dmexco 2016 –
What’s in it for you?

dmexco 2016 –
What’s in it for you?



With 50,700 visitors, this year’s Hot Spot of the Digiconomy broke all records. With hindsight, most of us can’t help but wonder: "Was it worth attending the dmexco this year - again?"

That’s a relevant question, and one there is no straight answer to. Depending on what you hope from such an event, you may or may not find your luck. The dmexco remains without a doubt an inspirational source of new ideas and impressions for business minds. But if your ambition is to look for concrete answers to your specific digital challenges, you may find yourself leaving the event more confused than contempt. Custom-made, ready-to-deploy solutions will come rather short. And given the significant amount of companies showcasing their services and products on both days (1,013 to be exact), it is rather difficult not to feel overwhelmed and disorientated.

As for the product offers, everyone seems to be an all-rounder this year- at least according to the story lines of their advertising panels. The publishing house that previously released the Yellow Pages claims suddenly to be a Social Media expert, and traditional publishing houses have become specialists for Customized Content Marketing overnight. Many exhibitors work hard at keeping their stand visitors engaged and entertained: Living room atmosphere with cool music and free drinks is the clear common denominator of this event.

Constructive and substantial exchanges tend to happen outside of the booth, during one of the numerous parties. The weather and the city were on their best behavior: Cologne presented itself once more as the sunny and welcoming digital capital of North Rhine Westphalia.

Real substance or false promises?

Those of us who want to expand their digital horizon and be challenged with the right questions may be able to find their luck: some of the panel discussions were indeed pragmatic, solution-orientated and rather stimulating. For the rest, it came too close to selling and advertising speeches.

2016 #dmexco celebrated the emerging concepts of #VR (virtual reality), #AR (augmented reality), #lifevideo, #Ai (artificial intelligence), #growthhacking and #conversationalcommerce. The true value hiding behind these buzzwords is still to be explored, and breakthrough, instrumental ideas remain rather limited. For now.

But what a day at the dmexco definitely is, is exhausting. Many will go home with aching feet or a headache. Was it worth it? That’s a question everyone has to answer for themselves. Will we be back next year? Definitely!

Regardless of how you planned to explore this event, your physical fitness will be seriously challenged. Many of us will return home with aching feet or a sore back from carrying overstuffed goodies bags. Was it all worth it? That’s for you to answer. Will we be back next year? Absolutely!