Three Marketing Trends from DMEXCO 2018

Sep 28, 2018 • Oliver Hansard

Recently the 4C team jetted off to Cologne for DMEXCO 2018, one of the most important annual European digital marketing conferences.

With over 18 stages and hundreds of speakers, the latest and greatest digital marketing topics and trends were covered over the two-day event. When our team wasn’t busy at the 4C booth, we took in some fantastic sessions about the future of the digital marketing industry, and learned about how brands and agencies are using social, TV, digital, and mobile in innovative ways to reach their key audiences.

4C Dmexco booth

Here’s our recap of the three most important take-aways from the event.

Breaking Agency Silos

There’s been much conversation this year about the future of agencies, especially as major accounts have been put up for review and brands are taking some advertising capabilities in-house. In fact, 90% of UK marketers say they have media buying capabilities in-house, according to research from Advertiser Perceptions and 4C. At DMEXCO, this topic was front and center, with many agencies discussing how to break down silos between creative and account teams to drive better outcomes for clients. Tools for holistically managing audiences, creative assets, and reporting were top of mind for agencies looking to optimize talent, improve cross-team processes, and streamline client approvals.

Data and Trust

In the year of GDPR and Cambridge Analytica, it’s no surprise that many sessions and conversations focused on the topic of data and trust. The key theme? Brands needs to remain the “brain,” owning their data and how it is used. This can be enhanced with the right choice of technology partners, as neutral solutions help brands remain in control. It’s also important that brands recommit to a permission-based approach to maintain trust with consumers.

The Medium is the Message  

Several social publishers focused on how their advertising mediums are evolving as consumer behaviour evolves in the new “Attention Economy.” Instagram and Facebook both described the rise of Stories in the vertical (meaning mobile-first) world. The rise in popularity of Stories reflects user appetite for increasingly interactive content. Social platforms will likely continue to innovate with the Stories format to engage users’ playful sides and deliver significant business results for advertisers.

 All in all, two fascinating days for us all!