/NL at TikTok, and Patricia Grundmann, Managing Director of OBI First Media Group.
Image material for DMEXCO is available online at https://go.dmexco.com/de/press-downloads-dmexco