Everything digital or what? What we can learn from the DMEXCO trade fair conference 2021

The thirteenth DMEXCO was the second all-digital DMEXCO. Guest author Ralf Scharnhorst creates unusual connections.

Every two years DMEXCO takes place almost simultaneously with the International Motor Show. Opposing industries? No, there are alarming parallels. Cars created freedom. Content on the Internet as well – especially if it is financed by advertising and therefore free of charge for the user. Consumers have got used to it and now see the disadvantages: too many cars, too much advertising. And the vague feeling that data leaks and personalized advertising would restrict personal freedom of choice.

Protesters against the car and the IAA have blocked entire highways in Munich. Do we have to fear something similar when the next DMEXCO takes place physically again?

User interests and privacy in the foreground

In any case, the wake-up call by the legislators and the users is given. Individual companies in the industry already boast of putting user interests first – from Apple to Google. Is data no longer the new oil, but already burned to the exhaust gases that everyone wants to get rid of?

DMEXCO can be used as a year-round learning platform on which many details about the necessary and possible changes can be learned via video.

Weren’t there any big Sunday speeches? But: bestselling author Frank Schätzing wrote a non-fiction book for the first time because he had “burst his collar” in his work against climate change. In short, he recommends buying fewer things.

Author Frank Schätzing in an interview at DMEXCO 2021, screenshot Ralf Scharnhorst

Has the loud “buy me” cry of many advertising banners become obsolete? No, if you can believe the forecasts for advertising spending in 2021: Digital should grow by 23 percent in Germany, 20 percent internationally and then have a 60 percent share in the global advertising market.

Budgets on the move

And where exactly is the money going? If you listen to the speakers of the respective companies, that’s the food chain: YouTube shows that the money is better off there than in TV advertising. Facebook claims it gets closer to people than Google. Snapchat argues that the augmented reality that Facebook is still working on can already be used and that it has no fake news, no fishing for likes and no hatred. And TikTok wants Snapchat’s budgets because it’s growing faster.

Who hasn’t lost sight of the bigger picture in the home office? DMEXCO offers inspiration. At the start of the second DMEXCO day, the team around design professor Peter Kabel shows how creation is not replaced by artificial intelligence, but is given more possibilities.

Peter Kabel and team at DMEXCO 2021
Peter Kabel and team at DMEXCO 2021, screenshot Ralf Scharnhorst

And there is the dialogue with Rory Sutherland from Ogilvy London: a boon presented by the British Madfest at DMEXCO. He argues that the effect of marketing is mostly underestimated in the really big contexts. A hundred years ago, people didn’t want electricity at home. Cooking and light already worked with gas. And today it is the same with solar systems at home: Marketing must and can achieve this change if it is done correctly.

Then he tells an exciting finding from research on bees. They communicate with each other about the places where they can harvest their food most efficiently. But there are bees who deliberately do not fly there: They look for new sources in case the old ones dry up. This is inefficient in the short term, but important for survival in the long term.

Rory Sutherland in a talk at DMEXCO 2021,
Rory Sutherland in a talk at DMEXCO 2021, screenshot Ralf Scharnhorst

Use conferences for learning

So why should we go to trade shows and conferences more? Exactly for this reason: In the short term it is an inefficient working day, in the long term we learn new ways with it.

Do we have to worry because the date for DMEXCO 2022 is not yet on the trade fair’s websites? No, hotels can already be reserved: DMEXCO 2022 will take place on September 21 and 22 as a hybrid event.

And for those who are more specifically interested in the future of digital advertising and programmatic advertising: On November 23rd and 24th, the d3con in Hamburg will take place as an opportunity to meet again physically – shall we meet?

Source: OnlineMarketing.de by onlinemarketing.de.

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