DMEXCO 2020 – Attitude Matters with Remote Matchmaking in a Pandemic

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Dr. Dominik Matyka, Chief Advisor DMEXCO

Never before has attitude been more important than this year, as industries, disrupted by the corona virus struggle between economic and human survival from a home office. Remote working and social contact through digital interfaces has become the new normal. Events in the Corona crisis, such as the #StopHateforProfit initiative involving Facebook, Coca-Cola, Unilever amongst other corporates highlight a need for the digital industry to have a clear attitude. In line with our ‘Attitude Matters‘ motto, we have published a DMEXCO report  featuring a comprehensive study on the topic of attitude. An overwhelming majority (89 percent) believe that companies have a responsibility to solve societal challenges and over half (54 percent) believe that there will probably not be a return to business as usual.

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At DMEXCO, we have digitized at speed to create the brand new platform DMEXCO @home  to take the leading conference, fair and European networking hub for the business of the future fully virtual. After months of lock down and uncertainty, we are looking forward to hosting an intensive exchange with our colleagues, industry experts, our community and new visitors on September 23 and 24 from wherever they are in the world, via desktop or mobile screen.

Like many working teams, we are in a pandemic white space and have had a great deal of interest from our community on how it will work, particularly with the unique networking and social interaction functions. These two functions have been at the core of our development of the digital platform and we want to let our visitors know what to expect. With a design, reminiscent of social media interfaces, there will be several matchmaking possibilities on the platform:

  • platform-wide there will be interactive contact suggestions via a free text search in the Communications Center;
  • via a ‘Discovery Graph’, a Snap Map style visualization of the community with a filter function so that a visitor can search for contacts according to their business needs;
  • with a click on an interactive ‘Brandcard’ located in the ‘Show floor’, a visitor can enter a virtual exhibitor space, manned by a team of contact persons and click on an interactive exhibitor profile (green signals that a team member is online and available);
  • a visitor can make group video calls with up to 10 people, communicate via a messenger function or via a schedule-a-meeting feature.

Every visitor can create their own profile, entering their area of interest, company, position etc. We, as humans, need physical social contact but it could be much easier to search for contacts online with a filtered search function, than through a physical anonymous crowd. Europe is at the global forefront of GDPR regulation and each matchmaking possibility on the DMEXCO @home platform will be preempted by an ‘opt in’ function for personal consent to ensure privacy.

In the mobile marketing world, an industry central to DMEXCO @home consumer concerns for privacy have been a barrier to uptake of some new technologies, for example, location based marketing. Aside from Generation Z, comfortable with using apps that track their whereabouts on their mobile phone, most consumers are reluctant to broadcast their location and movements. This attitude, despite de-identification technology, has hindered the development of location based marketing in the mobile marketing sphere. In this strange world of today, consumers now have a strong health incentive to allow bluetooth low energy to be activated on their smartphone and use the Corona warning apps. Again GDPR compliant in Europe, the government promise of anonymity is a key driver to consumer uptake. Will Corona disruption cause long term changes in consumer behavior and drive location based marketing forward?

Nobody can predict precisely how long Corona will disrupt or what the long term impact will be. Today, there has been a huge global shift to relying on digital technology and experimentation. In April, a survey revealed that our DMEXCO Community believes that in the longer term, the pace of digital transformation will accelerate. With these opportunities, come digital corporate responsibility and the right attitude. Foursquare, who will be speaking at DMEXCO @home , have committed the company’s tech with a distributed team of volunteer technologists, to helping in pandemic times and are sharing aggregated and anonymized foot traffic data from across the USA with health authorities. Snap, an important player in mobile social media and speaker at DMEXCO @home, after its research revealed that anxiety was high amongst its users, has rolled out a mini app with partner meditation app Headspace. Who would have predicted that Apple would cooperate with Google? At DMEXCO, we may have this year been relieved of carbon offsetting our business travel with our DMEXCO forest initiative but green pressure is here to stay and will affect all industries. Not every company will have the same attitude but having an attitude on how brands can drive societal innovation and take digital responsibility is business relevant.

DMEXCO_MMA_Advertorial_Report_2020828With DMEXCO @home we are looking forward to offering the platform for the mobile marketing industry to come together, join the discussion, innovate, have an attitude and push the reset button for collective future solutions. DMEXCO @home is the new way to network, to interact, to exchange. It’s real. Get your Ticket to DMEXCO @home now!

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Using neuroscience to successfully transform the XR experience

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Simon Gill, Chief Creative Officer at Isobar

It seems trying to predict the future is a very human trait. It speaks to both our curious and creative nature. However, the popular William Gibson quote “The future is already here — it’s just not very evenly distributed.” would suggest we don’t need to look too far. I felt this, when seeing the Webby Awards winner DOTA2 Championshipin 2017.

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At MWC size REALLY does matter

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JC Oliver, Global Chief Creative Officer
at Unlockd

“Who turned out the lights?” was the concerned refrain that rang out across the hallowed halls of CES when the electricity decided to pack up in January.

“Where are my long johns?” was the concerned refrain that rang out at Barcelona airport when I arrived from the sun-dappled shores of Australia to the whispers of Storm Emma that stroked MWC this year – I mean seriously…I really did not pack the correct clothing for a Barcelona that saw the first snowflakes since 2010. Continue reading

Gardens, GDPR, and Great Spanish Weather(?) – Our week at MWC ‘18

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Adam Rubach, MD UK at Ogury 

Last week was the hotly-anticipated Mobile World Congress 2018 in Barcelona, the annual event bringing pioneers and inquisitive minds together to discuss all things mobile.

Unfortunately, this year the seasonal Spanish sun wasn’t on our side. However, we made the most of our Ogury Networking Garden which, despite the rain and even occasional snow, was a great success. The unpredictable weather made for an unforgettable product launch of our latest mobile data solution, Active Insights. People were huddled under branded umbrellas in the middle of a sprinkling of snow, but we were delighted to see that there was still a substantial and buoyant crowd to watch our founders kick off the next chapter in our company history.

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HOW A DIGITAL REVOLUTION IS DRIVING THE JOURNEYS OF THE FUTURE

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Oliver van Bilsen, Global Head of Digital – Retail, Fuels & Lubricants at Shell 

Oliver Van Bilsen, Global Head of Digital – Retail & Lubricants at Shell, recently presented his thoughts on how the digital revolution is changing the face of retail at the MMA Forum. Here he expands on his thoughts and outlines how Shell is pushing innovation forward.

Digital consumers are different. Their shifting expectations are redefining retail and demanding new strategies to deliver experiences that attract new customers, boost loyalty and improve satisfaction. Continue reading

A view from the top: does mobile have a seat at the boardroom table?

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Written by Jon Hook, VP of Brand & Agency at AdColony

At the MMA London Forum we took a step into the boardroom with Dan Hagen Chief Strategy Officer at Carat UK and Keith Moor the CMO at Santander, to understand if and how mobile has impacted the way executives plan and execute marketing campaigns.

How has mobile changed the way that you plan your campaigns?

As with any other medium, the starting point is always with the consumer, not a device or screen. Mobile enables advertisers to derive a real time and data rich portrait of a consumer than previously possible, in large part down to location signals (giant caveat being GDPR!). Whilst this is deeply valuable, the real challenge is where mobile sits in the marketing mix. Continue reading

4 Strategies for Capitalising on the Micro-Moment Economy

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Digby Lewis, Head of Platforms & Distribution at iris Worldwide

This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading

Maximising Mobile Video Content – Without Cutting Your Hand Off

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Peter Haslett, Head of Client Development at Realeyes Ltd.

As the sun sets on Cannes, I was personally very pleased to see a theme of quality vs quantity get the spotlight.

The urge to push creative boundaries is no doubt high but as we know, high quality production doesn’t save an idea that does not inherently make us (the audience) sit-up and pay attention.  So this is about inspiring creativity, breathing oxygen in to ideas and identifying where risk brings reward vs going too far in an attempt to disrupt and/or surprise.

The crux of this is that getting feedback through the creative development process at speed, dramatically reduces costly iterations and disruption to time-pressured workflows. Continue reading

RELEVANCY + INSPIRATION + DATA: MEETING THE DAILY DEMANDS OF MOBILE CONSUMERS

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Ian James, General Manager International at Verve

For many, mobile devices have become a primary connection to the world — they teleport users from destination to destination throughout their day, at once utilitarian communication tools and personalized windows onto inspiring new experiences.

Today, there are two rising demographics of mobile influencers — a pair of generations that have never lived in a world without mobile. These Mobile Prodigies are born digital, growing up in a world of swiping, tapping, and scrolling. With so much to gain at their fingertips, they represent constantly evolving demands to which both advertisers and publishers must respond. Continue reading

Why & how more brands need to take a stand to become a love brand

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Beate Rosenthal, Global Brand Director Digital & Media at Merck Consumer Health

In today’s world, crowded with messages and distractions, brands need to find ever more unique ways to stand-out.

That does not just mean that brands needs to add emotional benefits to functional superiority, but they need to consider taking a stand and commit to societal topics.

Brands need to take a stand about topics, people care about

Insights based ideas that connect with consumers at a higher level are important to create brand love, but they don’t replace the need for product benefit superiority. At Merck consumer health, the world’s oldest pharmaceutical and chemical company, we are committed to the love brand idea. By the way, brand love is a scientifically proven concept with various studies showing that simply seeing their favourite brand logos caused students’ hearts to slow temporarily – literally ‘skipping a beat’. Continue reading